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

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.