The campaign was focused on broadening awareness and strengthening eVineyard's position as a top online wine retailer. Messaging and campaign components were integrated with the offline advertising agency Borders Perrin and Norrander and the PR agency Paige Poulos Communications. This was a part of the campaign, held by the famous interactive ad agency, CyberSight.
Tweaking and re-launching the brand to increase sales were the crucial points, which the online marketing strategy was focused on. Implementing profiling and personalized promotions in a customer acquisition and retention initiative was another task for the interactive ad agency.
"We selected CyberSight for its strategic capabilities and out-of-the-box thinking," the eVineyard vice president of Marketing, Brett Lauter, said. "We needed an agency that would enable us to understand the online behavior of our customers." "By working with CyberSight to enhance and develop an online marketing strategy, we will build awareness and strengthen our customer relationships," Lauter said.
The account was handled out of the San Francisco office of the interactive ad agency. "As a leading online retailer, eVineyard provides a tremendous opportunity to build customer relationships that drive the revenue and customer loyalty," the office general manager, Patrick Coyle, stated. "CyberSight's commitment to innovative (online CRM) solutions makes eVineyard an ideal partner for us." "We look forward to building the brand and implementing groundbreaking solutions to maximize the value of the eVineyard's growing customer base," he added.
One of the CyberSight's integrated service offerings is Relationship Intelligence. The interactive ad agency created it, aiming to address the needs of marketing-driven Global 1000 organizations, looking to develop and maintain relevant relationships with their customers. Relationship Intelligence offers a full set of consulting and implementation services, due to which companies are able to understand, build, manage and measure relationships with their customers.
"This acquisition demonstrates the CyberSight's commitment to providing comprehensive electronic customer relationship marketing services, leveraging both offline and online channels," Andrew Shakman, the president and CEO of CyberSight, said. "The MDLM's (Martin's Direct & Loyalty Marketing Inc) expertise in the program design, database design and implementation, data analytics, segmentation and customer profiling will enhance the CyberSight's Relationship Intelligence offering."
At that time, CyberSight already had a number of top-tier offline brands on its client list, including Visa, Molson Canada, Dole Food, Nissan, IBM and Xerox. That same year, CyberSight, a professional net advertising agency, acquired Martin's Direct & Loyalty Marketing Inc., a Toronto-based direct marketing agency, specializing in customer loyalty programs and CRM solutions. Under the terms of the agreement, MDLM became a wholly owned subsidiary of CyberSight.