Identifying the target is often the most important part of the marketing process. Many times, a company overlooks obvious information within their own database. For example, a software client marketing software to architects hired AIM to purchase media. In reviewing his records (by size of company in terms of employees and annual sales), we were able to identify that the majority of their current customers hold single licenses for the software and that they are small to medium-size firms. Our recommendation was to avoid advertising in any of the print publications and utilize direct mail since these firms can be easily targeted, thereby avoiding waste.