Break Out of Your Comfort Zone
4. Test other segments. "You just purchased this suit from us, maybe you might want to see how this blouse will look with it."
5. Try new lists outside of your usual category. Creative list testing is critical. If you key your letters to your lists, you can directly address each new type of customer.
6. Test radio. We've been creating some new spots for an insurance client, and they are making the phones ring at a decent cost per order. Direct response radio is interesting, especially during talk shows when the prospects actually pay attention to what's being said.
I listen in the morning to an all news station, and I hear spots for eye surgery, vitamins, hair restorer, insurance, stock brokers and exercise equipment. I hear the same spots again and again, so I know they work.
7. Free-standing inserts in newspapers can be part of your media mix, too. The circulations can be huge, and if your product has a wide appeal and good price point, it might be a way to add new customers to your database at a low cost.
8. Try testing geographic areas. For example:
Someone in your neighborhood just bought a beautiful new BMW. Maybe you'd like to come in and test drive one this week.
We've just installed a luxurious new kitchen a few blocks from your home. Maybe you're interested in updating yours.
9. Seminars work, too, for everything from financial products to do-it-yourself. Home Depot's doing very well with their in-store training of customers who want to know how to fix their homes.
10. Drive people to your Web site. Make it interesting enough that people want to come back and visit again; buy things from you; and refer their friends, too.
11. Consider going out of your own geography. Maybe test Canada, the United Kingdom ... or Turkey.