Geerlings & Wade Inc. has returned to prospecting in 2003 after two years of mailing mostly to existing customers.
The firm, a direct marketer of wine and wine products, plans to roll out an aggressive yearlong catalog and direct mail campaign. It also will use e-mail, radio and TV for the first time.
The budget was not available, but CEO Huib Geerlings said the company had increased its acquisition spending by $1.7 million during the first half of 2002. That went into tests.
However, the firm’s acquisition mail spending fell by $402,000 for the entire year. That drop during the second half came as Geerlings & Wade implemented
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