Fisherman’s Friend reaches fan community with artegic ECRM

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.

Fisherman's Friend