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					              Direct MARkETiNg
              Vol. 22 • No. 8 • DecemBer 2009                                                   ThE ART & SCIENCE Of PREDICTAbLE MARkETINg                                                            PRINTED ON 100% RECYCLED PAPER




              fast8                                     Canadians love
                                                                                                                                                                                                        Best of the Best » 12
                                                                                                                                                                                                                          Top campaigns
              forward
                                                        sexy sumos
                                                                                                                                                                                                                          of 2009
                                                                                                                                                                                                                        From the many

                            Editor’s           »3                                                                                                                                                                       submissions we
                                                                                                                                                                                                        received, DM has chosen their favourite
                            letter                                                                                                                                                                      five campaigns from the past year

                                Have pen, will travel
                                                        Subaru Canada voted best campaign of 2009                                                                                                       2009 NAMMU Awards                   » 14
              The Analytics Advisor            »4
              Picking a target group


              Unlock Your Data                 »6                                                                                                                                                                                           » 15
              Rick Brough on the role of customer
              intelligence in database marketing

                                                                                                                                                                                                        Our industry’s best get time in the

              Has online media                 »6                                                                                                                                                       spotlight at annual awards

              become a commodity?
              Jay Aber on how Canada's online
                                                                                                                                                                                                        Canadian Marketing                  » 16
              marketing industry has evolved                                                                                                                                                            Association Awards
                                                                                                                                                                                                        And the winners are…
              Direct & Personal                »7
              Dorothy Millman:                                                                                                                                                                          Click!:                             » 16
              Success against all odds
                                                                                                                                                                                                        Email Advisor
                                                                                                                                                                                                        When email lessons call, mobile
                              DM               »8                                                                                                                                                       marketers should listen

                              Landscapes
                                 Culture lovers:        Credit: Derek Flack
                                                                                                                                                                                                        Finding an ad                       » 17
                                     the audience                                                                                                                                                       network that fits
                                     is getting                                                                                                                                                         Owen Sagness shows you how to tell
                                                                      By Amy Bostock                      Turns out that Canadian consumers

                                                          S
                                     younger                                                                                                                                                            if your online ad campaign is working
                                                                      ubaru Canada's launch            love Japanese cars and opinions of the
                                                                      campaign for the 2009 Forester   Subaru brand shot up.
              The Toronto                      »8       SUV took home the top honour at the 39th
                                                        annual Canadian Marketing Association
                                                                                                          “We wanted to tap into that for the
                                                                                                       launch of the Forester redesign,” says
                                                                                                                                                       the campaign was based on strategy.”
                                                                                                                                                          According to Simon, the Sexy Sumos
                                                                                                                                                                                                        The times, they                     » 17
              Raptors Score                             (CMA) Awards Gala held last month in           Simon.                                          campaign was a real Eureka moment                are a-changin’
              Raptors score with ethnic                 Toronto.                                          In order to capture the attention of their   that worked across all channels including        Why marketers should learn to adapt
              marketing strategy                           The “Sexy Sumos” campaign was               target demographic – people in their 30s        in-store, online and at events.
                                                        developed to highlight the vehicle’s           with young children who wanted more
                                                        Japanese heritage while distancing it from     exciting options in their SUV, DDB decided      About the campaign
                                                        the sensible image put forth by its chief      to make the brand more fun and quirky,          Selling the idea that “Japanese SUVs just
                                                        competitors in the SUV category.               launching a campaign that showcased the         got a lot sexier” DDB Canada, Toronto
                                                           “It all started with research,” says        Forester as a fun and sexy small SUV.           launched a series of television, web, print,
                                                        Andrew Simon, SVP Creative for DDB                “This campaign really pushed the             radio and in-store materials that depicted            Send the right
                                                        Canada, Toronto. “We needed to                 envelope and was a bit of a hard sell to the    one of Japan’s most iconic images, the                message to the
                                                        understand what customers thought of           client,” says Simon. “We had to make sure       sumo wrestler, as a sex symbol.                        right people
                                                        Subaru and how their perceptions would         that the stakeholders were comfortable             Television and YouTube ads showing                through the right
                                                        change if they knew it was Japanese.”          with it but they were open to it because        barely dressed sumos in a playful carwash
                                                                                                                                                                                                                channels.

                                                                                                                                                            See Canadians love... page 4
                                                                                                                                                                                                        www.environicsanalytics.ca   (416) 969-2733



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2   December 2009 ❮ Direct Marketing ❮ dmn.ca
dmn.ca ❯ Direct Marketing ❯ December 2009                                                                                                                                                                    Commentaries                                          3




                                        editor’s letter
                                        Amy Bostock
                                                                                          Have pen will travel                                                                                   in this issue
                                                                                                                                                                                                 departments
                                                                                                                                                                                                 DM People...........................................................10
                                                                                                                                                                                                 News Worth Knowing....................................10
                                                                                                                                                                                                 In The Mail..........................................................11
It was a cold and blustery November day          Aeroplan, infoCanada and many other big          services to make their businesses better.      so attending industry events ranks right        Event Calendar..................................................23
when the intrepid journalist made her            names in the DM industry.                            As a relative newbie to this industry      up there with a visit to Starbucks on my
way along King Street, notepad and pen               This is the annual Environics Analytics      it was a great opportunity to meet             list. I’ve been lucky enough to be invited
clutched in one hand, a Grande no fat, half-     User Conference – a gathering of more            many of the big players all in one place.      to some great events over the last few          advertisers
sweet chai latte from Starbucks in the other.    than 220 representatives from companies          Overwhelming, but great.                       months hosted by organizations like             Canada Post4 1 & 11                    Yahoo 4 2
    She pushes her way through the heavy         and not-for-profits in a range of sectors.           And as 2009 comes to an end, that          Environics, the CMA, NAMMU, PBBI and            McKinnon Targeted                      Info Canada4 5
front doors of 1 King West and makes her         With a conference theme of “A Better             about sums up my first few months              many others.                                    Recruiters4 1                          Henderson Bas4 9
way up the sweeping staircase towards the        Bang for Your Marketing Dollar,” the             as editor of Direct Marketing –                    The industry has been kind to me and        Environics 4 1 & 24                    eMetrics4 17

Grand Ballroom. Registration goes smoothly       agenda featured a day-long series of case        overwhelming but great. My favourite           very helpful and for that I’d like to say
– always a good sign. Her name is spelled        study presentations that highlighted
correctly on her badge – even better sign.       best practices used to solve a variety of                      “You see, I like to talk. A lot. And I                                           resource directory
    This being her first time at this event,     marketing challenges.
she’s not really sure what to expect. At first       Direct Marketing was lucky enough to                       like to meet new people so attending                                             DM CREATIVE 19
glance into the huge room all she can see
is the buffet. A cornucopia of breakfast
                                                 be the sole media representative invited
                                                 to the conference. Throughout the day
                                                                                                                industry events ranks right up there                                             Designers Inc.
                                                                                                                                                                                                 MAILINg EQUIPMENT 19
food as far as the eye can see. Now this is      I sat in on sessions with speakers from                        with a visit to Starbucks on my list.”                                           Canadian Mailing Machines Inc
DEFINATLEY a good sign.                          Carlton Cards, Ontario Tourism, Rogers,                                                                                                         Bowe Bell & Howell
    Ditching her now cold latte, she grabs       comScore and many others. What makes             part of the job has to be getting out and      thank-you and that when you are planning        LIST SERVICES 18-19
a fresh cup of tea and heads to one of the       this conference so unique is that it isn’t       talking to our readers and advertisers,        your 2010 events, remember, I have a pen        Cornerstone Group of Companies
many tables set up for attendees. Not            Environics talking about how great their         learning about what’s new in the industry      and will travel.                                CleanList.com
long after being seated she is engaged in        products are. It’s Environics’ clients talking   right from the source. You see, I like to         Happy holidays and I’ll see you all in the   ICOM
conversation with representatives from           about ho they used the products and              talk. A lot. And I like to meet new people     new year!                                       infoCANADA
                                                                                                                                                                                                 Resolve Corporation
                                                                                                                                                                                                 SCOTT’S Directories
                                                                                                                                                                                                 Direct Media Canada
                                                                                                                                                                                                 Toronto Board of Trade


                                                       directives                                 Sitting at the Big Kids Table                                                                  CALL CENTRE PRODUCTS / SERVICES 20
                                                                                                  As the digital marketing industry hits its stride and moves into maturity it is                CallCentrejob.Ca
                                                       Adrian Capobianco                          being asked more frequently to take a seat at the strategic table.                             EXTEND Communications Inc
                                                                                                                                                                                                 Newfield Contact Solutions
                                                                                                                                                                                                 Tigertel UTR
                                                    Spending the better part of my career         table seems familiar. Putting aside the        within a search box. Over 70 per cent           Protocol
                                                 in digital marketing reminds me a lot of         admittedly self-deprecating reference          of two way communications happen                DATAbASE MARkETINg 20
                                                 the family gatherings of my youth.               to getting invited to the big kids table,      in digital channels. For more and more          Cornerstone Group of Companies
                                                    From a digital agency perspective             what are the implications? Digital is          consumers, digital permeates daily              Boire Filler Group
                                                                                                                                                                                                 Interact Direct
                                                 I’ve noticed a tipping point this year.          being asked to take a more proactive role      habits. As a result, agencies traditionally
                                                                                                                                                                                                 Environics Analytics
                                                 2009 seems to be a watershed year for            in marketing planning. Digital is being        seen as digital-only are starting to win
                                                                                                                                                                                                 Nielson
                                                 clients proactively requesting strategic         asked to provide more strategic input.         assignments as the overall brand or
                                                                                                                                                                                                 DATA PROCESSINg 20
                                                 planning input from their digital                Digital is seen as a value driver in the       advertising agencies.
                                                                                                                                                                                                 Cornerstone Group of Companies
                                                 partners. In the past, it has been more          marketing plan. Digital is seen as having         Congratulations if you’re a company
                                                                                                                                                                                                 MLS
                                                 the case of digital partners asking to be        the ability to deliver significant business    that is actively insisting that your digital
                                                                                                                                                                                                 fULL SERVICE OPERATIONS 21-23
                                                                                                                                                                                                 Address-All Mailing Services Ltd.
Growing up, I fondly recall big family
gatherings usually during holidays
                                                                “Digital is seen as having the ability to deliver                                                                                Andrews Mailing Services

and key celebrations. Come time for                             significant business results and yes, digital is growing                                                                         Clixx Direct Marketing Services Inc.
                                                                                                                                                                                                 CMS / Complete Mailing Services
the big meal there were always two
sets of tables. The first group of tables                       up and becoming more mature as an industry.                                                                                      Data Direct
                                                                                                                                                                                                 DM Graphics
were set aside for the kids. Although
                                                                                                                                                                                                 RDP Fulfillment Corporation
the kids table was inevitably more               at the planning table. Digital partners are      results and yes, digital is growing up and     marketing leaders are at the big kids
                                                                                                                                                                                                 Key Contact
fun it always had the smaller table,             being asked earlier, more often and by           becoming more mature as an industry.           table. You are more likely taking action to
                                                                                                                                                                                                 Kelcom
the older chairs and was always in               more senior leaders to solve big business           What does this mean for clients?            close your digital marketing gap and take
                                                                                                                                                                                                 Mailmarketing Corporation
a lesser location. The other setting             issues. Digital partners are being called        There is a widely acknowledged digital         advantage of the related opportunities.
                                                                                                                                                                                                 Origo Direct Marketing Communications
was for the grown-ups (AKA the “big              upon to make a big difference and are            marketing gap. Whereas clients invest          If you’re not, well, you may just find that
                                                                                                                                                                                                 Pillar Direct
kids”). The grown-ups undoubtedly                trusted to help deliver significant results.     10-12 per cent of digital marketing            the kids get tired of being excluded
                                                                                                                                                                                                 Pitney Bowes
had the better settings, ate a better            I have seen this happening across diverse        budgets into digital mediums, North            while others are not. You may find that
                                                                                                                                                                                                 SMART DM
dinner and had things like wine and              clients and have validated it with other         American adults spend 20-30 per cent of        one day they move out and leave you
                                                                                                                                                                                                 The FSA Group
beer. As the kids grew up and moved              digital agency leaders.                          their media consumption time in digital        with an empty nest.
                                                                                                                                                                                                 Wood & Associates Direct Marketing
into their later teen years we began to             As the digital marketing industry             channels. Consumers and customers
                                                                                                                                                                                                 Services Ltd.
gain acceptance at the big kids table            grows into its latter teenage years the          turn to the web first and they turn there      Adrian Capobianco is President/Partner at
if we wanted.                                    analogy of being invited to the big kids         often. Many brand interactions happen          Quizative Inc in Toronto.




coming in the                                    2009 Year In Review
                                                 DM takes a look back at some of
                                                                                                  Taking your brand online
                                                                                                  Tina Mooney, Sales Director, Adconion
                                                                                                                                                 The new data mining frontier
                                                                                                                                                 Richard Boire of Boire Filler Group

January issue of                                 the top stories, milestones and
                                                 accomplishments to happen in the
                                                                                                  Canada talks about the key to
                                                                                                  successful branded online video
                                                                                                                                                 takes us on a trip to the new frontier
                                                                                                                                                 of text mining and shows how it

Direct Marketing                                 industry during 2009.                            entertainment.                                 can be used to reach a new level of
                                                                                                                                                 customer engagement.
  4      Cover/Column                                                                                                                                                                December 2009 ❮ Direct Marketing ❮ dmn.ca



                                                                                                                                                                                              effectiveness award,” says Simon. “It was a
                                                                                                                                                                                              real pat on the back from the industry.”
                                                                                                                                                                                                 The real satisfaction, says Simon,
                                                                                                                                                                                              comes from having exceeded all
                                                                                                                                                                                              expectations with the campaign. It
                                                                                                                                                                                              produced a 12 per cent increase in the
                                                                                                                                                                                              number of visits to Subaru dealerships
                                                                                                                                                                                              compared with the year-earlier period
                                                                                                                                                                                              and increased Forester sales by a
                                                                                                                                                                                              whopping 132 per cent tear-over-year.
                                                                                                                                                                                              The Forester set three monthly sales
                                                                                                                                                                                              records and increased their share of the
                                                                                                                                                                                              SUV segment four points to 11 per cent.
                                                                                                                                                                                                 Be sure to check out the complete list
                                                                                                                                                                                              of CMA Award winners in this issue of
                                                                                                                                                                                              Direct Marketing. DM




Canadians love... from COVER                                  “Winning the Best of the Best
scene attracted more than 850,000
YouTube views and coverage in the New
                                                              award was fabulous because
York Times. Virtual billboards on Xbox                        it was an effectiveness award.
live games, as well as radio and print
ads showing the sumos as sexy pin-ups,                        It was a real pat on the back
augmented the spots.
   At the 2009 Toronto International Auto
                                                              from the industry.”
Show, more than 40,000 attendees lined
up to have their pictures taken with the          All of the advertising drove consumers
sumos as part of the “2009 Subaru Forester     to SexySubaru.com and the site drew               that winning feeling
Sexy Photo Shoot”.                             more than 225,000 unique visitors who             At the 2009 CMA Awards held in Toronto
                                               stayed for an average of three minutes.           last month, the Subaru team owned the
                                                  “We really weren’t surprised at how            stage, winning a record eight Ripple Awards,
                                               well the campaign did since we had very           including the coveted Best of the Best title.
                                               high expectations,” says Simon. “Any new             “Winning the Best of the Best
                                               campaigns will be a continuation of the story.”   award was fabulous because it was an




                                                  The Analytics Advisor
                                                   Picking a Target Group

 O
            nce upon a time, picking a         target groups for almost any product. And         so that a really small segment with a           on underdeveloped market segments. In        flat, so marketers should use an approach
            target group was easy. When        identifying these franchises is essential         high index may not necessarily become           this case, the target groups may consist     the geodemographic industry calls mass
            companies wanted to know           when devising different offers, crafting          part of a primary target group. More            not of customers but of prospects with the   targeting or variable depth targeting. This
who their best customers were using            promotional messages and choosing the             important, the planned marketing                best chance of becoming customers.           method calls for marketers to target the
geodemographic segmentation, they’d            right media channels.                             execution should influence whether the             Because PRIZMC2 segments are based        total marketing expenditure so that it’s
ask us to simply identify the segments            New clients often ask how many                 target groups are aligned around factors        on both demographics and Social Values,      proportionate to each segment’s sales
with an index of 20 to 30 percent above        custom target groups are ideal when               such as urbanity, ethnicity, income and         the resulting target groups can lead to      or performance index, thus ensuring the
the average. Those high-scoring segments       using PRIZMC2, our segmentation                   lifestage. For example, some marketers          more precise marketing. After selecting      message gets delivered across the cluster
became their target group.                     system that classifies consumers into             of products like vacation packages will         segments based on their performance          geography of the product or service.
   Today this strategy still works for some    66 lifestyle types. From our years                                                                                                             How many direct mail pieces should go
products like luxury cars, expensive
jewellery and single malt scotch. “High
                                               of experience examining profiles
                                               of many different products and
                                                                                                               “Only by measuring your                                                        to prospective customers in Montreal or
                                                                                                                                                                                              Hamilton? A mass targeting strategy can
ground targeting,” as this approach is         services—whether by major market                                customers’ response can you                                                    provide the answers.
known, is effective when consumers are
concentrated in a few homogeneous
                                               or province, by dollars or volume—we
                                               usually recommend creating three                                ensure that your target groups                                                    No matter the marketing approach,
                                                                                                                                                                                              once marketers have picked target
segments. The rich, as it turns out, are
different from the rest of us though similar
                                               to seven targets. With a fairly broad
                                               audience, a minimum of three groups
                                                                                                               are gaining traction and                                                       groups, the final step is always the
                                                                                                                                                                                              same: tracking the market performance
among themselves.
   But for most products and services,
                                               is needed to capture the complexity of
                                               the marketplace. But more than seven
                                                                                                               delivering the goods.”                                                         of each target group in order to
                                                                                                                                                                                              modify the campaign and constantly
picking a target group is a bit more           groups can be counterproductive.                  want to group all segments of middle-           index, analysts can further subdivide the    refine it—adding and subtracting
complicated. With customer data                Developing seven distinct marketing               aged families, regardless of whether            groups according to the mindset of their     clusters—to improve its effectiveness.
available from loyalty programs,               strategies is often just too expensive for        they’re urban, suburban, town or rural.         customers. Marketers can then create         Only by measuring your customers’
cash register transactions and credit          the typical marketing budget.                     But those marketing fast food might             promotional strategies based on the          response can you ensure that your
card information, marketers enjoy an              With three or four target groups,              group urban and suburban families               messages recipients want to receive.         target groups are gaining traction and
abundance of information for identifying       you need to cluster similar segments              together—regardless of whether the                 Ironically, many successful campaigns     delivering the goods. DM
multiple target groups. From beer and          that would perform at above average,              children are toddlers or teens.                 don’t involve picking a target group
clothing to magazines and barbeque             average and below average levels for                 Another approach, known as strategic         at all. With a product bought by the         Jan Kestle is the president and founder of
grills, a multiple franchise targeting         the product or service. The size of the           targeting, actually ignores prime               masses—like breakfast cereal and some        Environics Analytics, provider of the PRIZMC2
approach can distinguish several different     segment may be taken into account                 customers to create target groups based         cars—the PRIZMC2 profile is relatively       segmentation system.
dmn.ca ❯ Direct Marketing ❯ December 2009                                                                                          5
  83DMN 09:Layout 1    7/14/09   8:51 AM    Page 1




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  6      Column                                                                                                                                                                           December 2009 ❮ Direct Marketing ❮ dmn.ca




                                                                                                                                                                                                     Has online
                 unlockyour data
                  by Rick Brough
                                                                                                                                                                                                     media
                                                                                                                                                                                                     become a
                                                                                                                                                                                                     commodity?
                 The role of customer intelligence                                                                                                                                                   By Jay Aber



                 in database marketing                                                                                                                                                                  I
                                                                                                                                                                                                                  spent much of the last
                                                                                                                                                                                                                  fifteen years of my career
                                                                                                                                                                                                                  suggesting, reviewing and
                 Fourth in a five-part series                                                                                                                                                        promoting Canadian online marketing
                                                                                                                                                                                                     standards. Through a variety of industry
                                                                                                                                                                                                     roles including founding Canada’s first
                                                                                                                                                                                                     Internet marketing industry association,


 P
              revious articles outlined a       Management Objectives. Here’s how:                    a stable or growing relationship              assist your marketing efforts at all stages      AIMS (Association of Internet Marketing
              planned approach to database                                                         •	 Reactivation or Winback programs for          of the customer lifecycle, including             & Sales), heading the CMA’s Digital
              marketing. We focused on          Customer Value - All Customers Are Not                customer where a decline in activity is       acquisition, cross-sell and up-sell,             Marketing Council for six years and
creating an achievable strategic plan that      Created Equal                                         apparent                                      retention and re-activation.                     currently serving as an executive board
leverages existing data and utilizes easily     Always keep in mind that the underlying                                                                                                              member of the Interactive Advertising
accessible tools and services. Our discussion   premise for CRM is that not all customers            From each objective, you should                Building a Database Marketing                    Bureau of Canada, I’ve watched the
covered the importance of the Database          provide equal value to your organization.          develop a dialogue strategy for                  Strategic Framework                              industry standardize and prosper.
Marketing Continuum, which includes Data        The first step for any CRM initiative is           implementing an interactive series of            By using Customer Intelligence, you are             Source: Interactive Advertising Bureau
Intelligence, Business Intelligence, Customer   to precisely determine that value. For             communications to encourage the desired          now able to develop a database-marketing         of Canada 2008 Actual + 2009 Estimated
Intelligence and Marketing Intelligence.        example, 20 percent of your clients might          behavior from the customer.                      strategic framework that differentiates          Canadian Online Advertising Revenue
In the last instalment, we took a deeper        account for 80% of your business. Clearly                                                           customers based on the:                          Survey.
dive into Business Intelligence and the         that top 20 percent would be worth a lot of        Adding relevance                                 •	 Value they currently contribute to your          The marketing community supports
importance of being able to create reports      your time and marketing budget.                    With the desired customer behaviour                 business                                      standardization when it saves time,
that provide valuable insights into the            But you might designate another 30              identified and the Customer Management           •	 Their current position in the Customer        reduces cost or boosts revenues. Two
health of your customer base.                   percent as moderately valuable with                Objectives in place, the next challenge             Life Cycle                                    such initiatives come to mind: The
    This instalment examines the role of        the potential to move up to the top 20             is to ensure that all communications are         •	 Their product and service needs               CMA’s self-regulation when it comes to
Customer Intelligence, or the rigorous          percent. Those customers would require a           relevant to the customer. Segmentation                                                            securing permission for online marketing
analytics and data mining that use business     different type of marketing approach.              and Predictive Analytics help ensure             finishing touches                                in the Code of Ethics and Standards of
rules and advance analytics for profiling,         Meanwhile, the bottom 50 percent                that we can identify the distinguishing          It’s especially crucial that marketing, sales,   Practice available at www.the-cma.
segmentation and predictive analytics.          might account for just 5 percent of                characteristics and opportunities for each       customer service and operations understand       org, and the IAB’s Canadian Universal
                                                your business. These customers have                customer that enables the marketer to            these distinct objectives so that all can work   Ad Package (CUAP) available at www.
first make time for strategy                    less commitment, and you determine                 develop relevant communications.                 to support them. A strategic approach to         iabcanada.com, which standardizes
Too often, direct marketers launch              that price is their primary purchasing                                                              database marketing also facilitates consistent   online ad specifications for thousands of
campaigns under tight deadlines. They           motivation. They require still another             Segmentation. This involves identifying          customer communications across multiple          websites across Canada and the world.
don’t have an opportunity to think through      approach—or maybe no attention at all.             customers and prospects who share similar        channels including print, Web, e-mail, point-       At The Aber Group, we have a
how they’ll use customer data to support                                                           characteristics and, therefore, belong to one    of-sale and others.                              bird’s-eye view of industry standards,
the campaign or measure its results—let                                                                                                                                                              as Canada’s only direct marketing firm
alone what they’ll do for the next                               “A strategic approach to Customer Intelligence, on the                                                                              that uses the Internet as its exclusive
campaign. In effect, they create more work                                                                                                                                                           acquisition channel. As with other direct
and more risk for themselves.                                    other hand, streamlines the preparatory work for each                                                                               response approaches, we test a range
   A strategic approach to Customer
Intelligence, on the other hand,
                                                                 campaign by building a consistent approach for identifying                                                                          of Internet media and tactics, running
                                                                                                                                                                                                     control and exposed tests using pay-per-
streamlines the preparatory work for                             opportunities within the customer base.”                                                                                            click search engine marketing, online
each campaign by building a consistent                                                                                                                                                               advertising, text links and solo email and
approach for identifying opportunities          The Customer Life Cycle                            of several specific segments. Segmentation          The Benefits are numerous. First,             rollout those tactics that achieve our
within the customer base. This builds           Your goal is also to understand the rhythms        provides the opportunity to focus on the         the organization gains insights into             clients’ goals.
efficiencies into the marketing process         in each customer’s behaviour, which, in            highest-value groups and acquire new             customer profile and behaviour that                 Sadly, many publishers and ad
and helps deliver relevant and consistent       turn, determine his or her current status in       customers who match your most desirable          will facilitate Right Message, Right             networks see “standardization” to be a
customer experiences across multiple            a Customer Life Cycle continuum—new,               segments. The process also enables you to        Customer, Right Time, Right Channel,             synonym for “commoditization”
channels, thereby improving marketing           growing, stable, declining or lapsed. Typically,   develop custom-tailored messaging based          and Right Investment. There is a win-               We’ve had the opportunity to work
efficiency and effectiveness.                   marketing analysts analyze revenue and             upon your acquired knowledge of what will        win for customer and company when                with several hundred Canadian, American
                                                frequency trends over a one- or two-year           motivate each segment.                           the customer receives relevant and               and international firms including website
Software won’t do everything                    period. Additionally, if the natural business         Although you can segment customers            personalized communications and your             publishers, ad networks, search engines,
The tools for tactical data mining are          cycle has seasonal trends, you must take this      using many criteria, segments should             company realizes improved ROI. And,              social media properties and text link
widely available and generally reliable,        factor into consideration to ensure appropriate    focus on identifying customers with              the analysis creates a framework that            syndicators to achieve our clients’
making it easy to apply them to one-off         assignment of Life Cycle segment.                  similar product and service needs. Make          facilitates the efficient and effective          goals. In the past, when we would ask
efforts. But there is no software package to                                                       those determinations through use of              execution of marketing activities.               a representative for a recommendation
guide you through strategy development;         Customer Management Objectives                     neighbourhood socio-demographic                     In summary, a well planned strategic          to achieve a client’s goals, we would
you must step back and do the thinking          With Customer Value and Customer Life Cycle        characteristics, life stage, usage behaviour     approach to creating customer segments           receive a well thought out, innovative
yourself or engage a partner who can help       components in place, you are now ready to          or needs and attitudes as identified by          enables you to successfully manage your          proposal tailored to achieve the client’s
guide you through the process.                  develop customer management objectives             market research.                                 customers’ experiences by delivering             specific campaign goals, based on the
   Regardless of how you approach               that would drive specific communication                                                             relevant communications through their            representative’s deep understanding of their
strategy, keep in mind that Customer            objectives. By crossing Customer Value             Predictive Analytics. This step seeks            preferred channel, thereby improving             web property. These proposals contained
Intelligence can and should start simple        with Customer Life Cycle, we can identify          to predict each customer’s likelihood to         satisfaction and loyalty. DM                     ideas and strategies of a calibre and quality
and add complexity over time. Design            customers who would be ideally targeted            initiate a particular future activity based on                                                    that one would expect from smart people
your framework to evolve as you develop         with marketing programs such as:                   his or her unique characteristics and past       Rick Brough is Director, Product and Service     trying to sell an emerging medium with
more complex analytics and detailed                                                                behaviour. The benefits represent a “win-        Development for Transcontinental Database        unlimited potential. For seasoned direct
understanding of your customers.                •	 New Customer on-boarding programs               win” for your company and its customers.         Marketing, (www.transcontinental-dbm.            marketers like us, it was a pleasure to be
                                                •	 Cross-sell and up-sell conversion               Do it right and marketing ROI rises as           com), which offers a full range of database      able to test dozens of permutations and
Creating customer                                  programs for customer with growth               customers receive more relevant offers,          marketing services ranging from strategic        combinations, all carefully tracked to ensure
management objectives                              potential                                       bringing to fruition the principle of “right     guidance to tactical execution. If you would     unambiguous results.
Simply put, Customer Value plus                 •	 Customer Recognition or Retention               Message to the right customer.”                  like to learn more you can email him at rick.
Customer Life Cycle determine Customer             programs for high value customers with             You can develop predictive models to          brough@transcontinental.ca                           See Has online ... page 9
dmn.ca ❯ Direct Marketing ❯ December 2009
                                                                                                                                                                                                                                 Column                7




                 direct&Personal
                   by Billy Sharma



                  Dorothy Millman
                  The lady who built not just one, but two huge
                  companies in spite of all odds

W
              hen I first started writing this    thousands of credit card applications.             could utilize the leadership skills and          years and my husband Larry has been my                remembers during the early days was
              column I hoped to bring you             “By 1978 my company, DMS Market                industry expertise in a new model - SBS          partner in all my businesses providing the            when she operated Field Sales and Service
              some insightful personal stories    Services, had over 600 staff working from          Communications Inc was formed a few              financial acumen, as an accountant, which is          programs across Canada.
of those people who have and who continue         home right across Canada. Along the way, we        years later and has grown and thrived.           essential to proper business management.                  “I used to pride myself on being
to change the direct marketing landscape.         also set up teams of direct sales people who          “Being an entrepreneur means that one         We have three daughters, a son-in-law and a           moderately bilingual until we had a new
    I wished to chronicle their efforts to        worked in the department stores offering           should always look at changing focus and/        brand new grand daughter.                             store-opening event in Quebec City. Within
bolster this industry, voice their opinions,      credit facilities to shoppers across Canada.       or direction,” Dorothy concluded.                   Dorothy’s new role as a grandmother as             an hour of arriving to lead the teams and
impart helpful advice and I wanted to                 “In a few years DMS was representing              Dorothy readily acknowledges that she         she put it, “is overwhelmingly wonderful              supervisors, I realized I was catching one
highlight their achievements.                     all the major department stores, most of           has always been a better leader than a           and so much fun!”                                     word in five! After a few misunderstandings,
    Here once again is one amazing lady,          the major banks and other businesses               producer. Today, as in the past, executives         Besides spoiling her granddaughter,                one of the supervisors kindly volunteered
Dorothy Millman, who from humble                  promoting credit card facilities, selling          of many of North America’s most successful       Dorothy enjoys reading, knitting, cooking,            to act as my interpreter and the day (not my
beginnings ended up building not just one,        services such as RRSP planning and                 corporations seek her expertise.                 theatre, movies, Jazz, classical music,               pride) was saved!”
but two huge companies.                           insurance options. Later DMS marketed                 Dorothy humbly admits, “I believe             walking, exercise and cross country skiing at             Her companies have spawned an
    So here in her own words, is her              all aspects of telecommunications, cable           that my achievements stem from an                her cottage in winter.                                industry and trained the leaders of the
remarkable journey.                               and satellite services along with supplying        innate understanding of all aspects of              But above all, the most important thing            Contact Centre industry in Canada.
    “My first job was at Bell Canada as a         inbound customer service and add-on sales          communication with the public, be it             for her is, “Family comes first. We are very              As she said, “I am most proud of the
Customer Service Representative. I am             both for residences and businesses.                government, business or the residential          close with our siblings and their children so         people I worked with who helped build my
eternally thankful for the training and               “By the third year in business, the revenues   community.”                                      we have a lot of family gatherings.”                  companies and also went on to be industry
on-the-job coaching I received.                   had tripled from year one and by 1995, they           In 1997 Dorothy was honoured by the              Her advice to other women is, “I tell              experts in their own right.
    “I attended University of Toronto but did     were twenty-five times more than the first         Canadian Marketing Association for her           women that if they want a family and want                  “I enjoy working for companies and
not graduate as my career became very             two years combined. By 1995, DMS Market            contribution to the industry and cited as        to have their own businesses, there are two           government where my group starts with
demanding with great personal growth. I           Services employed more than 2,000 people           one of Canada's most influential people in       things they can count on:                             the strategic direction, has the ear of the
decided to go for the opportunity at hand and     in several contact centers and field sales and     Canadian communications by Marketing             1. You will always feel guilty about your             executive management and is respected for
therefore sacrificed my formal learning path.     service groups throughout Canada.”                 Magazine. She was selected as the Ontario           family, and/or your business                       our core competencies.
    “In 1972 I retired from Equifax Canada,           What started as an ‘At-Home-Endeavor’          finalist for Female Entrepreneur of the          2. You will sacrifice a lot of your “me” time             “I particularly enjoy the pressure inherent
where I was working then, to have a baby and      in 1975 ended up in 1995 as the largest            year, featured in Canadian Business as a            “I have learned from many people but I             in this business. The need for quick response,
be a stay at home mom. After eight months,        Canadian outsource contact centre operator         woman achiever and received repeated                think my children have probably taught             complex opportunities, large challenges
I realized that I needed the intellectual         in Canada. Remarkably DMS had developed
stimulus that comes from solving challenges       many loyal clients, never lost a client due to
and being involved with other adults. Having
been a senior executive, I knew that the
                                                  poor performance and allowed Dorothy to
                                                  lead a team who pioneered the automation
                                                                                                                    “I used to tell my staff that if I did not hear
normal back to work function would not
work for me. It is impossible to be the primary
                                                  of the contact centre industry. She was the
                                                  first to introduce predictive dialing to Canada.
                                                                                                                    laughter while they worked, they weren’t
care giver while working fourteen to sixteen
hours a day.
                                                      As she proudly mentioned, “The DMS’
                                                  team’s visionary outlook accelerated the
                                                                                                                    working hard enough.”
    “In my day, women with children were          adoption of technological solutions as an
expected to stay home and raise them. The         enabler to improve efficiencies, expand            positive attention from the Canadian media.          me the most.                                      and the satisfaction of measuring up to and
workplace did not offer any compromise            capabilities quickly, provide value added          The Canadian Marketing Association has               “In business I have had many advisors but         exceeding targeted results!
for the mother who wanted to work. So the         solutions to challenges and increase               consistently awarded her companies the           my partner at SBS Communications, Tony                    “The contact centre industry must
only solution for me was to find something        profitability.                                     top awards in the Contact Centre category.       Keenan, has had the most influence on me.             evolve with the changing and increasing
to do at home, while raising my family.               “Recognizing that DMS Market Services              “I served for many years as Member           He is a great balance for me and an excellent         methodologies of communication. I would
    “I contacted some of my former clients        could not sustain the envisioned financial         Emeritus on the Canadian Marketing               marketer.                                             enjoy enabling companies to ensure that
from Equifax to see if they had anything I        growth on its own, I successfully merged           Association Contact Centre Council, Past-            “When I look back I guess it’s true:              their communication groups -– whether
could do from home. Luckily, Hudson’s Bay         the company with Phonettix Intelecom in            President of the Credit Association of Greater   ‘Necessity is the Mother of Invention.’ I             they are in-house or are outsourced are
Company had an urgent need to find a way          October 1995.                                      Toronto and former Board Member and              needed to work for intellectual and financial         able to maximize the impact of the different
of launching their credit card program to the         “Differences in strategic direction led        Chair of Marketing and Education for the         reasons. Those factors made me start DMS              channels for their companies. There is a
public in Toronto. They had recently bought       me to engineer a change in the board and           Credit Counseling Service of Toronto and         Market Services which ultimately led me to            tremendous potential in using a Call Centre
Morgan’s department stores and were               become President and CEO of Phonettix              St John Ambulance, Toronto, and current          my current passion, SBS Communications.               as ‘chat rooms’ to involve both consumers
unknown in the marketplace.                       Intelecom. In July 1999, I led our team at         board member of Ontario Association of               “When I first started out, women were             and businesses.
    “I used a phone book and called people        Phonettix Intelecom to be acquired by              Credit Counselors and Canada’s Credit            in the workforce but not in ownership                     “Most important of all, I have never
to tell them about this new department            Minacs Worldwide.                                  Counseling Association.                          positions. I was blessed with clients who             stopped learning. Today I use that
store in their area and invite them to apply          “As Vice Chair at Minacs Worldwide, I was          “I enjoy public speaking and have            did not care that I was a woman and only              knowledge to help others; to build and
for a Hudson Bay credit card. The results         able to provide the Minacs management              participated in various conferences              cared about the results my company                    create is what keeps me motivated. Life is
were astoundingly good. The Bay was               team leadership to maintain the premier            and associations on subjects including           produced. My clients were comfortable                 very interesting!”
agreeable to me setting up a team of home         position as supplier of outsourced                 entrepreneurial pursuits, marketing programs     with me coming to meetings with one, then                 Dorothy is right. Life is very interesting.
workers to contact the public, introduce the      custom designed Customer Relationship              by telephone and the web, outsourcing,           two, then three kids in tow who would go              And the most interesting thing about
Hudson Bay stores to the Toronto market           Management solutions. I helped to ensure           contact centre strategy, operations and          off with their secretaries while we had our           writing this column is the variety of people
and sell their credit facilities.                 maximum profitability, an excellent work           performance metrics, Customer Relationship       meetings!                                             I get to meet. I am very glad to have met
    “My reasoning was if I wanted to work at      environment and valued relationships with          Management and focusing communications               “I used to tell my staff that if I did not hear   Dorothy Millman. She is one heck of a lady.
home, surely there must be other people           clients and suppliers. I continued to act in a     to win in tough times.                           laughter while they worked, they weren’t
who also did.                                     board role as Vice Chair until May 2001.               While her business side has been             working hard enough. We still practice that           Billy Sharma is president and creative director
    “Within the first year of operation, I had        “When I sold DMS Market Services,              complex, her personal side and her               model at SBS that makes for many funny                of Designers Inc., Toronto. He can be reached
a waiting list of other clients and a team        I closed one chapter and started on                philosophy are quite simple.                     incidents that I am sworn to secrecy about!           at 416-203-9787 or by email at: designersinc@
of over seventy home workers producing            a somewhat different path where I                      “I have been married almost forty-one            One amusing episode that Dorothy                  sympatico.ca
  8      Column                                                                                                                                                                                December 2009 ❮ Direct Marketing ❮ dmn.ca




       dMlandscaPes
       Culture Lovers
                                                                                                                                                      F
                                                                                                                                                               ans of the performing                        have a fondness for art galleries,
                                                                                                                                                               arts have often been                         books, small outdoor stages, concerts,
                                                                                                                                                               tagged with an elitist                       film festivals, music festivals and
                                                                                                                                                   label—affluent, older urbanites who                      movies. But they’re not simply
                                                                                                                                                   savour a glass of supple yet precocious                  cerebral: they also exhibit high rates
                                                                                                                                                   Cabernet after attending the                             for canoeing, cycling, ice skating,
                                                                                                                                                   symphony. But research into Canada’s                     skiing and playing tennis. Eclectic in
                                                                                                                                                   culture lovers reveals a far more                        their media tastes, they like TV soaps
                                                                                                                                                   diverse constituency that includes                       and home decor shows, radio sports
                                                                                                                                                   younger patrons who appreciate the                       and comedy, alternative weekly
                                                                                                                                                   “rock” in Rachmaninoff.                                  magazines and online dating sites.
                                                                                                                                                       According to Environics Analytics                    And forget the red wine: culture lovers
                                                                                                                                                   (EA), based on its segmentation                          prefer beer.
                                                                                                                                                   system PRIZMC2 linked to BBM RTS                            Given the wide-ranging interests
                                                                                                                                                   Canada, those who attend theatres                        of culture lovers, marketers should
                                                                                                                                                   and performance halls—taking in                          look beyond highbrow media to reach
                                                                                                                                                   plays, concerts, operas, ballets and                     them and consider the sports section
                                                                                                                                                   other live performances—display a                        of daily newspapers, magazines such
                                                                                                                                                   wide range of demographics, lifestyles                   as the French edition of Châtelaine
                                                                                                                                                   and cultural tastes. As shown in this                    and cable networks including the
                                                                                                                                                   map from EA, they’re spread out                          Independent Film Channel, Canal D
                                                                                                                                                   across major cities and small towns,                     and Book TV. Direct marketers also
                                                                                                                                                   living in upscale urban enclaves as                      can take comfort in knowing that the
                                                                                                                                                   well as downscale francophone                            subscriber lists for one cultural venue
                                                                                                                                                   villages. According to PRIZMC2,                          will likely snag a receptive audience for
                                                                                                                                                   Canada’s cultural lovers can be found                    another arts offering. But in addition
                                                                                                                                                   at high rates in exurban francophone                     to distributing ads for the opera at
                                                                                                                                                   lifestyle types like Bon Vivants and                     movie festivals, marketers should
                                                                                                                                                   Les Traditionnelles, as well as urban                    display concert posters at gambling
                                                                                                                                                   educated anglophone segments such                        casinos and pet shows. At a time
                                                                                                                                                   as Young Digerati and Grads & Pads.                      when arts producers are challenged
                                                                                                                                                       For many of these Canadians,                         by increasingly fragmented lifestyles,
                                                                                                                                                   culture appears to be contagious,                        these findings call for cross-
                                                                                                                                                   with exposure to one cultural genre                      promotional collaborations between
                                                                                                                                                   breeding a passion for many. Those                       cultural groups. DM
                                                                                                                                                   who attend theatres and halls also




The Toronto Raptors score
with ethnic marketing strategy                                                                                                                                      By Michele Sexsmith




 S
            everal years ago, Maple Leaf Sports & Entertainment (MLSE) began noticing
            something new about the growing fan base of its basketball team, the Toronto
            Raptors. The team was attracting a more ethnically diverse crowd than in
the past. With five of the Raptors’ fifteen players hailing from other countries—such as
Turkey, Spain, Italy and Slovenia—company marketing executives saw an opportunity to
embrace this ethnically diverse fan base and engage new Canadians in the internationally
loved game of basketball.
   What was happening in Air Canada Centre’s stands and locker rooms could be
considered a microcosm of the nation: the increasing diversity of the Canadian
population. According to the latest census, one in five Canadians is foreign born—the
highest proportion since 1931—with the latest wave of newcomers arriving from China,
India, Pakistan and the Philippines. During the last five years, 23 countries have provided
more than 10,000 immigrants, resulting in visible minorities now making up 16 percent
of the populace. The trend is even more pronounced in the Greater Toronto Area, where
visible minorities account for 43 percent of the population.
   Despite the upside potential of an increased customer pool, many companies are
unprepared for an ethnic marketing campaign. Connecting with diverse populations
requires marketers to understand the different social values and cultural nuances of varied
ethnic communities. And they must go back to square one and answer basic questions
about how to build relationships and cultivate loyal customers in these communities.
Where do first-generation Canadians live? How do they spend their time and money? And
                                                                                                                                                                                                                                                                Credit: Sam Javanrouh




                                                                                              Neda Tabatabaie (left), Manager of CRM for Maple Leaf Sports & Entertainment, and Michele Sexsmith, Vice President and Practice Leader at Environics Analytics,
what language do they prefer: English, French, their mother tongue or all of the above?       stand in the Air Canada Centre where they developed a direct marketing strategy to grow the ethnically diverse fan base of the Toronto Raptors.


  continued on page 9
dmn.ca ❯ Direct Marketing ❯ December 2009
                                                                                                                                                                                                                                 MLSE case study                    9


    Fortunately for sports and entertainment                the Raptors in its effort to tap into new                   distributed randomly. The postcards were             MLSE plans to introduce Filipino, Asian            From Has online... page 6
companies like MLSE, professional sports                    audiences. This season, the Punjabi                         written so that anyone would like them.”             and Italian nights, and ever since Iranian
provide a natural way for newcomers                         broadcast has been expanded to feature                         Although EA offers detailed census                player Hamed Haddadi began shooting                Unfortunately, as the online
to connect with Canadian culture while                      eight Toronto Raptors games on CBC.                         data as part of its LocateDiversity product          hoops professionally in the U.S. last           marketing industry matures, many
celebrating their roots. When the Houston                      This year, MLSE decided to tweak a                       that can determine characteristics like              year, the Iranian-born Tabatabaie has           publishers use the legitimate need for
Rockets signed Chinese superstar Yao Ming,                  successful direct mail campaign with                                                                                                                             creative and ad delivery standardization
the Toronto Raptors advertised Chinese Nights
whenever he came to town, complete with
                                                            differentiated messaging targeting
                                                            ethnic communities. In 2007, MLSE                                             “We see a lot of opportunity                                                       as an excuse to commoditize their
                                                                                                                                                                                                                             advertising programs to limit marketer
halftime shows featuring traditional dancers.
Marketers advertised in Chinese newspapers
                                                            had produced postcards “written” by
                                                            Raptors’ star player Chris Bosh about
                                                                                                                                          with ethnic audiences. We feel                                                     options. It appears that publishers
                                                                                                                                                                                                                             believe by offering Internet marketers
and contacted local Chinese organizations to                his preseason training experiences and                                        that we definitely can bring                                                       less innovation and fewer choices, it will
offer discounts on group tickets.                           mailed them to prospects for a Mini Pack                                                                                                                         be easier to sell canned, off-the-shelf
    “The Toronto Raptors and the NBA have                   ticket promotion. Bosh’s message was                                          more people from multicultural                                                     media plans and packages, driving
recognized the opportunity to engage a
more ethnically diverse group,” says Neda
                                                            printed in handwriting and read like a
                                                            dispatch from summer camp. “What
                                                                                                                                          groups to Raptors’ games.”                                                         down the cost of the sale.
                                                                                                                                                                                                                                While static proposal responses to
Tabatabaie, manager of CRM for MLSE.                        we liked about the postcards was the                                                                                                                             RFPs may allow sites to lower costs
“We see a lot of opportunity with ethnic                    simple message and the soft sell,” recalls                  language spoken at home and mother                   promised to engage the Iranian-Canadian         in the short run, they have negative
audiences. We feel that we definitely can                   Tabatabaie. “It was low cost, a lot of fun                  tongue, MLSE decided to use English for              fan base with an Iranian night. Already,        repercussions over the longer term, as
bring more people from multicultural                        and had a great ROI.”                                       all its direct mail pieces. “We wanted to            MLSE is working with an ad agency to            publishers become indistinguishable
groups to Raptors’ games.”                                     For the current ethnic marketing                         make sure if a Chinese person somehow                distribute promotional messages to ethnic       and the creative problem solving value
    To help penetrate these emerging                        version, MLSE enlisted its foreign-born                     got an Italian postcard, the piece wouldn’t          media, websites and newspapers. And             the property provides declines. As the
markets, MLSE turned to Environics                          players to “write” postcards aimed at                       offend anyone,” says Tabatabaie. “But we             it’s returned to EA for more marketing          different media options homogenize,
Analytics (EA), the Toronto-based                           ethnic neighbourhoods. Cards from                           did bring cultural elements into the copy,           analytics to better understand the diversity    we are hard-pressed to find any major
marketing and analytics company.                            Turkish player Hedo Turkoglu would                          like ending the Italian piece with ‘Ciao.’ It’s      within Toronto’s diverse communities.           differences between the various
                                                                                                                                                                                                                             mainstream online media, apart from
                                                                                                                                                                                                                             price-point.
                                                                                                                                                                                                                                We have changed our media buying
                                                                                                                                                                                                                             and planning behaviour dramatically.
                                                                                                                                                                                                                             We are enthusiastic supporters of
                                                                                                                                                                                                                             self-serve, online advertising options,
                                                                                                                                                                                                                             having shifted ad dollars substantially
                                                                                                                                                                                                                             from publisher-direct campaigns
                                                                                                                                                                                                                             to the many high quality, self-serve
                                                                                                                                                                                                                             options like pay-per-click search engine
                                                                                                                                                                                                                             marketing, site-specific text, banner
                                                                                                                                                                                                                             and video ads from Google, social ads
                                                                                                                                                                                                                             from Facebook and text links through
                                                                                                                                                                                                                             a variety of sources. These self-serve
                                                                                                                                                                                                                             tools provide the cost efficiency,
                                                                                                                                                                                                                             immediate response, on-demand
                                                                                                                                                                                                                             reporting and transparency we need to
The Toronto Raptors used a soft-sell approach in direct mail pieces to promote its Flex Pack ticket plan. Notice the differentiated
                                                                                                                                                                                                                             optimize our clients’ campaigns. Self-
messaging—and the sign-offs like “Ciao” and “Görü_mek üzere”—targeted to Italian and Turkish prospects.                                                                                                                      serve options rarely provide face-to-
                                                                                                                                                                                                                             face service, opting instead for toll-free
Researchers conducted an analysis                           go to areas with high concentrations of                     Italian that everyone understands.”                     We know that we can do a better job          call centres, FAQs on the website and
of ticketholders using PRIZM, EA’s                          Turks, notes from Italian Andrea Bargnani                      In the days after the mailing, calls from         connecting with the secondary ethnic            email. Our feeling is that the trade-off
segmentation system that classifies                         would be mailed to Italian enclaves, and                    prospects surged. Within a week of the mail          community,” says Tabatabaie. “The good          is worth it.
consumers into one of 66 lifestyle                          so on. MLSE planned to target 40,000                        drop, the program was already one-third of           news is that we have a lot of potential to         There is one major exception to our
types based on demographics                                 households for a new Flex Pack promotion                    the way to a break-even point. Tabatabaie is         grow this connection.” DM                       move toward self-serve media buying
and values. The project revealed a                          and, because the tickets can be pricey,                     optimistic that the campaign will ultimately                                                         however. When we do find terrific online
concentration of fans in the segment                        specifically sought recipients with                         prove to be a winner by season’s end.                Michele Sexsmith is a vice president and        media partners who provide great ideas,
known as South Asian Society, which                         incomes over $100,000.                                         With the Raptors scoring points among             practice leader at Environics Analytics,        consistent service and an effective
is home to young, upper-middle-class                           To target the households by                              ethnic audiences, MLSE’s marketing                   overseeing the retail, real estate, media and   product, they receive a disproportionate
South Asian families. The Raptors saw                       income and ethnicity, EA employed                           team won’t be taking a timeout soon.                 manufacturing industries.                       share of the budget.
the group as a prospective market for                       its OriginsCanada software, which                                                                                                                                   In the early days of the Internet,
its Flex Pack ticket plan, a package                        identifies the cultural, ethnic and                                                                                                                              the marketing press predicted the
of five games starting at $540. In                          linguistic origins of people based on                                                                                                                            inevitable demise of advertising
November 2007, the team sponsored                           name alone. Analysts appended a                                                                                                                                  agencies as online media publishers,
Bollywood Night with the Toronto                            prospect list with Origins and PRIZM                                                                                                                             who had more knowledge and
Raptors, featuring Indian music and                         codes, along with an average income                                                                                                                              expertise, took on the agencies’
                                                                                                                                             Senior Account Director
dancers during the halftime show.                           select based upon the neighbourhood.                                             Digital Advertising Agency
                                                                                                                                                                                                                             historical roles of educator and provider
    “We wanted to bring an experiential                     Then they identified postal codes with                                           henderson bas                                                                   of client strategy.
element to the game’s entertainment,”                       high concentrations of clusters that                                             Resume to lmorgan@theniceagency.com                                                With the publisher’s recent moves to
says Tabatabaie. “It wasn’t only for this                   were home to Raptors’ ticketholders.                                                                                                                             commoditizing online media, I think our
group. For those who weren’t South Asian,                   Among the best-performing PRIZM                                                                                                                                  future is safe. DM
they’d still enjoy the entertainment.”                      segments: Asian Affluence (wealthy,
                                                                                                                                  Quali cations:
    Beyond traditional music and dance,                     suburban Chinese families), Continental                                                                                                                          For more than 13 years, Jay Aber, president
analysts dug deeper to uncover what else                    Culture (upper-middle-class, multi-                                   » 7+ years experience in developing interactive accounts and managing                      of The Aber Group, has been advising
                                                                                                                                      account teams and clients
appeals to Raptors’ fans and then offered                   ethnic urban households) and New                                                                                                                                 Canadian marketing executives on how
                                                                                                                                  » Experience with various project types, including web, web 2.0, mobile,
it with an ethnic twist. When EA data                       Italy (established, multi-ethnic metro                                                                                                                           to use the Internet to create successful
                                                                                                                                    video, brand, direct, and strategic consulting
indicated season ticketholders enjoyed                      couples and families).                                                                                                                                           direct marketing campaigns. The Aber
                                                                                                                                  » Strong digital background and proven track record to be a strong digital
wine and gourmet food, MLSE sponsored                           “If you were Italian, you’d get the                                                                                                                          Group’s team of Internet direct marketing
                                                                                                                                    leader with the client
a wine-and-cheese reception featuring                       Andrea Bargnani card where he complains                                                                                                                          strategists, online media experts, and paid
                                                                                                                                  » Experience building and managing senior-level relationships
products from countries associated with                     that there’s no place to get good pasta in                                                                                                                       search engine marketing pros develop,
                                                                                                                                  » Ability to work and ourish independently
the players. Season ticketholders could                     Boston, where the team had a preseason                                                                                                                           execute and optimize online direct
                                                                                                                                  » Aptitude to de ne strategic solutions that will generate measurable
stop at different tables to sample fare                     game” explains Tabatabaie. “And your                                    results for the client
                                                                                                                                                                                                                             response campaigns for a broad range of
from Italy, Spain and other countries. And                  Spanish neighbour would get one from                                                                                                                             blue chip financial services, not for profit
                                                                                                                                  » Ideally a college or university degree
in another outreach effort targeting the                    Jose Calderon. Those households without                                                                                                                          & travel clients. For more information,
                                                                                                                                  » Social and personable personality (people like you and you like people)
South Asian community, MLSE broadcast                       a match to one of our players’ countries                                                                                                                         contact jay@abergroup.com or 416-322-
                                                                                                                                  » Experience in CPG or nance categories preferred but not mandatory
a game in Punjabi on CBC—a first for                        just received one of the postcards                                                                                                                               2909 x222.
 10      News                                                                                                                                                                             December 2009 ❮ Direct Marketing ❮ dmn.ca




dM     listwatch                                                                                                                                    WortHKnowInG
PeoPle                                        Canadian
                                              Consumer Database
                                                                                                 best source of Canadian engineering
                                                                                                 professionals on the market.                       Epsilon Targeting
                                                                                                                                                    Launches iInfluencer TM
                                                                                                 Updating weekly, this database can be
                                              This compilation lists more than 11.7              segmented by SIC or NAICS, employee
                                              million individuals north of the border.           size, title, function, area of interest or
                                              Selections: Postal code, city, province,
                                              radius, gender, ethnicity, income, average
                                                                                                 word search, as well as geography and
                                                                                                 gender.
                                                                                                                                                    Program in Canada
                                              occupant age, number of children,                  In addition to direct mail lists - which
                                              dwelling type, average home value, state/          are 99% Canada Post address accurate               ICOM, a division of Epsilon Targeting – the          Contrary to current thinking,
                                              SCF/ZIP                                            - telephone, fax and email lists lists are         marketing industry’s most advanced provider      consumers are influencers within a
                                              Price: $65/M                                       available. EPIC Masterfile E-mail and all          of consumer information for targeted             category, not across categories, according
    ThinData                                  Contact: Interact Direct Data Products, Inc.,      the sub-files are available for your next          solutions - today announced the Canadian         to research conducted by ICOM. In
                                              519-438-6245 or sales@interactdirect.com           campaign.                                          launch of their new program, iInfluencerTM.      addition, there are no commonalities
    ThinData is continuing to build                                                              Call now and ask about our limited time            This word-of-mouth marketing program             in terms of demographics but rather,
    out their team with the addition          Canadian Licensed                                  offer for tests, a $20/M saving off the base       leverages the power of a category’s most         influencers are people who like to talk to
    of Benjamin McAlister, who’s                                                                 price! For more information, please call           influential consumers to deliver measurable      others and make recommendations.
    been hired as VP of Account               Professionals with                                 416-932-9555, and ask to speak to Lynda            results for leading brands.                          "For the greatest return on marketing
    Management.                               Email Addresses                                    Robinson, Ext. 117 or contact by e-mail at             ICOM’s iInfluencer program                   investment our clients can now directly
                                              The Canadian Licensed Professionals                lynda@cstonecanada.com.                            identifies and engages proven category           interact with individuals who will become
                                              Masterfile is a comprehensive prospecting                                                             influencers to create brand awareness            brand ambassadors,” says MacPherson,
                                              pool of professionals who must file for a          Tap into Lifestyle Selector                        and increase and improve consumer                Director, Product Marketing. “Our pilot
                                              license in order to work. For the first time                                                          impressions. This program is the only            program showed greater performance
                                              you can reach these professionals directly         Intelligence                                       one of its kind that combines the                than any other word of mouth marketing
                                              via email. Fields include accountants,             Make the most of your consumer                     ability to find and reach these unique           program available. The opportunities
                                              architects, chiropractors, dentists, doctors,      marketing campaign by using Lifestyle              consumers, on a large scale, with                are substantial and cross over a number
                                              electricians, engineers, health care               Selector intelligence.                             an effective and efficient message               of channels and marketing strategies
                                              professionals, real estate agents and more.        We are excited to offer a special discount         strategy that is tailored to the distinctive     incorporating the latest technology and
                                              Selections: gender, province. FSA, keying,         that you cannot miss!!!                            requirements of this segment, to provide         touch points such as social media."
                                              emp size, 1 per Co., sales volume, SIC code,       When you place a test order in                     superior performance and ROI. The                    Reckitt Benkiser, the first iInfluencer client,
                                              industry, title, job                               December, your mailer will enjoy a                 strategy can be easily leveraged to meet         participated in the pilot program for their Air
    Red Urban                                 Contact: Kim Young at Kim.young@
                                              westlists.com or phone: 416-622-8700 or
                                                                                                 special discount of $10/M off, and you,
                                                                                                 the broker, will also be rewarded with
                                                                                                                                                    a number of brand objectives including
                                                                                                                                                    social media.
                                                                                                                                                                                                     Wick FreshMatic Mini. In two test markets,
                                                                                                                                                                                                     the program targeted 12,500 air care product
    Red Urban has hired Christina Yu as       visit www.Westlists.com                            30% commission on this order. Please                   "During our forty years in business,         influencers. The strategy incorporated direct
    executive creative director for their                                                        quote code TLSQ409 when calling for                Epsilon has been a direct marketing leader       mail, email, and the web.
    Toronto office.                           Project                                            counts or placing order.                           and now, this program demonstrates a                 The iInfluencerTM pilot program results
                                                                                                 Lifestyle Selector Canada is one of                new approach to consumer engagement,”            showed a significant 46 per cent lift in
                                              Management Institute                               the largest and most comprehensive                 says Brian Rainey, Epsilon Targeting             sales during the test period, as measured
                                              Named here are 306,178 members of this             databases of self-reported consumer                President. “We are uniquely positioned           by AC Nielsen in a match panel. The
                                              organization dedicated to the practice of          information. Derived primarily from                to identify these lucrative "influencers"        results also showed a concentration of
                                              corporate project management.                      responses to product registration cards            and effectively engage them with a               activity in locations near influencers,
                                              Selections: Business/industry type,                filled out voluntarily by consumers                tailored message strategy, across multiple       demonstrating success of the pass along
                                              country, occupation, PMI chapter, postal           following a product purchase, the                  channels, thus driving measurable                component. In addition, there was an
                                              code, province, state/SCF/ZIP                      database details more than 500                     results. With unparalleled data assets           increase in purchases of other AirWick
                                              Price: $246/M                                      response segments. This is an ideal                powering this offering, our pilot program        products, thus the iInfluencerTM program
                                              Contact: Project Management Institute,             list for publications, fundraising,                demonstrates the opportunities and               had a halo effect on AirWick sales.
                                              828-293-0421                                       education, catalogues and a broad                  success that brands can achieve with the             iInfluencerTM will expand to the US following
                                                                                                 range of other consumer products. The              iInfluencer program."                            current pilot programs in that region.
                                              EPIC Masterfile – your                             Lifestyle Selector file has a wide array
      Kingstar Media
      Paul Gitlin has been appointed to the
      position of Senior Account Executive.
                                              engineering specialists
                                              From the experts in upgrading seminars
                                                                                                 of demographic, life stage, lifestyle and
                                                                                                 behaviour selects available.
                                                                                                 For more information, please call 416-932-
                                                                                                                                                    $20,000 for 20 years
                                              and courses pertaining to a wide variety of        9555, and ask to speak to Alejandra Cuevas,        Ariad celebrates landmark anniversary
                                              specific and highly technical Engineering          Ext.177 or contact by e-mail at acuevas@           with major donation to Free the Children
                                              topics, EPIC puts you in touch with the            cstonecanada.com.
                                                                                                                                                    Ariad Custom Communications is                   bono work, and employee volunteer work.

Research Now,                                                                                                                                       celebrating its 20th birthday, marking the
                                                                                                                                                    occasion with a donation of $20,000 to the
                                                                                                                                                                                                          “In a tough economic climate like the
                                                                                                                                                                                                     one we’ve all experienced over the past
Environics Analytics announce partnership                                                                                                           charity Free the Children.                       year, we feel it is important that those that
                                                                                                                                                        Through Free the Children, Ariad is          can do so dig a little deeper to help those
    On December 4, Environics Analytics and   media preferences, finance and health              Research Now partnership, companies and            adopting a village in rural Kenya. The           less fortunate,” says Michael Beckerman,
Research Now announced a partnership          care. Meanwhile, through EA’s partnership          not-for-profits will gain detailed insights into   $20,000 donation will help build and             President, Ariad. “Ariad’s philanthropic
to code the Research Now online panel         with key Canadian providers of media and           targeted audiences based on the 66 PRIZMC2         sustain a school, provide alternative            commitments are part of our core values, and
of 400,000 Canadians with PRIZMC2,            marketing research, PRIZMC2 offers links to        lifestyle types—whether they’re classified         income for families, and help create an          it is through the dedication of all our staff that
Environics Analytics’ popular PRIZMC2         over 11,000 variables to help marketers match      Cosmopolitan Elite (affluent urban families),      infrastructure for the village to provide        we are able to make this really come alive.”
segmentation system. The agreement            their company’s products and services to           Young Digerati (younger, upscale singles) or       clean water and sanitation. Free the                  Ariad began in 1989 as a custom
marks the union of Canada’s most widely       those most receptive to them.                      Heartlanders (mature, working-class couples).      Children’s Adopt-a-Village program is            publishing agency. It rapidly developed
used segmentation system with the largest         The agreement resulted from a global           In addition, Research Now’s PRIZMC2-linked         designed to meet the needs of developing         into one of Canada’s most successful
online survey panel in Canada.                partnership between Research Now and               panel offers clients and their researchers a       communities and eliminate obstacles that         marketing agencies, specializing in
    Research Now, a global company            Experian, which combines Experian’s                cost-effective way to obtain opinions on a         prevent children from accessing education.       creating compelling brand experiences
specializing in online data collection and    numerous segmentation systems with                 range of issues, activities and products from          The donation is in addition to Ariad’s       that drive business. Over the past 20 years,
panel development, operates 36 panels,        the Research Now worldwide panel.                  custom target groups. Through EA’s online          ongoing commitment to Toronto non-profit         some of Canada’s most successful brands
with over 2 million panellists worldwide.     Environics Analytics is Experian’s partner         micromarketing tool Envision, users also can       Foodshare. Ariad supports Foodshare, and         have engaged and continue to engage
Its Canadian panel provides research on       for demographics and segmentation data             identify prospects that resemble targeted          its vision of good healthy food for all, with    Ariad, including Becel, Telus, Degree,
more than 500 attributes in areas such as     in Canada.                                         customers defined by a PRIZMC2-coded               annual support worth approximately $15,000       Vespa, Vale Inco, and major corporations
demographics, marketplace behaviour,              As a result of the new Environics Analytics-   Research Now profile.                              through a mixture of financial donations, pro-   from across the financial services sector.
dmn.ca ❯ Direct Marketing ❯ December 2009                                                                                                                                          Column      11




intHemaIl
this column is sponsored by canada Post.




Selling German engineering
with Canadian creative
Audi marks release of all-new Q5 with first ever Canadian DM campaign                                                                     By Sarah O'Connor



 D
            irect mail experts understand     traditional SUV with the “Foxy” Q5.
            that correctly identifying            BIMM’s task was to reinterpret this
            your target audience is at        unique campaign as an effective direct
least half the battle. Award-winning          mail package.
direct response agency BIMM Direct &              “This didn’t call for your standard
Digital helped Audi Canada figure out         self-mailer execution of direct mail,” says
who needed to know about the all-             Mike Laponte, VP, General Manager at
new Q5, Audi’s first foray into the small     BIMM. “We needed to do something a bit
SUV market, and then made sure their          more compelling. So we literally took the
message was loud and clear.                   DM piece and housed it in a cardboard
                                              box. It was a perfect tie-in to the mass
Coming to Canada                              advertising and it underscored the main
As the first major vehicle launch since       message of the campaign which was that
the birth of Audi Canada in early 2008,       boxes are utilitarian and unattractive,
the Q5’s debut marked a huge milestone        and leave it up to Audi to finally offer an
for the company. Back when Audi’s             alternative to what was already out in the
Canadian operations where run through         marketplace.”
the American headquarters, all marketing          The package arrived in mailboxes
campaigns were created by U.S.-based          housed in a very simple cardboard box,
companies, but that was about to change.      emblazed with the phrase, “A box has
   “As our second-largest volume vehicle      its place.” When the box was opened,
after the A4, the Q5 was very important       another message proclaimed: “And it’s         who in our
and with such a big launch we wanted to       not in your driveway,” accompanied by         database we
ensure that we communicate consistently       the URL driving recipients to Audi.ca.        can identify
over all the different channels,” says        Inside there was a personalized letter        as the key
Karsten Ruwoldt, Director of Marketing        inviting the recipient to “See how far the    prospects for a
and Product Strategy for Audi Canada.         SUV has come.” It explains how the new        Q5. We created
“We felt that we really needed to give        Q5 breaks the conventional SUV mould          a targeting model
hand-raisers and current customers            and emphasizes the brilliant design work      that helped us
something that they can physically            that made this vehicle a reality. There is    identify the high-
touch as well that was consistent with        also a brochure that BIMM produced with       potential prospects for
the overall campaign theme. A lot of our      the specific target market in mind.           that product.
customers are at a good time to change            “Any time you talk about automotive           “This is kind of the
their cars, maybe they are going off-lease,   communication you always have                 magic of direct mail. We
and the Q5 as a small SUV gave them the       to balance the technical with the             were able to use the power
right next step and we want to make sure      promotional,” says Daponte. “When             of the data that we have,
they are aware of it.”                        you look at the drivers we are trying to      and Audi has a lot of it, to one,
   Audi Canada had established a              reach, they’re not necessarily looking at     create a profile of the ideal SUV
relationship with Lowe Roche as their         the vehicle as something that defines         driver, and two, take that profile
Agency of Record, but in order to             them. They are more concerned about           and overlay it with Audi’s database
support the launch with a direct mail         the engineering, they want to buy a fine      to really get a sense of who we
campaign and needed to find the right         piece of machinery, so the craftsmanship      should be speaking to.“
partner with expertise in that area.          behind it was of paramount importance.            Approximately 10,000 packages were
They were looking for an agency that          Of course you need to talk about how big      distributed to potential Q5 drivers all
had a firm grasp of modern Canadian           the engine is and how much it can tow,        across Canada. Happily, the campaign
sensibilities, and that could help them       but our challenge was putting that into       over-achieved pre-established targets,
connect with their Canadian consumers         the Audi language.”                           resulting in a positive ROI and an
in the best possible way. BIMM stood                                                        incremental sales lift of over 40 percent.
out in the pitch process and Audi             but who is listening?                         It seems this will not be the last time
appreciated their particular combination      The package was delivered to two types        that Audi runs a direct mail campaign on                                      Creative:
of CRM background and strong                  of customers, “hand-raisers” who had          Canadian soil.                                                                Kevin Weagle,
understanding of the automotive sector.       asked for more information through Audi           “The purpose of this DM campaign was                                      Bruce Hiebert
                                              events, Audi.ca or the dealerships, and       to support the overall launch of the Q5 at
New kid on the block                          current Audi owners who BIMM identified       the time that it just came into market, and                                   Account Services:
As a premium luxury brand, Audi’s main        as those who might be particularly            it became part of an extremely successful                                     Maria Maynard
competitors in the small-SUV sector are       interested in the Q5.                         campaign,” says Ruwoldt. “There is now a
BMW and Mercedes, who already had                “This is where we were able to flex a      waitlist for orders, and direct mail helped                                   Production:
                                                                                                                                                              about the
                                                                                                                                                              campaign




well-established vehicles in market. Audi     bit of our muscle,” says Daponte. “Audi       us achieve this success. We are now                                           Jennifer Nicholson
had to find a way to differentiate itself,    has never had a vehicle in this category      incorporating strategies like this in our
and Lowe Roche came up with the idea          before, so this was a new choice for          regular marketing strategies.” DM                                             Client:
of the Q5 as the “Anti-Box.” As part of the   consumers. We know that typically                                                                                           Bryan Dinh
campaign’s “stunts,” huge cardboard           someone who buys an A3 is going to               Sarah O’Connor is a Markham-based
boxes shaped like SUVs were placed in         go into an A4, and someone who buys           freelance journalist. She can be reached
parking spots in lots around the Toronto      an A4 tends to migrate up to an A6. Our       at (647)261-2260 or sarahaoconnor@
area, and billboards contrasted the “Boxy”    challenge in this case was determining        gmail.com.
12      Best of the Best                                                                                                           December 2009 ❮ Direct Marketing ❮ dmn.ca




      Bestof tHeBest
    Some of our favourite DM campaigns of 2009
      Over the past few months we asked our readers to submit their top DM campaigns from
      2009. From the many entries we received, we’ve narrowed it down to our favourite five.

1. bMO helps first-time homeowners                                                            3. Campaign awakens
                                                                                                  consumer interest
  Client: BMO Bank of Montreal
  Campaign: First Home Essentials                                                                 Client: Swiss Water Decaffeinated
  Agency: Cossette-Blitz                                                                          Coffee Company
                                                                                                  Campaign: Relax, Enjoy, Awaken
Buying your first home can be                                                                     Agency: Engine Digital
overwhelming so BMO’s First Home
Essentials kit was developed to help take                                                       In 2009, the firm decided that the existing
the guesswork out of home ownership.                                                            site didn’t support the company’s present
    Following the company’s motto                                                               marketing strategy. Besides the usual
of “making money make sense”, BMO                                                               suspects that drive site redevelopment
and agency Cossette-Blitz set out to                                                            (design, usability, etc), the company
provide first-time homeowners with a                                                            wanted to recognize a major shift in its
kit that includes helpful tips, worksheets                                                      marketing strategy – transform the brand
to calculate various home purchasing                                                            from a business-to-business company
scenarios, access to an online planning tool                                                    into a consumer-facing brand.
and more than $1,800 in special offers.                                                             Engine Digital worked with Swiss
    “We wanted to bring financial clarity                                                       Water in a series of discovery sessions
to consumers,” says Alan Hurst, Director,                                                       to develop a strategy that hinged on
Corporate Advertising and Merchandising                                                         the “Decaf Lifestyle”. The approach ties
for BMO Bank of Montreal. “It was truly an                                                      consumption of coffee decaffeinated
unmet need.”                                                                                    with the Swiss Water process to a
    According to Hurst, this was the first                                                      healthy lifestyle.
time BMO had tried their hand at selling                                                            By leaning on a combination of
something tangible. It was promoted                                                           video, flash demos, rich photography
using DRTV, online ads, a 30 second            2. Spider lets consumers                       and conversational copy the content is
television spot and minimal print                 ride out a winner                           less scientific and more user-friendly.
advertising.                                                                                  Presentation, testimonial videos,
    “All of the advertising and promotion        Client: Deeley Harley-Davidson Canada        voiceovers and 3rd party content
done for the kit pushed homebuyers               Campaign: It’s Yours [to win]                demystify the process and ground visitors
to online ordering or calling our 1-800          Agency: Spider Marketing Solutions           in the reasons why the Swiss Water Process
number to order their kits,” says Hurst.                                                      is a better option for people desiring a
    The result was the sale of over 6,000      The goal of the Harley-Davidson 2009           healthy lifestyle.
First Home Essentials kits – 50 per cent of    spring promotion was to drive sales of             Most site content adopts this tone,
the year’s target – ahead of schedule. In      new Harley-Davidson motorcycles from a         continually answering the question, “Who
addition, 29 per cent of the kits sold have    qualified list of high potential new Harley-   wouldn’t want a healthier lifestyle?”
translated into BMO mortgages, with            Davidson riders (competitive brands and            Post launch results show that visits to
revenue potential in signed mortgages          current Harley-Davidson owners).               the site are up 18.5 per cent in Canada and
exceeding $309 million.                           The concept was easy, test ride a           visitor loyalty has improved by between
    BMO and Cossette-Blitz were awarded        Harley-Davidson motorcycle and you             4 and 15 per cent based on page depth,
the Best in Direct 1:1 award at the 2009       could ride out a winner. High-potential        recency and time on site.
CMA Awards for the First Home Essentials       buyers were sent a V.I.P. DM box including
c2.ampaign.                                    a customization guide, key chain (for
                                               the keys to their new purchase), and a
                                               collateral piece inviting them to call into
                                               a V.I.P. line where their call would be
                                               directed to their local Harley-Davidson
                                               retailer by unique PIN code.
                                                  Email blasts were also sent to the
                                               Harley-Davidson database targeting
                                               engaged prospects to come in for a test
                                               ride and receive a gift card to spend
                                               in-store at any Harley-Davidson retailer.
                                               After finishing their test ride consumers
                                               were driven online to enter a PIN to win
                                               the bike they just rode.
                                                  The click-through rate from the
                                               e-mail blasts was 24 per cent and
                                               resulted in 10,991 qualified leads visiting
                                               the promotional site. Redemption of
                                               invitations (online and DM) to test ride
                                               exceeded expectations, and a total of
                                               3,500 test rides were taken during the
                                               eight weeks of the promotion.
dmn.ca ❯ Direct Marketing ❯ December 2009
                                                                                                                                                                                           Best of the Best              13




                                                                                               5. Sharing the Wealth                     Our Billboard campaign involved 100          on a billboard with submissions ranging
                                                                                                                                         boards bearing the message “Share Our        from wedding proposals to used car ads.
                                                                                                 Client: James Ready Breweries           Billboard”.                                     James Ready cross-referenced each
                                                                                                 Campaign: Share Our Billboard               The goal was to increase James Ready’s   board placement with a participant’s
                                                                                                 Agency: Leo Burnett/Arc                 share in the beer category by reinforcing    address to ensure the message was seen
                                                                                                 Worldwide, Toronto                      the idea that it is the people’s beer.       by family and friends.
                                                                                                                                             In-case newsletters, emails and             The Share Our Billboard campaign
                                                                                               One of the more unique submissions        newspaper classified also extended the       increased James Ready’s volume by 45
                                                                                               of 2009 comes from James Ready            invitation to consumers by directing         per cent and won awards at advertising
                                                                                               Breweries and their agency Leo Burnett/   them to JamesReady.com. Once on the          shows both in Canada and abroad –
                                                                                               Arc Worldwide, Toronto. The Share         site, beer drinkers could make an offer      including the prestigious Cannes.




4. Launching a war on apathy

  Client: War Child Canada
  Campaign: Help Child Soldiers
  Agency: John St.

Winning Best in NFP/Fundraising/Public Service, the Help Child Soldiers campaign from
War Child Canada makes the cut for this year’s Best of the Best for its creative delivery of
the message “doing nothing is the same as supporting the problem”.
   Canada currently ranks 56th in the world in terms of contributions to peacekeeping
and agency John St. used that apathy as a key driver of the Help Child Soldiers campaign.
   What makes this campaign different is that except for donated television airtime and
$500 Facebook ad investment, John St. relied on websites, bloggers and social media
sympathetic to its cause. Videos showed people pitching in to help child soldiers fight
overseas by collecting unused weapons, knitting balaclavas or making practice targets.
The intent – get bloggers talking and create a viral effect.
   War Child also sent a fake knife donation mailer to media and bloggers, asking them to
donate a knife to a child soldier in need. The box contained the true campaign message
and information on how to get involved.
   As a result of the campaign, War Child increased their database by 8.5 per cent. Their
Facebook fans grew by 16 per cent and they garnered 1,000 new Twitter followers. Their
volunteer base nearly doubled and online donations increased by a staggering 300 per
cent. Overall donations went up 10 per cent over the previous year.
14       Best of the Best                                                                                                                                                    December 2009 ❮ Direct Marketing ❮ dmn.ca




      2009nAMMuawards
       Industry’s best get time in the spotlight at annual awards
      Held November 4 at the Intercontinental Toronto Centre, the 2009 National Association of Major Mail Users
      (NAMMU) Awards celebrated the best in mail marketing. The following is the complete list of winners.

                                                                                              Winning Campaigns
Category                         Type   campaign & team                                       Category                      Type   campaign & team

 1. Transaction Mail             BTB    TD Insurance “Protected” B2B Campaign TD               9. Brand Reinforcement       BTB    Tiger Beer – Drink to Success
 Financial Services                     Insurance Meloche Monnex                                                                   Molson Canada
                                        Agency: Hamelin Martineau Inc.                                                             Agency: Rivet
                                        Mail Component Mfrs: Gibraltar Printing                                                    Data: Molson Canada/Rivet/Innovative
                                        Value Ad Mailer: Data Ad                                                                   Graphics Group
                                                                                                                                   Mail Component Mfrs: Innovative Graphics Group
                                                                                                                                   Value Add Mailer: Innovative Graphics Group
 2. Addressed Admail             BTC    "my MNY Personalized Beauty Guide"
 Consumer Package Goods                 Maybelline New York                                    10. Environmental Award             2008 SOCIAL RESPONSIBILITY REPORT
                                        Agency: Strategies Marketing Direct                    Best Management Practices           Making the Connection
                                        Data: Zendata                                                                              Canada Post Corporation
                                        Mail Component Mfrs: Transcontinental Direct
                                        Value Add Mailer : Transcontinental Direct             11. Data Leveraging          BTC    April Inspired Living Program
                                                                                                                                   LoyaltyOne – AIR MILES Reward Program
                                                                                                                                   Agency: Direct Antidote
 3. Addressed Admail             BTC    RBC Rewards Spring Self Mailer                                                             Data & Lasering: Bassett Direct
 Financial Services                     RBC Royal Bank                                                                             Mail Component Mfrs: Printer:
                                        Agency : Carlson Marketing Canada                                                          Transcontinental PLM
                                        Data: RBC Campaign Insights & Analytics                                                    Envelopes: Supremex Inc.
                                        Mail Component Mfrs: RBC Production                                                        Value Add Mailer: Data Direct
                                        Value Add Mailer: RBC Production
                                                                                               12. Creative Envelope        BTC    Manitoba Test
                                                                                                                                   LoyaltyOne – AIR MILES Reward Program
 4. Addressed Admail             BTC    April Inspired Living Program                                                              Agency: Direct Antidote
 Relationship Building/Loyalty          LoyaltyOne – AIR MILES Reward Program                                                      Data & Lasering: Bassett Direct
                                        Agency: Direct Antidote                                                                    Mail Component Mfrs: Printer:
                                        Data & Lasering: Bassett Direct                                                            Transcontinental PLM
                                        Mail Component Mfrs: Printer: Transcontinental PLM                                         Envelopes : Innovative Graphics Group
                                        Envelopes: Supremex Inc.                                                                   Value Add Mailer: Bassett Direct
                                        Value Add Mailer: Data Direct
                                                                                               13. Art Direction:                  Tiger Beer – Drink to Success
                                                                                                                                   Molson Canada
 5. Unaddressed Admail           BTC    Hug the Tax Man                                                                            Agency: Rivet
                                        ING DIRECT                                                                                 Art Direction: Scott Pinkney
                                        Agency: Response Innovations                                                               Data: Molson Canada/Rivet/Innovative
                                        Data: ING DIRECT                                                                           Graphics Group
                                        Mail Component Mfrs: The FSA Group                                                         Mail Component Mfrs: Innovative Graphics Group
                                        Value Add Mailer: The FSA Group                                                            Value Add Mailer: Innovative Graphics Group


 6. Multi Media                  BTC    Ford Test Drive Incentive                              14. Best of The Best         BTC    "my MNY Personalized Beauty Guide"
 Automotive                             Ford of Canada                                                                             Maybelline New York
                                        Agency: Carlson Marketing Canada                                                           Agency: Strategies Marketing Direct
                                        Data: Ford of Canada & Carlson Marketing Canada                                            Data: Zendata
                                        Mail Component Mfrs: The FSA Group                                                         Mail Component Mfrs: Transcontinental Direct
                                        Value Add Mailer: The FSA Group                                                            Value Add Mailer : Transcontinental Direct


 7. Multi Media                  BTC    Time-of-Use Rates Introduction                         15. All Star Team            BTB    April Inspired Living Program
 Public Sector                          Toronto Hydro-Electric System                                                              LoyaltyOne – AIR MILES Reward Program
                                        Agency: Context Creative                                                                   Agency: Direct Antidote
                                        Data: Context Creative                                                                     Data & Lasering: Bassett Direct
                                        Mail Component Mfrs: Andora Graphics                                                       Mail Component Mfrs: Printer: Transcontinental PLM
                                        Value Add Mailer: Cover-All Computer Services Corp.                                        Envelopes: Supremex Inc.
                                                                                                                                   Value Add Mailer: Data Direct


 8. Brand Reinforcement          BTC    2008 Lincoln MKS Launch                                16. Special Recognition             Andrew Sookrah RGD, SCA, OSA
                                        Ford of Canada                                         Award – Creative Direction          Engine Room Creative Inc.
                                        Agency: Wunderman
                                        Data: Ford of Canada & Wunderman’s
                                        Marketing Science Department
                                        Mail Component Mfrs: Transcontinental PLM
                                        Value Add Mailer: Transcontinental PLM
dmn.ca ❯ Direct Marketing ❯ December 2009
                                                                                                                                                                                                                             Best of the Best                    15



   2009nAMMuawards cont'd

cAnAdA Post AWArded for coMMitMent to environMent
 The 2009 NAMMU Environmental Award                   NAMMU is proud to recognize and                            In recognition of this influential role,           to acknowledge the recognition.
 for Best Management Practices, was                   showcase environmental leadership that                  Canada Post took the initiative in 2007               Presenting the award, Rowe commented
 presented to Canada Post Corporation, for            inspires industry to move forward.                      to develop a comprehensive report on                  “Canada Post Corporation touches every
 their 2008 Social Responsibility Report,                When announcing the 2009 award,                      their environmental objectives, strategies            Canadian with our mail. By launching
 Making the Connection.                               NAMMU President, Kathleen Rowe, cited                   and performance, that ensure protection               this Annual Social Responsibility Report,
    The NAMMU Environmental Awards                    the importance of this win. Rowe noted                  of the environment and minimizes their                Canada Post assures Canadians of
 annually recognize innovation and                    that the environmental policies and                     carbon footprint. “In so doing, they                  environmentally friendly practices – an
 mailing industry commitment to                       practices of Canada Post Corporation                    protect our livelihood” said Rowe.                    important statement of accountability
 environmentally friendly practices,                  shape the vision and perception of                         On hand to receive the award was                   from our major supplier. At all levels, they
 processes, technological or material                 physical mail for all of our customers,                 Robert Waite, Senior Vice-President,                  are making the connection between their
 developments, and mail campaigns.                    government and media.                                   Corporate Social Responsibility, delighted            actions and their impact.”




scott Pinkney Wins inAugurAl Art direction AWArd
 The NAMMU jury picked the Rivet                      sound, sight and (although there was no                 dimensional package, highlighting the                 Communications, presented the award, and
 campaign for the Molson TIGER BEER                   actual product) you could almost taste the              profitability of selling Tiger Beer, a sales          said:” Apart from the overwhelming results
 – Drink to Success entry from a highly               beer - Scott Pinkney can drink to success               rep in a box. A personalized brochure                 this campaign generated, it contained all
 competitive field and honored Scott                  for the outstanding Molson campaign.                    that included pairings of Tiger with the              the emotional hot buttons that I find very
 Pinkney with the first NAMMU Award for               Significantly increasing awareness and trial            establishment’s house specialty menu                  effective in DM creative. It was personalized
 Art Direction.                                       of Tiger beer, Molson built a relationship              items, tent cards, and a pilsner glass, were          and provided all the necessary information
    The jury first awarded this Rivet                 with lower volume restaurants and bars                  teamed up with a sound chip introducing               with which prospects could engage
 campaign the Brand Reinforcement BTB                 on the West Coast – without any visits by               the “Yum Seng” ritual, translated as “Drink           their own customers. Plus, there was
 Award, and the special jury followed                 Molson sales reps.                                      to Success”, a twist on “cheers”.                     immediate gratification – the beer glass. I
 through with the new Art Direction Award.               Pinkney and the Rivet team delivered                    Michael Arismandez, President                      love it – success. DM as it always should be.
 By truly engaging all senses – touch,                success through a high-end, three                       and Creative Director, Broadleaf                      Congratulations Scott!”




         cMAawards                                                                                            Agency: DDB Canada (Toronto)
                                                                                                              Silver
                                                                                                              Company: MINI Canada
                                                                                                                                                                    Agency: Proximity Canada
                                                                                                                                                                    Retail
                                                                                                                                                                    Bronze
                                                                                                                                                                                                                    Agency: In-house
                                                                                                                                                                                                                    Financial
                                                                                                                                                                                                                    Gold


         And the winners are…
                                                                                                              Campaign: MINImalism                                  Company: Nike Canada Ltd.                       Company: BMO Bank of Montreal
                                                                                                              Agency: TAXI 2                                        Campaign: “Forget Everything”                   Campaign: First Home Essentials Campaign
                                                                                                                                                                    Agency: Organic Inc.                            Agency: Cossette – Blitz
ADVERTISINg                                          Company: Fido Solutions                                  Consumer Products                                                                                     Bronze
Automotive                                           Campaign: Fido “Sessions”                                Silver                                                DIRECT 1:1                                      Company: American Express Small Business Services
Gold                                                 Agency: Bos                                              Company: Samsung INSTINCT                             Automotive                                      Campaign: BGR Launch “Built for Business Owners”
Company: Subaru Canada                                                                                        Campaign: Samsung “Follow Your INSTINCT”              Silver                                          Campaign
Campaign: Model Year 2009 Subaru Forester            Financial                                                Agency: Cossette / Fjord Interactive Marketing &      Company: Ford Motor Company of Canada           Agency: OgilvyOne Worldwide, Toronto
Launch                                               Gold                                                     Technology                                            Campaign: 2008 F-150 Campaign
Agency: DDB Canada (Toronto)                         Company: Coast Capital Savings                           Bronze                                                Agency: Wunderman                               NFP/Fundraising/Public Service
Silver                                               Campaign: "No Fees" Campaign                             Company: Frito Lay Canada                             Bronze                                          Silver
Company: Midas                                       Agency: Rethink                                          Campaign: Doritos White Bag                           Company: Ford Motor Company of Canada           Company: UNICEF Canada
Campaign: Winter Maintenance                         NFP/Fundraising/Public Service                           Agency: BBDO/Proximity                                Campaign: 2008 Lincoln MKS Launch               Campaign: Spread the Net DM
Agency: DDB Canada (Vancouver)                       Gold                                                     Consumer Services                                     Agency: Wunderman                               Agency: RAPP, a division of DDB Canada
Bronze                                               Company: War Child Canada                                Bronze                                                                                                Bronze
Company: Mazda Canada                                Campaign: Help Child Soldiers                            Company: Sweetspot.ca Inc.                            Business Products & Services                    Company: World Vision Canada
Campaign: Alternate Reality Game (ARG) – "33 Keys"   Agency: John St.                                         Campaign: The Sweetest Giveaway Yet                   Bronze                                          Campaign: World Vision 30Hour Famine
Agency: Doner Canada                                 Silver                                                   Agency: In-house                                      Company: SHAW Communications                    Agency: Cossette – Blitz
                                                     Company: ALS Society of Canada                           Financial                                             Campaign: SHAW 6’HUN                            Bronze
Consumer Products                                    Campaign: ALS Awareness Campaign                         Gold                                                  Agency: Proximity Canada                        Company: D&AD Awards
Gold                                                 Agency: Lowe Roche                                       Company: American Express Canada                                                                      Campaign: D&AD Call for Entries Integrated
Company: James Ready Breweries                       Bronze                                                   Campaign: “More Access” Campaign                      Consumer Products                               Campaign
Campaign: Share Our Billboard Campaign               Company: Quebec Ministry of Health and Social Services   Agency: OgilvyOne Worldwide, Toronto                  Gold                                            Agency: TAXI Canada, Toronto
Agency: Leo Burnett/Arc Worldwide, Toronto           Campaign: Preventing Pathological Gambling               Silver                                                Company: Tetley Canada
Bronze                                               Agency: lg2                                              Company: TD Bank Financial Group                      Campaign: Tetley Red Tea Halloween Ambassador   Retail
Company: BC Dairy Foundation                         Retail                                                   Campaign: Simply Save                                 Program                                         Silver
Campaign: Must Drink More Milk                       Silver                                                   Agency: Twist Image                                   Agency: FUSE Marketing Group                    Company: Shoppers Drug Mart
Agency: DDB Canada (Vancouver)                       Company: McDonald’s Restaurants of Canada Ltd.           Bronze                                                Silver                                          Campaign: Shoppers Drug Mart v.i.b. Program
Bronze                                               Campaign: McDonald’s Coffee "Let’s Start Fresh"          Company: TD Bank Financial Group                      Company: Maybelline New York                    Agency: Cossette – Blitz
Company: Sun-Rype Products                           Agency: Cossette                                         Campaign: TD Student Banking Campaign                 Campaign: myMNY Personalized Beauty Guide       Bronze
Campaign: 1.36L Juice Campaign                       Bronze                                                   Agency: Segal Communications                          Agency: Stratégies Marketing Direct             Company: Fusaro’s
Agency: DDB Canada (Vancouver)                       Company: Midas                                           NFP/Fundraising/Public Service                        Bronze                                          Campaign: Temporary Pants Expander
                                                     Campaign: Winter Maintenance                             Gold                                                  Company: Molson Coors Canada                    Agency: Cossette – Blitz
Consumer Services                                    Agency: DDB Canada (Vancouver)                           Company: War Child Canada                             Campaign: Tiger Beer – Drink to Success
Silver                                                                                                        Campaign: Help Child Soldiers                         Agency: RIVET                                   INTEgRATED
Company: Diesel Playhouse                            DIgITAL                                                  Agency: John St.                                                                                      Automotive
Campaign: Evil Dead: The Musical                     Automotive                                               Pharmaceutical                                        Consumer Services                               Gold
Agency: Saatchi & Saatchi Canada                     Gold                                                     Gold                                                  Bronze                                          Company: Subaru Canada
                                                     Company: Subaru Canada                                   Company: Bayer Corporation                            Company: Rogers Publishing
Bronze                                               Campaign: Model Year 2009 Subaru Forester Launch         Campaign: The Alka-Seltzer Great American Road Trip   Campaign: URmagazine                                 See CMA Awards page 23
 16      Click!                                                                                                                                                                            December 2009 ❮ Direct Marketing ❮ dmn.ca




                                                                                           profiting from the
                                                                                           online revolution




                eMAiladvIsor                                                                                                                       Finding an
                  by Chris Carder
                                                                                                                                                   ad network
                When email                                                                                                                         that fits
                lessons call                                                                                                                       How do you know if your
                                                                                                                                                   online campaign is working?
                Mobile marketers should listen
            was recently asked to speak at a      of new subscribers and successful              business tool. Organizations such as the                            Everyone who shops has a          ability to spend according to the level

  I         conference about how to cost-
            effectively integrate mobile
                                                  initiatives to build referrals.
                                               2. Use campaign-specific and company-
                                                                                                 Canadian Marketing Association have
                                                                                                 been involved in educating marketers on           E             desire to “kick the tires” before
                                                                                                                                                                 they buy. That’s why we test
                                                                                                                                                                                                       of performance they require. Suppose
                                                                                                                                                                                                       a computer retailer launches a print
technologies into marketing programs.             established benchmarks rather than             email best practices. Mobile marketing           drive cars, try on clothes, and sample               and online advertising campaign.
   As a leader in email marketing, I              relying solely on industry-wide stats.         campaigns will similarly be supported            music. The product may look good, but we             Understanding their total cost-per-sale
have long been a staunch advocate for          3. As technology and campaigns progress,          by industry groups such as the Canadian          can’t tell if it’s a fit until we see it up close.   is critical when judging which marketing
senior marketers and the need for all of          the meaning and importance of metrics          Wireless Telecommunications Association              Marketers take a similar approach                approach is the most cost-effective
us to embrace innovation. I was truly             evolves. For example, at one time, email       and Mobile Marketing Association.                to online advertising. When assessing                for their business. Ad networks like
excited about this opportunity because,           open rates had been held out as a key                                                           the value of a campaign, three things                Microsoft Media Network can give them
at the core of all marketing initiatives,         measure of campaign success. However,          Design for different formats                     must be determined from the outset:                  transparency into their spend by allowing
regardless of what technologies and               with image-blocking software and the           Since the inception of email, marketers          its potential reach, the ability to                  users to choose the pay –for-performance
processes are applied, there is one               popularity of preview panes, marketers         have grappled with exactly how their             target audience segments, and the                    pricing that meets their needs, whether
common goal: creating and sustaining a            now focus on achieving specific                messages will render in a recipient’s inbox.     campaign goals. From this, marketers                 it’s cost-per-click or cost-per-acquisition.
positive experience to acquire and retain         conversions.                                   This challenge has evolved, in part due          can determine exactly what they will                 Paying for “clicks” allows advertisers to
customers.                                                                                       to recipients’ ability to view messages in       get from their advertising spend and if              optimize their campaign for traffic, and
   A long-time assertion of mine was           Conduct on-going testing                          preview panes as well as Internet Service        it will actually target the behaviour or             paying for “acquisition” only requires the
confirmed by several of my colleagues          At the same time that technology has              Providers’ adoption of image blocking.           demographic they want to reach.                      retailer to pay when a consumer actually
focused on mobile marketing: the               evolved to allow for variable delivery            The wide variation in handheld devices               Online advertising networks are                  purchases a new PC.
unprecedented success of permission-           options, so too has the ability to test several   means that mobile marketing is currently         designed to help marketers address                       This way the computer retailer can
based email programs has had in                component parts of each marketing                 struggling with similar issues.                  these priorities. By offering them a broad           put a fixed cost on each sale generated
capturing customer loyalty provides            campaign. In email, that means looking at                                                          and deep reach into multiple properties              through the online campaign – and they
several practical lessons for marketers        subject lines, copy, personalization, and         Integrate with business applications             through a single point of contact – versus           can determine exactly how much they’ll
as they evaluate and integrate mobile          the specific offer. Testing these elements        Email is poised to become an even more           having to manage them all individually               pay for each sale. This brings a level of
campaigns into their marketing mix. The        will carry over directly to mobile marketing.     powerful marketing tool because it can be        - they offer many efficiencies. Not all ad           predictability that marketers crave.
key lessons that mobile marketing can                                                            easily integrated into business platforms        networks are created equal, however.
learn from email include the following:        focus on consistent good timing                   such as CRM systems.                             Marketers must first understand what                 know what you’re getting
                                               rather than a perfect time                                                                         to look for, and what differentiates ad              Reach and performance aside, some
Customers reward permission                    Marketers have long recognized that               Recruit now                                      networks.                                            marketers still harbour other concerns
Because gathering permission helps             timing can make or break a campaign. The          As companies from across industries                                                                   about ad networks. Knowing what to look
marketers build a positive brand               challenge however is the tendency for             grew to recognize the power of online            Reaching the right audience                          for will help them determine whether the
experience and engage with customers,          many to seek a ‘perfect time’. Throughout         marketing, so too did the growth in              One of the biggest advantages of an                  network is a right fit for them.
it has become a fundamental to all             the year, studies are published that point        demand for skilled digital marketers. The        ad network is the ability to target key                 Quality of properties: Getting access to
marketing campaigns – online and offline.      to a particular day of the week and/or            result: for several years, companies have        audience segments by age, gender,                    the right demographics is one thing, but
Furthermore, privacy legislation mandates      time-of-day as ‘the best time’ to reach out       found it difficult to recruit and retain these   geography or other attributes in large               not if it’s being done through low-ranked
permission be gathered – and is stringently    to customers and prospects. However,              much sought after professionals who              numbers. Of course, to be effective the              properties or those with dubious
monitored in mobile marketing initiatives.     because marketing is about building or            help companies achieve their aggressive          targeting has to be accurate. At first blush,        viewership. Make sure the network focuses
                                               establishing relationships, choosing the          growth goals. Companies should                   it might seem that all networks have                 on well-known and respected sites that
Deliver relevance and segment                  right times to optimize a campaign’s results      anticipate and budget for hiring marketers       the ability to target by age and gender.             generate heavy traffic.
Technology has progressed to the               is more about addressing items such               who know how best to leverage the                However, many networks simply infer                     Local resources and expertise: As well,
point where recipients can choose              as: when the previous communication               unique capabilities of mobile technologies       gender and demographic information                   look for programs that are run locally, and
key components of what marketing               was delivered, the nature of the                  into marketing campaigns.                        based on behaviour, not through                      that offer clients access to experts they
information they are to receive – including    communication and the time-sensitivity of            Mobile marketing is building up steam         verifiable data. So look for one that can            can call upon for consultation. The ability
content, timing and frequency. When            the message.                                      and is currently adding another layer of         verify gender based on independent,                  to pick up a phone and get questions
customers and prospects receive what                                                             complexity for marketers. By applying            third-party data sources.                            answered is something busy marketers
they want, they are dramatically more          Stay current with lLegislation and                these lessons, mobile marketing will open           Not all campaigns are based on                    need when managing online marketing
likely to act upon a marketing campaign’s      industry standards                                up several exciting new opportunities for        demographics. Sometimes behaviour is                 campaigns.
call-to-action.                                Legislation dramatically shapes how               marketers to establish and strengthen            more important. The best networks don’t                 Marketers who haven’t explored
                                               marketers can take their offerings to             relationships with customers. DM                 stop with a few basic online behaviours.             the many possibilities of ad networks
Measure success                                customers and prospects. Campaigns that                                                            Look for one which touches the consumer              should take a closer look. Knowing which
There are three lessons regarding              leverage email and wireless technologies          Chris Carder is President of permission-         at many different points online – these              questions to ask and how to identify value
measuring success:                             alike need to consider the restrictions           based email service provider ThinData, a         “touches” serve as behaviours that help              when it comes time to kick the tires will
                                               as outlined in PIPEDA and the Electronic          Transcontinental Company (www.thindata.          inform a targeting solution, and ensure              ensure they make the right decisions for
1. Campaign metrics need to be tied to         Commerce Protection Act.                          com), Canada’s leading authority and             that the consumers who you think are                 their clients. DM
   specific business goals at the onset            One of the reasons that email has             supplier of email marketing technology,          “luxury car buyers”, really are “luxury car
   of any campaign. For example, brand         been successful is that the marketing             strategy and creative services. He can be        buyers.”                                             Owen Sagness is the General Manager,
   reach can be linked to the number           community embraced it as a legitimate             reached at president@thindata.com.                  Ad networks also offer marketers the              Consumer and Online, Microsoft Canada
dmn.ca ❯ Direct Marketing ❯ December 2009                                                                                                                                                                                  Click!           17




The times they are a-changin'
Changing consumer preferences suggest marketers should adapt                                                                                           By Ismail Pishori

              s 2009 comes to a close, now    segments – Baby Boomers, Generation X,           complete transactions online and will use       discuss pros and cons of a product or service   in Canada. A diverse customer base and

 A            is an opportune time for
              marketing professionals to
                                              Y and Millennials – is no longer adequate
                                              to assess how Canadian consumers prefer
                                                                                               these forums to comment on good and
                                                                                               bad service.
                                                                                                                                               using these new forms. This segment is not
                                                                                                                                               particularly interested in using traditional
                                                                                                                                                                                               growing competition in today’s markets
                                                                                                                                                                                               require Canadian marketers to re-examine
reflect on past campaigns and to look at      to communicate. In order to reach these          Urban Established: This group represents        media channels.                                 consumer-facing strategies to differentiate
new approaches for the New Year. Perhaps      “future consumers,” companies must               a critical mature segment with high             On the Move: Made up of principally male        and strategically target consumers. Having
the most important element for marketers      successfully streamline communication
to evaluate is the channels they are using to through both traditional and new channels
communicate with their target audience.       to create a positive customer experience.                      “Consumers are interacting in new ways – using instant
The availability of social communication      While this sounds exceedingly simple, it’s all                 messaging, online social media tools and text messaging
tools for consumers has changed their         in the execution.
communication preferences and shifted         The Future Consumer research identifies                        to deal with daily time pressures. This has led to
their expectations and demands for service.
Consumers are interacting in new ways
                                              seven segments that reflect the changing
                                              preferences of customer interaction.
                                                                                                             dramatic changes in customer expectations, loyalty and
– using instant messaging, online social      Beyond the more conventional segments                          purchasing patterns which present unique challenges to
media tools and text messaging to deal
with daily time pressures. This has led to
                                              – Traditional (consumers who prefer snail
                                              mail to emails), Strugglers (economically
                                                                                                             businesses and marketers alike.”
dramatic changes in customer expectations, disadvantaged consumers) and Internet
loyalty and purchasing patterns which         Savvy (consumers who generally embrace           consumption and high wealth, they               students, this category is distinguished by     a better understanding of how today’s
present unique challenges to businesses       new forms of communication based on              place emphasis on mobility and voice            strong adoption of new communication            customers prefer to communicate is crucial
and marketers alike.                          the desktop with a high-speed Internet           communications – versus texting and             forms based in mobile devices, including        as Canadian businesses look to improve
To gain a competitive advantage in 2010,      connection) — the report highlighted four        IM. Their internet communications are           text and IM. They have the highest rates of     customer support and stay ahead of the
it is essential for Canadian organisations    influential customer segments that Canadian      focused on e-mail – versus IM or Skype.         use of texting with 70 per cent using text      competition. To do this, marketers will have
to garner a better understanding of           marketers should recognize and understand:       This group tends to complain directly to the    regularly.                                      to look to balance communication between
consumer communication preferences.           Integrated: This segment primarily consists      company as opposed to a public forum. The       Attracting new customers, in the near term,     the tech savvy and the traditional consumer
TELUS recently worked with analysts           of males who are in tune with all new forms      communication preferences of this segment       takes a mix of traditional and emerging         for at least the next 10 years.
at IDC Canada to evaluate consumer            of communication technologies in daily life      are expected to evolve as new methods           communication channels. In order to             To download the full Future Consumer
communications trends and preferences,        and strive to integrate various technologies     become more mainstream.                         reach many of the identified segments           whitepaper visit www.telus.com/
and how companies can effectively create      as they communicate with friends, family         Social Networkers: Largely representing a       organisations have to understand how to         yourfutureconsumer.
a compelling customer experience strategy     and businesses. This segment represents          core female segment, this group consists        immerse themselves in social networking         * The Future Consumer: An Update from the
to align with new behaviours. The research,   first adopters of new communication              of enthusiastic adopters of new forms of        and deliver integrated promotions via the       Frontlines of Customer Experience. DM
entitled The Future Consumer*, reveals        methods who use the internet aggressively        internet-based communication tools and          web, email and text. The ability to deliver
that solely targeting communications          for information and advice. This customer        are the highest users of social networking,     value across the various customer segments      Ismail Pishori is the Vice-President of Vertical
 Project1:Layout 1 12/1/09 4:20 PM Page 1
to traditional age-based demographic          segment is also the most likely to shop and      blogs, IM and e-mail. They are most likely to   is a strong differentiator for businesses       Marketing at TELUS




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dmn.ca ❯ Direct Marketing ❯ December 2009
                                                                                                                                                                                                                                                   Best of the Best                        23


 from CMA awards page 15                            Agency: OMD Canada                                     Company: RONA                                                 Silver                                                           Company: Starbucks Coffee Canada
                                                    Bronze                                                 Campaign: The Art of Recycling                                Company: Subaru Canada                                           Campaign: Earth Day™ Offer (April 22nd, 2009)
Campaign: Model Year 2009 Subaru Forester           Company: Frito Lay Canada                              Agency: Bos                                                   Campaign: Model Year 2009 Subaru Forester                        Agency: Starbucks Global Creative Studio & Blast Radius
Launch                                              Campaign: Doritos White Bag                            PR                                                            Launch                                                           Bronze
Agency: DDB Canada (Toronto)                        Agency: OMD Canada                                     Business Products & Services Bronze                           Agency: DDB Canada (Toronto)                                     Company: Home Depot Canada
Consumer Products                                   Bronze                                                 Company: Zulu Alpha Kilo                                                                                                       Campaign: Moving Day Promotion
Gold                                                Company: Frito Lay North America                       Campaign: Thinking Inside the Box                             Consumer Products                                                Agency: Blitz Direct, Data & Promotion
Company: Corby Distilleries                         Campaign: Only in a Woman’s World                      Agency: In-house                                              Gold
Campaign: Welcome to the Wiserhood                  Agency: Juniper Park                                                                                                 Company: Corby Distilleries                                      LETTERMAIL – Customer Direct
Agency: John St.                                    Consumer Services                                      Consumer Products                                             Campaign: Welcome to the Wiserhood                               Communications
Silver                                              Silver                                                 Silver                                                        Agency: John St.                                                 Company: UNICEF Canada
Company: Frito Lay Canada                           Company: Canada Tourism Commission                     Company: Big Rock Brewery                                     Bronze                                                           Campaign: Spread the Net DM
Campaign: Doritos White Bag                         Campaign: Mexico Key Influencer                        Campaign: Hay Bale Program                                    Company: Kraft Canada - Peek Freans Lifestyle                    Agency: RAPP, a division of DDB Canada
Agency: BBDO/Proximity                              Agency: DDB Canada/Radar DDB Vancouver                 Agency: In-house                                              Selections
Bronze                                              Bronze                                                 Bronze                                                        Campaign: As the Cookie Crumbles                                 Student Awards
Company: Dove Canada                                Company: Fido Solutions                                Company: Unilever: Ben & Jerry’s                              Agency: MacLaren Momentum                                        Marketing Case
Campaign: Dove Sleepover for Self-Esteem            Campaign: Fido “Sessions”                              Campaign: Ben & Jerry’s Canadian Flavour Launch               Consumer Services                                                Gold
Agency: Capital C                                   Agency: Bos                                            Agency: Harbinger Communications                              Silver                                                           School: Mohawk College
                                                    Bronze                                                 Consumer Services                                             Company: LOULOU Magazine                                         Professor: Catharine Ozols
Consumer Services                                   Company: Sweetspot.ca Inc.                             Bronze                                                        Campaign: LOULOU & Smart Set “It Girl” Contest                   Students: Lindsay Durk, Violet Karbalaei
Silver                                              Campaign: The Sweetest Giveaway Yet                    Company: Rogers Communications                                Agency: In-house                                                 Silver
Company: Fido Solutions                             Agency: In-house                                       Campaign: Rogers Chinese Lantern Festival                     Bronze                                                           School: Schulich School of Business
Campaign: Fido “Sessions”                                                                                  Agency: FUSE Marketing Group                                  Company: Sweetspot.ca Inc.                                       Professor: Alexandra Campbell
Agency: Bos                                         Financial                                                                                                            Campaign: The Sweetest Giveaway Yet                              Students: Tomislav Kamenski, Rachel Dushinka
NFP/Fundraising/Public Service                      Gold                                                   Financial                                                     Agency: In-house                                                 Rajkumar, Carine Tohme
Gold                                                Company: TD Canada Trust                               Silver                                                        Financial                                                        Silver
Company: War Child Canada                           Campaign: TD Canada Trust First Timer Mondays          Company: American Express Bank of Canada                      Bronze                                                           School: Mohawk College
Campaign: Help Child Soldiers                       on HGTV                                                Campaign: Dinner in the Sky                                   Company: Questrade Inc.                                          Professor: Catharine Ozols
Agency: John St.                                    Agency: MediaCom                                       Agency: MacLaren Momentum                                     Campaign: Online Trading Academy Launch                          Students: Samhana Hwang, Andreea Pohrib
                                                    Silver                                                                                                               Agency: In-house                                                 Bronze
Retail                                              Company: American Express Canada                       NFP/Fundraising/Public Service                                                                                                 School: Conestoga College
Silver                                              Campaign: “More Access” Campaign                       Silver                                                        NFP/Fundraising/Public Service                                   Professor: Geoff Linton
Company: Liquor Control Board of Ontario            Agency: OgilvyOne Worldwide, Toronto                   Company: War Child Canada                                     Gold                                                             Students: Jesse Michael, Kristin Renshaw, Hayley
Campaign: Red Wine 101                                                                                     Campaign: Help Child Soldiers                                 Company: Nova Scotia Liquor Corporation                          Vuylsteke
Agency: Cundari SFP                                 NFP/Fundraising/Public Service                         Agency: John St.                                              Campaign: Jonzed                                                 Creative Case
Bronze                                              Silver                                                 Bronze                                                        Agency: Revolve                                                  Gold
Company: McDonald’s Restaurant’s of Canada Ltd.     Company: Art for Commuters                             Company: Recycling Council of Ontario                         Silver                                                           School: Mohawk College
Campaign: McDonald’s Coffee “Let’s Start Fresh”     Campaign: Toronto Urban Film Festival                  Campaign: Waste Reduction Week 2008                           Company: Collège Boréal                                          Professor: Jef Petrossi
Agency: Cossette, OMD, Watt International,          Agency: Onestop Media Group                            Agency: Optimum Public Relations                              Campaign: Mon Choix Smart                                        Students: Amanda Baldaia, Hailey Barton,
GolinHarris Director, National Marketing:           Pharmaceutical                                         Bronze                                                        Agency: OvertheAtlantic Interactive                              Katherine Perla, Sara Pilger
                                                    Gold                                                   Company: Toronto Hydro Electric System Limited                Bronze                                                           Silver
meDIA                                               Company: Bayer Corporation                             Campaign: Take a Load Off Toronto                             Company: Ontario Power Authority                                 School: Mohawk College
Business Products & Services                        Campaign: The Alka-Seltzer Great American Road Trip    Agency: In-house, Gaggi Media Communications,                 Campaign: Fall ’08 Power Savings Event                           Professor: Jef Petrossi
Silver                                              Agency: Proximity Canada                               Green Living Enterprises, Summerhill Group                    Agency: Zig                                                      Students: Daniel Genuardi, Charlene Gibbins, Mark
Company: Cisco Systems Canada                                                                                                                                                                                                             Roberts, Brandon (James) Walker
Campaign: One Million Acts of Green                 Retail                                                 Promo                                                         Retail                                                           Bronze
Agency: OgilvyOne Worldwide, Toronto                Gold                                                   Automotive                                                    Gold                                                             School: Mohawk College
Consumer Products                                   Company: McDonald’s Restaurants of Canada Ltd.         Gold                                                          Company: Liquor Control Board of Ontario                         Professor: Jef Petrossi
Gold                                                Campaign: McDonald’s Coffee “Let’s Start Fresh”        Company: Toyota Matrix                                        Campaign: Red Wine 101                                           Students: Ashley Hinks, Kyle Koscak, Vicki Skarupa,
Company: Frito Lay Canada                           Agency: OMD                                            Campaign: Potentialmatic                                      Agency: Cundari SFP                                              Ashley Windisch
Campaign: Doritos Collisions – Battle in a Bag      Silver                                                 Agency: Saatchi & Saatchi Canada                              Silver




eventscalendar
January 13, 2010                                    process within their own organizations and             the accomplishments of the Canadian                           Tickets for Advertising Week's events across                     the inaugural CMA Awards Case Study Event
Toronto                                             re-evaluate the roles of team players in marketing,    communications industry while providing                       Canada are now on sale at www.advertisingweek.                   where we will dig deeper and unearth the
                                                    client services, production and creative. Visit www.   inspiring thought leadership to drive future                  ca. Space is limited and will sell out quickly.                  facts. In turn, you will be privy to an in-depth
Winning the Direct Marketing
                                                    the-cma.org for more details or to register.           success. The event highlights industry leaders                                                                                 report of what makes a big idea a 'big idea'.
creative seminar
                                                                                                           and key trends in a sector that contributes                                                                                    Join Master of Ceremonies, Aldo Cundari on
Today's marketers need to understand how                                                                                                                                 february 2, 2010
                                                                                                           more than $19 billion annually to the Canadian                                                                                 February 2 for an intriguing and insightful view
to brief, evaluate and create effective copy        January 25 to 29, 2010                                                                                               Toronto
                                                                                                           economy. One of the highlights of the                                                                                          into the winning campaigns from the 2009
from the perspective of integrated marketing        Toronto, Montreal, halifax, Vancouver,                 week-long event is an exclusive speaker series                CMA Awards Case Study Event                                      CMA Awards. You’ll see some of today’s top
communications and multi-channel messaging.         Edmonton and Calgary                                   featuring some leading thinkers in the world                                                                                   creative and better understand how they came
                                                                                                                                                                         You wanted to know more about winning
In this one-day interactive seminar, participants   Advertising Week                                       of business and media discussing some timely                                                                                   to be CMA Award winners. Visit www.the-cma.
                                                                                                                                                                         ideas and what makes them the crème de
will be asked to examine the copy development                                                              issues affecting society.                                                                                                      org for more details or to register.
                                                    Advertising Week was created to profile                                                                              la crème. Well, now is your chance to attend


   direct MARKETING                                   CONTRIbUTINg WRITERS                                 EDITORIAL CONTACT:                                            group, nor with any publication produced either in Canada
                                                                                                                                                                         or the United States. Unsolicited manuscripts are welcome.
                                                                                                                                                                                                                                         Canada Post Canadian Publications
   Vol. 22 | No. 8 | December 2009                                                                                                                                       However, unused manuscripts will not be returned unless
                                                                                                                                                                                                                                         Mail Sales Product Agreement No. 40050803
                                                     Jay Aber                 Dan McKenzie                 Direct Marketing is published monthly by                                                                                      Printed in Canada: Metroland Media Ltd.
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   PRESIDENT                                         Rick Brough              Sarah O'Connor'              Lloydmedia Inc., plus the annual DM Industry                  Occasionally Direct Marketing provides its subscriber mailing
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   PUbLIShER                                                                                                                                                             this way, simply send your subscriber mailing label with
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                                                                              Billy Sharma                                                                                                                                                             PRINTED ON 100%
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   Art DIrector                                       HEAD OFFICE / SUBSCRIPTIONS /                                        2 years (24 issues $70)                         undeliverable copies to:                                         THIS ISSUE OF
   Vanessa Dhanbeer- vanessa@dmn.ca                   PRODUCTION: 302-137 Main Street North,               U.S.            1 year (12 issues $60)                          Lloydmedia Inc.                                                  DM MAILED BY:
                                                      Markham ON L3P 1Y2 Phone: 905.201.6600 Fax:
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                                                                                                           Direct Marketing is an independently-produced publication       Markham ON L3P 1Y2 Canada                                                1-888-683-2501 • 416-755-7761
   Peter O’Desse - peter@dmn.ca                       home@dmn.ca www.dmn.ca                               not affiliated in any way with any association or organized                                                                               www.completemailing.com
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