Prospecting: Paul Fredrick Uses DRTV to Recruit New Customers

Working with multichannel marketing consulting firm Marketsmith, Paul Fredrick transitioned that $19.95 offer from a catalog page to a television ad. The retailer targeted its ad to run on television stations and programs where men are the primary audience (e.g., news shows). Marketsmith helped to identify those opportunities, including the times the ad would run and where it would get the best bang for its buck.