TARGETING YOUR AUDIENCE USING MULTI-LIST DATABASES

One of the most challenging problems for programs marketers is overcoming the minimum order problem for mailings within a defined geographic area. I think the best way to outline the problem and suggest the best solution is by example.

EXAMPLE
Let’s say you want to mail your calendar of programs to every HR and training executive within 100 miles of your location. You research the lists you want and decide on SHRM, HR Executive magazine, Training magazine, HRD Press and Workforce Journal. You ask your list broker to get counts for you within 100 miles and you find that there are only 1,000 available for each list and the minimum order for each list is 5,000.

HOW A MULTI-LIST DATABASE WORKS
To overcome this problem, you use a Multi-List Database. In the Multi-List Database we have over 300 different mailing lists, including each of the five lists mentioned in our example above. Let me emphasize that the databases are NOT compiled lists from yellow pages and directories. These are over 300 subscriber, buyer, attendee, and member lists that have been put together in ONE database so you can pick and choose what you want, and don’t want.

No Single List Minimum Order: If you order your five lists out of the database, there is NO minimum order for each list, so you can get the 1,000 from each of the five lists, no problem. Plus, in the event the same person is on more than one of these lists, the five lists are merged and purged together so that you get a completely non-duplicating list. The only minimum order is that the total of all the lists must be at least 4,000 names.

Enhance with Company Size and Industry: When you order some lists directly from the list owner or manager, they may not have this additional selectivity available for the names on the list. But when we build these Multi-List Databases, we enhance (overlay) all of the records on all of the lists with company size and industry data. So, if you feel your program is only for “big” companies in a couple of industries, you can even select these same five lists for your geographical area with greater targeting. But you couldn’t have done this added targeting by ordering the same lists individually, even if there were no minimum order problem.

De-Duplicate Your List Orders Against Your Internal List: We build the database six time a year. If you put your list into the database, every order you place through the database can be automatically de-deuped against your own list so that you don’t get names you already own. Or, you can have your list merge-purged, and key coded separately, as part of the final output. (FYI: your list can ONLY be accessed by you from the database. It is not available to anyone else, unless you want it to be.) The cost for this service is nominal.

OTHER USES OF MULTI-LIST DATABASES
Targeting Functional Audiences: If you are marketing a program to a very targeted functional audience, databases can be very powerful. For example, if you want to target project managers or purchasing managers, you can use the database to find just the people who have such titles on each of the 300 lists. In other words, any single list may only have 50 or 100 project managers in your area. But by selecting the same titles across all of the 300 lists, you may find more good project manager names than you need.

Saturating Geographical Areas: Databases are an excellent choice for in-depth penetration and saturation of medium and large companies. For example, an EMBA program could have a target audience that cuts across a number of mid-level functions -- marketing, finance, information systems, production. No single list will give you the penetration you want to mail to 30 or 40 managers in a single 2,000 employee company. But a database will.

Multi-Buyers, Re-mail Discounts, and More: Depending on your offer and mail plan, there are other features of databases that can increase the power of the response, lower your costs, and more. When you work with a list broker who knows databases, you will be able to evaluate the bottom-line advantages to you.

KEEP IN MIND
It doesn’t cost you any more to have a mailing list broker work with you to research and find the best lists than it does for you to do it all on your own. In fact, if your time is worth anything, it cost you less. Plus, when you work with a broker who really knows your type of business, you get invaluable and experienced counsel.

AND THE MOST IMPORTANT THING ...
If your list broker can’t answer your questions or help you solve your problems, contact us. We have been assisting clients in finding the highest response mailing lists for over 15 years.

FOR YOUR INFORMATION ...
For direct mail lists, email lists, high volume laser letters, and seminar or conference marketing strategy and production assistance, you can contact us at: