ADNAN PERVEZ ZAFARULLAH SHAR

ROOMASA AYAZ

GROUP MEMBERS

MOHAMMAD WAJAHAT SIDDIQUE

NAME: ADNAN PERVEZ

REG: 1511-212-003

BBA : 9TH Semester

TOPIC: LIST SELECTION AND MANAGEMENT

What are lists?

List are the selection of: Names Addresses EmailsTelephone Concepts of prospects & customers, who could

be targeted of an offer to purchase a product or service.

Example :Nescafe did their direct marketing campaign

by offering coffee for free of cost to those who have registered their names and mobile no with the marketers.

Difference B/W Prospects &customers

Prospects :Probability

Possibility

A person regarded as likely to succeed or as a potential customers, clients, etc.

Potential customers or clients qualified on the basis of his or her buying authority.

Financial capacity & willingness to buy also called sales lead.

Customers :A customer

Client

Buyer

Purchaser

Is the recipient of a goods, services, products, idea, obtained from a seller, in vendor, supplier for a monetary or offer valuable consideration.

Set of lists :The set of lists a firm selects for its direct

marketing effort, the single most important factor in determining the success or failure of any direct marketing campaign.

Storage of lists :Lists are usually stored in a computer

database that contain a series of names, addresses & other information.

Example of storage :APTECH (EDUCATION OF COMPUTER)

Are the lists valuable :Yes

Lists are valuable because they are structured collection of records, about customers & prospects for use in both identifying market segments ranking customers based on expectations about how responsive those individuals to be offer.

TYPES OF LISTS

RESPONSE LISTS

COMPILED LISTS

Response lists : response lists are based on the product or

services interests of the persons on the list.Names on response lists are derived from a

company’s files.A firm’s own customers is called house list It contains info such as names & addresses of

particular consumers or businesses that have specific product or service purchase histories based on responding to direct response offers.

Compiled lists : Compiled lists include people who may not be

willing to buy direct but who have some identifiable characteristics that make them good prospects for becoming customer.

These characteristics can include,

Occupation

Subscriptions

Club membership

NAME: ZAFARULLAH SHAR

REG:

BBA : TH Semester

TOPIC: LIST SELECTION AND MANAGEMENT

How direct marketers segments lists?

They are using combinations of personal characteristics or buyer behavior for predicting a response to an offer for a product or service by segments consisting of potential target audience members.

Advantages of list management & segmentation

Lists management & segmentation allow marketers to promote only to those people from whom they expect response rate greater than that from the population in general.

List segments can also be used to split a list file into several smaller homogenous files.

So that, a firm can send a mailing only to individuals expected t be profitable.

NAME: MOHAMMAD WAJAHAT SIDDIQUI

REG: 1511-312-022

BBA : 8TH Semester

TOPIC: LIST SELECTION AND MANAGEMENT

RENTING A LIST

1) LIST BROKERS

2) LIST COMPILERS

3) LIST MANAGERS

4) LIST RENTAL AGREEMENTS

RENTING A LISTNearly all of the lists a company uses outside of

its own house list are rented lists.

However, many of the lists a firm rents are actually the house lists of other companies, available for a fee.

Other , less common ways to get lists are to purchase them or to exchange lists with another firm.

LIST BROKERSList brokers rent list to firm for list owners.

The vast majority of all list rentals are made through brokers.

The list renter pays a fee to the list brokers for the use of a list, and the list owner receives that payments less the commission the list broker takes for its services.

LIST COMPILERS List compilers create lists from such sources as

telephone directories and census data.

They then organize those lists into groups of people or business having some common characteristics such as: Household with above average incomes or business with more than 1million employees.

A popular approach to list creation involves building a list by segmenting out groups of households or business from large master files.

LIST MANAGERS List managers represent the interests of list

owners and are considered experts who understand how to get the most out of lists.

They interact with the list brokers and keep track of all aspects of the process relevant to the owner.

Compare to list brokers, list managers are more likely to recommend only the lists they manage.

LIST RENTAL AGREEMENTS

The most common list rental agreement is for an agreed number of uses.

Beyond that , only those people on the list who respond to the firm’s offer can become part of the renting firm’s customer database.

To ensure that a renter does not use a list more than the agreed to number of times , list monitor insert phony names and address their lists so that those names can be monitored.

NAME: ROOMASA AYAZ

REG: 1511-312-010

BBA : 7TH Semester

TOPIC: LIST SELECTION AND MANAGEMENT

Inspirational quote

LIST SEGMENTATION

When a firm decides tomail an offer to only a portion of a list rather then the whole list, that process is called list segmentation. List segmentation allows the direct marketer to define groups of individuals according to estimates of future offer responsiveness and profitability. The purpose of list segmentation is to increase the response rate to the offer a Campaign makes.

Marketing quote

CHARACTERISTICS OF SELECTING CONSUMERS LIST

According to Burnett,Ed. There are four main criteria in selecting consumer lists.

Demographics

Psychographics

Mail-order characteristics

Physical characteristics

A Comprehensive Consumer Database

Name

Address/Zip Code

TelephoneNumber

Length ofResidence

Age

Gender

MaritalStatus

FamilyData

Education

Income

Occupation

TransactionHistory

PromotionHistory

InquiryHistory

UniqueIdentifier

Customer service quote

What Are the Benefits of List Segmentation to Direct Marketers?

Tracking

Targeting

Split testing

Follow-up sales

TRACKING:

Segmenting your list allows you to more accurately track where your sales are coming from. If you send marketing letters or emails to your entire list, you may not be able to determine which of your letters generates sales. However, if you place a tracking code on each letter or email you send to a different list segment, you can use responses to identify which segments of your master list respond to particular offers.

TARGETING

By analyzing which segments of your list respond to particular marketing letters or emails, you can refine your marketing approach to create customized emails and letters for each segment of your list.

SPLIT-TESTING

Segmenting your marketing list allows you to split-test your marketing efforts to refine your approach and generate more sales.

FOLLOW-UP SALES

You can use list segmentation to generate sales of follow-up products to your list members, instead of simply offering the same products to all of the members of your list at the same time.