Netting New Names in Lean Times
CS: What do you think of the following prospecting strategies?
1. Using cooperative databases.
Thalberg: Of course it’s all contingent on the quality and synergy of the other databases, but we think this could have good potential for us as we grow.
2. Differing catalog creative for prospect mailings.
Thalberg: You have to walk a line between having one cohesive message and image that you impart into the marketplace versus tailoring a message to a particular audience. Ideally you do both. Since our definition of prospecting is really fulfillment of catalog requests, as opposed to list buying, the extent of our different catalog creatives is that we use a bind-in card for prospects to say “Thank you for your request” and to describe services we offer.
