Heart & Soul
Carney says the file provides marketers with a great opportunity to make traditional direct mail work for online buyers. “The trick to this file, I believe, is approaching them offline and directing them online,” he advises.
In addition, Carney says the sheer quantity of 30-day hotline names available on the file is remarkable. “In a world of diminishing hotlines … it’s a growing hotline—one of the biggest that I’ve seen of online buyers.” Hotline names exceed a half million a month, representing some 1.5 million transactions.
This allows marketers to segment into the list to find the most responsive names for their offer and still generate adequate numbers for mailing, says Carney.
According to Frady, Live Nation’s customer database is an “untapped file,” largely because list rental is just a small part of what his department does. Highly targeted and service-oriented direct marketing is the real heart and soul of the business. And Frady is committed to keeping it that way.
“I cannot emphasize it enough. If we got [wind] of our customers complaining about [third-party marketing], we would pull the file,” he says. “I wouldn’t risk the relationship with the consumer.”
Amy Syracuse is a London-based freelance writer, who wrote the cover story on the Jewish National Fund’s viral marketing efforts for the August 2007 issue.