Cole-Parmer

Cole-Parmer Instrument Company is a scientific instrument distribution company, specializing in unique and hard-to-find instruments.

Strategy: To provide a fresh look to the marketing of the 2000 page master catalog, and the newly updated web site.

Result: Friendly faces were used to break down the stuffiness associated with the company, and a new effort "Satisying Your Search". Direct mail netted a 48% response rate, necessitating an increase of resources to fulfill the catalog request. An 11% real increase of new customers was the result. The campaign continued into the annual Pittcon trade show.