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Case Study: MetLife
A powerful partnership...
MetLife was in urgent need of a new marketing partner with branding,
promotional products and distribution expertise. They needed a few other
things as well:
To move beyond a paper catalog and 800 number for this program
A flexible, dedicated website with customized ordering that would work
for 2 very different audiences: internal employees and field reps
Low quantity minimums on inventoried orders
Capability to handle not only inventoried items, but custom promotional
product requests as well
Commitment to finance new inventory and assume balance of existing
Sophisticated reporting tools and solid ROI
An internal mandate to work with a minority, woman-owned business
The CMS vision was to develop an online tool that would work in conjunction with
MetLife's marketing department to support marketing initiatives even as it
provided a solution for the low-volume, independent sales rep market.
The site would be designed for flexibility and growth so as to be fully capable
of meeting MetLife's evolving requirements and opportunities.
CMS launched the MetLife promotional store 7 years ago with 48 products,
cycling inventory every 90 days and introducing new products each quarter.
Today, the site offers over 310 inventoried SKUs, fulfills over 100 orders each
day and has expanded from $350,000 in sales in 2001 to $3.5 million in sales
The site addresses the needs of both the domestic and global MetLife audience's
offering same-day order fulfillment on inventoried items, customization on
non-catalog requests, and access to a United Media art bank of over 3500
graphic images, as well as global translation and currency conversion features.