Oreck taps Catalyst, Rochester, New York, to lead direct and database marketing
Catalyst to focus on lifetime customer value and CRM
Rochester, NY, —Catalyst, a direct and digital marketing agency based in Rochester, New York, today announced that it had been retained by The Oreck Corporation as its direct and database marketing agency of record. The agency will also develop SEM/SEO strategy for Oreck’s corporate retail stores.
Founded in the U.S. in 1963 as a manufacturer of powerful yet lightweight upright vacuum cleaners for the hotel industry, Oreck is today a well-established developer, manufacturer and distributor of residential and commercial cleaning equipment, selling products throughout North America and the United Kingdom. The company’s product line includes upright and canister vacuums, steam cleaners and air purifiers, cleaning products and other floor cleaning machines designed to improve people''s quality of life. Oreck markets directly to consumers and through more than 400 Oreck Clean Home Center retail locations, 85 of which are corporate-owned.
“Our expectation is that Catalyst will establish a holistic view of customers across all our channels,” said Anthony Conversa, vice president of direct sales and marketing at Oreck. “We engaged them to build relationships with current customers in a CRM learning environment that leverages behaviors across channels and helps us better understand customers at the individual and segment levels.”
Frank Magnera, who will direct the account for Catalyst, said the agency’s goals were to improve retention, increase customer value and optimize Oreck’s marketing spend. “You have to look at the customer’s total relationship across all channels, know the value individual customers bring, and treat each of them accordingly,” he said. “The goal is to match your spend with your customer’s lifetime value so you deliver the right offers to the right customers at the right time.”
Catalyst replaces Media Horizons, Inc.
About The Oreck Corporation
The Oreck Corporation (www.oreck.com) is a leading manufacturer and marketer of residential and commercial vacuum cleaners, including both uprights and canisters. The company also makes air purifiers, steam cleaners and related accessories. Founded in 1963, Oreck’s primary manufacturing plant is in Cookeville, Tennessee. Its vacuum products are sold throughout the Americas, as well as in Asia and Europe.
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. We combine innate curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset to take the guesswork out of marketing decisions. We call it Science+Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, GE Money, The Goodyear Tire & Rubber Company, ITT, Oreck, and Valvoline, among others.