MKTG Services

Special Report List Buying Guide
August 1, 2005

Introduction At a not-so-long-ago List Vision event held by the Direct Marketing Association (DMA), I remember hearing either Don Mokrynski or Mal McCluskey state that the number of datacards had practically tripled in recent years. The result: An overwhelming job for brokers trying to make sense of the prospecting opportunities for clients. While I understand the difficulty such datacard proliferation presents to brokers and mailers, it also represents a step forward in the list industry recognizing a need for more segmented and digestible list files. And that diversity is showing up all over the list business. This special report details the immense work

What issues do list owners and list managers need to consider w
March 1, 2005

Edited By Hallie Mummert Tim Barlow, vice president, list services group, Venture Direct Worldwide The most successful list owners recognize that their file(s) are very important performing assets. These assets deliver sustained revenue as well as demographic and psychographic data streams that represent a great return on their customer acquisition investments. In evaluating and clearing list rental requests, list owners need to consider the following:

Keeping Pace
February 1, 2005

By Abny Santicola We all know the phrase, "It's like riding a bike." And most of us have ridden or ride bikes. But is that all it takes to be considered a cyclist, or is there more? According to a 2003 sports participation study by the National Sporting Goods Association (NSGA), the overall bicycle riding population—made up of individuals 7 years of age or older who bike six or more times a year—numbers 36.3 million in the United States. But that's a pretty wide net. A truer representation of the cycling market is a group NSGA refers to as "frequent participants"—those who have biked

Fire Up Your List Rental Income
January 1, 2005

By Hallie Mummert The challenge of finding quality lists to rent has changed quite a bit in the last year or two. Some marketers have seen their best-performing prospecting lists cool off, while lists that were marginal at best are now hot. And with fewer new files coming on to the market, says Pam Mulligan, vice president, list management, at MKTG Services, a full-service list firm in Newtown Square, Pa., marketers are forced to dig deeper into the names already available for rent to unearth warmer prospects. Marketers want more than just a list these days, said Diane Tancredi, when she spoke in

Market Focus: Bioscientists
October 1, 2004

A Market Worth Further Analysis Just as scientific research is an exacting process, so is selling to scientists. Even when you narrow the field to bioscientists—scientists who study living organisms—the sector can be further defined into several categories: • government, academia or private industry; • title, such as lab technician, researcher and university department head; and • field of study, such as microbiology, zoology, ecology and biochemistry. Key to selling to bioscientists is knowing these details and understanding how they influence the products and services needed, budgets, purchasing authority and buying habits. But reaching out to this market doesn’t require a microscope for every

List Buying Guide: List Challenges and Solutions in 2004
August 1, 2004

Experts encourage marketers to broaden their list horizons. The constant in the direct marketing world is the need to hunt for viable sources of prospecting names. In the early days of this industry, the variety of lists now on the market didn’t exist; list professionals and their clients would have to talk companies—sometimes competitors—into renting or exchanging names. As the number of lists on the market grew, it became a great deal easier for marketers to find quality lists for their offers. Now, average response rates suggest that marketers have tapped out every possible list source. According to a number of

Market Focus: Elementary School Teachers
February 1, 2004

Reach Those Who Teach Elementary school teachers are responsible for making their classrooms conducive to learning. While the school districts may supply the textbooks and the desks, it’s the teachers who purchase much of the other materials for their classes—including workbooks, educational toys and videos. They also buy things to make the classroom a happy and bright place—items such as job charts, weather calendars and ABC posters. “Teachers control some school funds and spend some of their own money on school supplies, as well,” explains John Jeffery, president of ClassroomDirect and Sax Arts & Crafts, both divisions of School Specialty, a Greenville, WI-based

Private Databases: The High-Volume Mailer's Answer to a Shrinking Universe
January 1, 2004

By Hallie Mummert At last year's List Vision, an annual one-day seminar on list marketing held by the Direct Marketing Association, the underlying message of the keynote address was clear: The maturing of the list-rental market has brought the industry to a difficult juncture that requires marketers to do more than pay lip service to list analysis. Today's successful direct marketing company—and the list broker advising it—has to overcome shrinking universes, the over-mailing of multi-buyers, fewer available lists due to company mergers and the growing number of sliced-and-diced masterfiles to find the names that will perform. According to keynote panelist Don Mokrynski, founder and

TM0803_Market Focus, Pet Owners
August 1, 2003

By Alicia Orr Suman Ask a dog lover to name his family members and he'll likely include Fido along with his wife and kids. "That's the nature of the pet owner," says Geoff Walker, CEO of PetFoodDirect.com, an Internet seller of pet food and other pet products. Particularly when it comes to dogs and cats, pets are seen as part of the family, and as such, people want the best for their pets—from toys and treats to food and healthcare. Last year, the Pet Food Institute reported there were more than 75 million pet

TM0703_Market Focus, Motorcycle Enthusiasts
July 1, 2003

By Paul Barbagallo Motorcycle Madness was once a condition that almost solely infected the 350-pound Hell's Angel type who lives in old blue jeans and dirty leather. Today, motorcycling in America is more for sport than for transportation, and it is more popular with all ranges of society than at any other time, says Buzz Kanter, editor in chief and publisher of motorcycle magazines American Iron and RoadBike. "Our readers range from dentists to guys missing teeth," Kanter jokes. "We have found much of the growing popularity with motorcycles is from people well into their careers, usually in their late