Brainstorming.

Your next High Quality
list source is just
thoughts away.

"Taking the time to think about alternative or additional list sources could increase the success of your next program. Are you confident that you've thought of ALL the list sources available to you? If not, try BRAINSTORMING some ideas. It's quick and painless, and could really pay off."

By Grant A. Johnson, Johnson Direct

As professional marketers, we know the success of a program relies on the quality of our list/database.

It's curious then, why so often so little time is spent on the front-end searching for good lists. The process does not have to be difficult. Time spent initially on researching alternative list sources could generate stronger end results.

It is not unusual to incorporate a brainstorming session into the creative process. The same benefits of creative brainstorming are applicable for the list development process. Like creative brainstorming, a strategy session to identify unique list sources offers other benefits as well.

For example:

• A structured brainstorming session requires agreement on specific project parameters-creating consensus from all those involved, especially the decision makers.
• Brainstorming alternative sources opens the door to new and potentially untapped information about your target audience(s).
• Ideas generated can be used immediately or filed away to fuel future programs.
• Brainstorming often creates camaraderie among departments that may not otherwise proactively work together.

Brainstorming Ideas

• A brainstorming session should be well-thought out and structured, yet set up so that ideas flow freely. We create a brainstorming brief that is approved by the client prior to the session. The brief identifies the parameters of the meeting, specific goals to achieve and ideas we need to compile and an itinerary so that we don't dwell on any one idea too long.
• The individuals in your brainstorming group should represent different disciplines to help shake-up the thought process. Our groups often involve experts from our public relations, advertising and marketing departments as well as authorities from a variety of markets such as healthcare, insurance and technology. We encourage our clients to involve various departments such as customer service, information services, sales, marketing, etc.
• Most importantly, everyone involved in the session is stripped of his or her title. Equality is important and supports the golden rule of brainstorming: No idea is bad.

Don't feel like you have to go at this alone. We're here to help. Contact us to brainstorm ways Johnson Direct can help improve your direct marketing efforts.

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