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Consumer Mailing Lists - Facts:

simple addition of a toll-free 800 phone number in an ad can generate direct The better you are able to build, organize, and use a database, the better responses to their advertising while they are establishing recognition or an direct marketing will be. And improved direct marketing will yield addtional information on existing customers and new information on prospects.

 

While many compilers are large firms with extensive in-house computer capabilities and sales offices around the country, brokers are usually small, specialized firms. The brokers/ managers with the widest list experience tend to be located in a few of the largest cities in the United States. Brokers in smaller cities often specialize in local or regional lists and may not have experience in evaluating national direct response lists in specialized fields. To find names of brokers, look in the brokers/compilers/managers section of SRDS, the Direct Marketing Marketplace and your local phone book under mailing lists.

With shorter lists and higher average dollar amounts per sale, B-T-B marketers can afford to spend more money per prospect. Direct mail CP/Ms are often higher in business mailing. A cost of $1,000 to $4,000/M or higher would be ex-pensive for a mass consumer mailing, but for a short business list, in which one order might yield thousands of dollars in profit, the CP/M is not unrealistic.

 

In direct mail consumer marketing usually falls into one of three broad categories: (1) lead generation, (2) sales support, (3) mail order. Lead generation is the largest segment of business direct marketing, and it takes many forms, from general prospecting for leads to developing and qualifying leads for sales visits. In essence, lead generation implies database building, because you're gathering responses to develop later. When you establish a new customer, you're building your back-end possibilities Sales support is also a broad portion of B-T-B direct marketing. It contributes to salespersons' objectives, either before or after sales calls. It lets you reach customers several times in different ways, without always requiring a salesperson's presence. The more complex your product and the lengthier the sales cycle is, the more helpful direct mail and other methods can be

Related to the sales support goal is awareness building. Direct mail, in particular, can be effective in establishing and fortifying your image among a small group of company decision makers and opinion leaders. If you cannot afford to buy large ads in major national business publications to keep your company name and image in front of your audience, select your special target market and send them several image awareness pieces.

As with consumer mail order, you can use this sales method alone or to expand your distribution options.

 

More about Consumer Mailing Lists.   See also: Consumer Marketing and Services Marketing.

Response Makers - Consumer Mailing Lists