| ©2004 Jeffrey DobkinThere are two types | | | | exceptionally easy to use. These |
| of lists, determined by their origin: | | | | reference tools are each about the |
| compiled lists | | | | size of the Manhattan phone book and |
| and response lists.Compiled lists are a | | | | contain nothing but list data: who |
| common source of names and records that | | | | owns what list, number of records in |
| have | | | | each, source of names and, list |
| been gathered, collected, and entered | | | | pricing. Both tools are available in |
| into a database. The names may | | | | major libraries.List brokers are found |
| have been acquired through public | | | | in the phone book in every major city. |
| records such as vehicle owner | | | | They can |
| registrations or high school teachers. | | | | be heaven, supplying incredible |
| Directories, such as a directory of | | | | information, or hell, looking for that |
| plant maintenance engineers, are | | | | fast |
| usually compiled lists. Many lists are | | | | buck. Make sure you ask tons of |
| compiled from categories in phone books | | | | questions before handing over any |
| across the U.S. Examples | | | | money. While you pay the broker, he |
| would be all the photography shops or | | | | actually works for the list owner - |
| all the luggage dealers in the | | | | so take that into consideration when |
| United States. Or all the plumbing | | | | you ask questions and negotiate |
| supply dealers.Keep in mind that | | | | price.A plethora of list managers of |
| compiled information - like fish - gets | | | | mailing lists can be found in the direct |
| old rather | | | | |
| quickly and doesn't age particularly | | | | mail trade magazines such as Catalog |
| well.Response lists are data from people | | | | Age & Direct Magazines: 203/ |
| who have responded to an ad or | | | | 358-9900, Target Marketing: 215 |
| who have purchased from a catalog, | | | | 238-5300, Direct Marketing: 516/746- |
| direct mail package, TV ad,or other | | | | 6700, and DM News: 212/741-2095.Some |
| offer.With any mailing you are | | | | list brokers sell through their own |
| considering, first ask precisely what | | | | catalog of mailing lists. These |
| groups or | | | | handy reference tools will give you an |
| what characteristics make up the | | | | idea of just what's out there - |
| perfect audience. Then try to find a | | | | what kind of lists are available and |
| list | | | | counts of how many records exist in |
| that matches these definable | | | | the thousands of different list |
| characteristics closely.Good delivery | | | | categories. Want to know how many |
| percentages of your mailing piece to a | | | | dentists there are? It's a piece of |
| specific audience | | | | cake: 190,168 are members of the |
| can usually be found in lists of | | | | ADA. Want to know if there is a list |
| magazine subscribers. These lists are | | | | of picky ale drinkers? Find the list of |
| usually very targeted to their | | | | |
| audience, and good because most | | | | "Ale in the Mail-Continuity Members:" |
| publishers are extremely prompt with | | | | 70,973 of them. Selling an |
| their name and address | | | | accounting product? Try the list of |
| corrections. Call a magazine publisher | | | | Accounting Institute Seminar |
| and ask if their subscriber list is | | | | Attendees - all 78,634 of them. |
| for sale, then ask for the name of | | | | Looking for college professors? Did you |
| their list broker.There are over 10,000 | | | | |
| magazines published so you can probably | | | | want the 43,347 who teach English, or |
| get a | | | | the 18,184 who teach history, or |
| magazine subscription list that goes | | | | the 8,477 in marketing, or the 9,194 |
| straight to your perfectly targeted | | | | philosophy teachers, or the...If you |
| buyers. If you're not sure what | | | | need additional information - like how |
| magazines would be best, there are | | | | many doctors who |
| some easy-to-use periodical directories | | | | specialize in allergies and are the |
| found in most reference | | | | head of their practice with four or |
| libraries. The best directories of | | | | more employees can be found in |
| magazines are Burrelle's Directory of | | | | Pennsylvania - call any of these |
| Magazines (800-USMEDIA), Bacons | | | | catalog houses and ask them to run a |
| (800-621-0561), SRDS (800-851- | | | | count. You'll be able to get that |
| SRDS), and Oxbridge Communications | | | | information in about ten minutes. Hugo |
| Standard Periodical Directory | | | | Dunhill: 800/223-6454, |
| (800-955-0231). If you can't find the | | | | American Business Lists: 800/555-5335, |
| exact targeted magazine filled with | | | | Best Mailing Lists: 800/692- |
| the eager-to-buy-your-product | | | | 2378, CompilersPlus: 800/431-2914, and |
| subscribers you are looking for in any | | | | Edith Roman: 800/223-2194 |
| of | | | | to name just a few. More phone numbers |
| these directories, the publication | | | | can be found in my books |
| doesn't exist. You can find any | | | | Uncommon Marketing Techniques and How |
| industry - and all the magazines that | | | | To Market A Product For |
| are sent to that industry - in under | | | | Under $500!Several companies now offer |
| 10 minutes in these useful | | | | lists of every business or every person |
| directories.Catalog houses earn a good | | | | in |
| portion of their revenue from the sale | | | | the U.S. on CD-ROM. These products |
| of | | | | allow you to create your own list |
| their lists. Call the catalog and ask | | | | criteria and generate your own |
| for their business office, then ask | | | | precisely targeted mailing lists. Some |
| who handles their list sales. Almost | | | | of |
| all catalog houses sell their lists. | | | | the better programs make it easy and |
| Catalog houses can be found in the | | | | fast to use their CD-ROM |
| Catalog of Catalogs from Woodbine | | | | products. Mailing list CDs are |
| House Publications ( 800-843-7323; | | | | available from InfoUSA: 800/321-0869, |
| $28.95 | | | | and Global Business International: 407 |
| PPD), and The Directory of Mail Order | | | | 568-5037 to name but two.One of the best |
| Catalogs from Grey House | | | | resources for lists is the Internet. |
| Publishing ( 800-562-2139; $250).Trade | | | | There's no getting |
| associations are usually an excellent | | | | around it now, the Internet is here to |
| source of mailing lists. | | | | stay - you might as well get on |
| Better associations always list the | | | | and get used to it. It's a great - |
| industry's major players. Local | | | | probably the best - research tool |
| associations like the Chamber of | | | | available for almost anything, if you |
| Commerce in your area are usually | | | | can filter out the crap from the good |
| good for local business names. You can | | | | stuff. But... isn't that the way with |
| select by business size, | | | | all research tools: you gotta figure out |
| number of employees, SIC code (the | | | | |
| government's industry | | | | which is the good stuff that you can |
| classification of each business), or | | | | use, and which is the bad stuff that |
| any of a multitude of other selection | | | | you've just spent the last two hours |
| parameters. Two great sources for | | | | looking over and have now figured |
| finding associations are reference | | | | out is pretty worthless.You'd be |
| books from Columbia Books, Inc. | | | | surprised how many of your competitors |
| (888-265-0600; | | | | will sell your their |
| publishers of the State and Regional | | | | customers' names. If not competitors, |
| Associations Directory ($79) and The | | | | how about asking other |
| National Trade and Professional | | | | businesses who serve your market if you |
| Associations of the United States | | | | can purchase their mailing |
| ($99). Mailing lists of the | | | | lists.Of course, the best list of all - |
| associations | | | | bar none - is your own house list of |
| are $100/M and are available on labels | | | | current |
| or disk.Association lists and data are | | | | and past customers. These are the |
| also available in the Encyclopedia of | | | | folks that know you and trust you; |
| Associations by The Gale Group | | | | they've experienced that great customer |
| (800-877-GALE) on disk, CD, and on- | | | | service you offer and are now |
| line through Lexis-Nexis. This | | | | willing to buy something else from you |
| hardbound, three-volume set ($505) is | | | | if you would only let them know |
| the motherload of associations - | | | | it's available.Spend some extra time in |
| showing detailed information on more | | | | this most important area - list |
| than 23,000 local, state, national, and | | | | research: |
| international associations.Trade show | | | | tighten your list criteria, do your |
| lists are also great marketing tools - | | | | homework, spend time in research, and |
| lists of both attendees | | | | find the best lists you can possibly |
| and of exhibitors. Check out two great | | | | find. Then test several. It's worth |
| websites: and | | | | the |
| for trade show information. The | | | | extra time and money to target your |
| Tradeshow | | | | audience with precision and |
| Week Data Book (213-965-5300; $355) is | | | | increase the chance you'll come up a |
| a great tool published by the | | | | winner at the post office. There is |
| editors of Tradeshow Week Magazine. | | | | no single more important factor in |
| Another great trade show | | | | creating a greater response to a |
| directory is the TradeShows and | | | | mailing than mailing to the best |
| Exhibits Schedule from Bill | | | | possible list. Whatever you do, don't |
| Communications (800-266-4712, | | | | settle for a mediocre list unless you |
| 856-619-5800) - organized by | | | | want mediocre results.Jeffrey Dobkin, |
| industry, by location, by date, and in | | | | author of the incredible 400-page |
| alphabetical order for fast look-ups.Two | | | | marketing manual |
| excellent resources for investigating | | | | How To Market a Product for Under $500. |
| lists at the library are the | | | | To place an order, or to speak |
| SRDS Direct Marketing List Source (TM) | | | | with Mr. Dobkin call 610/642-1000. Fax |
| (800-851-SRDS) and the | | | | 610/642-6832. From The |
| Oxbridge Communications National | | | | Danielle Adams Publishing Company, Box |
| Directory of Mailing Lists (800-955- | | | | 100, Merion Station, PA |
| 0231). We use both in our own office - | | | | 19066. |
| they're thorough and | | | | |