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

 

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Co-ops are produced for regional and local markets all over North America. They're conducted by the large national companies and by local direct mail entrepreneurs. Residential co-ops often contain inexpensive flyers printed on paper that is one-third or one-half of and 81/2" x 11" sheet. You can ask a broker about co-ops or simply look in your local phone directory under advertising, direct mail.

 

Card decks are listed in the SRDS consumer and business publication di-rectories. Listings show the source of each deck's list, circulation, and cost. They're bundled in polyethylene envelopes and mailed to a specified list.

 

A word of caution about local independent mail co-ops: The small firms that offer these mailings sometimes have a limited life span. Don't spend money buying space in several future co-ops unless you are familiar with the company and comfortable that it will be around when all of your mailings are supposed to be posted. National business-to-business co-ops exist in many industries. For example, one Western mailer specializes in the travel agent business.

 

 

 

 

 

 

 

The firm mails regular co-op packets to travel agents containing brochures and offers from this data card for a package insert program is similar to a mailing list data card. Notice that there are no selections available, however, because package inserts are placed in every package the firm sends out. (Reprinted with permission from Leon Henry Inc.). Packs are a bundle each the upscale active buyer purchasing from the retailer.

 

Here's a medium that virtually didn't exist before 1980, yet today hundreds of different card decks are available. A card deck or pack is a collection of from 30 to 100, 3'/2" x 5'/2" business reply cards, all representing offers from different companies.
Most offer A—B splits for testing (explained in the next chapter) and rates for color and black and white cards. New card deck offerings are listed regularly in direct marketing trade journals.

 

Lists for decks are as varied and specialized as mailing lists themselves. There are card decks for funeral directors, chemical engineers, and wornen who have bought sportswear through the mail. Card packs for compiled and direct response lists are available. Most card packs go to businesses; a limited number of consumer packs are available. You can't expect a card in a deck to pull a response similar to a solo mailing, but the costs are substantially less.

 

Card packs are a good medium for generating sales leads because they provide a simple response device and because the limited copy space doesn't leave room for complicated descriptions. Select a card pack with the same care you give to a mailing list. Performance Bicycle catalog is a good exmpale of inserts are collated in a 6" by 9" envelope and shipped with the merchandise. This mostly sale audience spends an average of $300-400 a year on cycling equipment, has an average age of 35 years and an average household income of $40,000-$50,000. 751 are homeowners and 801 have college degrees.

 

They are outdoor sports enthusiasts with many related interests.

 

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