Media Options: A checklist of nontraditional media options for prospecting:

Web: search, paid, organic

• E-mail lists (primarily available in B-to-B; few usable consumer e-mail lists are available)

• Web ads (individual opportunities, often not scalable)

• Affiliate programs

• Price comparison search engines

Offline media: electronic

• DRTV (large volumes when it works)

• Radio and TV spots

• Outbound telemarketing (B-to-B still most viable)

Offline media: print

• Direct mail:
Solo packages (need a “hero” product)
Self-mailers and postcards (lead generation, especially useful for B-to-B)

• Insert media:
Package, targeted
Statement, mass distribution
Co-op media, mass distribution
Card packs, lead generation

• Space ads for lead generation or “hero product”:
Magazines (mail-in coupons lift response)

Newspapers

• Retail take-ones (impulse driven)