Is it worth buying a list of potential users to get a new product exposure?
I invented a product that can be used by basketball coaches. I can buy a directory of the 10,000 college basketball coaches in the U.S. We will get the mailing addresses and email addresses of all coaches. This is from the college coaches directory so I know the listings are correct. My question is how I can use this list in a cost-effective way to get information about my product seen by all these coaches? I'm not concerned with selling the item because at this point I just want them to know it exists, as its a product many of them would be interested in having. I just want to get the product name and what it does in front of them so they know it exists.
Bulk mail would be pricey so I don't want to spend that kind of money. Is there a way to use the email addresses in a way that they will get the email in their inbox guaranteed? This will be a one time deal I do and not something that I will resend out over and over to them... I just need them to see the product. Buying the list is only worth it if I can get them to see the product, thoughts?
Expert Answers
Sort by Date
Sort by Votes
Apr 5, 2014
You'll need a long term branding plan of execution to be brand present in those categories and markets that 'search buyers' and users, such that they will find your products/services, and engage with your campaigns, both ad campaigns, and social campaigns. We enable much in this regard.
Apr 2, 2014
Sounds like you are contracting for an email blast to 10,000 coaches. At best you get 3% open (300 coaches). 299 will forget you exist within 60 seconds.
Better to spend your money getting your story posted on a 50 forums or repeatly displayed on a banner ad at sites frequented by your coaches. Give your product away to 3 well know coaches and tell about their experiences on sites visited by coaches.
Just do not do a one time email blast.
Apr 2, 2014
There are TWO critical factors: One is having a good list that is current, not old. The second factor, equally critical, is having a strong, audience-relevant offer/message that is well conveyed and professionally implemented.
If you don't have BOTH factors, nothing is going to happen.
Apr 2, 2014
As long as the list comes from a reputable resource I do not see why not. However, you could always go to the schools website and get the emails that way. Of course it's time consuming. If you purchase a list, one thing to keep in mind is dead email addresses. Or you can do some research on e-mail blasts that you could utilize where it will import the addresses and send them out. They also allow you to check the metrics on who's actually reading them.
Apr 2, 2014
If you're just looking to let this market know you exist, then emails and phone numbers are your best and one of the cheapest to get that job done. You might send out emails and follow up with a phone call to a) be sure it was received and b) gauge any interest. Even leaving voicemails can be effective like this, but no more than two or three. There are demographics that need repetitive calls/no voicemails and others that will be angered by that.
If this was more of a sales campaign, I'd suggest it depends on the cost of the list vs. the purchase price to determine ROI.
Apr 2, 2014
As it turns out the coaches, during the time they sign their team/staff up for the directory, agree to opt-in as part of the terms of service with the company ..... does this change anyones advice? Thanks all - its been a great learning process and helpful!
Apr 1, 2014
It's always easy for someone to point out how you shouldn't do something. CAN-SPAM was created to shield CONSUMERS from unwanted email. We all know how effective it is. I get about 200/day. Coaches aren't businesses, but they aren't really consumer/residents, either. I see them as under-paid businesses, so I would have no qualms about sending them something that could help them.
I might be able to help you and your budget. 415 233-7015 Pacific time 9:00 - 4:00
Apr 1, 2014
No its not recommended. Besides rather work harder at getting quality followers etc by commenting on posts of quality articles and blogs from reputable names
Apr 1, 2014
That is one way of increasing your exposure, but you are still thinking in one dimension, A single catalog may or may not give you a complete picture of your intended customer base. An email campaign maybe what you are looking for. With this in place you can send to every coach in every school world wide. A program of emailing schools has existed since the advent of modern PCs. With an email service you can not only send but, receive back their comments, gain them as long term customers, and build a list that you will used to market to them. Track there opening the emails, capture their email addresses for future use. Contact an Email service, hundreds are available, see what they can offer you toward your goals. There are even some services that will sell you leads, targeted directly to your niche.
Apr 1, 2014
In my opinion, the answer is pretty simple. If the list demo fits the product demo, then yes it makes sense. Do the review of the list and make sure that the people have at least a 50% chance of using the product. If the list fits and the special offer is attractive then the promo should be effective.