Advantagelist.com

List Knowledge


 

DETERMINING THE APPROPRIATE LIST

MARKET EVALUATION


Identifying your market, which includes your current customers and prospects, provides you with an estimated universe for list availability.

CURRENT CUSTOMERS


Current customers are a rich vein of information. By profiling your customer base you can identify demographic and psychographic data.

THE COMMON DENOMINATORS


After profiling your customer base you will have identified the demographic and psychographic characteristics. In the business-to-business marketplace you will find that there are particular publications that your customers and prospects read and organizations that they belong to.

For example, MIS Directors at large computer facilities interested in local area networking may read computer magazines that deal with the LAN market like Network World or Communicationsweek.

In the consumer marketplace you may develop more than one prospect profile. After looking at your current customer base you may find several market segments represented.

For example, Theatre audiences may be splintered in several segments. One segment may be wealthy established suburbanites driving Mercedes Benz and reading Barrons. Another segment may be young, city dwellers who utilize public transportation and read Details Magazine.

 

MARKET PENETRATION


The desired penetration into a geographic area will determine the type of list. Supermarkets mail to resident lists because everyone has to buy groceries. A health club mails to compiled consumer list selected by income to reach individuals who can afford their service.

 

TRADING AREA VS. UNIVERSE 


It is imperative that when analyzing possible list sources that the parameters of the mailers trading area be defined. Marketing geography and selection target segmentation can be two forces that work against each other to eliminate list options. Limited marketing geographic area dictates the depth of targeting.