Dialogue marketing to build brand communities in FMCG
Fisherman’s Friend enjoys a loyal fan base. The younger end of the core target group, 16 years plus, can be reached more and more via online communication. In addition to websites and blogs, Fisherman’s Friend will soon be using email marketing tools and twitters.
The company plans to base its direct marketing communication on the ELAINE technology of eCRM provider artegic. In contrast to campaign-orientated communication, typical in FMCG, Fisherman’s Friend continuously builds a strong brand community.
“We have had a loyal fan base for years. Continuous customer retention via email-supported dialogue marketing helps us to permanently link these important opinion formers to our brand,” says Maren Dragon, Brand Manager of Fisherman’s Friend.