David:
Since 40,000 figure is a projection for 1998, does anyone know what's the actual figure? <i/>
I saw a response to a question like this a while back, and it went like this:
My crystal ball is in the shop!
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Jody:
You made a comment awhile back about the response from their mailing can be expected to be something less than 1%. This may be true for a general mailer to the public. However, in the commercial real estate market, I have assembled my own data base of buyers & owners of commercial properties. When I market a property, I mail to people from my data base whom I have noted want to buy a particular type of commercial property. I do a sort of my data base for mailing labels to people wanting to buy "i.e. a shopping center" and mail out 1,000 to 5,000 mailers. If I do not get a min. 15% response, the post office must have lost the mailers. I normally get a 25% response to my mailers, religiously! I would consider this to be a normal response when you direct mail to a "target" group with an interest in your product, given your product is fairly priced, and few, if anyone else, can supply your product.
So, if PNLK has 1.5 million in their data base, and they do a mailing to a target group, they should get a strong response. I would also assume they have done considerable market research, and have a very good idea of what to expect regarding the number of people to sign up for their service. Currently, I have not done any market research of my own to refute their projections, nor would I expect anybody else on the thread has any better founded projections.
1.5 mil data base, they need 40,000 to have an interest in their service....
Go Figure???
Robert
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