Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
This is the reason Danbury Mint and Franklin Mint, major issuers of porcelain collectibles, do not rent their lists. I would guess that neither Lenox nor Bradford are very likely to rent to any of their competitors; hence the endless space ads for collectors plates and other collectibles in Parade, TV Guide, freestanding inserts in Sunday newspapers and other down market media.
- 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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