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