Our strategy called for the following three basic steps:
Step 1: Consistency - We addressed consistency through the website and the in-field promotion, using interactive CD-ROM media to provide and promote the consistent messaging and branding across the distribution channels.
Step 2: Introduction and Interaction - We introduced the Fontana Candida brand to interested consumers through the use of a series of HTML communications. The goal was to drive awareness and product interest using fun, engaging communication that allowed the consumer to interact directly with the brand.
Step 3: Consumer Database Building - The final step of the campaign was to build the consumer database. We only communicate to those consumers who have demonstrated a desire to interact with and receive communication from the brand, so finding engaging and one-to-one promotion is critical.