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
SOURCE Catalina Marketing
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Related links:
http://www.catalinamarketing.com
CONTACT:
Rachel Keener of Catalina Marketing
Corporation, +1-727-579-5224, or
rachel.keener@catalinamarketing.com
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