The Interactive Director for this Unilever CPG company says it's pro-interactive marketing after experiencing past success. Read about what it's doing.

Slim·Fast's Website reflects just some of the changes the Unilever CPG company has gone through to reposition itself in the healthy snacking and meal options industry. Along with new online graphics, the company also has changed the look and feel of its packaging, and developed a new online marketing component to acquire qualified customers. To learn more about Slim·Fast's reposition strategy, iMedia Connection interviewed Joanne Moscato, the company's interactive director.

iMedia Connection: How does Slim·Fast currently view online marketing?

Moscato: We certainly are pro-interactive marketing. Two years ago, we really didn't have the budget for online advertising. That changed when we launched our online club in January 2000. Now interactive marketing is no longer considered a separate entity but part of the overall marketing plan.

iMedia Connection: What currently is Slim·Fast doing online?

Moscato: We are just now embarking on our 2002 online marketing plan. We'll be working with such properties as AOL and iVillage.

iMedia Connection: Is this Slim·Fast's first ever comprehensive online effort?

Moscato: Last year, when we re-launched our Website and added more features to the Slim·Fast Club, we began to advertise online. Our strategy was based on some branding and club acquisitions…it was a learning year for us. We spent roughly $1.5 million, mostly on sponsorships and some real call-to-action efforts to drive new members to our Website. This year we'll be spending some additional online dollars and will focus on acquiring qualified customers.

iMedia Connection: Specifically, what have you learned from your own research?

Moscato: We learned that frequency makes a difference. If people don't click on an area immediately, they may do so in a week or two. Tracking post-impression data is very important to us.

iMedia Connection: How successful were you in driving traffic to your Website?

Moscato: Quite successful, thanks to both traditional media and online. In terms of new club members, we averaged about 35,000 new members a month last year. In January of 2002, we've already acquired more than 127,000 new club members

iMedia Connection: How did online advertising contribute to your company's overall sales goals last year?

Moscato: We looked at ROI on a cost-per-acquisition basis. Our on-going efforts focus on identifying member value.

iMedia Connection: How does Slim·Fast go about measuring brand impact?

Moscato: Through frequency in ad index studies, we could see that it has an impact in terms of our visitors.

iMedia Connection: Does Slim·Fast this year make a concerted effort to build cross-media campaigns?

Moscato: Our online strategies this year will be much more integrated. Our TV spots, for example, were launched with more than just a URL in the background. We more prominently feature more call-to-action with the URL: "Join the free Slim·Fast online club for support." We have already seen the impact of that campaign. As I mentioned, last year we averaged 35,000 members per month, and in the month of January of 2002, we've already exceeded 127,000 members. We feel confident with the combination of both traditional and online we can experience even greater numbers.

iMedia Connection: When does the online element kick-off?

Moscato: We've built the bulk of our schedule for the Spring/Summer period.

iMedia Connection: How can online marketing mature to overcome corporate reluctance?

Moscato: The proof is in the pudding. In the beginning, we spent roughly $250,000 in online advertising, but we were able to prove to the company that we can acquire club members on an attractive cost-per-acquisition basis. This allowed us more funding for 2001. I feel it's important to test, and prove that interactive media offers targeted and measurable opportunities and should be included in the marketing mix.