DIRECT MARKETING
Goals
- Approaching a new consumer niche (people who get tattooed) through a group of influencers (tattoo artists) to communicate the effectiveness of Bepanthenol in promoting the healing of post-tattoo skin irritation.
Solutions
- Building a marketing database based on trade magazines and other public sources, including online sources;
- Direct marketing activities including:
- Leaflet for tattoo artists, with key messages regarding product use;
- Customizable Tattoo Cards for tattoo artists’ clients, with Bepanthenol advertising on the front and a series of specific tips on tattoo aftercare.
- Product samples;
- Digital gallery of special fonts for tattoo artists, for customers to choose from.
Results
- 84% of the target group reached by phone after the second mailing stated:
- One’s enjoyment of the activity;
- The adoption of the product on a regular basis as a usage recommendation to the customer.
