The B-to-B Mailer’s Rules of the Road

Take golf. You can reach golf enthusiasts via an ad in a golf magazine, by renting the subscription list of that magazine as well as lists of golf catalogs and golf equipment buyers or by advertising your product on television during a Professional Golf Association (PGA) event. Since the universe of golfers is known and accessible, the real challenge for the marketer of golfing products and services is offer and presentation.