Working with the best list broker can make all the difference in your direct marketing and in your life. Aim for a relationship with a list broker who finds you the best lists, gets you competitive prices, and brainstorms innovative ideas. Such a perfect world does exist if you know how to direct your relationship into a thriving partnership. To build a solid and profitable relationship with your list broker, consider the following suggestions:
Choose an Expert: Do not just look for low priced lists. Find a list broker who is steeped in the direct marketing business and who has worked in your industry. Communicate: Do not hold back. Tell your broker all the details about your business. This expert is also your partner. Provide all the information about your goals, target market, products, and previous campaigns and outcomes. The more you share, the more your broker is equipped to produce results. Engage the List Broker in the Beginning: Before you have defined your target market, get your broker involved. Extra time allows the list broker to do more involved research. Also, while you are still in the creative process, your broker can contribute or discover ideas that can improve your campaign strategy. Be Loyal to One Broker: Loyalty pays off. A quality relationship will produce long term benefits over hopping from one broker to the other Get Mailing Recommendations: As email marketing evolves, more brokers have a knowledge of both postal and email markets. Learn from their current knowledge. Pay Fees: Remember that list brokers earn their money. The 20% standard fee is only a small percentage of campaign costs and negotiating out of it will only create unnecessary friction. Visit Your Broker: Taking the time to get to know your broker over lunch or on a quick visit will gain you the attention you need. Ask for Fresh Ideas: Ask for advice from your list broker and then be savvy enough to utilize some of the ideas. You will both grow as a team in the process. As direct marketing continues to grow and evolve, it is more important than ever to cultivate profitable business relationships. Your list broker is a key expert in your long term marketing strategies. Take the time to build a substantial relationship with your list broker and you will have substantial returns. |