DETERMINING THE APPROPRIATE LIST
MARKET EVALUATION
Identifying your market, which includes your current customers and prospects, provides you with an estimated universe for list availability.
CURRENT CUSTOMERS
Current customers are a rich vein of information. By profiling your customer base you can identify demographic and psychographic data.
THE COMMON DENOMINATORS
After profiling your customer base you will have identified the demographic and psychographic characteristics. In the business-to-business marketplace you will find that there are particular publications that your customers and prospects read and organizations that they belong to.
For example, MIS Directors at large computer facilities interested in local area networking may read computer magazines that deal with the LAN market like Network World or Communicationsweek.
In the consumer marketplace you may develop more than one prospect profile. After looking at your current customer base you may find several market segments represented.
For example, Theatre audiences may be splintered in several segments. One segment may be wealthy established suburbanites driving Mercedes Benz and reading Barrons. Another segment may be young, city dwellers who utilize public transportation and read Details Magazine.