Re: identifying target markets for net-based trade publication

jkowal@tezcat.com ((jkowal@tezcat.com))
Wed, 7 Feb 1996 12:43:54 -0800


<i>>Given that it's very difficult to determine which departments (and</i>
<i>>individuals) are getting involved at which firms, how do I go about</i>
<i>>conducting a targeted, print direct mail campaign? In essence, how do I</i>
<i>>pinpoint the specific individuals involved when it's not clear which job</i>
<i>>functions and departments are involved in the process.</i>

Barbara,

While there are all sorts of lists out there, I've had the best
results from telephone prequalifying D&B lists. If you're looking
for one or two thousand highly qualified names, there's no better
way (what you spend on the phone, you'll save in wasted mailings
with a bigger list.)

You're also mirroring how the major controlled circulation trade pubs
keep their circ lists. We just use the D&B names and phone numbers
by whatever criteria (SIC, # of employees, reported sales) then call
to find out which engineers specify widgets. You're in real luck,
D&B should have names for the type of job functions you want to reach.

John Kowal

---------------
John Kowal, COO Charles Puls & Company
jkowal@abracadabra.com 25 Tri-State Int'l. Center
Voice: 847 374-8000 Suite 100
Fax: 847 374 8010 Lincolnshire, IL 60069

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