No question about it, cooperative databases have revolutionized prospecting, providing an expanded source of quality names and information. But in today's market, it has become crucial to delve deeper into this resource, to optimize their use for successful prospecting. Optimizing techniques have become necessary to maximize your results in this increasingly complex environment.

If you are seeing your results with cooperative databases erode - or if you think that there is more you should possibly be doing - you need to ask yourself some of the following questions:

- Are there models that I should be trying that I'm not?
- How are the databases performing for other mailers in my category?
- Which selects are best for me in this particular mailing?
- Which database has the best research tools?

A dedicated staff that knows what's working
As part of our Total Source Approach, Millard Group has created a dedicated department to assist mailers in developing a comprehensive cooperative database strategy. We use our expertise to analyze, manage and implement your cooperative database mailings.

More important, we serve as unbiased advisors, who can create significant increases in your testing success ratio. Our database of performance results for the key cooperative databases across categories and by season enables us to know what is working and what is not, to better improve your success ratios.

Cooperative databases have attained a certain maturity, but their benefits are far from exhausted. You can significantly improve your prospecting mailings by:

• Improving the productivity of database circulation
• Increasing the success ratios of testing
• Expanding mailable universes.

With our help, you can free up your marketing resources to focus on other opportunities.

Contact Chris Montana at
201-488-5656 ext 628
cmontana@millard.com