Prospecting: Paul Fredrick Uses DRTV to Recruit New Customers

"We thought it was a natural progression moving from print to other tried-and-true direct response vehicles like TV," says Scott Drayer, Paul Fredrick's director of marketing and business development. "For us, DRTV has a lot of scale and opportunity. Right now it represents a significant but small portion of our prospecting mix. But we hope that as we develop better creative and refine the offer it can become a larger opportunity for us."