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This section presents several brief summaries of the sales & marketing challenges faced by various industries and the solutions we provided. Hopefully, these will offer some innovative ideas to help you successfully meet these challenges.
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Challenge: Find more clients like their best clients to increase profits and market share
Solution: Using their existing database of clients, InfoGrow created a profile of their best clients and determined where they were in relation to each bank branch. Next, we determined the bank’s market share within each trade area and by each targeted industry. Finally, based on statistical analysis, decided who would be the most profitable candidates for future target marketing campaigns.
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Medical Equipment Distributor
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Challenge: Gain a complete understanding of their sales territories and effectively use their sales representatives to target the right prospects
Solution: InfoGrow created a database of existing territories, customers and prospects, using desktop mapping. We then conducted an analysis using state-of-the-art territory alignment tools to balance the territories by dollar amount, physical area, mileage, etc. With the client’s regional managers, we manually fine-tuned the territories, produced maps and target prospect lists for all their sales representatives.
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 Challenge: Need a more effective marketing database to increase customer sales and loyalty
Solution: InfoGrow created a marketing database from existing POS data. Next, we appended customer profile information to the database and developed trade areas around each store site. Based on the profile and trade area results, we determined where to focus direct mail campaigns in order to increase the customer base and gain customer loyalty. The client was then able to offer incentives to a focused segment of the prospect population and capitalize on cross-selling opportunities with existing customers.
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 Challenge: Determine where to locate new centers that would avoid cannibalization of existing sites
Solution: InfoGrow examined the demographics of current customers. We profiled the customers at their existing locations to establish the trade areas around each site. Through this exercise, we discovered additional pockets within their service areas that had a high concentration of consumers matching the characteristics of their existing clients. Additional analysis focused on examining accessibility and location of the potential sites to avoid cannibalization.
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Chemical Manufacturer and Distributor
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 Challenge: Consolidate various database files into one working database from which visual analysis can be conducted so sales teams could focus on the hottest prospects
Solution: InfoGrow took all the databases that needed to be merged and created a new master database. We added B2B demographic information to the customer records in order to build a base file for segmentation. Finally, we provided overall and individual sales reps with maps to allow for quick visual analysis and call planning.
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National Athletic Organization
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 Challenge: Increase season ticket sales and make smarter direct marketing decisions
Solution: InfoGrow analyzed their existing database of season ticket holders to create a profile by industry. Our analysis determined their market share in each industry, helped them to find out who to target through mailing and advertising campaigns. The client learned by focusing on the top three industries, they dramatically increased ticket sales with very little marketing efforts.
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 Challenge: Find more franchise owners like best existing owners
Solution: Using the franchisor’s existing database of franchisees, InfoGrow appended B2B demographic data to each record and created a profile of the best franchise owner. We were then able to determine what industry category they fit and build indexes for the various skill variables, length of ownership and sales. An analysis of this information provided a profile of the successful franchise owner for each industry category. InfoGrow then assisted the development director in building a strategic marketing plan to better target candidates that fit the profiles.
Challenge: Determine trade areas around existing franchise sites. Can franchise owners do better within their trade areas or is there room for another franchise owner?
Solution: InfoGrow profiled existing customers and created primary trade areas around franchise sites where 70% of their sales originated, along with secondary trade areas for the next 20% of sales. These mapped results showed each franchise site and the current trade area. Using the customer profile, we then showed the market share within each trade area. Understanding the percentage of market penetration across each franchise site, permitted us to develop a model of expected sales for existing and new areas of opportunity.
 Challenge: Provide new and existing franchise owners with qualified leads
Solution: InfoGrow built zip code trade areas around each franchise owner area and calculated the number of prospects available within each trade area. We then ordered telemarketing lists for each area, purged the lists against existing customers and managed the appointment setting goal process for each franchisee. Next, we provided a notification system of daily appointments, followed up by appointment quality and outcome reports. The day-to-day database management of this activity was too large for the franchise organization to manage, so InfoGrow maintained the database and managed the entire process, plus provided the franchisor and franchisee with weekly and on-demand reports.
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