Lists: Behavior Matters Most
Run Bradford’s customer analysis through the Claritas PRIZM Clusters, which relies heavily on geographic information, and you’re looking at “Rural Industria,” “Mines & Mills,” “Norma Rae-ville,” “Rustic Elders” and “Grain Belt.”
Mail a collector’s plate offer to lists that match these geo-demographics, and you’d lose your shirt, no matter how powerful the offer. However, a good collector’s plate offer sent to any of the 1.3 million collectors on The Bradford Exchange list or Lenox Collections’ 526,000 would be surely worth a test—regardless of the gender, age, income, locale or presence of children.
- Companies:
- Abacus
- DoubleClick
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
