Target Marketing

Many businesses mailing for the time neglect to make a strong and relevant offer.  They invest heavily in the creative design, print, mail and mailing list only to conclude that direct marketing doesn’t work for them.  Outside of targeted mailing list, the campaign strategy likely lacked an offer strong enough to generate measurable response.

Whether it be a postal direct mail or email campaign, your message must be interesting enough to catch the eye of your audience.  Without these key ingredients, you’re likely to conclude that direct marketing doesn’t work.

Real Life Example

Here’s a p...

Know your customer
The absolute best way to understand your best prospects is to understand your current best customers.  You as a business owner can describe in detail what your customer looks like based on his or her attributes and need for your product or service.  But the key here is to be able to describe your customer in terms that are relevant to a mailing list broker.  If a mailing list broker is unable to build a criteria set that describes your best customer, then no matter how well you’ll be able to describe this person, you won’t be able to find more just like it.  As an example, let’s say you’re in the business of selling high-end office furniture.  You may ...

Dun & Bradstreet, better known as D&B, is the premier business database compiler of choice for BB Direct.  Though there are several business to business database compilers, D&B uses strict guidelines for which business enterprise is ultimately added to the database.  This is important to remember when you are considering a direct mail marketing campaign to businesses.  So many businesses today come and go before they become profitable.  So many others are really just, “Doing Business As”, businesses of another company.  And still, so many businesses relocate and become difficult to track the age and size of the business enterprise.

One of the unique characteristics of the Dun and Bradstreet business database is that every business record has...

Decision makers at businesses evaluate a multitude of offers from direct mail, internet, cold calls, and print space within their respective industry journals and magazines.  They are bombarded by messages on relevant subject matter pertaining to everything a business could need and more.  Over time, business decision makers become aware of the brands that circulate within their peripheral.  The same monthly magazine containing relevant articles are filled with print advertising that continually reinforces their branded logos they saw 7 to 30 days prior.  The messages start to become repetitive and the advertisement is given less and less attention.  The direct mail they receive is also repetitive.  A direct mail piece that’s gimmicky stands to be noticed quicker and toss...