Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
A number of catalogers take small space ads to offer a specific item and then convert that buyer into a regular customer. For years, TravelSmith, Novato, CA, ran small ads all over the place selling its Basic Black Travel Dress and picked up a legion of customers at, presumably, an acceptable cost.
Sometimes a space ad offering a high-ticket item in the right medium will bring in a customer at a cost of $50. However, run that same ad in The Wall Street Journal and you might find yourself paying $250 for that customer.
- Companies:
- Abacus
- DoubleClick
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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