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Reach your target market.
if you haven't served this market before, and they don't know you, you have to realize that extending into the market will be much tougher for you. Print advertising can help overcome this and establish a presence if you can afford large ads and a heavy schedule. Otherwise, the best technique for gaining quick visibility in new markets is a combination of an aggressive but low-cost public relations campaign.
To move from the general to the specific, your entire potential audience is generally known as your universe. The first and typically largest part of the universe is suspects—people whom you "suspect" might be interested in your product or service. The next category, prospects, should be subclassified. In the most general sense, you want to be able to identify unqualified versus qualified prospects by some criteria that you establish.
This information is most often added to prospect records via input from the sales force in the field, because they have the most direct knowledge. Increasingly, however, direct marketing programs ask these questions on reply cards or through telemarketing scripts so that prospects can be prequali fled for the sales force.
"Direct mail is an equalizer for small business. Giant corporations can afford to spend thousands of dollars for color ads in dozens of magazines, $50,000 per second for commercials on the Super Bowl, and millions of dollars for celebrity endorsements. You can't.
House lists can be a company's best-performing lists—if they are properly structured and segmented, and scrupulously maintained. Compiled Lists. These lists are compiled from a variety of sources, including telephone directories. We have defined the basic worlds in which your prospects and customers live. Now we need a brief definition of
You can spend hundreds or thousands of dollars sending out letters and brochures to prospective customers. You can look and sound every bit as prosperous and reliable as anyone or any company in the world. Your larger competitors can perhaps outspend you on direct mail and reach more people, but they won't necessarily look any better than you do. Some of your larger competitors may have salespeople combing territories. They're looking for prime prospects, the same prospects you can reach far more cheaply, and often more accurately, with direct mail.
In a very real sense, a qualified prospect with a twist—someone who used to do business with you but no longer does, or has not done so for some time.
More about Direct Mail Marketing List . See also: Direct Mail Advertising and Custom Lead Generation .
Response Makers - Business Marketing
