Silver: Cole-Parmer Product Launch

B-to-B Over $75 Million

The campaign: Cole-Parmer’s wanted to take a crosschannel approach to generate interest and leads in the picoSpin-45 Benchtop NMR Spectrometer, the world’s first miniature nuclear magnetic resonance. Cole-Parmer went beyond using catalogs for the campaign: It also enlisted electronic media, social media, public relations and did road shows to push the $25,000 product.

The result: Sales of picoSpin-45 have increased 580% year-over-year.

What the judges loved:
Jay Greenberg: “Cole-Parmer executed a strong cross-channel campaign. The message was standardized and communicated across each channel and it appeared to be one cohesive campaign.”

Lynn Gore: “Targeted efforts obviously reached the right audience. Consistent message and reinforcement in multiple locations for the customer appear to have increased conversion.”

What could have been better:
Debra Ellis: “One suggestion is to brand the company’s YouTube channel so it is more easily recognized.”

2012 MCM Awards Winners

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