Direct Marketing Post Cards and Business to Business Marketing information: Based on ideas from Mr. Stones recommendations, here are 3 groups of 7 points, each designed to help you make your audience selection easier and better. Considering House, Response, and Compiled lists. Your house list will outpull all other lists. A response list will outpull a compiled list. People over 35 years old are more likely to be mail-order buyers. Rural areas and small towns will give a greater response than urban areas in both business and consumer markets. Geography does matter.

 

You will get a different response from different postal codes, states, and regions; from SIC codes and all other measures. Multiple buyers are more likely to buy from you than those who only bought once in the past, whether business or consumer. Season matters. All things have a season. Halloween is October 31. None of us are going to change that. Sometimes we make more of season than is necessary. In many cases, the difference between the best and worse time is less than 20%. Yet don't forget season.

Here are 7 points to consider when evaluating the options you have to selecting the right audience for you, your product, and your offer: What is the universe of the list you are considering? How many names are on it? Find out in the beginning. How old is the list. Is it as current as you need it to be? When was the last time it was cleaned and updated? What is the duplication factor, if any, and does it matter to you?

 

 

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Is "hot line" selection (most current, active responders) available, and do you care (does it affect your offer)? What available selection factors are important to you?

 

For the consumer market, demographic and geographic? What other selections? What is the cost of this selection, and is it worth the extra cost? Are telephone and fax numbers available; if so, at what additional cost? What about e-mail? For a fully integrated direct response program you very well may find all this data helpful. Know from the start if you can buy extra specifics as well as the base name.Are the names those of companies only, drawn from a source such as the Yellow Pages?

 

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