Page 214 - Duct Tape Marketing

198 Part IV: Getting the Word Out without Advertising

But according to the statistics, the average resident of Bend, Oregon,
ranks below average when it comes to buying fashion clothing (with an
index rank of 65 on a scale of 100). Translation: If your product serves a
customer with outdoor recreation interests, Bend could be a great
market for your business. But if you market Chanel handbags or Versace
gowns, you’d do well to concentrate on a market other than this one!

ߜ Lifestyle interests: This section tells about the lifestyles of those who
participate in the interest area your business serves.

The marketer of a new sewing product would want to know facts about
those who participate in sewing. By turning to the “Sewing” section in
the Lifestyle Market Analyst, he would learn that the average participant
is 55.6 years old. Most are married and also participate (at above-average
rates) in needlework and knitting, crafts, gardening, collectibles, and
sweepstakes. (Hint: Use large type — and drop any idea of an MTV mar-
keting theme.) The statistics also name the top U.S. market areas for per
capita participation in the field of sewing. If an entrepreneur wanted to
know where and how to target a product promotion, this information
would be like gold — don’t you think?

ߜ Consumer profiles: Here, the Lifestyle Market Analyst reveals details
about the people who fit your target demographic description.

Say that most customers served by your business happen to be between
35 and 44 years old, married, and with no children at home. By flipping to
the section “Married, 35–44 Years Old, No Child At Home,” you’ll see that
those who fit your prospect profile outperform other Americans when it
comes to traveling for business, horseback riding, snow skiing, reading
science fiction, owning a pet, riding motorcycles, drinking wine, working
on their cars, and joining frequent flyer clubs. They are not, however, into
entering sweepstakes, participating in civic activities, or playing video
games. Armed with this information, you might decide to consider a
direct mail offer that involves a frequent customer program rather than a
sweepstakes or contest.

Renting a list

To rent a list, you can work directly with magazine publishers, mailing service
businesses, and others who compile lists for use by marketers — or you can
contact a mailing list broker, a business that provides preassembled or cus-
tomized lists for use in direct mail programs. Two large brokers are Experian
(www.experian.com/business_services/) and InfoUSA (www.
infousa.com).

When renting a list, be aware that the list owner will have set prices and mini-
mum requirements. Expect to take all or some of the following steps: