What is the best way to reach your audience and create a relationship with them?

 

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That narrowed the list to 800,000. Then they eliminated people who did not match their customer profile, which had been established the previous year. That left them with 600,000 prospects. They then decided that a prime candidate, based on their research, would De someone who had bought a bike two to five years ago and had not yet raded it in. That reduced the list to 400,000 names.

 

Your house list of existing customers and prospects remains your best source, but to learn more about using your house list you should learn how use rental lists, which in many cases are other people's house lists.

 

With your customer profile you can identify print and broadcast media t. have the best chance of reaching the prospects you want. Mailing lists let you even more selective. You have thousands of lists from which to choose, and mi lists are sliced into smaller sections based on various criteria from demograph to buying histories. Some lists are just that, lists. Others are vast databases a taining a variety of information on thousands or millions of potential custom(You can use other lists to add to your house list. there are t types of outside lists you can rent: direct response lists and compiled lists.

 

 

Obviously, doing direct mail programs to sell training, consulting services, maintenance and support contracts, upgrades, and new versions of the software can be extremely profitable and worthwhile for them because the house list is big enough to justify the time and expense involved.

 

Strategic Differences Between Business-to-Business and Consumer Marketing 5
to Time or Newsweek is an example of direct mail. So is that big pack-age Publishers' Clearing House sends you every now and then.

Direct marketing is any type of marketing that seeks some sort of reply from the reader, typically by phone, mail, E-mail, or fax. Direct marketing print materials usually have response coupons or reply cards the reader can use to request more information or order the product.

 

One of my clients is a management consulting firm that sells a very expensive consulting program to management at large corporations. Because the firm is small and the consulting contracts are large, they take on very few jobs in a year. Therefore, they have a small client list. So they cannot justify the cost of doing an elaborate series of database mailings to a database of only So to too clients. Instead, consultants simply keep in touch with their clients, sending personal correspondence about new services or programs from time to time.

 

Tactical Differences Between Business-to-Business and Consumer Direct Marketing qg~
mailing list. For them, the profits are made on the back end—that is, mailing additional offers to existing customers. Many consumer mail-order firms take this approach. So do large-volume business-to-business direct marketers that sell a broad line of products and have many thou-sands of customers and prospects.

 

back-end mailings offering related items to your "house" mailing list or database of customers are generally very profitable.

 

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