Using Alternative Media to Build a List

At that time, through the help of Charles F. Beardsley Advertising, an Avon, CT, agency that specializes in space-advertising, creative and media-buying, Design Toscano had built its inquiry list to 300,000 names generated entirely from space advertising.

“At the time our merchandise was pretty one-dimensional, as far as statuary can be,” says Stopka. “I knew I had to diversify really quickly. Even though gargoyles were a hot product in the mid ‘90s, that was only going to last a year or two.”