Sales & Marketing: How To Compete With The Big Box Retailer

One of the most reliable resources for finding contact information and mailing information for a particular audience is InfoUSA, a database service which keeps records of mailing information and contact information via SIC Codes. (An SIC Code is a numerical code given by the US Department of Commerce to classify different industry segments.) Once you have determined the proper SIC code for our example of an apartment complex, you would then define your geography and a database will be generated. While there is a fee and some times there is a challenge in getting up-to-date contact information as employees change jobs, it is an effective resource which does not require cold calling to generate your information.

In the next article, we will provide you with an online resource which will help walk you through the use of InfoUSA and how to transform that data into an effective marketing message and mailer.

How do I get my message in front of the key decision makers?

Once again, there are a variety of different methods of getting your message in front of your target audience. Some of these include:

· Direct Mail – Sending a series of mailers communicating your message directly to your target audience (Typically works best when combined with phone follow up)

· Personal Customer Contact - Using the age old process of placing a phone call and setting up a series of meetings with potential candidates

· Newsletters – Via e-mail or snail mail

· Personalized Letter – personalized communication directly to each apartment complex in your area.

In this example, we will focus on direct mail pieces. Direct mail is a useful resource in this example because of the ability to target a small and specific audience member without a high cost or a wide audience.

In the next article, Arrow will help you craft a targeted message and provide you with a simple resource to create your own mailer professionally and easily. The new technology we will be providing to accomplish this is unique, simple and effective.