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How D&B MarketPlace Can Help You Market Your Product or Service!CASE STUDIES: Case Studies are a great way for you to gain a better understanding of the dynamics of desktop marketing with D&B MarketPlace. While reading, think of how you might approach the marketing and sale of your own product or service. Case Study #1 Breaking into the Boston MarketA Providence, Rhode Island office supply company has decided to mail a catalog of its products hoping to expand into neighboring markets in south suburban Boston. Its best customers are professional offices. After evaluating their customer base, they decide to target professional offices in Plymouth and Norfolk, two counties south of Boston. In the process of conducting analysis to refine their mailing list, however, they discover an important piece of information. While most of their business is, in fact, with professional offices, it's highly concentrated in medical and law offices. With this information in hand, they can further refine their list, reducing the cost - and enhancing the effectiveness of their mailing. And just as important, they can tailor the marketing message of their catalog, targeting its message to the particular needs of those who make office-supply purchase decisions in physician and law offices. But they're not through yet. The discovery that most of the company's business is concentrated among physician and law offices has spurred the firm to market more aggressively to other types of professional offices. They decide to do a test mailing to non-physician and lawyer offices with another "tailored" catalog. Case Summary:
Case Study #2 Tapping a Marketing Opportunity in TopekaThe owner of an electrical services company in Topeka, Kansas, has expanded his company to include fire alarm system installation. A recent upgrade in the city fire code affects all retail businesses over 2,000 square feet. He wants to conduct a telemarketing campaign offering a free estimate and a 10 percent discount on all materials for any new contracts. He first selects the greater Topeka area as his geographical location, then chooses all retail stores as the type of business to be targeted. Assuming that most businesses of 2,000 square feet would have at least 24 employees, he uses number of employees - 25 and up - as the parameter to identify the size of business he wants to target. With this marketing analysis in hand, our electrical services owner now has the guideline he needs to generate a highly targeted, cost-effective telemarketing list. Case Summary:
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