HISTORY d/a interactive is new media division of Dascal & Associates, a cross media company providing integrated strategic marketing, graphic design and new media services. d/a interactive has worked with many multi-national companies to help them leverage their brands online. Understanding that internet provides much more than a supportive role in a marketing strategy, d/a interactive has been working with top-tier brands in development of micro-sites to help launch new products into marketplace. Most recently, d/a interactive was retained by Johnson & Johnson to create a micro-site surrounding Canadian product launch of Band-Aid Brand Liquid Bandage.

Johnson & Johnson is leader in adhesive brand category. The Band-Aid brand continuously brings innovation to marketplace. In February 2003, Band-Aid once again revolutionized adhesive bandage category with a liquid bandage. Band-Aid Brand Liquid Bandage promotes fast healing on contact by forming an invisible, flexible and one hundred percent waterproof seal that is breathable and stays on hard to cover affected areas.

CHALLENGE • Creation of a consumer-centric micro-site • Creation of Content Management System (CMS) technology that allows Johnson & Johnson to edit certain aspects of site • The longstanding Band-Aid brand has a traditional integrity. The look and feel needed to be upheld in online environment • Needed to provide Johnson & Johnson with statistical information about traffic and usage of micro-site

"We were looking to use micro-site to create excitement," says Morris Dascal, President of d/a interactive, on their mandate from Johnson & Johnson. "Micro-sites are a relatively new way for companies to launch a product without revamping their entire website and also a great way to isolate a user and maintain their attention on one product."

"In addition," says Dascal, "we were using a non-traditional buzz for a new and non-traditional product. The new Band-Aid Brand Liquid Bandage is a more expensive product, and Johnson and Johnson was looking at integrating an online marketing campaign that included email marketing, banners and this micro-site in conjunction with offline marketing and public relations initiatives. We needed to build a site that was brand specific."

IMPLEMENTATION/INTEGRATION d/a interactive set-up a distinct website and URL for Band-Aid Brand Liquid Bandage at www.band-aid.ca. The core design component was to maintain color, consistency, visuals and images typically associated with Band-Aid brand.

After storyboarding concept for this micro-site and virtual demonstration (which would enable consumers to see how product works from comfort of their own home), d/a interactive designed, produced and implemented site. All visuals, content and promotional areas were presented and approved in conjunction with Johnson & Johnson to ensure that online promotion matched their offline strategy.

"There were three main areas that we focused on to implement and integrate this micro-site," says Dascal. "First, we had to ensure that front-end was visually appealing, matched Band-Aid brand in terms of integrity and was easy to use and navigate. Second, we implemented a Content Management System (CMS) in back-end, so staff at Johnson & Johnson could have access to certain content areas for updating and editing purposes. Finally, we needed to focus on calls to action and promotions that would drive this micro-site to be a successful part of Band-Aid Brand Liquid Bandage launch in Canada."

Each of following Ten Marketing Tips is based on a highly effective - but often overlooked marketing tactic. How many are you using? How many have you overlooked?

Tip 1: Insulate yourself against impact of change by increasing number of products and services you offer ...and by using a variety of different marketing methods. Only a small portion of your total business will be affected if sales of one product declines or response to one marketing method drops.

Tip 2: Customers are prospects too. Stay in contact with them. Find or develop other products or services you can offer them. It's easier to make a sale to a previous customer than to someone who never bought from you.

Tip 3: Avoid making any claim that sounds exaggerated ...even if it is true. A bold claim creates doubt in your prospect's mind and jeopardizes sale. Reduce any bold claims to a more believable level.

Tip 4: Express numerical claims as odd numbers with fractions or decimals. For example, "Our clients save 17.7 percent" sounds more believable than "Our clients save 20 percent" ...even if 20 percent is accurate number.

Tip 5: To create an absolutely irresistible offer, combine a special discount price and a set of valuable bonuses in same offer.

Tip 6: Develop a series of 4 or 5 different special offers. Use them one at a time with an expiration deadline. When one offer expires, replace it with next offer and a new deadline. Continuously recycle through same series of offers. This enables you to keep using special offers to generate sales without taking time to develop new ones.