Building a Prospect Database

We provide a service to the supermarket and CPG industries and need to reach corporate level executives, VP of Marketing, Director of In-Store Promotions, etc. We need names, titles and contact information whether that is an address, a phone number or an email address.  We have used the Market Guidebook and Hoover’s previously, and are aware of AdData Express, Redbooks and Ad Week’s Brandweek Directory.

Can you recommend any additional options?

CEO, Kiostar


By Jim Sweeney

There are many ways to secure the contacts you are looking to target, including trade organizations, trade publication lists, trade shows, web site directories and list companies.

For example, you can tap into the International Home & Housewares Show (or any of a dozen other related shows) and rent or purchase their exhibitor and attendee lists. You can also contact leading trade magazines – like Progressive Grocer and Chain Store Age – and rent or purchase their lists.

If you have the time and the manpower, you can visit web sites and generate the lists yourselves. It is really not as difficult as it sounds.  Many of the industry trade shows (International Home & Housewares, Gourmet Show, etc.) post their exhibitor list with the contacts right on their web sites.  The exact contact may not always be listed, but a quick phone call will ensure you have the correct person on your list.  You can also try online directories like, or

And of course, there are endless mailing lists you can purchase from, including organizations like USADATA and InfoUSA. Determining the best approach for developing a database really depends on the specifics of what you are looking for, how much time you have and how much you want to spend.


Have a marketing, public relations, social media or advertising question?  Post your question below or email exeqnation at gmail dot com.  We are committed to answering your marketing questions real time.  And if we don’t know the answer, we’ll contact one of our valued partners who will.

Jim Sweeney


Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.