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By James E. Powell
Finding new customers is always a challenge, but two new products from Serious Business Software facilitate the search. Business ConnX scouts for companies, while Neighborhood ConnX serves up the names, addresses and telephone numbers of potential customers.
For business-to-business direct marketing, Business ConnX sells detailed demographic data and credit data on more than 11 million U.S. businesses. Both programs include $50 in credits, and you can add more by phoning in a valid credit card number. Exported data is yours to use without further cost. Data on the multi-CD sets can be used for one year.
Neighborhood ConnX identifies potential customers by any combination of demographics from a hierarchical list. Geographical information can also be selected with a map. You can include only those identified as home owners by the list's author, credit giant TRW. You can group them by median home value or within estimated household income ranges.
For each name and address you select, the program docks you 10 cents, 15 cents if a phone number is available. Search parameters can be saved, but if a customer falls into two different searches you are charged twice.
Neighborhood searches require at least 50 qualifying names, so it is fairly difficult to probe for specific individuals. Both programs protect data by allowing you to select only ranges. You can identify households with one to two adults, but can't target singles. Customers who don't want their names on mailing lists are also excluded.
Info File
Business ConnX 5.0 and Neighborhood ConnX 5.0
Price: Under $200 each title
Pros: Speed; low cost per name
Cons: Incomplete data
Platforms: Windows 95, 3.1x, NT
Disk Space: 2MB (47MB for optimal performance)
RAM: 4MB (8MB recommended)
Serious Business Software
888-TO-CONNX, 813-288-8548
WinMag Box Score: 3.5
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