IF YOU ARE MARKETING ONLY TO CONSUMERS THIS CHRISTMAS SEASON, you may want to consider testing a corporate gift buyers list. With their busy schedules at home, many gift purchasers make their selections at work. Nothing is more efficient than being at your work computer and processing that holiday gift order online, with the printed catalog open on your desk.
It's a good strategy for targeting high volume deals as well. Small business owners, managers and sales reps are often looking for just the right gift to send to employees and clients. A low response rate wouldn't be an issue if the average order were tenfold or more! First, consider how much time you spend at work, and think about creating an offer that includes an easy and efficient process for tackling last minute gift purchases online. Direct mail drives site traffic — it's a fact, so why would this response behavior be any different in the workplace?
To make it even easier, you can actually reach the right audience by renting a quality response list of corporate or other gift buyers at their business address. Intelligent mail barcodes may also be used to time your business emails around the delivery of your print catalog; be sure to include links to your landing pages on the emails as well.
The list universes are smaller than you might be used to working with for B2C, but there are sufficient counts of quality names to test. The majority of the buyers are direct mail sold, and may also be responsive prospects for office supplies, business publications and seminars.
The total universe, base price, list popularity index (LPI) and list manager contact information is provided for each of the five corporate gift buyers lists below. The LPI shows each list's rating on a range from 0 to 100, with 100 being the highest. The scores are calculated using an algorithm that analyzes recency and frequency of more than 100,000 outside list recommendations made in the trailing 12 months of the scoring date.
Harry and David Business Mail Order Buyers
Universe: 238,915
Price: $105/M
List Popularity Index: 99
Contact: ALC, Marissa Spinelli, [email protected], (914) 524-5229
Mrs. Fields Gifts Inc. Business Buyers
Universe: 40,760
Price: $110/M
List Popularity Index: 95
Contact: RMI Direct Marketing, Kathy Duggan-Josephs, [email protected], (203) 825-8505
Omaha Steaks Buyers at Business Address
Universe: 72,262
Price: $115/M
List Popularity Index: 98
Contact: Specialists Marketing Services, Monique Adams, [email protected], (201) 865-5800
Sun Groves Corporate Gift Buyers
Universe: 129,988
Price: $90/M
List Popularity Index: 98
Contact: The List Experts, Lisa Teele, [email protected], (727) 669-2500
Things Remembered Corporate Buyers
Universe: 21,746
Price: $95/M
List Popularity Index: 92
Contact: Infogroup, Mike Rovello, [email protected], (402) 836-5639
Data cards for these are publicly available at http://lists.nextmark.com.
Chris DeMartine ([email protected]) is director of business development for NextMark.
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