Going Global

The first test mailing in the United Kingdom finally dropped in the spring of 1994. Prior to the launch, Peruvian Connection hired a local direct marketing consulting firm to provide direction in creating a British version of the catalog and to help select and obtain local lists.

Says Annie Hurlbut, “It was difficult to get names because we didn’t have a list to exchange.” So it used space ads placed in local publications to build an inquiry file from which it generated a small customer file. This file was in turn exchanged for outside lists.