TetraPond

Jumping in feet first
to educate customers

Following 9/11, The Anderson Group recognized a growing “cocooning” trend in the U.S. One of the ripple effects was an increased interest in pondkeeping. TetraPond, a world leader in water gardening products, wanted to efficiently reach its growing customer base and to solidify its position as The Water Garden Experts.

To achieve those goals, The Anderson Group created a monthly e-newsletter—Into the Pond—to educate consumers on how to build and maintain a successful water garden. Into the Pond provides basic construction guidelines, tips on year-round maintenance and information about creating balanced ecosystems. It features beautiful photography, as well as contests to recognize consumers’ backyard masterpieces.

Since its inception, Into the Pond has made a big splash. It boasts an average of 23% page views, surpassing the page-view national average of less than 2%. More importantly, Into the Pond continues to generate new sales for TetraPond retailers and drive additional traffic to its Web site.