Page 212 - Duct Tape Marketing

196 Part IV: Getting the Word Out without Advertising

You can create your own list or you can obtain lists from outside
organizations:

ߜ House lists are lists that you create on your own by using your customer
contacts as well as the names and addresses of prospects that you col-
lect from other sources.

ߜ Outside lists are available from mailing service businesses and organiza-
tions, professional associations, magazines, or other list owners.

Creating your own house list

If you market in a local or very clearly defined market area, you’ll probably
want to create your own list rather than buy one from outside your company.
As you go about assembling the names for your list, follow these steps:

1. Start with your established customer and prospect base.

Begin with the names of current customers. Then add the names of
those who have expressed interest by responding to your ads, entering
contests, or in other ways sharing their names with your business.

2. Turn to local business and community directories.

For example, a golf club that’s seeking to build its membership roster
might create a mailing list that includes golfers in the target market area
who have golfed as guests or in tournaments at the club, along with
names of all target market business CEOs.

3. Segment names according to past purchasing patterns or interests.

By segmenting your list, you can send tailored messages that match the
interests of people in portions of your overall list.

4. Enter the names into a database.

You can buy and learn to use database software, you can use the mail or
data merge program in your word processor, or you can employ the
resources of a professional database manager to keep your mailing list
organized. (See the sidebar “Using mail specialists” later in this chapter.)

Where to find good lists

Mailing services and list brokerage businesses can assist with list develop-
ment or list rental.

Before you contact outside resources to discuss renting a list, though, be
ready to clarify exactly whom you want to target. Be sure you can define your
prospect profile by stating where your most likely customers reside geo-
graphically and who they are in terms of age, income, family size, education,
and other lifestyle facts (see Chapter 2). For help on honing your prospect
profile, turn to industry and regional media ad reps, the SRDS Direct Marketing
List Source, and the SRDS Lifestyle Market Analyst — each described in the
following sections.