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Seagram Puts CentrPort on its Tab

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Posted December 17, 2001 By Robyn Greenspan     Feedback

The Spirits And Wine Group will power its Tequila Don Julio brand with an opt-in sweepstakes promotion from CentrPort, Inc. The intent behind the initiative is to enable Seagram to maximize its marketing programs, raise brand awareness and forge consumer relationships.

Seagram Spirits And Wine Group will power its recently launched Tequila Don Julio with an opt-in sweepstakes promotion from CentrPort, Inc., designed to serve as an interactive direct marketing vehicle that delivers targeted banner advertisements, e-mail messages and encourages Web site traffic. The intent behind the initiative is to enable Seagram to maximize its marketing programs, raise brand awareness and forge consumer relationships.

"We've used other marketing tools but nothing compares to CentrPort's depth of capability," said Parnell Woodard, global director of interactive marketing at Seagram Spirits And Wine Group. "It's the only company able to integrate marketing messages across all digital marketing channels. We see this as a critical competitive edge to forge relationships with existing consumers — and win new ones — in the increasingly crowded eMarketing space."

The CentrPort products that are tapped for implementation are Message Broker, Anonymous Prospect Management (APM) Data System and CentrPort AdvanceTM. Each component provides specialized features designed to strengthen Seagrams interactions with customers.

Message Broker delivers appropriate cross-sell messages across touch-points; conducts real-time marketing tests by isolating specific segments; controls your message sequencing across channels; aggressively markets to anonymous prospects; and synchronizes your messaging across customer touch points.

APM Data System collects, transforms and stores marketing communications records to anonymous prospects as well as existing customers anonymously and customer brand interactions.

CentrPort Advance is an online analytical processing (OLAP) reporting system designed specifically for single and multi-touch marketing reporting.

Using these tools, Seagrams collected data will be used to create anonymous prospect and customer preference profiles and customized messages will be directed across multiple channels in real time. The profiles will provide Seagram with a metric to measure campaign effectiveness and an e-mail database of opt-in customers and prospects for future direct marketing initiatives.

"CentrPort is delighted Seagram has selected our software to manage interactions and create one-on-one relationships with consumers and prospects and its Tequila Don Julio," said Bill Zierolf, president & CEO of CentrPort. "Seagram is smart to step-up its marketing strategy particularly during the holiday season which is typically very strong for the spirits industry."

Based in Westport, Conn., CentrPort, Inc. provides brand interaction management applications and support services that enable its customers to record, measure and control how their brand is represented to individuals across multiple channels.

The Seagram Spirits And Wine Group has global responsibility for all production, brand management and marketing, sales and distribution of Seagram's beverage alcohol brands throughout more than 1900 countries and territories. The Group produces and markets such brands as Chivas Regal, Royal Salute and The Glenlivet Scotch Whiskies, Crown Royal and Seagram's VO Canadian Whiskies, Captain Morgan Rums, Seagram's 7 Crown American Blended Whiskey, Four Roses Bourbon, Don Julio Tequila, Seagram's Gin and Martell Cognacs.

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