EC-GATE CRACKS NEW DIRECT CAMPAIGN
By Adnews Staff
Application service provider EC-Gate of Toronto has launched a North American direct marketing campaign targeting the CEOs and COOs of mid- to large-size companies. The campaign was developed by Lowe RMP of Toronto and is designed to generate sales leads in Canada and the U.S. Lynne Kilpatrick, vice president of marketing and communications for EC-Gate, said the company is focusing its marketing efforts on building the business rather than building the brand in what she described as an "extremely competitive and cluttered marketplace." The campaign is in two phases. First a small box with a walnut inside is delivered to the target audience. A card inside asks "What does this have to do with your business?" A few days later another package arrives with a nutcracker and an EC-Gate brochure inside. The brochure describes how the company provides simple solutions to complex e-commerce tasks. Kilpatrick said the campaign will include 2,000 mailings to companies within the foodservices industry. U.S. mailings began in mid-November. Canadian mailings will begin in a couple of weeks. Public relations for EC-Gate in Canada are handled by Courtney Public Relations Group of Toronto.