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J&J-Merck and Catalina Marketing Develop Award-Winning Behavior-Based Direct
Mail Campaign
ST. PETERSBURG, Fla., Nov. 17 /PRNewswire-FirstCall/ -- J&J-Merck Consumer
Pharmaceuticals recently won a GEM Award at the 2003 Global Electronic Marketing
Conference (GEMCON), for its Pepcid Enjoy! behavior-based direct mail campaign
developed by Catalina Marketing.
Catalina Marketing, (NYSE:POS), worked in conjunction with Partners in Loyalty
Marketing, a consulting firm specializing in loyalty marketing, to identify
potential buyers based on their usage history and high-level of loyalty to the
Pepcid brand. A campaign was then designed to build stronger brand recognition
between Pepcid and Pepcid Enjoy!.
"Catalina Marketing's experience working with behavior-based data, in this case
frequent shopper card histories, enabled us to identify consumers with the
highest ROI potential, and establish an ongoing line of communication with
them," said Lisa Sweeney, CRM marketing manager. "Because of the dynamic
quality of behavior-based marketing, we have been able to track and measure the
impact of Pepcid Enjoy! on the Pepcid brand, and we have been very pleased with
the results."
The Pepcid Enjoy! behavior-based direct mail program sent health and lifestyle
information relevant to the Pepcid user. As a result of the program, market
research indicates that brand awareness across the line of products is
increasing.
"We are excited that Pepcid Enjoy! experienced a positive impact from its
behavior-based marketing campaign, and that the manufacturer was able to
communicate more effectively with their key consumers," said Mike Hendry,
president of Catalina Marketing Direct Marketing Services.
Founded by Retail Systems Consulting, GEMCON has brought retailers, CPG
manufacturers, and system and program vendors together since 1992. The
conference is intended to help build collaboration, and address some of the most
critical marketing issues facing the industry. The GEM Awards, sponsored by
Accenture, are awarded to companies that have exhibited excellence in Electronic
Marketing during the past two years.
Based in St. Petersburg, Fla., Catalina Marketing Corporation
(http://www.catalinamarketing.com/) was founded 20 years ago based on the
premise that targeting communications based on actual purchase behavior would
generate more effective consumer response. Today, Catalina Marketing combines
unparalleled insight into consumer behavior with multiple consumer access
vehicles, reaching consumers at home, in-store and online. This combination of
insight and access provides marketers with the ability to execute behavior-based
marketing programs, ensuring that the right consumer receives the right message
at exactly the right time. Through its six operating divisions, Catalina
Marketing offers an array of behavior-based promotional messaging, product
sampling, loyalty programs, direct to patient information and market research
services. Personally-identifiable data that may be collected from the company's
targeted marketing programs, as well as its research programs, is never sold or
given to any outside party without the express permission of the consumer.
Certain statements in the preceding paragraphs are forward looking, and actual
results may differ materially. Statements not based on historic facts involve
risks and uncertainties, including, but not limited to, the changing market for
promotional activities, especially as it relates to policies and programs of
packaged goods manufacturers for the issuance of certain product coupons, the
effect of economic and competitive conditions and seasonal variations, actual
promotional activities and programs with the company's customers, the pace of
installation of the company's store network, the success of new services and
businesses and the pace of their implementation, and the company's ability to
maintain favorable client relationships.
CONTACT: Rachel Keener
Catalina Marketing Corporation
(727) 579-5224
DATASOURCE: Catalina Marketing
CONTACT: Rachel Keener of Catalina Marketing Corporation,
+1-727-579-5224, or
Web site: http://www.catalinamarketing.com/