DO YOU KNOW HOW
MANY COMPANIES
WE CONNECTED WITH
AT EXPO WEST?
FIND THE ANSWER INSIDE
SPRING 2018
CONNECTING YOU TO CATALINA’S MARKETING NEWS AND EVENTS
EMERGING BRAND
TEAM LAUNCHES
THE MOST
INNOVATIVE
SOLUTIONS
YET!
EXPLORE STATS ON
SHOPPERS &
BRANDS DRIVING
GROWTH
CONNECT
WITH US
JOIN THE
CONVERSATION AND
SHARE WITH YOUR
FOLLOWERS
Advancing the Catalina Brand
starts with a NEW look!
Learn more about the updated tools.
VISIT THE
NEW BRAND
CENTRAL
Welcome to Marketing Goals
the First Edition of
1
Catalina Connect
Advancing
This Marketing Newsletter is meant to keep you and the Catalina
our company updated on the many activities underway
to raise awareness of all that makes Catalina special — Brand
from our people, to our differentiating capabilities, to
helping launch a new market, to achieving impressive • Brand Refresh
results for our customers. • R e-positioning from a
We’ve been contemporizing our look, evolving to a “coupon company” to a
more human narrative, amping up our presence at marketing solutions partner
industry conferences, delivering thought leadership, • C ommercializing new solutions
creating experiential interactions and producing new with high-quality breakthrough
videos and sell sheets. marketing assets
We’re also telling our story like never before, by forging 4hWb0iga%hhcaowkftilSbliifhneogyfpnooperuesesrcsttoohhaudevelyedf’earcgete*gtotnhee?m pWAedhrsfawotritmihf oayfnofecurescdoorifuveyldo30uim%r phpiragohidveremRtOehAdeSi*a?
tighter relationships with reporters, and using social
media more strategically to further spread the word PRECISION THAT POWERS PERFORMANCE
about what makes Catalina unique. Each of us plays a
role in that regard, hence our commitment to inform
and arm you with the marketing tools and initiatives we
are developing to support our go-to-market efforts.
I hope you enjoy this peek inside our
marketing efforts and how our “Small
but Mighty” team can work with you
to positively impact Catalina.
Marta Cyhan
Head of Marketing
PRECISION THAT POWERS PERFORMANCE
Our industry is evolving like never before and Catalina
is accelerating the pace of innovation and breakthrough solutions
to meet these new market realities head on.
2 3 What’s On
Deck?
Increasing Enhancing
External the Business • CORPORATE VIDEO
Awareness • PODCAST SERIES
Model • C-SUITE & CORPORATE
• Building media momentum in 2018:
6 announcements resulting in over • Launched EmB Catalyst with PRESENTATION
1,400+ pick-ups; 500M impressions branded approach • EVENTS
(vs. only 4 announcements in 2017) NACDS Total Store
• Path 2 Purchase Partnership Expo East
• Placed exclusives on two major GroceryShop
announcements (Catalyst and • Developed a brand narrative • MULTI-TOUCH
Ad2Offer) with Adweek and —“Nerd on your Side”— bringing ATTRIBUTION LAUNCH
Media Post value proposition and • ESTABLISHED VALUE
differentiated value to life PROPOSITION AND
• O ver 75 reporter-written pieces in SOLUTION SUPPORT
top-tier industry publications • Partnering with Internal
Communications to inform
• L aunched Market and Brand social and excite Catalina employees
campaigns with targeted media about Transformation progress
OWnnelhywa15tb%iufoyyfeonreuswoyponroulyduapcctaqliauduinrfceohdre?sthsuecceed
Exclusively
for Emerging
Brands !
Advancing the
Catalina Brand.
CHECK OUT OUR NEW BRAND CENTRAL
LOGOS, GUIDELINES, TEMPLATES, IMAGES AND MORE
TO HELP TRANSITION TO OUR REFRESHED LOOK
A strong brand image creates a visual dialogue, building credibility
and loyalty with customers. In this era of digital information, short-
attention spans and visual overload, this cannot be overlooked. To
make Catalina stand out more in the marketplace, we have updated
and modernized our visual brand.
The initial phase of this brand refresh is underway and will continue
throughout 2018. We will continue to develop support elements, provide
education for brand consistency, and offer selected marketing services
by request to enhance our sales efforts.
Visit Brand Central and familiarize yourself with
our refreshed look and feel. Download PPT templates,
logos, icons and the new color palette.
CYNTHIA JENNINGS
Creative Director
NEW SOLUTION ANSWER TO THE
from Emerging Brands COVER QUESTION
HERE
READY, SET…LAUNCH PAD!
• Expo West afforded the opportunity to soft launch
our latest solution—Launch Pad—enabling emerging
brands to precisely target shoppers with relevant
offers ANYTIME, ANYWHERE.
• This outcome-based pricing model allows clients to
predetermine spend and eliminate waste.
• To learn more about Launch Pad check out our
SELL SHEET and
stay tuned for the
official launch!
Watch a video from Expo West!
BRENDA HOLCOMB
Senior Director Marketing, Emerging Brands
Catalina Catalyst Launched
at Expo West!
Expo West was an incredibly worthwhile event this year with record-
setting attendance and over 600 new exhibitors. We were excited to
use this innovative venue for the official launch of Catalina Catalyst.
CATALINA CONNECTED DIRECTLY WITH 300+ NEW AND
PROSPECTIVE CLIENTS and as a result, scheduled 56 post-event
meetings from which 35 proposals have been submitted!
Some of Catalina’s notable marketing highlights from
Expo West include:
OUR SPONSORSHIP OF THE EXPO WEST APP gave us direct
ad placement on the app and on venue signage.
A NEW BOOTH with an LED wall, a “Nerd Bar” with Hub Demo,
and a Kiosk with a custom designed app demonstrating shopper
personalities.
PRESS EXCLUSIVE in ADWEEK featured the Catalina Catalyst
launch with an article timed to coordinate with Expo West.
NEW PRODUCT SHOWCASE using faux products to represent
our need-based solutions—Trial, Repeat, Volume, Loyalty—as well
as our Secret Sauce made with real-time shopper insights!
Expo West was the perfect place to pitch all that Catalina Catalyst
and The Hub have to offer.
CATALINA CASTS A WIDER NET WITH EMAIL OUTREACH
The Emerging Brand Team is implementing a more systematic and impactful approach to
external communication. Using Expo West as an example:
PRE-EVENT 32% 56 POST-EVENT
1,606 were opened meetings were 826received emails
scheduled
emails sent to 20%
400+ were opened
companies
Revitalizing and strengthening our value proposition with
PRECISION THAT POWERS PERFORMANCE
PRECISION. It’s a powerful differentiator for Catalina and a guiding principle at the core of our business.
From Brands looking to maximize the efficiency of their media dollars, to Retailers who need to deliver
more personalized loyalty strategies, providing PRECISION is central to the value we provide.
Commercializing New Product YEAR-TO-DATE
and Solution Launches LAUNCHES
Marketing and cross-functional coordination NEW PRODUCT ACCELERATOR
play a pivotal role in ensuring new product Picked up by 230+ publications
success. Here’s what we do:
• PRODUCT POSITIONING highlighting AD2OFFER
the solution’s superpowers Picked up by 255 publications;
83M potential audience;
• DEVELOP BREAKTHROUGH MARKETING
ASSETS arming Sales Ops and Sales teams PR Newswire over 1,500 views
LAUNCH PAD
• EXTERNAL COMMUNICATIONS through
press releases and social media campaigns Picked up by 200 publications;
81M potential audience;
• MARKET FEEDBACK confirming our
product’s value proposition resonates PR Newswire over 600 views
with clients, then adjusting as needed
AD2OFFER™
TAVRGALEUTEEDDMELOIVBEIRLEY
30hiwghehanneaodrsfs%fineacrluldees Digital Ads with Purchase Power.Cswtarhaeieltetghasruletihblnaaeayrclsy3hrYiem0uoOssp%efelayU.eorArecrRuedhtrad2AsdileheigmOoDriwlptofa+tfsyileoatphTnrlra™tAoyotmcfaaRododpGmitdpgiobisiEntn.iangTsleEtcaasoDrtpghueupeOrtocpinnhrFgeasF.cshTEieishgiRoiihsnn-ci=vnetananMolrutgivveeaeOtstiithnvoRogeapEospodfeSlmiugrtsAoiiotwabLnlihlEaeeodxSamteidnanvcdyerserntaiossitnegs
2Benefits ofAd Offer™ with personalized incentives
• RightShopper, RurigdhestirOedffsehroppers
INDUSTRY COVERAGE
AD2OFFER
AD2OFFER
AD2OFFER
NEW PRODUCT
ACCELERATOR
NEW PRODUCT
ACCELERATOR
LAUNCHPAD
LAUNCHPAD
LAUNCHPAD
MARK BEES
Vice President, Product Marketing
Insights & Thought “
Leadership
“ Our goal with thought leadership is to showcase Catalina’s
unique insights and partner with industry publishing leaders
to raise awareness among Brand, Retail and Agency leaders.
THE CENTER STORE REVOLUTION
Study Highlights:
• Center store is not dead – innovation drives trips & sales
• 60 annual trips/shopper/store – down only 1 trip vs. YA
• 81% of baskets included at least one center store item
• Healthier options helped increase dollar sales and trips
Exposure Highlights:
• Path To Purchase insert in Shopper Marketing Magazine, April issue
• Email blasted to 21,000 CPG, Retail, and Agency executives prior
to study’s release
The announcement of this study has been picked up by over 350 publications
with a total potential audience of 140 million.
SNACKABLE INSIGHTS VIDEO: VIDEO: VIDEO:
Entrepreneur Magazine featured Catalina in a fun POSTED 3.16.18 POSTED 3.16.18 POSTED 3.16.18
St Patrick’s Day piece garnering 50K views across web and VIEWS: 33,624 VIEWS: 15,000
social. Our data estimated that Guinness would increase 1.3M FOLLOWERS VIEWS: 2,297
500% and Harp 900% in sales the week leading up to 3.35M FOLLOWERS 3.4M FOLLOWERS
St Patty’s Day.
*AS OF 5/9/18
Q1 EVENT HIGHLIGHTS
RAMP UP 2018 (LiveRamp)
The Premier Conference for MarTech Leaders.
COO Aaron Miller spoke at this thought leadership destination
that brings together 2,400+ of the best and brightest MarTech
pros from around the world.
P2P SUMMIT
Catalina sponsored the Shopper Engagement and
Innovation Talk Tracks moderating and supplementing
content.
FMI MID-WINTER
Covering a wide range of industry topics, FMI offers
brands, retailers and technology companies the education
and insights they need to grow.
We 3D printed selfies on coffee foam as a conversation starter
about our personalization capabilities!
NACDS
Meetings with diverse suppliers from consumer goods,
pharmacy, supply chain and logistics.
Catalina created memorable
mini- shopping packages with
product information cards
event-goers could take home.
SHOPTALK
The industry’s leading community of digital innovators,
grounded in a fresh and intellectually honest conversation
about both the status quo and changes ahead.
Catalina set up “shop” in the GroceryTalk section!
@catalina We’re Social
18 May
Harnessing the power of social media to reach clients and
brands we have launched a number of engaging campaigns
based on relevant and timely insights.
Brand Campaign 18 May
Igniting the conversation by focusing on unique market value
propositions with our thought leadership.
Emerging Campaign
Retail Campaign
Brand Campaign Retail Landing Page
Established Campaign
SHELBY COOK
Associate Marketing Manager
Make sure you like our Catalina pages.