Gupta's Database101.com launches national b-to-b radio, TV campaign

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Database101.com, a provider of database mailing lists launched by Infogroup founder Vinod Gupta, kicked off a $5 million b-to-b ad campaign this week to build brand awareness and promote its new Web service.

The company sells sales leads to “tiny businesses and salespeople,” Gupta told Direct Marketing News. The TV and radio portion of the campaign consists of 30-second ads on networks including Fox, Bravo and Headline News. The radio push features 60-second ads on programs such as The Rush Limbaugh Show, The Sean Hannity Show and various music stations, said Gupta. Th ads, produced by InfoWorx Direct, drive consumers to Database101.com.

The company offers customers sales leads at the rate of 10 cents per name with no minimum sale required, which is compelling to small business owners or sales people with limited means, said Gupta. The campaign, which began late last year with direct mail and e-mail components, offers new customers 100 free sales leads with no credit card required, as well as free leads for one Zip Code.

The company also launched a new Web service on January 10, which allows consumers to purchase customized sales leads online.

“I'm a firm believer in huge advertising and brand building,” said Gupta, who added that the company has dedicated $5 million to brand building this year alone. “We have a tremendous product for sales people and most of them don't have access to leads. We will have access to more than 100 databases, [and we will serve] a community that has never been served before.”

“Local hairdressers can partake in this product,” said Ron Perlstein, founder of InfoWorx Direct.

Gupta resigned from InfoGroup in March as part of a settlement with the Securities and Exchange Commission after he was accused of using almost $9.5 million in corporate funds to “support his lavish lifestyle.” He was ordered to pay $7.4 million in penalties. Infogroup was acquired by CCMP Capital Advisors in June.

Database101.com launched in October.

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