Sweeps Anchors Murphy's Co-Promotion With Merry Maids


New York City-Murphy Oil Soap and Merry Maids arecross-promoting their brands using several offline and onlinemarketing tactics, including e-mail newsletters, coupons and anonline sweepstakes that will run through the end of May. The twobrands formed a strategic partnership in April, hoping to takeadvantage of their similar demographics.

The multifaceted agreement is anchored by the online sweepstakesin which Murphy, a brand of The Colgate-Palmolive Co., will giveaway a year of Merry Maids' home-cleaning service. Thesweepstakes allows Murphy to collect key points of data, includingmailing address, e-mail address and phone number.

In addition, entrants can opt to receive e-mail promotions fromMurphyand other Colgate-Palmolive brands. The sweepstakes, which beganApril 25, ends June 1. A winner will be announced June 30.

"It's a natural partnership for both [companies],"says Marisela Hernandez, marketing manager at Colgate Palmolive."We get a presence in a consumer's home, where consumersare using the product, and [Merry Maids] gets a presence outside ofthe home, where they normally don't advertise."-iMarketing News

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