2. Design a printed flyer for your online business. The flyer should include a description of your web site, e-mail address, web address and any other important information. Make a deal with an offline store to have them include flyer in each bag of products they sell in exchange for free advertising on your web site.

3. Make a deal with a computer store to have them display your web site on computers they display in their store in exchange for free advertising on your web site or in your e-mail newsletter.

Once you find a targeted offline business, contact them and present your joint venture proposal. Tell business owner benefits of joint venture. Tell him or her why it would be a win/win situation for both of your businesses. Give them a lot of compliments about their business, products and services. Using all three methods above will greater your chance of having a profitable and successful offline joint venture.

"Putting pieces together to create a viable solution for Band-Aid was based around our vision of using their product launch marketing strategy integrated with this ‘stand alone’ micro-site to build brand equity and create product visibility," says Dascal.

"The results we anticipated after creating site were strong micro-site traffic urging consumers to go out and purchase product at retail level."

CONCLUSION "The use of micro-sites for launch of any brand or service is innovative," insists Dascal. "Band-Aid managed to keep marketing dollars relatively low with ability to reach a large crowd. We’re seeing many companies, from small to large, using internet from initial strategic planning phase as a core element to their integrated marketing programs. Companies that focus on strong branding understand how much technology and tools like a micro-site allows them to keep budgets pragmatic with high-end results."

Dascal continues: "Consumers were able to educate themselves regarding unique product benefits of Band-Aid Brand Liquid Bandage which led to general trials and, hopefully, repeat purchases. The micro-site also enabled Johnson & Johnson to gather consumer information through online promotions and offer an accessible channel for Band-Aid to speak directly with their consumers."

"The success of Band-Aid Brand Liquid Bandage micro-site was, in large part, due to Johnson & Johnson’s dedication to ensuring a successful campaign," says Dascal. "This included excellent lines of communications between d/a interactive and Johnson & Johnson, a strong working relationship with entire team that was involved in this launch, and everyone’s enthusiasm to use contests and promotions coupled with strong and relevant content to make micro-site have inherent value."

FUTURE "We are now in discussions with Johnson & Johnson about building a full-fledged Band-Aid product information website that will reflect their brand and entire line of products," concludes Dascal.

"We’re also seeing a lot of other clients interested in building micro-sites for product launches and to test waters of micros-sites prior to committing to a robust website.

The Band-Aid Brand Liquid Bandage micro-site proved that packaged goods companies can use internet to establish their brand both online and offline. We’re seeing clients from all sectors of industry now looking at micro-sites to deliver precise, informative and influential information coupled with intelligent calls to action and incentives."

ABOUT D/A INTERACTIVE Formed in 1996, d/a interactive is new media arm of Dascal & Associates. Dascal & Associates is an integrated marketing, design and new media agency delivering solutions that drive business through effective and creative communications. With offices in Canada and United States, company has successfully produced off-line and online marketing strategies for companies and brands like Gillette, Johnson & Johnson, Keri Lotion, Kodiak and many others. Dascal & Associates has extensive knowledge in product launches, business-to-business communications, merchandising, point-of-purchase and promotional campaigns. Through extensive work in health and beauty care, consumer packaged goods, biomedical, personal diagnostics, industrial and fashion and apparel industry, please contact us to see how we can help make your next marketing campaign a success.