Prospecting: Paul Fredrick Uses DRTV to Recruit New Customers

Paul Fredrick, a cross-channel retailer of men's tailored clothing and accessories, is returning to its roots as an old-school direct marketer to acquire new customers — albeit in a slightly different medium.

A national direct response television (DRTV) campaign it launched this spring harkens back to a print offer from 10 years ago that turned into a successful prospecting tool. The offer in question is a white oxford dress shirt for $19.95.