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Home / Growth/Expansion / Success Stories / InfoLAB
InfoLABBig Ad Campaigns Passe As Precisely Targeting Customers Moves into PlayInfoLAB Solutions is bringing advanced marketing technology to keep pace with client needs in an increasingly complex selling, media and accountability environment. InfoLAB weds technology, creativity and wisdom to form new analytical techniques, audience targeting and integrated marketing campaigns for clients seeking continuous improvement in ‘below-the-line’ marketing expenditures. The Ann Arbor-based company, founded in 1994, is at the cutting edge of its field applying unique methodologies, tools and processes for distributed marketing. This enables marketers to cost effectively pinpoint and communicate to their customers and prospects within multichannel selling environments at any level of geography. “Marketing has changed dramatically over the past few years with the advent of new on-line electronic media such as Search Engine Marketing (SEM) and the proliferation of media outlets,” explained Dan Chester, senior vice president of sales and marketing for the $12 million firm. “While the audiences for these traditional channels are declining each year audience sizes and marketing spending for below-the-line marketing channels such as direct mail, direct response broadcast, direct response print, and interactive marketing are climbing.” Although infoLAB grew during the dot.com era of the late 1990s, it survived and thrived by avoiding dot.com habits and pitfalls. “Ann Arbor is a prime site for a growing business like ours,” said Brian Guerin, president. “We have access to educated and trained people. They are highly motivated to be with an emerging business that is at the forefront of contributing to the marketing metamorphosis resulting from the digital age.” InfoLAB has developed highly specialized 5th generation proprietary software that helps users analyze and target their customers and prospects using behavioral data, event and trigger data along with demographic and lifestyle data, that can be used to tailor highly personal communications that can be delivered either on or off-line. “Our unique application of technology has come of age and is very relevant for today’s marketers who are increasingly being held accountable for their entire marketing spend. And with the average lifespan of the CMO now down to 23 months marketing must launch new programs quickly that drive acceptable ROI’s” Guerin noted. “infoLAB technology is very nimble and enables the marketing department to respond with new campaigns that can have a positive impact the current quarter.” “Bombarding an audience of millions of people with national ads to reach a constituency that is in-market to transact is passé,” Chester explained. “Auto manufacturers, tire makers, insurance companies, retailers and financial services companies are all seeking better ways to measure transactions from precisely targeted and timed customer contacts – and this form of marketing is the main way to achieve objective.” InfoLAB has served up more than 75 million targeted on and off line communications in the past five years. It organizes such information into databases that help a client analyze who is buying its products. It also provides clients with information about who might buy their products. The infoLAB concept is to reach customers and prospects at the time when they are most ready to transact for a product or service. For example, oil changes, brakes and tire changes for vehicles are due at certain times. infoLAB provides tire dealers with exact information on this so they can alert their customers to the need for service in the time frame that is required. Additionally, multichannel media approaches to a specific target (using a combination of direct mail and email) are providing a greater ROI than an individual channel alone. When this is combined with relevant timed offers derived from best in class marketing databases and data products the results are even more encouraging. Clients need to be able to send targeted marketing communications to customers and prospects who are in-market for their products and services. “If they have this information, retailers can readily be in tune with what their customers and prospects want,” said Chester. infoLAB’s InMarketEXP™ product is designed for use by all field sales. InMarketEXP is available for companies and individual retailers in several industries – insurance, automotive, financial services and real estate. It provides a turnkey marketing framework and tools to do integrated marketing support for coordinated local, regional and national marketing campaigns. InMarketEXP can act as an adjunct to the home office marketing staff or the marketing agent for an individual retailer. InMarketEXP makes marketing a one-stop internet interface with simple point and click options that help users target their customers at the individual level. “This system saves users time and money as well as developing and maintaining a ready cache of current sales activities in the local trade area or around the nation,” said Chester. “A user can streamline the entire time-consuming task of driving local and/or national multichannel campaigns and analyze results of transactions from a targeted audience with ROI in a short period of time. The marketing world is evolving and infoLAB has adapted new technologies, financial models and experience in order to satisfy client expectations.”
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