Tracking the Cold Season: M’Lou Arnett of Matrixx Initiatives (Maker of Zicam)

Every year, frigid temperatures bring on the cold and flu season, and prime time for Matrixx Initiatives, the parent company of Zicam.

“Our fortunes often rise and fall, no matter how hard we work they are tied to how severe the cough-cold season is,” says CEO M’Lou Arnett. “So we have to always think about new ways to manage the business to make sure we stay flexible.”

How does she find her audience at the key moment they’re just starting to exhibit cold symptoms? How does she do it without wasting key advertising money (on those who aren’t sick)? Arnett challenged her brand manager and OTC pharmaceutical executives to think differently.

We have to constantly be bringing innovation out to keep the brand fresh in the marketplace and to keep it top-of-mind to consumers,” says M’Lou, a Vistage member since 2012.

With that, M’Lou and her team turned to data. They partnered with Xaxis to produce programmatic advertising campaigns that are much more responsive and flexible. Through social media data and trends, recent searches, basic demographic information, reports from sources like the CDC, and Zicam’s own sales history, they’re able to follow when the cold season is coming on and where and whom it’s hitting. They’re then able to micro-target these consumers to place their campaigns in front of them.

“We have put everything in place to hopefully dial up the opportunities for success and we’ve got a great pathway to innovation for the future,” says M’Lou.

Learn more about Matrixx Initiatives, Inc., and their full line of Zicam® branded products at https://www.matrixxinc.com/.

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