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Acquisition

Making Mobile Part of Your Lead Gen Strategy

The need to make mobile media part of your lead generation strategy today is obvious. What isn’t so obvious is how to integrate mobile in a way that will effectively engage consumers and not run afo

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Sep. 15 2010




The Seven Basics for Success Using B-to-B Lists

Think you know just about everything there is to know about using business-to-business lists to generate new customers? Maybe you do. But some marketers, in their enthusiasm for implementing the most cutting-edge tactics, might be overlooking the basics.

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Sep. 13 2010




Do Talk to Strangers: Basics of Statistical Prospecting Models

Statistical prospecting models don’t have to be confusing to direct mailers. If you know about two main types of acquisition models, you can boost your business far beyond the “mail-to-everyone-all-the-time” approach to finding new customers. You don’t even have to know how to create models. Just know what to ask for when you want them.

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Sep. 09 2010




Broker Roundtable: In a Social World, What’s the Long-Term Viability of Direct Mail Lists?

This week’s question: With today’s younger generation more accustomed to e-mail, mobile, etc. what do you think about the viability of direct mail lists long-term?

Our current panel features Erik Formica of FMI Inc., Jackie Kern of Main Street Direct, Jeff Kobil of LDS Group Inc., Lee Kroll of Kroll Direct Marketing Inc., Chaim Lazar of Net60 Llc, Kraig Prange of Acton International Ltd. and Adrea Rubin of Adrea Rubin Marketing Inc (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at larry.riggs@penton.com.)

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Aug. 31 2010




Second Chances: A Guide to Retesting Files

Life is full of second chances. You may try a restaurant more than once to determine how good their food is. You might see a movie by an actor who was once in a movie you hated. You might even go on a second date with someone even if the chemistry wasn’t there the first time out. So why wouldn’t you retest a file and give it a second chance?

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Jul. 21 2010




Broker Roundtable: How are brokers coping with fewer new lists on the market?

This week’s question: How are brokers coping with fewer new lists regularly coming into the market?

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Oct. 27 2009




Targeting Institutional Names in a Consumer Prospect Universe

Most business-to-consumer direct marketers do their prospect merge/purges at the family level; that is, both the physical location and Surname must be the same for a duplicate situation to exist. This is because the cost-effective strategy for most of them is to send just one piece into a household at a time.

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Sep. 28 2009




Why Reliance on Prospect Lists Has Changed

Prior to the mid 1990s the list business was booming. List owners enjoyed a nice stream of list rental income. Brokers and list managers enjoyed their well deserved commissions. That’s no longer the case.

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Oct. 11 2008




ListTalk: Quality vs. Quantity: How Are You Building Your Prospect File?

This week, List Talk features Christina Bashark of ePostDirect, who thinks marketers should focus on quality rather than quantity when it comes to building their prospect files. One way to do this is co-registration data

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Jul. 18 2007




Know What Your Prospect is Thinking

Let’s face facts. The focus of the average prospect is not on your marketing piece. It might be on their job, or their mortgage, or their spouse.

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Mar. 15 2007




No Matter What You Do, Only Real Prospects Will Buy

Advertising is a numbers game. It always has been and it always will be. The real skill comes down to how you play your numbers. In traditional advertising, it comes down to your choice of media and how well the chosen medium reaches your prospects.

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