Multichannel Prospecting: Changing Channels

Internal company factors are also a definite consideration. Does your firm have the patience for six months of planning for a test? Or do you have a mandate to expand prospecting pronto? This impacts your media selection. And consider your resources — budget, staff and systems — to track everything. Remember to plan for both creative/fixed costs of new acquisition media and ongoing production/media expenses. DRTV may make the most sense to reach your audience, but if you don't have enough budget to create a two-minute spot and money for revisions and tweaks after your initial test (no one hits it out of the park on the first attempt), it could be a huge waste of time and resources. Focus on media where you have sufficient funds to not only execute an initial test, but also make the second round of revisions and tests that are often needed to succeed in any new medium.