If you read the October 7th (2007) edition of the Austin American-Statesman, you might have seen the story of the new Pangaea lounge that’s slated to open in Austin soon.

Both the concept and the creator, Michael Ault, are a rich marketing study.

First, Ault has taken a basic element, a nightclub, and turned it into an exclusive, posh, who’s who, brand of his own.

Second….and this is key….he has a personal phone book of 500k+ names.

Though he was born and raised in a uniquely wealthy and privileged environment that not many of us are privy to, we can learn from his techniques and apply certain principles to our own businesses for outlandish success.

In the article, a leading graphic designer stated that Ault was “responsible for creating the blueprint for the modern lounge venue”.

How can you set a new standard in your own industry?

Now, back to that personal rolodex of 500k names. The article went on to state that he uses his connections to “help promote parties”. Studio 54 was mentioned, and, as a side note, according to wikipedia.com, Carmen D’Alessio, who was a former fashion PR agent, was hired to promote the opening of Studio 54. She sent 5,000 invitations to her exclusive mailing list and the most notorious club in history was born.

Can you see the POWER of a mailing list and the importance of having a personal rolodex?

If the fabulously rich and wealthy grow, and use, their mailing list, how much more should everyone else?

PS – Throwing your cards into an organizer or a desk drawer doesn’t count as a method of growing and using your mailing list!

(Originally published December 7, 2007 in Ricci’s publication – The Marketers Gazette)