| To a large extent, the success of any direct
mail program depends on proper list selection. An imaginative concept
will not succeed if the mailing does not reach the right prospects. So,
effective direct mail should be targeted.
To target personnel in the oil and gas industry, Gulf Publishing's
Direct Mailing List contains over 98,000 oil and gas industry decision
makers and selection criteria include by country, by job title and
company type. This way you can select only the names you need for your
target market.
I would recommend including Direct Mail in the media mix but would
not launch it until my target market had already seen at least a couple
ads in print first, building name recognition and believability. Also,
it is important to maintain the same look between different media so
that the prospect recalls your print advertisement or brochure when he
looks at your direct mail piece.
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