Net narrows mass marketing:

HyperDrive utilizes Web to target its customers.

by Lance Williams, Courier Staff Reporter

Dan Heimbrock wants to dispel the notion that all customers are created equal.

"In the brave new world of online marketing, it's vital to learn which customers are best," said Heimbrock, co-founder and president of HyperDrive Interactive, a Cincinnati-based interactive marketing firm.

"You can learn that some customers have much more value than other customers," Heimbrock said. He said the old rules of bringing in as many prospects to a company as possible is fading, as companies are starting to maximize the value of individual customers. The company eschews the shotgun approach, instead opting to identify the most valuable customers, keep them interested and grow that market.

"Business owners get that, marketers don't always get that," Heimbrock said.

For instance, HyperDrive has helped Cincinnati restaurant operator LaRosa's prepare for its 50th anniversary and the launch of its new menu. And while LaRosa's has a well-established customer base across Greater Cincinnati, Heimbrock and HyperDrive focused the company on a neglected segment -- those who used the LaRosa's Web site to place orders.

Heimbrock recognized the importance of the group. They were very active customers who ordered often and made the company's job easier because they didn't tie up employee time on the telephone. HyperDrive focused on building a permission-based email list that targeted LaRosa's most active customers who were placing orders at least once a week. The emails offered discounts, interactive contests and other promotions.

"The goal is to surprise and delight their customers," Heimbrock said.

LaRosa's said the approach was exactly what they were looking for. "We wanted to reach out to our online ordering customers directly," said Pete Buscani, LaRosa's executive vice president.

Still, Heimbrock said one of the company's keys is that it can handle both traditional and online marketing, when necessary.

The approach is allowing HyperDrive to continue acquiring new customers, including:

• JamBase.com, which offers record labels, event promoters and touring bands a customized e-mail marketing solution called "FanMail". The system allows clients to specifically target fans of a certain band or genre directly, instead of spending large amounts of money on mass marketing.
  
• Phisoderm, which has new and updated lines of skin-care products. HyperDrive's interactive campaign focuses on ads on MTV.com and other youth-oriented Web sites and media outlets. Visitors to the sites can sign up for customer e-mails, play games and interact with other features. The e-mail list already tops 70,000 names, Heimbrock said.
  
• STS Night Vision Goggles, which was preparing for Eorosatory, the world's largest land defense show. HyperDrive helped the Beavercreek, Ohio-based company develop an interactive CD-ROM to tell its story.

Heimbrock and his brother, Rob Heimbrock, founded the new company on New Year's Day 2001 with the plan of taking marketing into the 21st century. Daniel Heimbrock had been in marketing for more than 20 years and has worked with brands such as Frigidaire, Purina, Scott Paper and Campbell's Soup. His background was focused on marketing strategy and branding.

Meanwhile, Rob Heimbrock, who serves as the company's creative director, had focused his career on graphic design and creative projects. His former clients included such companies and brands as Cincinnati Bell, Kool-Aid, J.M. Smuckers and Glade.

The two saw the marketing world changing, and decided to launch out on their own. Annual revenues are approaching $1 million, and revenues have seen double-digit increases every year since the company was founded. HyperDrive started in a Price Hill store and the company now has eight employees.

Ruth Ann Spears, manager of the Krohn Conservatory, said she has been impressed with HyperDrive's willingness to work with customers.

"They go from print to Web to radio without a hitch," Spears said. "They are very in tune with their customer."

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