• How To Develop An Effective List Strategy.
• Steps in building a list plan.
• The Nuts & Bolts of Selecting and Ordering.
• Profiting From In-house Customer And Inquiry Files.
• Building Your Own Customer File.
• Ways To Find, Select And Use Mailing Lists.
• Where to Get Information on Lists.
• Sources of Lists: Players in the List Rental Business.
• List Selection - Pros and Cons by List Type.

• Why Selecting The Right Lists Is So Important.
• Consumer Versus Business-to Business Lists.
• How To Evaluate Which Lists Are Most Effective.
• A Review of Costs Related To Lists.
• Types Of Lists To "Avoid Like The Plague".
• Elements that add value to lists.
• Simple List Enhancement Strategies.
• What List Selection Shows You About Audience Targeting.
• Proven Methods to Increase List Response.

What You'll Learn...
Information-packed, half-day for people who want to learn:

• Where to start, where to look, what to look for, how to search?
• Why only certain lists are better, more effective than others... and WHY.
• What makes lists easier or more difficult to find?
• How to access customer files of direct competitors, with their permission.
• Find out about population masterfiles and business to business database.
• Getting help with list selection, name counts, list order placements, etc.
• "Recency" and "Frequency" - why these factors are so critical.

Why training about finding and selecting mailing lists?

     Few factors have the impact on marketing results like targeting the right markets and sub-markets. If you don't know where you're going with list selection, any road will get you there. Don't be lost in the "sea of lists". Let this workshop be your lifesaver.

     What you should be doing with your customer files, how to profile them, is it OK to mail more often? "Internal" lists are selection "drivers" for external lists. Understand as much as possible, about your most valuable assets.

Why list exchanges are more valuable than list rentals. Use list "continuations" to uncover highly responsive, "hidden" lists. Are there really business lists with Psychographics?.

Who Should Attend?
     Anyone who affects the success of your organization's promotions or other marketing efforts.

     Managers, Supervisors and Coordinators in Marketing, Sales, Advertising or Promotion Management.

     Business owners, partners and principals of businesses big and small..

     Advertising Agency account services staff, or similar staff from marketing service firms.

     Sales Reps from supplier and vendor companies who support Direct Marketing "user clients"

Speaker(s)
George Wehmann
President, Direct Marketing Resources Group, Raleigh, NC

Founder, past president, Carolinas Direct Marketing Association.

     Wehmann's experience comes from Readers Digest Condensed Books Club, American Express, IBM PC Company and Merrill Lynch Financial Services.

     Wehmann has presented at conferences for a variety of trade associationsincluding The American Marketing Association, The Internal Association of Business Communicators, Chambers of Commerce and various entrepreneurial development groups.