Lessons From Abroad

According to Fielding Yost, president of the Saturn Corp., with operations in the United States and Europe, Europeans have embraced alternative media more quickly than their U.S. counterparts.

“Telemarketing has a much calmer way of soliciting in Europe than the United States,” Yost says. “Appeals are more straightforward and without as much emotion or as frequent as those in the United States. Costs are higher in Europe, but so are response rates and income.”