Maximize list rental for vertical markets

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Vertical marketing prospers within the b-to-b list rental marketplace. There is a publica­tion for every business, and every aspect of business. How can these publications maximize list rental? What generic selections can be offered to entice new mailer use, and expand testing oppor­tunities? Where shall we position the list for the greatest exposure, and how can we bring excitement for the out of market users?

These are the types of questions that we ask as we analyze a subscriber list, or a group of subscriber lists, from the very specific verti­cal markets. Our analysis is further expanded through an in-depth competitive analysis: how are similar lists priced? What kind of pricing can we offer to out-of-market users? What ad­ditional selections can be made available? Can e-mail files or phone records be released for rental, to increase market coverage? Are there public and private database opportunities for this file?

We know that the b-to-b marketplace and its vertical positioning allow for in-depth segmen­tation. Mailers looking for specific groups like small business owners, engineers, and CEOs will rent small quantities, as long as they can reach the vertical job titles they need. Review­ing the list structure, the subscriber base itself, and how these kinds of selections can be made available, allow for new market opportunities, and enhanced list rental revenue generation.

Once the review is complete, it's time to pub­licize and promote. Position the new selections to maximize usage and rental revenue through all types of advertising vehicles. Get the word out, make sure it's understood, and develop the opportunity. The right select, matched with the right price point, matched with the unbeatable customer service to enhance the opportunity result in extended and increased list rental revenue opportunities.

From pharmaceutical to agricultural, to engineering and financial, there is a market for specific segments. Public and private databases covet the opportunity for new names. In b-to-b, it's who the person is, rather than what they've done, that intrigues the mailer. The mailer looking for CEOs wants them all, throughout the market. A vertical publication may only have 1,000 CEOs to offer, but multiply that by the other 20 vertical publications that also have 1,000 CEOs and now the mailer has 20,000 records to work with. Working within a category, and maximizing the cross-sell opportu­nities within those categories, is inherent to this success.

The final result benefits everyone: the mailer has more names to build its business with, the list owner has more opportunities for list rental revenue, and the list manager has developed additional rental revenue capabilities and cross sells to enhance its client base.

Kayle Plotkin is the vice president of new business devel­opment at Statlistics. Reach her


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