Question

textbook ISBN-13: 978-1-337-28265-9 Advertising, Promotion, and other aspects of Integrated Marketing Communications. Assume you are a direct marketer for a line of merchandise imprinted with the logos of major universities. These items are targeted to the fans and supporters of university athletic programs. Detail how you would compile an appropriate mailing list, one that would reach people who are most likely to purchase the logo merchandise. Use your college or university for illustration.

Answer 1

To compile a targeted mailing list for university logo merchandise, a marketer should engage with brand ambassadors, use athletic program and event databases, partner with the campus bookstore, and leverage social media. This targeted approach capitalizes on the attention economy and the trust in peer recommendations.

Step-by-step explanation:

To compile an appropriate mailing list for merchandise imprinted with logos of major universities, aimed at fans and supporters of university athletic programs, one would undertake a multi-faceted approach.

Understanding The Target Audience

It's essential to know the demographics of the audience most likely to purchase the logo merchandise. Brand ambassadorships and on-campus advertising highlight the effectiveness of a peer-driven approach. Engaging with brand ambassadors who are actively involved in high-profile activities such as sports, fraternities, and music can be a powerful strategy. By collaborating with these influential students, direct marketers can tap into their networks to reach potential customers who trust referrals from people they know.

Creating the Mailing List

In building the list, a marketer could start by gathering information from:

By understanding both the attention economy and the power of referrals, a direct marketer can create a highly targeted and effective mailing list that reaches the right audience with the right message.