Targeted Mailing Lists and Direct Mail Marketing information: Another difference between business-to-business and consumer direct marketing is in the size of the target audiences. Many business marketers sell to a small select group of companies and typically mail to lists that range from a few hundred names to rarely more than 20,000. Even a list of 20,000 may represent only a few thousand companies, if several people at each company are targeted. With shorter lists and higher average dollar amounts per sale, marketers can afford to spend more money per prospect.If business-to-business is your niche, this chapter gives you a good summary. Most of the principles and techniques discussed elsewhere in this book also apply to business marketing and are not repeated here. The focus is on ways to modify basic direct marketing techniques to appeal to business buyers. Lead generation is the main goal of business direct marketing. No matter how you look at it, however, the two forms of direct marketing are tied together more than they are separate.
In business marketing your goals are different. You want to get the corporate cravat buyer to see your sales representative who will demonstrate the perkiness of your paisleys, the pluck of your prints. You may also have to show how your neckties contribute to a company's bottom line and give the corporate tie buyer strong benefits she can tell the boss to explain why she bought your neckties.
About Targeted Mailing ListsLike Suzuki, you can be selective to increase your response rates while reducing your mailing costs. Precise selection of potential customers is the key advantage of direct mail, yet surprisingly few small businesses do any list sorting or segmenting at all. According to list compilers, average small businesses don't even buy lists that can be corrected and enhanced by various, sometimes simple, computer techniques. While your mailing lists are probably not nearly the size of Suzuki's, you can apply the same principles to your list planning. |
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