Drugstore.com discusses its new ad campaign (DSCM 2Q05 conf call quotes)

Drugstore.com (ticker: DSCM) is about to run an ad campaign with two interesting aspects: first, it is largely offline. And second, it is targeted as much at current customers than attracting new customers. Comments from CEO Dawn Lepore from DSCM's Q2 conference call:

We… finalized a brand campaign that I believe will further positively differentiate drugstore.com as the dominant, unique online provider in health and beauty. Our campaign launches September 1, and through year end we plan to spend roughly $4.5 million to educate our loyal, active customer base of approximately 1.9 million on the breadth and depth of our product offering, while also attracting new customers…

They are going to be focused on our highest customer concentrated cities -- specifically New York, San Francisco and Chicago -- where we believe we can capture the largest market for our investments. Our campaign will concentrate on locations around key zip codes and include outlets, such as train and bus stations, street furniture, laundry bags, coffee cups and sleeves, and even yoga mats…

Additionally, we are advertising online with companies such as Yahoo!, MSN, iVillage, and Oprah.com…

Very selectively, we also plan to complement these efforts in magazines, such as Lucky, Marie Claire, O Magazine, SHOP Etc. and Real Simple.

(Quotes are from the CCBN StreetEvents transcript.)

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