School Kids 41 Million Strong & Growing
DeLaite agrees that the market for children's catalog lists is very competitive. "See if the list owners are willing to make any concessions and negotiate on the select charges."
In addition, "There's a high barrier to entry," DeLaite says, explaining that catalogs often offer their lists to one another on an exchange-only basis, and if your catalog file is small you may be out of luck. But, he adds, "If you don't have the volume on your own file to facilitate an exchange with another cataloger whose list you'd like to use, don't give up. Put that list on your wish list and open the lines of communication with that cataloger now so you can go back later and hopefully strike a deal."
Test Time: Other Media Choices
In addition to the breadth of lists and databases available, a variety of alternative print media also exist to reach this market. Among the choices: co-ops, magazine inserts, package inserts and FSIs.
Greenberg asserts, "The best approach to reaching this market is a comprehensive umbrella strategy including image-driving and business-driving [response] elements."
For example, Greenberg says, a financial services company generates a sense of trust through mass media such as TV and print. Then it can talk about the details of what it provides with target-specific messaging using a combination of direct response media.
Co-ops can be an efficient and effective part of that media mix, Greenberg notes, allowing you to select against the database whom you want to target, in which category and at what level of participation you want to mail.
He explains, "You want to hit consumers at as many points as you can. Only 50 percent receive FSIs in their homes; 18 percent subscribe to parenting magazines. So it's vitally important to use a mix of media."