The Benefits of Multichannel Prospecting  Feb 24, 2009 12:11 AM
 By  Cataloging by its very nature implies acquiring customers
via renting lists. For some that’s the beginning and end of
prospecting. But most catalogers eventually go beyond lists to
grow the business, combat limited list universes, or as part of
an overall expansion to multichannel marketing.  But how to
determine which directions to go in? With so many choices —
offline (inserts, space ads, solo mailing, DRTV, radio, etc.)
and online (paid search, Amazon and eBay, affiliates, etc.) it’s
easy to be overwhelmed. By focusing on goals before selecting
media and tactics you will make better choices and avoid
mismatches between your brand and specific options.  A key
benefit of multichannel prospecting is reducing risk through
diversification. Think about financial managers reducing
investment risk by diversifying your portfolio with stocks in
different sectors, international, bonds, etc. The same concept
applies to customer acquisition – if you o