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Prospect Lists - Facts:

A list that matches your demographics may look perfect when you see it in SRDS, but a broker may be able to tell you that the list is not pulling a strong response to offers such as yours, or that the list is not updated or cleaned as frequently as it should be. This offers a unique opportunity in the marketplace.

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 or 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.

 

One way to evaluate brokers is to ask several for their list recommendations for your product or service, then compare the advice and service you receive. If you have experienced brokers nearby, talk with them, then if necessary, call brokers in other cities. Here are some of the things you might expect from a broker: The broker may ask to see a sample of your product and, if genuinely interested in working with you over a long period of time, the broker will ask you about your business plan and objectives.

 

If the broker knows where you want to go, he or she can help you develop the strategies to get there. The broker may want to see samples of any direct mail advertising you have already created and may offer to help you prepare your materials. Some brokers provide creative services or can recommend copywriters and de-signers to work with you.

 

The broker will want to review short-term testing tactics with you and may advise you to conduct as much testing as your budget will allow. A good broker will also be available to help you analyze the results of mailings. The broker might even offer some advice on other marketing possibilities such as package inserts, or telemarketing. Not all brokers are going to be this thorough, but this gives you an idea of the type of help a broker can provide.

 

List managers usually require you to send them one or more copies of your mailer before they agree to rent a list to you.

More about Prospect Lists .   See also: Direct Mail Advertising and Telemarketing Sales Leads.

Response Makers - Prospect Lists