Kodak developed software specifically to help ad agencies and creatives streamline the job creation process. This was a new audience, with virtually no existing market share. Catalyst targeted key prospects through a mix of existing prospect databases and purchased lists. Data on this segment's pain points was also collected through up-front telemarketing.
The campaign needed to create awareness, educate prospects and promote recall among an audience who is more critical of the creative aspect of the campaign. The creative had to work especially hard to get their attention. A versioned "boom box" mailing drove prospects to a PURL that captured information and garnered a 5.1% response rate and generated a 10x ROI.
About Catalyst
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. The agency takes the guesswork out of marketing decisions by combining intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.
