How integrated companies are prospecting for new customer

But facing the economic reality of soaring catalog production and mailing costs, the Omaha, Neb.-based company has implemented a wide-spreading postcard mailing program over the past year targeting primarily customers. The company may go after prospects with postcards down the road.

Having mailed 10 different postcards with varying offers, such as dollars-off coupons and free shipping based on specified minimum orders, Oriental Trading's alternative media program's now in full swing. "Postcards certainly cost less than catalogs," says spokesperson Angela Drew. "We can target more effectively with these cards, and can really home in on our market." Every postcard has an offer; each has a keycode so the company can match them back, whether customers or prospects order over the phone or online. —Paul Miller