Prospecting: Teach an Old Trade New (and Not so New) Tricks

Meanwhile, outbound freight costs have risen dramatically. So the break-even lift for a “free shipping” offer is higher than it was a year ago. Evaluate both front- and back-end numbers carefully before rolling out free shipping or other promotional offers.

Inserts, DRTV, Space Ads, Etc.

Working: Lead generation with DRTV and DR radio. Catalog/multichannel marketers like Doctors Foster & Smith, Vermont Teddy Bear and 1-800-FLOWERS.COM successfully have generated new prospects via DRTV and DR radio spots. Television provides opportunities for exposure to a huge audience; responders call or visit Web sites to request catalogs or place first orders.