School Kids 41 Million Strong & Growing
If you have to go outside of your category to rent names, use as many selects as you can to home in on your target, advises DeLaite.
Proper use of selections also is a key to making large compiled lists and databases work for reaching school-age children. While compiled lists typically start with a lower cost per thousand (CPM), their prices can inch up as you tack on additional selects. So choose only those selects that will truly help to define your audience.
In selecting a database file to mail, Byron Taylor, senior account executive, MKTG Services, says, "The key elements here are quality and accuracy of the data, and the coverage of data throughout the file."
When it comes to the next step—deciding which selections to use to refine your database target—Taylor reasons, "As with any offer, you want to make sure that the person your message reaches meets your requirements for interest, demographics, income, etc." He adds that as marketing budgets grow tighter, the importance of finely targeting your promotional efforts increases.
Taylor recommends that marketers and brokers should involve the list manager in determining what selections are worth testing. "Let them know the offer, who the target audience is. The list manager will be able to help you fine-tune your selections," he suggests.
Tips on Renting Kids' Lists
When it comes to renting lists, watch your pennies: They can add up. With all the selections sometimes needed to make a particular list or database work, mailing to kids' lists can get expensive, cautions O'Neil, so it's important to negotiate whenever possible.
A typical kids' response list will cost you $85/M to $100/M, with additional select charges of about $10/M to $15/M for age, says O'Neil. She advises negotiating for discounts when appropriate: "A smart list broker will ask for a cap on select charges. Ask to negotiate these down on a rollout based on quantity."