May 2008 - Direct Marketing

Transcription

Direct Marketing
Vol. 21 • No. 1 • may 2008
CANADA’S PUBLICATION ABOUT INTERACTIVE MARKETING AND SALES
Editor’s Letter
Direct Marketing News has morphed
into Direct Marketing. Here’s what we
did, what the changes are all
about, and why we did it
»3
Directives
Guest columnist Canadian
Marketing Association
President and CEO John
Gustavson sees a
bright future ahead for
direct marketers but identifies the top
10 issues they face in the next
three years.
»3
CMA Convention Showcase
Here is full conference program
for all three days of the show
with a synopsis of all concurrent
sessions and their times.
»9
Trade Show Exhibitors
Here is alphabetical listing of
trade show exhibitors with
booth numbers
How to avoid
Meatball Sundae
» 12
» 14
Author Seth Godin
outlines 14 key trends that are changing
businesses forever. His
speech and all other
CMA convention
keynote speakers
and addresses are
described here
Reader Poll
❱ retail catalogue report
Dispelling coupon
redemption myths
Misconceptions are common among marketers about coupon popularity and
redemption rates. Here are 10 of the most prevalent myths and the real facts.
See coupon myths, page 6
Want to boost
response rates?
We asked direct marketers
and DM agencies “What was
one of your most effective direct
marketing campaigns in
2007 and why?”
» 16
In The Mail: German
engineer admits Japanese
make better car
It seemed German engineer was
confessing to the supremacy of
Japanese auto making when
recipients got this 2008
Subaru Impreza
mailing
»19
Canadian email system
helps Obama fundraising
O
By Peter Meyers
verall coupon redemption rates
are in decline in Canada and the
U.S. in recent years. It’s the prevailing perception of many marketers these days.
But much of the conventional coupon
wisdom is just simply wrong. This unequivocal assertion is based on redemption trends
derived from a 20-year database ICOM
Information & Communications constructed.
The database was built in the course
of designing 6,300 targeted direct mail
programs and issuing 425 million coupons
to 28 million Canadian and U.S. households
that voluntarily provide information about
their purchasing preferences. ICOM’s
database uniquely differentiates redemption
behaviour between current, competitive and
new users of products.
As North American marketers search
for answers to help them cut through the
clutter arising from a proliferation of offers,
the time has come to re-examine some of
the conventional wisdom on couponing.
Following are the top 10 myths about
coupon redemption and the real facts.
Myth #1: Short-term expirations drive
immediate sales.
Fact: Consumers need more time. A short
expiry often cuts redemption far more than
any increase in value can make up.
Myth #2: Higher value always equals
higher redemption.
Fact: Value alone isn’t enough. Maximum
redemption comes from an optimal valueexpiration sweet spot.
Myth #3: Store brand users aren’t worth
Democratic presidential
candidate Barack Obama
relies on Canadian email
system as backbone
for an email fundraising campaign. Focus on
Fundraising
starts here
»21
2008 Summit &
Fundraising Day
The programs for two upcoming
conferences of the Association of
Fundraising Professionals
(AFP) of Greater Toronto
are presented here
» 28
Direct & Personal
In this article Peter Meyers, vice-president
of marketing at ICOM Information &
Communications, sets out to clip the
myths surrounding coupon redemptions.
He feels the time has to re-examine
conventional coupon wisdom.-Photo by
Gary Tannyan
More Retail/Catalogue Report stories
fast8
forward
PRINTED ON 100% RECYCLED PAPER
Sears may restore
Eaton’s catalogue pg 4
Sears Canada is seriously considering resurrecting the Eaton’s
catalogue for the second time.
Road to right decisions pg 6
Joan Wilson tells how the road to
right decisions is paved with good,
integrated data and accurate reports
Making made to order
catalogues pg 7
How you can increase your print
catalogue’s response rate by 15
percent or more
Getting more attention in the
mailbox just got easier. Now you
can use Repositionable Notes on
the outside of your direct mail.
Make your message stand out. Call 1 866 511-3133 or visit canadapost.ca/bigimpact today.
It’s no surprise that Duke Smith is enjoying great success with his
new fundraising agency.
He is proof it’s possible
to overcome cruellest
tragedies even those that
strike at early
age.
» 30
Dairy Farmers Weight
program includes direct
street approach
When Dairy Farmers of Canada
launched Healthy Weight Program,
one way it reached Canadian
women was through street
teams handing out flowers
» 31
Visit us
at island 208
at the CMA
convention
Commentary & Contents
dmn.ca › Direct Marketing ❯ May 2008
editor’s letter
Ron Glen
Y
es, it’s us, even though it may not
look like us. Direct Marketing News
has re-branded as Direct Marketing in
what began late last year as a major
redesign project and ended up as a
virtual complete overhaul.
Appropriately for a monthly
publication, the name change reflects
a de-emphasis on the news in favour of
feature stories, columns, special focuses
and supplements. That’s not to say we’re
skimping on the news. There will still be
at least one full page devoted to news
each month with other important news
threaded throughout the publication. It’s
just that news stories won’t be the first
thing you see on the cover anymore. As
well, some people may stop confusing us
with DM News, the fine U.S. publication.
We’ve also gone green in more ways
than one. The yellow banners that always
flanked the DMN cover nameplate will
be replaced with what will commonly
be a green colour in the banner below
the nameplate and in the name Direct
Marketing itself.
Fittingly for a modern publication
with an environmental conscience, Direct
Marketing is now printed on 100 percent
recycled paper.
Most publications go through a
redesign about every five years or so to
create a fresh, new look. We admittedly
were overdue. In my tenure as editor,
which dates back to 1995, we had
undertaken some piecemeal changes, but
nothing approaching a major facelift.
Once we committed to the project, we
decided to do it right from the ground
up. This meant getting feedback from a
representative cross-section of our readers
to see what they liked, didn’t like, and what
they wanted changed or not changed.
We were fortunate enough to get an
audience with members of nearly all the
Canadian Marketing Association councils
earlier this year. Their impressions, insights
and advice were invaluable and formed
much of the basis of the changes we’ve
made here.
In these meetings, we invariably
received accolades for both the
quantity and quality of editorial content.
The comments on readability and
directives
John Gustavson
A
recent study by the Canadian
Marketing Association (CMA) points
to a healthy and robust business climate for
direct marketers in the next three years. Of
special note:
• Overall sales from outbound telemarketing, direct mail and commercial
email campaigns are expected to reach
$57.8 billion by 2011, compared to $48
billion in 2007.
• Employment is expected to top 365,000.
• The direct marketing ad spend is
expected to climb to nearly $7 billion.
Also for every $1 spent on direct
marketing, you can expect an $8 average
return in direct sales. And DM has usually
been counter cyclical, often being more
successful in difficult economic times.
However, there will be challenges along
the way, not only in designing and developing innovative and results-driven marketing
campaigns, but also in effectively managing
the external forces that could have a major
negative impact on those campaigns and
the success of your business.
With apologies to David Letterman and
his home office in Wahoo, Nebraska, here
is my top 10 list of the key issues facing
direct marketers from the CMA home
office in Don Mills, Ontario.
10. Environmental issues
Canadians concern for the environment
continues to grow and all signs point to green
purchasing decisions that will impact marketers. In fact, a recent Ipsos Reid survey shows
that Canadians continue to be sceptical of
companies that label their products as being
‘green’ or eco-friendly (two-thirds agree it
is often just a marketing tactic referred to as
“greenwashing”).
Moreover, the Competition Bureau
We’ve run the gauntlet of a publication redesign and emerged
with a new name and radically different appearance. Here’s what
we did, how we did it and why with special thanks to the members
of the CMA councils who gave us great guidance.
presentation were not nearly as glowing.
For one thing, DMN as a tabloid
newspaper was an awkward size to open
and read comfortably. So we diminished the
dimensions somewhat to allow for a much
more comfortable and user-friendly read.
Time-constrained readers told us they
scanned publications to see what interested
them. It led us to introduce “Fast Forward” on
the cover that shows the major articles inside
and where to find them.
Readers also told us they would invest
the time reading long articles if they
were certain from the outset it would be
worth their while. So for long columns
and features, we are applying “Article
Highlight” decks to summarize what is
detailed in the stories.
What you will find in Direct Marketing
is more white space, graphics and
illustrations that include original photos.
We are introducing this commentary
page which will appear regularly on
page 3 and include this editor’s letter and
“directives” below. The latter is a platform
for opinions, trends, observations or
even rants on various aspects on the DM
in this issue
industry by a different guest columnist
every month.
What you’ll also see regularly on this
page to your right are indexes for both the
editorial and advertisers in every issue.
The advertisers’ index is new and includes
companies in the Resource Directory.
There are other alterations. ‘On The Fly,
which is cut down in size and contains
short news items, becomes ‘FieldNotes.’
‘Reader Forum’ now bears the name
‘Reader Poll’
But there are lots that you let us know
you loved that haven’t changed. They
include Billy Sharma’s highly-popular
‘Direct & Personal’ column and ‘In The
Mail’ along with your other favourite
columns draped in a new logo and look.
Publication redesigns are not for the
faint of heart. But now that we have run
this gauntlet and emerged only slightly
bloody and bruised, we are delighted to
present the finished product to you. It’s
still your publication and we welcome
your thoughts and impressions on the
new Direct Marketing.
In our guest column here, Canadian Marketing Association President and CEO John
Gustavson sees a bright future ahead for direct marketers, but not without some
struggles. He identifies and summarizes the most prominent issues facing them.
is looking at this issue as it relates to
misrepresented environmental claims.
9. The do-not-mail movement
Strengthened by consumer concern for
the environment and pressure from special
interest groups, Canadian direct marketers
could be facing a potential “do-not-mail”
backlash in the not-too-distant future as
their neighbours have in the U.S. (Ironically,
many of the special interest groups
depend on the same medium upon which
they seek to pour scorn. That being said, as
of late March, 18 U.S. states, including New
York, have introduced “do not mail” bills,
although none of these have been passed
into law.) We will see where this nets out.
8. The future of postal services
The Canadian government’s current plan
for a panel to conduct a strategic review of
Canada Post presents a significant opportunity. When the review does get underway,
it will be crucial for our industry to ensure
that marketers have access to efficient and
reliable postal services. Interestingly, Canada
Post has just created a new executive position for “Private Equity and Infrastructure
Development”. In the meantime, Europe is
the latest region of the world to confirm plans
to fully liberalize their postal sector with the
market to be fully opened to competition by
Dec. 31, 2010.
7. Spam legislation
From discussions with federal Ministers
and their staff (and barring an election), CMA has been advised the federal
government plans to introduce anti-spam
legislation in 2008. This action has been
triggered by government concerns
that no comprehensive plan has been
implemented by Canada to combat spam
since the federal Anti-Spam Task Force
concluded its work in 2005.
6. Mobile marketing
As a relatively new DM channel, mobile
devices bring with them several new challenges for marketers. Front and centre is
the fact that some consumers find mobile
marketing even more intrusive than
telemarketing. The CMA Code of Ethics
was updated in 2007 to include a ban on
sending unsolicited voice or text messages
to wireless devices unless the recipient is
a current customer or has consented to
receive such communications.
5. New telemarketing rules,
National DNC List
Many marketers are not aware that a
whole new set of telemarketing rules come
into force on Sept. 30, 2008 along with the
National Do Not Call (DNC) List. Of special
note, the new rules apply to everyone who
uses the phone for marketing purposes,
even if they are exempt from the National
DNC List. Exemptions from the DNC List
include calls by registered charities, for
newspaper subscriptions, B2B calls and
calls where there is an existing business
relationship, but all other telemarketing
rules continue to apply to these calls.
4. The empowered consumer
Consumers’ scope of influence now
extends beyond their personal experience
and contacts. Through product review
Web sites and online social networks, consumers are now shaping the experiences
of other consumers. One of the big new
challenges for marketers is to identify and
implement ways to influence this dialogue.
3
3. Defeating calls for a
higher degree of consent
Here in Canada, the need to protect
the opt-out consent model accepted in
business continues to be of paramount
importance to marketers as privacy
advocates lobby for laws (including those
that would apply to email marketing) that
would restrict a marketer’s right to talk to
consumers. Even though a higher degree
of consent for marketing communications was dismissed during the recent
Parliamentary review of Canada’s federal
privacy law (the Personal Information
Protection and Electronic Documents Act),
this is a threat to marketers that is not
going away anytime soon.
2. Talent retention
Look only at the average tenure of chief
marketing officers (estimated at less than
three years) to understand how serious this
issue is for the marketing community and
for business in general. In large part, the
problem stems from the fact that marketing tends to be siloed off, and, in some
cases, has lost its voice in the boardroom,
making it difficult for marketers to make
the connection between their job and the
overall goals of the company.
1. Marketing ROI
Although traditionally direct marketers
have had an advantage in producing measurable results, many marketers continue
to lack the financial support needed to
measure the effectiveness of their campaigns despite increased pressure from
the CFO at many organizations. This will
be increasingly important to the “direct”
See directives, page 28
departments
Commentaries................................ 3
DM People................................... 16
ReaderPoll.................................... 16
ListWatch.. .................................... 16
Field Notes.. .................................. 16
In The Mail................................... 19
Calendar.. .................................... 28
Direct & Personal........................... 30
News Worth Knowing.................... 31
Resource Directory........................ 22
CMA Annual Conference
Conference Program........................ 9
Trade Show Exhibitors.................... 12
Keynote Addresses and Speakers...... 13
Fundraising Focus
News.......................................... 21
AFP Conference Previews................ 28
advertisers
Address-All 410
Boire Filler 410
Carlson Marketing 4 18
CMA 4 15 4 17
Complete Mailing 4 10
DMTI Spatial 414
Environics 4 20
ICOM 4 32
InfoCanada 45
Invest Barbados 4 9
Key Contact 4 10
Mailmarketing 413
MapInfo 4 2
Pentagon Graphics 412
QPONZ Inc 413
Resolve 411
Search Engine
Strategy 4 29
Sympatico 4 8
The Data Group
Companies
TigerTel 4 10
Transcontinental
Printing 4 4 4 18
resource directory
DISTRIBUTION / DELIVERY SERVICES 22
Aeromail Worldwide
RDP Fulfillment Corporation
COPYWRITER 22
Gerry Black, Copywriter
DM CREATIVE 22
Designers Inc.
MAILING EQUIPMENT 23
Insource
Canadian Mailing Machines Inc
Bowe Bell & Howell
LIST SERVICES 23
Canadian Law
CanLaw
Fixed Address Marketing Inc.
ICOM
infoCANADA
MOKRYNSKI Direct
PTM Professional Targeted Marketing
Resolve Corporation
SCOTT’S Directories
CALL CENTRE PRODUCTS / SERVICES 24
CallCentrejob.Ca
EXTEND Communications Inc
Tigertel UTR
eMAIL MARKETING 24
Inbox Marketer
DATABASE MARKETING 24
Cornerstone Group of Companies
Boire Filler Group
DATA PROCESSING 24
Environics Analytics
infoCANADA
MLS
Production Data Corporation
DIRECT MAIL SERVICES 25
Mediamix Direct Mail Services
Smartsoft Marketing & Mailing Software
FULL SERVICE OPERATIONS 25
Address-All Mailing Services Ltd.
Andrews Mailing Services
CDS Global
Clixx Direct Marketing Services Inc.
CMS / Complete Mailing Services
Custom Data imaging
Data Direct / TDC Direct
Digital-X-Press
DM Graphics
K7A Solutions
Key Contact
Mailmarketing Corporation
Origo Direct Marketing Communications
Pillar Direct
Postlinx Pitney Bowes
SMART DM
The FSA Group
WATT Solutions
Wood & Associates Direct Marketing Services Ltd.
4
Retail/Catalogue Report
May 2008 ‹ Direct Marketing ‹ dmn.ca
Artisan’s nCap puts interactive digital signage at retail shelf
MARKHAM, ON--Artisan Complete, based
here, one of North America’s foremost
providers of retail communication
systems, unveiled what is billed as a new
dimensivon in shopper marketing at the
recent GlobalShop 2008 retail tradeshow
in Chicago. Called nCAP, it is an all-in-one
digital merchandising in-store installation.
nCAP can be continually rebranded for
different retail campaigns using:
• a fully modular design that supports
multiple configurations and branding
elements
• high definition, full motion content
on a 24 inch LG monitor which can be
rotated into portrait or landscape mode
• remote content management and
reporting using BroadSign’s digital
signage software over a secure Internet
connection
• flexible interactive content navigation
that enables shoppers to choose the
information most relevant to them
• revolutionary media impression
measurement through facial
recognition software from CognoVision
“The nCAP solution creates unlimited
opportunities to attract and engage
consumers at the point of purchase,” says
Mike Brown, managing director of Artisan
Retail and Artisan Live, the retail marketing
and digital signage divisions of Artisan
Complete. “Using the nCAP, marketers
can combine traditional static elements
with full motion interactive messaging
and receive continuous audience
Rick Engels, president and CEO
of BroadSign International, says
nCAP is the first application on the
market using the interactive triggers
capability from BroadSign.
Flanking nCAP in-store digital signage installation is (from left) Mike Brown,
managing director of Artisan Retail and Artisan Live, and Stephen Ghigliotty,
account director. Brown says nCAP offers retailers and brands the first integrated,
modular and measurable digital merchandising system. – Staff Photo
measurement from each location.”
nCAP is described as the natural
evolution of the “end cap” fixtures used
at the head of shopping aisles in most
retail settings. The modular design allows
retailers and brands to quickly and easily
refresh the look of these areas, while also
giving consumers informative, interactive
screens that will help drive understanding
and product awareness right at the
moment when those consumers make
buying decisions.
Developed by Artisan Complete, the
nCAP is powered by technology partners
that include BroadSign. Its digital signage
software suite delivers more than five
million pieces of digital content to
screens worldwide every day. It is the only
Arbitron-certified distribution platform in
the digital signage industry.
“This is an exciting project for
BroadSign because it really thinks through
how a digital signage solution can be
effectively used in a retail environment”
says Rick Engels, president and CEO of
BroadSign International. “nCAP is also
the first application on the market using
the interactive triggers capability from
BroadSign.”
nCAP also offers the cost-effective
option of activating CognoVision’s AIM
software, a breakthrough audience
measurement solution based on
anonymous face-detection technology.
"The nCAP is a revolutionary addition
to any retail environment,” says Haroon
Mirza, director of business development
for CognoVision. “CognoVision's AIM
system uses anonymous face-detection
technology to collect audience viewer
ship metrics and target ads in real-time.
The seamless integration of AIM with
nCAP complements Artisan's pioneering
efforts to improve the shopping experience. Clients will know how many people
looked at the display, how long they
looked for, audience demographics, and
more. Using these metrics, content can
now be optimized based on actual nCAP
user characteristics.”
With the millions of people we touch every day,
Transcontinental can help you communicate
with your market.
Not only are we the largest printer and consumer publisher in Canada – we offer a complete range of services including:
database marketing, e-mail marketing, world-class photography; prepress design and layout; distribution and fulfillment services
– oh, and of course we print!
DIRECT MARKETING • MAGAZINES • CATALOGUES • RETAIL FLYERS & INSERTS • POINT-OF PURCHASE SIGNAGE • BOOKS • COMMERCIAL
transcontinental-printing.com
Sears may
restore Eaton’s
catalogue
TORONTO—Big retailer Sears Canada
here is reported contemplating
resurrecting the Eaton’s catalogue,
an iconic catalogue mainstay in most
Canadian households in the middle
decades of the last century. It would
mark the second time that Sears has
tried to bring it back from the dead.
Sears Canada spokesman Vincent
Power tells the Globe & Mail that the
company is again studying a revival.
This time Sears would launch an
Eaton’s catalogue and Web site as
vehicles to promote fashionable
clothing lines as a means of attracting style-conscious consumers.
The Eaton’s name “resonates
positively with Canadians,” he tells the
newspaper. “It’s something that we’ve
looked at doing in the latter part of the
year. It’s not a sure thing yet.”
The catalogue and Web site
would promote hipper brands that
weren’t available at Sears, he says.
Sears has been forging partnerships
with other major European retailers
to introduce enhanced apparel lines.
Sears bought the troubled Eaton’s
retailer in 1999 when it was under
creditor protection. Soon after Sears
restored the Eaton’s catalogue in a
much trimmer form. But the revival
didn’t last long.
dmn.ca ❯ Direct Marketing ❯ May 2008
5
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6
May 2008 ❮ Direct Marketing ❮ dmn.ca
Road to right decisions
The road to right decisions is paved with good, integrated data and accurate reports. One company almost hit a damaging pothole until
it saw that an important report was missing sales figures from a key retailer due to data spread over different locations. Here’s what happened and the lessons to apply to properly integrate your data.
D
By Joan Wilson
atabase management companies will come across many
organizations that need integration of
their data. Sometimes these companies
are combining new and legacy systems or
perhaps other times a merger or acquisition has provided a variety of data sets.
For any variety of reasons it seems
difficult to produce meaningful reports.
Here is an example which illustrates one
company’s journey.
Recently, this company was processing
some reports for an upcoming sales presentation. The management team intended
to set up a new sales force and wanted to
develop some test reports beforehand. The
to make the wrong decision about the
structure of the sales force.
If this sounds familiar, there are ways to
help avoid this situation in future, such as
ensuring all the data required is available and
integrated. Following are a few simple tips.
Inventory data, reports
• A company should take inventory of all
the data it has, to be sure it has access to
all the data required to make the necessary business decisions.
• Current report design should be reviewed
to ensure that the data is captured in a
format that is working effectively.
• Also, it is important to ensure that the
reports service the right audience and
reports first and then phase in others.
Review the results
Once the data is integrated and the reports
are designed to specifications, it may
seem as though the desired goal has been
reached. Or has it?
Let’s continue with the example
discussed above.
The client realized that data was
missing from the report due to the fact
that the data resided in several locations.
The data was then integrated and new
reports generated. The sales numbers in
the reports were in line with the regional
manager’s expectations and the team was
ready to present to senior management.
“When data is integrated and new
and better reports are generated, better
decisions can be made.”
company had a list of retailers who would be
called upon by certain sales representatives
and then the sales numbers were produced
accordingly.
The company started to review the
reports with the aim of making decisions
about the sales force. Just before the
presentation to senior management,
one of the regional managers started to
question the numbers. They did not look
as high as she had thought they would.
When their staff looked into this further,
they discovered that the numbers did not
include sales from one of the key retailers.
How did this happen?
Up until that point, the company
housed some of its data on a server in
its finance department. Some of it was
resident on an internal accounting system
and still more at an off-site warehousing
facility. This lack of data integration
nearly caused them embarrassment in
front of senior management and more
importantly, could have led this sales team
are truly beneficial to everyone who
receives them.
• Examine how long it takes to produce
regular reports or performance appraisals.
• The schedule and frequency of reports are
two other important aspects to discuss.
Consult an expert
Once the underlying issues have been
revealed, it might be a good time to
contact third party experts. Often their
expertise and objectivity may be just what
is needed to move forward.
Data management consultants can
review data and discuss each company’s
requirements. From there they will work
to ensure all the data needed is on hand to
create the reports required.
Consultants need to work with each
client in the way that is suitable to the
client. Furthermore, they should be
prepared to work to truly understand
each business and its needs. For example,
it might be best to work on a couple of
The presentation went well and based
on the new reports representing all the
retail locations, senior managers agreed
with the way the new sales force was to
be structured. Towards the end of the
presentation, the vice- president of sales
commented on the results of the reports
and agreed that based on the stores
aligned to the various sales reps and the
accompanying sales numbers, this new
structure made sense.
He then asked, “Would the picture still
be the same if we looked at the call data
and how many visits the reps made to
these accounts to generate these sales?”
The district managers knew the task was
not yet complete and more work needed
to be done.
The point is that this is a process that
evolves. Every time some questions are
answered, more are asked. When data is
integrated and new and better reports are
generated, better decisions can be made,
but also, better questions can be asked.
coupon myths, Cont’d from cover
requisite for driving high redemption rates.
Fact: There are other factors much
more likely to drive redemption rates.
Some of those include expiration, value,
current versus competitive user, and
frequent versus infrequent coupon user.
Myth #6: The current users of a
product don’t need long expirations to get
them to redeem a coupon offer.
Fact: Even for current users, to gain
more than two-thirds of potential
redemptions, offers must be six months at
minimum, and in the 10-12 month range
for personal care categories like skin and
beauty products.
Myth #7: Coupon clutter is pervasive in
all delivery strategies.
Fact: Escalated volume is not a factor
in targeted coupons mailed directly to
homes. Notably, targeted promotion
redemption rates are up in this sector for
household products and pet products.
Myth #8: Coupon offers on frequently
purchased items are redeemed quickly, so an
expiration of less than six months will do.
Fact: Targeted offers with expirations
shorter than six months in general have
only half as many redemptions as longer
term offers.
Myth # 9: Current and competitive
product users need the same coupon
value to be motivated.
pursuing with target coupon offers.
Fact: As store brands upgrade their
quality, fewer store brand consumers will
be price-centric and more will be quality
and feature conscious. They’ll often redeem
targeted offers at rates as high as other
competitive users.
Myth #4: Targeting the most loyal users
of a competitor’s product yields the best
return on a coupon program.
Fact: Light to moderately loyal competitive users are more likely to try a new product
and will do so on a lower-value coupon offer.
Myth #5: The presence of a sample is a
These types of situations remind us that
it might be time to review your reports
and the underlying data. From there needs
can be assessed and next-step decisions
can be made. Very likely, effective data
integration will help distinguish one
company amongst its competitors and
promote its growth in new ways.
Joan Wilson has been working in many
aspects of marketing - direct mail, advertising
Fact: In any product sector, current
users typically require much less offer
value to drive them to purchase. Sectors
vary, but it often takes 40 percent less
value to move a current user than a
competitive user.
Myth #10: Americans and Canadians share
the same coupon redemption behaviour.
Fact: There are shared traits but the
difference in absolute redemption rate is
substantial. Americans receive 10 times
more mail than Canadians and are less
likely to respond to offers. Canadians
favour contemplation over quick action
and require longer expiration terms. The
net result: the decline in overall coupon
and event management - for almost 20 years.
Since 1997, she has been working in database
management, helping companies to target
their sales and marketing efforts in the best
way possible. She is account manager with
Vincent Associates Inc., a firm that combines
expert data analysis capabilities and information technology to provide clients with the
tools they need to make their data work for
them. She can be reached at 416.445.2499 or
[email protected]
redemption rates is steeper in the U. S.
As vice-president of marketing at ICOM
Information & Communications L.P, a
full-service provider of targeted list, data
communication approaches and analytic
services, Peter Meyers is responsible for driving
superior customer value and differentiation
for ICOM’s product line. In this role, he is
responsible for all work related to product
innovation. He is an acknowledged expert
in targeted promotion, lead generation,
consumer behaviour; direct marketing
strategy; and database mining. He can be
reached at 416.297.7887 ext. 2208.
article8
highlights
Personalization
advances
A select number of printers
in North America are now
offering four selective
cover stations on perfect
binding equipment.
Digital technologies
Greatly advanced fourcolour variable digital
printing lets cataloguers
substantially increase the
cover versions without
breaking their budgets.
Optical character
recognition
OCR is the enabling
technology for mass
customization and can
be installed on a range
of finishing equipment.
7
Getting started
Cover versioning allows
you to begin with
simpler demographic,
psychographic and
geographic information
that is easier to obtain.
Making made-to-order catalogues
Are you really talking to your customers? Sending your customers information of interest to them,
you could increase your print catalogue’s response rate by five, 10, 15 percent or more.
W
BY Louis de Bellefeuille
ith today’s technology, long-run
print products such as mail
order catalogues now have access to the
types of personalization options that direct
mailers and online merchants are using
with spectacular results.
And that’s a good thing, because a
Catalogue Insight Survey* conducted in
2006 among 160 cataloguers indicates
that new personalization options are
exactly what the industry seeks. More
than 70 percent of respondents said they
would like to use advanced personalization tactics in print, while 42 percent
planned to customize catalogues with
variable data digital print in the next 12–24
months, and 47 percent planned to use
selective binding.
Even comparatively simple steps
like creating different versions based
on a customer’s geographic or sociodemographic profile can boost sales. The
ultimate objective is to treat customers
more like immediate family than distant
relatives, getting to know each customer
more intimately as you analyze their
purchasing data.
ent versions. This combination of selective
covers and page signatures can be used
to personalize a catalogue based on past
purchase behaviour, socio-demographic
profiling or geographic factors.
Selective binding options
Another type of selective personalization
gaining popularity involves polybagging special offers that ride along with the catalogue
as “outserts.” The technology allows for the
selection of the components according to
the same marketing-related variables.
Digital technologies
Today’s digital printing technologies can cost
effectively provide even more personalization choices. Greatly advanced four-colour
variable digital printing allows cataloguers
to substantially increase the number of cover
versions without breaking their budgets.
Cover personalization can include a variety
of colours and fonts as well as printing
archived images and variable text to increase
lift through targeted offers such as special
discounts and free shipping.
Our own experience shows cataloguers
are increasingly using cover personalization to execute strategies such as:
“A consumer who bought
a specific skirt might be directed
toward a matching blouse.”
Personalization advances
Early efforts were comparatively crude,
characterized by techniques such as
low-resolution inkjet imaging. But
advancements grew by leaps and bounds
over the past decade.
In response to this growing demand,
a select number of printers in North
America, including Transcontinental, are
now offering four selective cover stations
on perfect binding equipment. This can
be complemented by 24 selective stations
available for saddle-stitched catalogues.
The personalization equipment not
only enables selective binding of different
covers, but also binds-in different interior
sections, allowing for a multitude of differ-
• Testing different offers or cover designs;
• Promoting a specific product or promotion based on past purchasing behaviour;
• Calling out specific pages based on past
purchasing behaviour
By using personalized cover versions
on digital presses that combine with static
interior pages at a selective binding line, a
mailer could thank customers by name for
their last purchase and highlight different
products or promotions based upon that
specific purchase without customizing the
entire catalogue.
For instance, someone who bought a
new computer printer might be directed
toward a special on toner cartridges. Or
a consumer who bought a specific skirt
Good Times magazine provides an example of a
personalized cover. It was customized to the
subscriber’s name using four-colour digital
might be directed toward a matching
blouse. It’s a very cost-effective method
of creating custom catalogues without
going full-blown 1-to-1.
Other applications include a North
American multi-channel merchant
that operates under different regional
names. The company prints common
product content, but adapts the cover
logo to reflect the brand identity for each
particular region.
All these applications clearly help
cataloguers effectively answer the
question customers increasingly ask, “Are
you talking to me?”
Optical character recognition
Optical character recognition (OCR) is the
enabling technology for mass customization and personalization. It can be installed
on a range of finishing equipment
including stitchers, perfect binders and
polybaggers. OCR allows you to customize
a mailed catalogue by binding-in an order
form listing past purchases, imaging a dot
whack that calls attention to a
particular product and page
or polybagging a personalized inkjet letter or other
outsert.
It is the ultimate in
catalogue personalization
and allows the types of 1-to-1
promotions in long-run
catalogues that direct mail
and online marketers use so effectively.
The key is in the bar code.
Each of the personalized pieces—
inserts, outserts, covers—contains a
printed bar code. The camera on the
finishing equipment reads the code on the
pre-printed materials and matches them
to the mailing address, which is then inkjet
imaged at the end of the line.
We call it Match Mail, because it allows
you to MatchUP! an offer or promotion
on a catalogue component to an exact
individual. The possibilities to customize
catalogues and speak directly to your
customers are unlimited, especially with
digital printing advancements. Early
adopters have used this technology for
everything from personalized product discounts to listing
on the cover of a tradeshow catalogue the
specific seminars a registrant has selected.
Getting started
Compared to other long run printed products such as magazines, cataloguers and
reward programs are the first to incorporate 1-to-1 strategies into their mailings as
most have been building databases that
have captured their customers past purchasing behaviour. And the more relevant
information you have on your customers
and the cleaner your database, the easier it
is to develop targeted campaigns as well as
measure results.
For anyone starting out, the first step
in developing personalized offers is to
analyze your database. What do you know
about your customers that would allow
you to personalize an offer—product
preferences, a recent purchase, seasonal
buying habits, a known life transition?
Take for example a pet product catalogue. Using past purchasing behaviour
of the type of food your customers may
have bought, would allow you to vary the
catalogue cover to customize it according
to their pet - cats, dogs, fish, etc.
Also, there is the opportunity to now
bind in an informational section and
promotional offers for that specific animal
category. If your database tracks exactly
which type of dog you sold, to whom and
when, then you could personalize the
cover of your catalogue by printing an
image of the exact type of animal your
buyer has (Labrador Retriever, Cocker
Spaniel, Poodle, or Schnauzer) and
referencing in the inside page cover,
depending on the lifecycle of the animal
based on his age, what type of food would
be recommended. With this example, you
can see that the possibilities are endless.
But even if you do not presently have
a fully developed database, don’t let that
stop you. There is no reason to sit on the
sidelines while others are winning the
personalization game.
Cover versioning allows you to begin with
simpler demographic, psychographic and
geographic information that is easier and
relatively inexpensive to obtain. It can definitely improve immediate results as well as
contribute to building customer loyalty.
The key is to get started, develop a
plan and keep working your way up the
personalization and customization ladder.
Each step will bring new benefits and
help generate the ROI you need to justify
further investments.
Louis de Bellefeuille is the director of sales for
Transcontinental Printing (www.transcontinental-printing.com), which offers a full range
of production and distribution services to catalogue marketers. *Note: The Catalogue Insight
Survey was conducted by Transcontinental
Printing in 2006 with 160 cataloguers.
8
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CMA Annual Conference & Trade Show
9
Canadian Marketing Association Convention Showcase May 12-14
Metro Toronto Convention Centre Full Conference Program
The Canadian Marketing Association
annual conference features nine keynote
speeches and 25 concurrent seminars this
year. It begins with four intensive sessions
on Monday morning. A special networking
event on Tuesday evening is sponsored by
PLM Group.
Two of the concurrent sessions relate
specifically to direct marketing. Both are
on the first day. Other categories include
mobile marketing, advertising, environment,
customer relationship management, social
media, TV, branding, loyalty, ethnic, B2B,
not-for-profit, digital and email. Following is
the full conference program.
Day 1-Monday, May 12
❱ 8:30-a.m.-noon
SPECIAL INTENSIVE SESSIONS
Developing the Essential Brief
Leslie Ehm, partners & trainers,
27 Marbles
Wiki Brands- Reinventing your
Marketing Plan in a CustomerControlled Marketplace
Sean Moffitt, president and founder,
Agent Wildfire
Re-Think Retail Branding
John Torella, senior partner,
J.C. Williams Group Ltd.
Accountability for Marketing ROI
Jim Lee, marketing analytics director,
LetComm Consulting Group
❱ 12:30-1:30 p.m.
Keynote: Engaging Consumers in a
Multi-platform World
Brian Segal, CEO, Rogers
❱1:45-2:45 p.m.
CONCURRENT SESSIONS
Uncovering Hidden Profits: The Next
Step in Optimizing Direct Marketing
Dmitry Krass, senior partner, Custometrics
Category: Direct Marketing
Marketers who sell multiple products
through multiple channels – retailers,
cataloguers, Telcos, financial services
companies, etc. – know how challenging
it can be to get the right message about
the right product to the right person at
the right time. Complexity is increased by
legitimate concerns about overwhelming
customers with too many messages and
reducing effectiveness across the board.
Breakthroughs in optimization technology
are solving these problems and helping
marketers see significant improvements in
effectiveness measures.
Keeping Customers Hooked:
Integrating Email with Mobile
Technologies to Increase
Customer Retention
Chris Carder, president, ThinData Inc.
Category: Email, Mobile
Drawing from best practices and case
studies, this session helps marketing
executives and directors – from across
all industries – retain valuable customers
by effectively combining the popularity
of text messaging technologies with the
trust common to permission-based email.
Whether marketing B2B or B2C, high-value
customers are increasingly using mobile
devices to collect, organize and send
information about offerings.
Experiential Retailing: ROI & The Next
Marketing Medium
Michael Smith, president & CEO, CIM
Consumer Impact Marketing, Jason Dubroy,
national manager, business development,
CIM Consumer Impact Marketing
Category: Retailing
These days, traditional stand-alone
marketing tactics are not enough to make
that “magical” connection with consumers
that will translate to trial, repeat purchase,
and loyalty. Experiential marketing as a
discipline has seen considerable growth
as marketers learn the power of enabling
one-on-one relationships between brand
and consumer. “Experiential Retailing” is
the next evolution.
Rules of Engagement
Bill Cooper, director, commercial rights
management & non-commercial partners,
Vancouver Organizing Committee for the
2010 Olympic and Paralympic Winter Games
Category: Olympics
Even if you’re not an amateur athlete
reaching for the gold rings in 2010, you can
still relate to the drive for success. The commercial rights management team from
the Vancouver Organizing Committee for
the 2010 Olympic and Paralympic Winter
Games provides a candid overview of how
to market products and services during this
special time in Canadian history – without
breaking the rules. Open the Door! Stepping Out of Your
Research Comfort Zone to Break New
Ground
Liz Torlée, joint managing partner,
TerraNova Market Strategies Inc.
Category: Research
Pressed for time and quick solutions,
companies too often default to traditional
formulaic market research that rarely
does more than skim the surface or
confirm a few biases. This presentation
will challenge conventional thinking
about the role of market research, its rules
and methods, while at the same time
illustrating with examples and a little
audience participation how it can (and
must) become more exploratory, creative,
collaborative and productive.
❱ 2:45-3:10 p.m.
Refreshment break
❱ 3:10-4:10 p.m.
CONCURRENT SESSIONS
Integration, Information and
Insights: A Contextual Perspective
on Customer Interactions
Igor Nesmyanovich, partner and CIO, dthree
inc., Steve Vermeiren, director – CRM and
❱ 4:20-5:30 p.m.
retention, SIRIUS Satellite Radio
Today, data about customer interactions
are managed by multiple systems
and applications, such as point of sale,
operational CRM, business intelligence
tools and online marketing functional
applications. Each use different metrics
within the context of the application but
are not necessarily aligned with the overall
marketing strategy, such as acquisition,
retention or cross–sell.
Keynote: Web Analytics 2.0: Putting the
Marketer back into Marketing-Finally!
Avinash Kaushik, author of “Web Analytics:
An Hour A Day,” blogger, analytics evangelist
❱ 5:30-8:00 p.m.
Trade Show Opening Reception,
sponsored by Teradata Canada.
than just another advertising tool. The
mobile model is shifting, from reactive
to proactive, from tactics to strategic,
from application to solution and from
expense to investment. Leading brands
are searching for a mobile partner, not
a supplier, to leverage this innovative
platform as an effective tool to build new
and lasting customer relationships.
Day 2-Tuesday, May 13
❱ 9:00-11:00 a.m.
Mastering Paid Search
Andrew Goodman, Principal, Page Zero Media
Category: Digital, Search
The playing field for paid search
advertising with platforms like Google
AdWords and Yahoo Search Marketing
has evolved rapidly. With new features
in geotargeting, new ranking methods
based on keyword and Web site “quality,”
increased competition, rising keyword
costs, changing customer service
relationships, and more, marketers must
adapt to survive.
Opening Address: John Gustavson,
president and CEO of Canadian Marketing
Association.
Keynote: How do you Avoid the Meatball
Sundae?
Seth Godin, author, blogger and entrepreneur
❱ 1:00-1:00 p.m.
Luncheon in Trade Show
❱ 1:00-2:00 p.m.
Keynote: Global Growth: Canadian
Opportunities
Bridging Generations
Dr. Sherry Cooper, executive vice-president,
Gayle Goossen, principal, creative director,
global economic strategist, BMO Financial
Barefoot Creative, Ed Epp, vice-president,
Group, chief economist, BMO Capital Markets.
development, MEDA, Mennonite Economic
❱ 2:15-3:15 p.m.
Development Associates
Category: Not-for-Profit, Digital
CONCURRENT SESSIONS
While online income for not-for-profits has
Mobile Marketing...
been creeping up, few organizations have
More than Just Marketing
built a Web site that does little more than
Michael Carter, president & CEO,
accept donations and provide information.
Mythum Interactive
MEDA was challenged by donors to build
Category: Mobile
a site that gave older, most established
Many marketers have quickly realized
donors a way to participate in philanthropy that the mobile platform is far more
with their colleagues and family. The end
result was a site that allowed donors to
truly engage in the work of MEDA through
a Web site.
The ROI of Green
Laurene Cihosky, senior vice-president direct
marketing, advertising and promotion
Canada Post Corporation
Category: Environment
Being green is not only the right thing
to do; it makes good business sense for
direct marketers. This session will cover
environmental issues that impact the
direct marketing industry and demonstrate
how excellence and best practices in data
hygiene and customer preferences can
reduce costs and increase ROI.
Front and Back – Creating Value for
Customers Equity Through Highly
Personalized Communication and
Document Life Cycle
Michael Corbett, director, operations, The
AIIM Group, Rick Jones, director, sales, The
AIIM Group, president, DMAT
Category: CRM
The simple personal document has
become a “data centric presentation” as
important to companies’ sales promotions
as it is to the same companies HR
TransPromo Revolution: Connect with
your customers with more relevant
monthly statements.
Bernie Gracy, vice-president, business
development, Pitney Bowes Document
Messaging Technologies
Category: Direct Marketing
This session deals with transforming monthly
statements into profitable, relevant customer
touch points. While other channels are
plagued by spam filters and do-not-call
lists, statements are becoming an even
more valuable component of the overall
communication mix.
See cma, page 10
Going Digital: How B2B brands
connect with buyers online
Justin Creally, senior partner, High Road
Communications
Category: Digital, PR, B2B
+ Consumers have embraced the power of the
+ + Internet, and marketers are getting savvier
+ +B2B
at connecting with them.
marketers,
+ however, are often slow+
to adapt
to non
+ + + traditional ways of engaging
with customers
+ + and potential buyers online.
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BOIRE FILLER GROUP
TURNS INFORMATION INTO
KNOWLEDGE AND KNOWLEDGE
INTO STRATEGIC BUSINESS
INTELLIGENCE.
DATA MINING & ANALYSIS
Come talk to us at Booth 403
at the CMA Annual Convention
& Trade Show.
n
Customer Profiling & Segmentation
n
Predictive Modelling
n
Campaign/Contact Management
CMA , Cont’d from page 9
department in communicating company
values, direction and the full value of being
an employee. Technology and strategy
traditionally used to external clients driving
sales are being repurposed to acquire,
inform and retain employees.
Finding Waldo: The Highly Selective
Art of Behavioural Ad Targeting
Hunter Madsen, marketing director,
Yahoo! Canada
Category: Advertising
Behavioural Targeting (BT) has become a
standard online marketing technique in
the U.S., served by a burgeoning array of BT
vendors and behavioural ad networks. More
Canadian advertisers are testing BT too, but
here the technique is still mostly unfamiliar
and perhaps a bit suspect.
The Human Web
Douglas Walker, experiential marketing
manager, Venture Communications, managing director, World Rock Paper Scissors
Society, author of The Official Rock Paper
Scissors Strategy Guide
Category: Social media
Web 2.0, social media, social networking,
podcasts, and blogs are all manifestations
of a shift in how people are connecting
with companies and with each other
that is undermining traditional and
mass marketing methods. This session
highlights the trends that are causing this
shift and discusses how marketers large
and small are fostering conversations.
❱ 3:15-4:00 p.m.
Refreshment break
❱ 4:00-5:00 p.m
Keynote: Navigating toward Marketing
Mastery: Guideposts for a New Marketing Era
Sylvia Reynolds, chief marketing officer, Wells
Fargo & Company.
Databases
❱ 5:00 -5:30 p.m.
n
Customized Database Services
Networking in the Trade Show
n
Profitability & Campaign Analysis
n
Strategic Marketing Consulting
Services
To learn more about our products and services, please contact
Larry Filler at (905) 837-0005 or larryf@boirefillergroup.com
www.boirefillergroup.com
DIRECT MARKETING LEADERS
•
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Database Management
Canadian, US & International Mail Services
Fulfillment Services
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555 Admiral Drive, London, ON N5V 4L6
1-800-632-3568 • E-mail: [email protected]
Helping You Tell Your Story!
❱ 6:00-8:00 p.m.
The Networking Event,
sponsored by PLM Group
Day 3-Wednesday, May 14
❱ 8:30 – 10:15 p.m.
Keynote: Understanding Generation Y
Penelope Trunk, author, brazen careerist
Keynote: Predictably Irrational: The
Hidden Forces that Shape our Decisions
Dan Ariely, behavioural economist & author
of “Predictably Irritational.”
❱ 10:15-10:30 a.m.
Refreshment break
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❱ 10:35-11:35 a.m.
CONCURRENT SESSIONS
Strategy to control time – shifting
Tyler Alton, vice-president & general manager, Corus Custom Networks
Category: TV
Traditional advertising mediums are at the
mercy of the viewer’s ability to flip, switch
and turn at anytime. Advertising On Demand
(AOD) is revolutionizing the marketing
industry by providing an advertising platform
where new found viewer control is not
threatening – it is encouraged.
All Talk no Engagement
Michael Beckerman, president, Ariad Custom
Communications, Baron Manett, senior vicepresident, strategy and client development,
Ariad Custom Communications
Businesses are unsure of where to plan
their marketing budgets, but face intense
pressure to justify all expenditures and find
new and relevant ways to connect with their
audiences. Brands are built on meaningful
engagement. This session will focus on why
developing integrated plans that take into
account lifestyle, media choices, attitudes,
and opinions assist organizations to reach
and relate with their desired audiences. It will
show how to take an in-depth understanding
of consumer mind-sets and create a myriad
of tactical proposals helping clients reach
consumers on their own terms.
What Quebec Wants – The Filters and
Influencers That Drive Brand Choice in
Quebec
Eric Blais, president, Headspace Marketing.
Category: Quebec, Brand
For national, North American or global
brands competing in Quebec often
requires they be sensitive to the different
attitudes and consumption behaviour of
Quebec consumers. While there are many
similarities between Quebec and the rest
of Canada, leveraging these differences or
at least adapting marketing approaches
to reflect them can often be a competitive
advantage. This presentation will review
Headspace Marketing’s proprietary model
of the various “Filters” and “Influencers”
that impact Quebecers’ brand decisionmaking for products, services, ideas,
causes and even people.
The Canadian Difference: A Comparison
of Loyalty Marketing Perceptions
among Specific Consumer Segments
Rick Ferguson, editorial director, COLLOQUY
Category: Loyalty
Card marketers are all chasing the
same segments with the same loyalty
strategies to stem cardholder attrition,
increase market penetration and improve
profits. In a groundbreaking proprietary
research project, COLLOQUY assembled a
consumer panel in five of Canada’s hottest
demographic segments to uncover their
attitudes, perceptions and usage of reward
card programs and contrast them with the
general population. Delegates will discover
how customer loyalty varies across
key demographic groups, understand
attitudinal and behavioural differences
that shape customer involvement with
rewards programs, and learn how to
cultivate profitable relationships with
diverse customer segments
Lessons from Goldilocks: Finding the
Right Approach to Web Analytics
June Li, managing director, ClickInsight
Category: Web analytics
Rather than providing a clear view into the
hearts and minds of their customers and
shining a light on a clear path forward, Web
analytics is drowning marketers in data,
leaving them confused and struggling to
uncover clear and meaningful insights they
can act on. The keys to rising above the
overwhelming mass of Web analytics data
are a balanced approach and a focused
process.
❱ 11;35-11:50 p.m.
Refreshment break
❱ 11:50- 12:50 p.m.
CONCURRENT SESSIONS
Understanding Canadian digital
behaviour: Demonstrating the power
of Digital Mosaic
Adam Froman, president and CEO, Delvinia
Group, Jamie LeFort, executive vice-president,
client solutions, Generation 5
Category: Digital
Generation5 and Delvinia partnered to
deliver Digital Mosaic - a significant new
source of insight into how Canadians
behave and interact digitally. LeFort
explains how Generation5 worked
with Delvinia to convert responses
from its AskingCanadians online panel
into detailed predictions of the digital
behaviour of Canadians. Froman
offers snapshots of the findings and
demonstrates Delvinia’s use of this
innovative resource to help clients
enhance their digital customer experience.
Case studies explore how this tool offers
marketers a new level of actionable
consumer insight.
Ethnic Marketing –
Opportunity or Disaster?
Jan Kestle, president, Environics Analytics
Category: Ethnic
For Canadian marketers, the nation’s
growing diversity raises new challenges
– offering opportunity to those who
understand the changes and risk to those
who continue conducting business as
usual. With the influx of immigrants from
Asia and the Middle East, about six million
Canadians, or 20 percent of the populace,
report a mother tongue other than
French or English. This shifting consumer
society means companies must decide,
for example, whether an ethnic strategy is
needed and, if so, how to develop the most
effective marketing program.
Adding Transactional Email
to Your Marketing Mix
Tricia Robinson-Pridemore, vice-president,
market and product strategy, StrongMail
Systems
Category: Email
Transactional emails are opened and read
more than any other type of email, yet many
companies still send generic, text-based
emails that squander the opportunity for
brand promotion and incremental sales.
Integrating transactional and other servicebased emails into your marketing mix is an
effective way to increase sales, but it needs
to be done properly and in compliance
with current spam legislation. This session
will demonstrate how to implement a
marketing strategy for transactional email
that can drive marketing and branding
while demonstrating your knowledge and
respect for the customer relationship. In
addition to best practices and practical tips,
a variety of case studies will be presented to
See cma, page 12
Visit us
at booth 603-605
at the CMA
convention
11
12
CMA , Cont’d from page 10
demonstrate how to leverage transactional
emails properly and effectively.
Marketing Lessons from Second Life’s
Fashion Designers
Kate Trgovac, president and chief
catalyst, LintBucket Media
Indigenous fashion marketers from
Second Life are doing an exceptional job
marketing a virtual product. This session
provides an overview of the wide variety
of marketing channels that can be used
in Second Life to get the word out about
a product or service (note - many of these
tactics apply to real-world social media
marketing).
Great B2B Cases from
Around the World
Trish Wheaton, global chief marketing
officer, Wunderman, chairman, Wunderman
Canada Sandy Perlman, director, central
marketing group, Microsoft Canada
Category: B2B
This session will introduce some of the
world’s best B2B creative work. Winning
B2B creative from the most recent Cannes
Festival as well as other global awards
events will be shown.
❱ 1:00-3:00 p.m.
Luncheon Keynote: Leadership:
Leading with Courage
W Mitchell, motivational speaker
❱ 3:00-4:00 p.m.
CMA Annual General Meeting for
members only
Exhibitors in the Trade Show
◗◗Advertised Exhibitors
3M Canada Direct
Response
BOOTH: 425
The AIIM Group
BOOTHS: 524 & 526
Akran Marketing
BOOTH: 704
Alphaform Group of
Companies
Island CMA
Angoss Software
Corporation
BOOTH: 611
ArtSoft
BOOTH: 306
◗◗Barbados Investment
& Development
Corporation
BOOTH: 816
Barefoot Creative
BOOTH: 817
Bell
BOOTH: 102
BMR Group
BOOTH: 123
◗◗Boire Filler Group
BOOTH: 403
Bradford Direct Inc.
BOOTH: 708
◗◗Canada Post Corporation
BOOTH: 427
Canadian Internet
Registration Authority
BOOTH: 110
◗◗Canadian Marketing
Association
Island CMA
Canadian Printer
Magazine
BOOTH: 809
BOOTHS: 516 & 518
Canadian Radio-Television
& Telecommunications
Commission
BOOTH: 103
Flagship Software Ltd.
BOOTH: 811
Canadian Tire Gift Cards
BOOTH: 304
CanadianSponsors.com
BOOTH: 321
Capital Promotions
BOOTH: 211
Francotyp Postalia
Canada Inc.
BOOTH: 331
The FSA Group
BOOTH: 702
The Futura
Loyalty Group Inc.
BOOTH: 203
Innovasium
Tabletop #2
Pitney Bowes
Island 208
Strategy Magazine
BOOTH: 819
Insource Corp.
BOOTH: 811
◗◗Pitney Bowes MapInfo
and Pitney Bowes
Group 1 Software
Island 208
StrongMail Systems Inc.
BOOTHS: 324 & 326
PointOne Graphics
BOOTHS: 216 & 218
Sustainable Forestry
Initiative, Inc.
Tabletop #6
John Wiley & Sons
Canada Ltd.
BOOTHS: 409 & 411
KiTS Communications
BOOTH: 319
Lime Outdoor
Island 116
Puretracks Inc.
BOOTH: 520
Quadriga Art
BOOTH: 310
Generation5
BOOTH: 316
Lyris
BOOTH: 220
CMI Canada Inc.
BOOTH: 825
Gilmore Doculink
International
BOOTH: 720
◗◗Mail Marketing
Corporation
BOOTHS: 504 & 506
Concord Promotions
BOOTH: 320
HD Media Creations
BOOTH: 831
Manifold Data Mining Inc.
BOOTH: 308
◗◗Contact Management
Magazine
Tabletop #4
Hilroy
BOOTH: 804
◗◗Resolve Corporation
BOOTHS: 603 & 605
Marketing Magazine
BOOTHS: 224 & 226,
Tabletops #9 & #10
RR Donnelley
BOOTH: 205
Centre for Business,
George Brown College
BOOTH: 805
Corus Custom Networks
BOOTH: 803
◗◗Data Direct/TDC
BOOTH: 502
◗◗Direct Marketing
Magazine
BOOTH: 101
Direct Sales Force Inc.
BOOTH: 228
Dropstop Canada – Cáirde
Enterprises
Tabletop #1
®
dthree inc.
BOOTH: 710
◗◗Environics Analytics
Island 202
EuroDirect
Husky Envelope
Products Inc.
BOOTH: 724
motum b2b
BOOTH: 230
IBM Canada
Island 616
MyMedia
BOOTH: 317
◗◗ICOM Information &
Communications L.P.
BOOTHS: 716 & 718
Newtec Systems Inc.
BOOTH: 225
Impact Canopy
(formerly Caravan
Canopies Canada Inc.)
BOOTHS: 828 & 830
Norprint Inc.
BOOTH: 726
Nova Marketing Group
Tabletop #3
◗◗Inbox Marketer Inc.
BOOTH: 609
Odessey Business
Products Inc.
BOOTH: 806
◗◗infoCANADA
BOOTHS: 617, 619 & 621
Parcel Design Inc.
BOOTH: 407
Information
Packaging Inc.
BOOTHS: 728 & 730
Pentagon Graphics
BOOTH: 421
Questback Canada Inc.
BOOTH: 121
Race Data 2007 Inc.
BOOTH: 130
RSI Research Solutions Inc.
BOOTH: 706
Sears Canada Inc.
BOOTH: 318
SoundBite
Communications
Tabletop #5
Statistics Canada,
Central Region
BOOTH: 227
Stibo Catalog, Inc.
BOOTH: 302
Stincor Promotional
Specialities
BOOTH: 807
St. Joseph
Communications
Island 602
How green are your gift cards?
Our plastic is:
Compostable and biodegradable
Agriculture-based (non-petroleum)
Produced with renewable energy
Our cards can be finished with
a magnetic stripe, variable
information, and scratch off
Visit us at the CMA show in Toronto May 12-14, booth 421
Go green with Pentagon
www.pentagon.ca | gogreen @pentagon.ca | 1-877-339-5995
Supremex Inc.
BOOTHS: 417 & 419
TBS New Media Ltd.
Tabletop #7
Teradata Canada
BOOTHS: 625 & 627
ThinData.
The Email Authority.
Island 202
TNS Canadian Facts
BOOTHS: 229 & 231
Trade Secret Printing
BOOTH: 325
◗◗Transcontinental;
PLM Group
BOOTHS: 508 & 510
TransPerfect Translations
BOOTH: 808
U2R1 Media Inc.
BOOTH: 209
Unilytics Corporation
BOOTH: 607
Venngo Inc.
BOOTHS: 327 & 329
Warner Music Canada
BOOTH: 821
William Exline Inc.
BOOTH: 207
Yahoo! Canada
Island 608
Z-CARD® Canada
BOOTH: 405
Keynote Addresses and Speakers
compounds the economic impact of the
housing market correction, raising the risk
of recession.
Cooper will discuss the economic
and financial outlook for Canada and the
U.S. against this backdrop of important
cross-currents.
Dan Ariely is a behavioural economist &
author of “Predictably Irrational.”
Do you know why you still have a
headache after taking a one-cent aspirin,
or why that same headache disappears if
the aspirin costs 50 cents? Do you know
why recalling the Ten Commandments
reduces people’s tendency to lie, or why
honour codes are actually effective in
reducing dishonesty at the workplace?
Do you know why, after doing careful and
extensive research on which car to buy, a
random meeting with someone who had
an awful experience with that car changes
your decision? Why do we make decisions
contrary to our better judgment? What is
“better judgment?”
In his book Predictably Irrational, Ariely
challenges us to ponder these questions
and demonstrates how irrationality
manifests itself in situations where rational
thought is expected. We all succumb
to irrationality. It’s about time we find
solutions to behaviour that affects our
daily lives significantly.
Global Growth:
Canadian Opportunities
Dr. Sherry Cooper is executive vice-president,
global economic strategist, BMO Financial
Group, chief economist, BMO Capital Markets
The global economy is undergoing
a period of financial stress, and central
bankers are trying to find the right
balance of managing monetary policy
amid the market turbulence. U.S. growth
has slowed, undercut by a credit crunch
and the effects of the housing sector
slump. The Canadian economy, however,
is well-positioned to weather the U.S.
slowdown, boosted by a healthier housing
market, strong commodity markets, and a
robust fiscal picture, but is feeling the heat
of the still-high Canadian dollar.
On the policy front, the Bank of Canada
and the U.S. Federal Reserve have cut
interest rates. The Fed will likely continue
to ease, as the economic consequences
of the subprime-prodded credit crunch
Single Sided 5x7” Postcard
media adventures -- and misadventures
advantage of today’s emerging trends to
-- this presentation promises to help
build a brand, engage customers, drive
delegates navigate complexity in a rapidly
revenue, and use marketing resources
developing marketing environment. effectively and efficiently to innovate
Reynolds leads the development of
and compete. Citing examples
from
Single
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integrated marketing strategies across
television’s earliest days to today’s social
Single
Single
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5x7”
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Web Analytics 2.0:
Putting the Marketer back
into Marketing. Finally!
Avinash Kaushik is author, blogger, and
analytics evangelist
Web Analytics 2.0 represents the next
generation of mindset when it comes to
decision making on the Web. At its core
the concept attempts, a bit ambitiously, to
finally put the marketer back into marketing (at least online!). No more hurdles, no
more excuses.
Kaushik’s keynote describes how Web
Analytics 2.0 empowers fast learnings,
faster insights and bottom-line impacting
actions. He advocates putting the data in
the service of business, and not the other
way around!
Kaushik is author of the recently
published book Web Analytics: An Hour
A Day and the founder of Market Motive,
a Silicon Valley start-up that focuses on
online marketing education. He is also
the analytics evangelist for Google, and a
frequent speaker at industry conferences
in the U.S. and Europe, such as eMetrics
summits, Ad-Tech, Web 2.0 Expo and SES.
Through the book, the blog and
strategic consulting he focuses on helping
companies unlock the power of data from
human powered but technology driven
innovations.
Wells Fargo’s 80 business lines and national
geography. She is directly responsible for
brand strategy and advertising, database
and experiential marketing, integrated
program and product development,
See speakers, page 14
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14
speakers , Cont’d from page 13
market research and analysis, and marketing
technologies. She is also a member of the
company’s management committee. She
has oversight of more than 2,000 marketing
professionals across Wells Fargo as well as the
several hundred million dollar marketing and
advertising program spending.
frustrated vice-presidents of marketing
who are tired of banging their heads
against the wall.
Godin is the author of 10 worldwide
bestsellers. He coined the terms
“permission marketing”, “purple cow”
and “meatball sundae” as part of his
quest to stamp out the vestiges of the
TV Industrial complex.
He’s also the world’s most popular
marketing blogger and an entrepreneur.
His company, Squidoo.com, makes it
easy for anyone to build a page about
any topic that excites them. How do you avoid the
Meatball Sundae?
Seth Godin is author, blogger and entrepreneur
In this brand new presentation, bestselling author Seth Godin outlines 14 trends
that are changing businesses forever.
He talks about how the new marketing
landscape represents nothing short of an
industrial revolution, and highlights the
organizations, brands and products that
are taking this new world by storm.
This presentation is aimed at
companies that have a Web presence
and those that should. It’s targeted at
freelancers, copywriters, Web designers,
SEO experts, SEM consultants and the
market themselves, and how to manage
up. With those skills, young people will
enjoy their jobs more and employee
retention will increase dramatically.
She spent 10 years as a marketing
executive in the software industry
and then founded three companies.
She has endured an IPO, a merger and
a bankruptcy. Prior to that she was a
professional beach volleyball player.
non-profits.
He demonstrates by his life and through
his conversations with audiences, the
power of choosing your responses. His
audience comes away with new insights
and tools to help lead others.
Having overcome two life-threatening
and life-changing accidents-the first
a fiery motorcycle accident and the
second an airplane crash-Mitchell says:
“Before I was paralyzed there were
10,000 things I could do. Now there are
9,000. I can either dwell on the 1,000 I’ve
lost or focus on the 9,000 I have left.”
With two partners, he founded one of
Vermont’s largest companies. As mayor
of Crested Butte, CO., he led a successful
campaign to preserve the scenic beauty
of the surrounding wilderness.
Leadership:
Leading by Courage
Understanding Generation Y
Penelope Trunk is an author and brazen careerist
Trunk helps young people get what
they want from their corporate jobs
so they don’t feel compelled to leave.
People in their 20s change jobs, on
average, every 18 months.
What young people need to
know is how to navigate through an
organization, how to get buy in, how to
W Mitchell is a world-renowned
inspirational speaker
The willingness to take responsibility
is the mark of a leader. The person who
recognizes that how we respond and how
we choose to respond to a situation, is a
powerful example for the organization.
Showing courage is what W Mitchell’s
life is all about. By being someone who
has not let life’s detours determine his
course, Mitchell is highly regarded as a
leader in business, government and in
Engaging Customers in a
Multi-platform World
and digital magazine publisher, Segal
knows that the media company’s success
is about helping advertisers achieve their
marketing objectives. Leading marketers
expect media to do more than deliver
audience and create awareness. Roles and
expectations are evolving.
Today, successful media campaigns
provide audience engagement with
products or services being marketed. They
do so by offering differentiated multiplatform solutions that allow the advertisers’
brands to surround the target audience.
Based on the experiences of
Rogers and other large publishers, his
presentation showcases successful
multi-platform examples from Canada
and around the world.
Segal was appointed to his current
position in 1999. Prior to that, he
was executive vice-president of
Rogers Publishing and publisher of
Maclean’s magazine, Canada’s national
newsmagazine.
Before joining Rogers, he was president
of the University of Guelph and chair of
the Council of Ontario Universities. He was
president of Ryerson University from 1980
to 1988. He is a director of the Audit Board
of Circulation and is past chairman of the
Shaw Festival and Magazine’s Canada
and served on the United Way of Toronto
Campaign cabinet.
Brian Segal is president & CEO, Rogers
Publishing Ltd.
As president of Canada’s largest print
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dmn.ca › Direct Marketing › May 2008
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15
THINK AGAIN.
16
Departments
dmPeople
Vish Ramkissoon
Monica Buck
Paul Gallant
Bridget Magnus
Marc Gagnier
Merle Linde
Cornerstone has promoted
Vish Ramkissoon, who joined
the company in 2004, to vicepresident of list processing
services.
Monica Buck has joined TBWA\
Vancouver as managing
director, interactive services
having most recently served as
managing director at Tribal DDB
in Vancouver.
Paul Gallant has joined Maritz
Canada in the newly expanded
role of director of marketing
bringing with him longer than
20 years experience as a marketer and strategist.
Bridget Magnus has joined
TBWA\Vancouver as a senior
account director working
on BC Ministry of Health and
the recently-added client, BC
Mental Health and Addiction
Services.
Marc Gagnier has been
appointed vice-president of
account services for Cossette
Communications-Montreal,
a new position created in part
to enhance customer service.
Merle Linde, president of
Probizz Advertising Specialties,
Vancouver, has been elected
chairperson of Promotional
Product Professionals of
Canada
Telephony purveyor Pulse has
appointed Tony Cassetta chairman. In this role Cassetta will
focus on growing the business
through strategic alliances with
key partners and customers.
Jack Neary has stepped down
as president of The Advertising
& Design Club of Canada
having accepted the position of
worldwide creative director on
the Procter & Gamble account
at BBDO, NY. His replacement is
Brian Howlett, partner/creative
director, Axmith McIntyre Wicht.
Rapp Collins Worldwide
ReaderPoll
We posed the above question to marketers of many companies and a few agencies. Some of their replies appear here. Others ran in the February, March and April issues.
Credit cards live or die based on the degree
to which their consumers use them and
choose them over their other credit cards.
What’s really interesting today is how smart
credit card marketers are dealing with the
modern reality of economic uncertainty or
at the very least consumer hesitation and
leveraging it to drive longer term usage
and spending.
Let’s face it, the average consumer is
bombarded with credit card offerings and
has an average of 3-4 credit cards in their
wallet. The trick lies in providing a compelling reason to choose and use yours in
a healthy, continuous, and ultimately
profitable pattern.
Easy? No. Doable? Absolutely.
Our client has more than four million
existing credit cardholders that use their
card at least once in a 12-month period.
In any one month, more than two million
cardholders are considered statement active
(made a purchase or have a balance).
Within this active customer base, our
client identified a segment of cardholders
whose spend has declined from previous
years. These customers are considered very
valuable and profitable and it was important
to lift their spend back to previous levels and
prevent attrition from the card.
Using two different segments, new customers and existing customers that have
had a decline in card usage, the objective
was to encourage activation of the card.
Our goal was to create pieces that would
be opened and ultimately drive customers
to the store to use their card.
This retail card activation program was
being used to test what drives consumer
behaviour and allowed us to start from
scratch with our client. We went back to
direct marketing basics, testing many
variables: two creative concepts, two
formats, two coupon offers were all tested
to two different segments.
In total there were eight different cells
in both English and French being tested
in this DM campaign with the aim to
optimize these valuable customers in future
communications. Furthermore, we also had
an additional test layer with a tactile Post-It
note on the outer envelope of one version to
see how it changed behaviour.
We stimulated the usage of this retail
credit card using two unique direct mail
formats that would stand out in an already
cluttered environment. Each had a distinct
look and feel and used two different styles
of communication. The first played on the
emotions of the consumer and the second
was focused on the benefits of the card.
Messaging was simple and straight forward.
All versions were personalized and were
showcased as an exclusive offer. The offers
tested were one version of six coupons that
consisted of a 10 percent off next purchase
and an array of in-house loyalty rewards
points offers and the second had one
coupon for $5 cash off purchase.
This campaign was a very unique program and a first of its kind for our client.
Not only has this degree of testing never
been done in the company’s history, it is
rare that client will do a live, in-market test
to this extent (opposed to focus groups
and research to gather more information).
In addition to being a time consuming
process, it is also a very large financial
merly chief partnership officer
at DDB Worldwide, has joined
RCW as global president, a new
position at the agency.
fieldnotes
What was one of your most effective direct marketing campaigns in 2007 and why?
Credit card activation drive
deploys DM fundamentals
(RCW) has promoted Bob
Horvath from CEO of North
American operation to its
global CEO. Paul Price, for-
investment to do a test of this magnitude
properly. However, in the end it is deemed
very valuable as it provides a detailed and
accurate assessment of what makes our
consumers respond. This will enable us to
more accurately target and communicate
to them in the future.
The activation campaign is considered
a very effective program because we used
basic marketing fundamentals where
we had no subjective assumptions. We
developed a program that is a segue to
continual testing, where we will collect
data, modify campaigns accordingly, and
moving forward we will ultimately be
able to create more successful programs
that will be data driven and based on our
results. The direct mail tactic was only
the initial medium, but it is an evolving
process that will enable us to use the
findings and build out effective future
integrated campaigns.
At this time there are no results, as data
is still being collected. Both the agency
and client are extremely pleased and
are anxiously waiting to learn about the
findings and how this will impact our
future campaigns for our client.
Stephen Brown, senior vice-president &
general manager, and Jennifer Carson,
account director. FUSE Marketing
Group, Toronto.
Mailing sparks big response
to HVAC rental promotion
In 2007, one of Reliance Home Comfort’s
(RHC) main business objectives was to
increase its HVAC rental business. Rental
See Reader poll, page 18
In its first advertising expenditure forecasts of 2008, ZenithOptimedia downgraded its
combined growth forecasts for North America and Western Europe this year from 4.4 to 3.8
percent, as the credit crunch drains consumer and business confidence. However, growth continues to strengthen elsewhere with modest increases in its 2008 forecasts for the rest of the
world from 10.9 to 11.1 percent….The “secrets” of frequent flyer loyalty have been published
in a research report by Carlson Marketing Worldwide and Peppers & Rogers Group,
Building Stronger Relationships with Frequent Flyers, The Secret to Loyalty Program Success. The
study identifies four key factors in determining the strength of a customer’s relationship with
an airline: one-to-one communications; a positive customer experience from ticket purchase
to in-flight care to luggage handling; keeping the brand promise in all marketing communications and employee behaviour; and executing the frequent flyer programs well…A
study from the Yale Centre for Customer Insights at the Yale School of Management
purports to shed new light on when it is profitable for a firm to offer better prices to its current customers to retain them or to its competitors’ customers to acquire them. The authors
found that it is profitable for a firm to reward its own “best” customers in markets where two
characteristics commonly come into play. They are that 20 percent of customers provide 80
percent of the business (the 80-20 rule) and customers routinely switch to competitors. Markets that
regularly experience both include airlines and catalogue retailing for items such as apparel…
listwatch
File has Cdn businessmen
who search for online deals
POMPANO BEACH, FL—The Canadian
Online Business Directory contains Canadian
business owners and professionals who are
performing online searches to find a variety
of services at competitive prices. Lighthouse
List, based here, manages it.
Employment, entertainment, credit,
office supplies, investments and real
estate are some of the top searches. The
file boasts a universe of 1,478,944 records.
This is a postal and telemarketing file.
Base rate is US$150/M for postal file.
For phone numbers, the rate is additional
US$25/M.
For more information, contact your
list broker or call Lighthouse List at
800.684.2180, fax 954.489.3092 or email
[email protected]
F+W Publications has
25,000+ Canadians
on masterfile
WHITE PLAINS, NY—MeritDirect, based
here, has been selected to represent a
dozen magazine subscription lists and
two master files for F+W Publications
Inc. It was to become effective April 15.
Specialists Marketing Services Inc. had
been managing these files.
The U.S. master file contains more than
1.1 million names. The Canadian master
file has more than 25,000.
Individual files are available for
subscribers to such titles as Horticulture
Magazine, Popular Woodworking, Scuba
See list watch, page 18
CMA-Loyalty Ad DM News 5/5/08 2:19 PM
17
Page 1
Now in Toronto and Calgary
The Gemini Effect:
Customer Loyalty in the B2B Arena
Loyalty Marketing Workshop
June 5 in Calgary
June 26 in Toronto
June 3 & 4 in Calgary
June 24 & 25 in Toronto
200483262-001 David Lees/Getty Images
To register or for more information,
visit www.the-cma.org/loyaltyseries
or contact Andra Thurton at 416-644-3748
18
Departments
reader poll, Cont’d from page 16
The DATA Group of Companies is one of Canada’s leading Direct Marketing
and Digital Imaging producers, and a unique specialty printer. We are Canada’s
largest integrated document management service provider, with incredible
web-enabled, printing and digital imaging firepower across Canada. We offer a
dynamic, fast-paced sales career in a technologically sophisticated environment,
with a company that is financially strong and intelligently managed.
Currently, we are looking for an individual to join our team and fill the position of:
DIRECT MARKETING SALES SPECIALIST
Working out of our Mississauga location, your main responsibility
will be to research and develop sales opportunities with a focus
on direct mail and digital marketing products and services.
Working across business sectors, the specialist will:
• cultivate internal and external relationships
• define and fulfill client needs
• leverage resources to secure, service and
grow new business
The ideal candidate will have a minimum of 4 years of
successful sales experience with direct mail, databased
programs, digital production, consumer analytics or marketing
communications focus.
Candidates must have:
• Outstanding communication and presentation skills
• Familiarity with database and digital marketing spaces
• Excellent computer skills and be technically-savvy
You will receive a very competitive compensation package and
a dynamic, enjoyable work environment.
Qualified candidates may forward their resume to:
[email protected] quoting position 12358A.
DATA is committed to employment equity. We thank all
applicants, but only those under consideration will be
contacted.
www.datagroup.ca
Needed: Senior
Production Manager
Hey, somebody has
to prove that print is,
indeed, not dead.
Yes, print is alive and well and
much beloved by our roster of
blue chip clients.
Needed:
Intermediate/
Senior Copywriter
(in other words,
somebody on the
cusp of greatness)
You’re equi-savvy in traditional direct
mail and interactive copywriting.
Satisfy your jonesing for personalization,
data, fugitive glue and curious metallics
alongside the proud purveyors of
print at Canada’s leading relationship
marketing company.
You’ve been doing this long enough to
know exactly what you’re doing, but still
eager to learn more. And you’re a born
leader, chomping at the bit to take on
some blue-chip clients.
If you have 10+ years production and
DM experience,
and a true passion for
print and all its
possibilities, let’s talk.
If you have 5-8 years of true DM and
interactive experience,
and a stellar
portfolio stuffed with ideas, let’s talk.
Visit joincarlsoncanada.com
and apply today.
and
Visit joincarlsoncanada.com
apply today.
HVAC represents an area of growth for the
RHC business and also a place where the
company can differentiate itself from the
competition in offering added value to
consumers.
In the fall of 2007, Jan Kelly Marketing
(JKM) worked with RHC on a direct mail
program aimed at educating consumers
on the benefits of renting a furnace and air
conditioning system. This DM piece was
designed to both educate the consumer
and motivate them to call RHC via a rental
offer. As renting is a mindset rather than a
demographic, we looked to target current
customers who already had a positive
relationship with Reliance.
The DM letter was very simple and
clean in layout and had a unique telephone number to track all inbound calls
pertaining to this specific letter. The results
for this direct mail program were excellent,
as the response rate exceeded all previous
sales and rental direct mail programs. The
program achieved 214 percent of its call
objectives, and exceeded overall HVAC
install goals.
Reliance Home Comfort was extremely
pleased with these results, and is moving
forward with this letter template for their
next rental mailing. Both RHC and JKM
are looking forward to continuing the
momentum gained by this successful
direct mail program.
Chantel Broten, managing director,
marcom strategy, JAN Kelley Marketing,
Burlington, ON.
list watch, Cont’d from page 16
Diving, Writer’s Digest and The Artist’s
Magazine. Counts range from 213,000
to 102,000. Some smaller files include
Family Tree Magazine, Memory Makers
and Watercolor Artist, among others.
Updated data cards and base rates are
pending.
For more information, contact your list
broker or call Jeff Moriarty of MeritDirect
at 914.368.1198 or email jmoriarty@
meritdirect.com
Interactive family pub
boasts active subs
of nearly 14,000
TORONTO – What’s up Kid’s is an
interactive magazine that families can
participate in together. It is a new list to the
market managed exclusively by Resolve
Corporation, based here.
This magazine contains information,
contests and fun for both parents and
children. This list boasts a universe of
13,992 active subscribers.
Described as a leader in the parent
market that brings a family together like no
other magazine, the publication provides
articles and information on safety, health
and literacy. Regular features include a kid’s
fun section, Plant Earth, What’s up Dad? And
What’s up with Health?
Base rate is $130/M for active
subscribers and $100/M for expires.
Selections available are province, FSA’s,
gender and telephone numbers.
For more information, contact your
list broker or call Jacqueline Collymore of
Resolve Corp. at 416.503.4000 ext 2275 or
email [email protected].
Column
19
inthemail
This column is sponsored by Canada Post.
German engineer admits
Japanese make better car
At least it seemed a German engineer was confessing to the supremacy of Japanese auto making when recipients got what appeared to be
a letter from Gunter extolling the virtues of the new 2008 Subaru Impreza. The character was fictitious but the envelope, creative and writing style appeared so authentic that some people believed it was legitimate. Here’s how this fun DM piece was done.
Letter and photos
The European A4 size (210 by 297 mm)
letter featured a typewriter-style font
and was folded like a personal letter. The
writing was in too-perfect English with
expressions seemingly translated slightly
awkwardly or too literally.
In addition to the personalized note
were photos Günter had supposedly
secretly shot. These were in another
envelope which appeared to be from the
photo lab which processed them. They
showed the 2008 Subaru Impreza in all its
glory, along with handwritten comments
extolling the vehicle’s many virtues.
“We had fun,” Sutherland recalls. “We
did all the elements in a fun way but it is
a hard-working piece. We wrote it like it
was the fictitious German’s own notes, so
we were getting the information out in
a unique way. For instance, photos were
professional enough to show the vehicle
but had an amateur touch to make it
seem like Günter took them. One photo
was slightly off centre and another photo
had a thumb. However, it still showed the
vehicle very well while doing that.”
The outer international B6 size (125 by
176 mm) envelope had such a realistic look
and feel to it that even those working on
the campaign, who were mailed it, were
fooled when it arrived. “We thought ‘oh,
look! A letter from overseas!’” Sutherland
laughs. “It stood out in the mail.
“Every piece [of the direct mail package]
had an authenticity to it but it still did the
job that the direct mail was supposed to do
– provide compelling information as to why
the recipient would want to look into and
test drive a Subaru Impreza,” she continues.
Target audience
The target audience was one to whom a
sporty vehicle would appeal. The mailing
included a house list comprised of current
and previous Subaru owners as well as a
rented list skewed toward younger males.
“We knew the audience is open to a
unique, fun approach,” Sutherland adds.
The call to action was to visit a dealer
and/or to go to a Web site to find out more
about the vehicle and locate dealers.
The mailing also included, for the sake
of collecting data, a contest for a trip to
Japan.
No specific results are forthcoming
from the direct mail piece of the
campaign as it was a supporting role
to communicate more of the story and
generate traffic to the Web sites and
dealers for a test drive. However, it is
viewed as having contributed to the
overall campaign which in turn is earning
some credit for a 78 percent increase in
sales over the previous year, a 20 percent
boost in traffic to show rooms over the
previous year and a jump in Web site traffic
by 65 percent compared to the prior year.
It raised the dealership traffic and micro-
Mail components included outer international B6 size envelope and European A4
size letter with typewriter-style font. There were also photos that German engineer
Gunter had supposedly shot which appeared to be from the photo lab that
processed them along with handwritten comments on the vehicle’s many virtues.
Web site visits, confirms Geoff Craig, director
of advertising at Subaru Canada. “We had
people come in with the piece in hand.”
Given that Subaru serves a niche market
compared to one of North America’s ‘big
three’ auto makers, “direct mail is a very
efficient way for us to target our message,”
Craig continues.
In this case, the direct mail piece
complemented the multimedia campaign,
building on the supposed German envy of
the Japanese-designed Subaru vehicle.
Expands TV message
“The direct mail was designed and
developed to expand the story beyond
the 30-second TV spot,” he explains. “It
supported the message and allowed us to
talk about the engineering.”
Craig attributes its effectiveness to
the creative execution of the overall
campaign.
“The letter was written with humour
and in a friendly, very believable manner
from the point of view of the engineer,” he
says. “It was simple and very realistic with
lots of personality. The authentic airmail
envelope stood out and broke through.
It engaged the consumers. We got calls
from people saying they had received
information about the car from an
engineer in Germany. It was so well done
that it had people tricked into thinking it
was real.”
“We’re pleased with the anecdotal
about the campaign
F
By Susan Maclean
or best supporting role,
the winner is… direct mail!
A 30-second TV spot can be great at
capturing attention, but it only allows you
to impart the most basic of information. If
you’ve got details you want to get across, it
is direct mail that works hard and deserves
the spotlight.
An outstanding case in point is “The
Japanese Car the Germans Wish They
Made” – a direct mail piece created by
agency Rapp Collins, Toronto, for Subaru
Canada as part of the 2008 Impreza launch
campaign. The agency is a division of
DDB Canada which had developed the
overall campaign theme of a fictitious
German named Günter who is envious of
the Impreza’s Japanese engineering and
technology.
In keeping with that campaign, Rapp
Collins created the Günter direct mail
piece which arrived in 90,000 mailboxes
in the fall of 2007, looking like an authentic
airmail letter from overseas. Upon
opening it, recipients found a letter from
the fictitious German engineer who had
to clear his conscience by trumpeting the
virtues of the new Japanese-made 2008
Subaru Impreza.
The purpose of the direct mail was to
create awareness and drive (so to speak)
recipients to where they can see the car for
themselves. The strategy was to get across
information regarding the Subaru vehicle
within the theme of the German engineer
who was covertly sending information he
felt compelled to share with Canadians.
Shelley Sutherland, vice-president,
creative director, Rapp Collins, describes
the theme as “a really unique approach. It
shows you can have fun, be creative and
do many things with direct mail as long as
you have the direct response mechanism
and are true to the campaign theme.
Direct mail offered more real estate and
room to talk about the Subaru Impreza.
We were able to do that in a creative way.”
All the traditional pieces – letter,
envelope, inserts and a lift note with a test
drive offer – were done with this flavour,
says Sutherland.
Client:
Subaru Canada Inc.
VP of Production:
Rose-Ella Morrison
Campaign:
Subaru Impreza Launch - “Günter”
Production Manager:
Jennifer McConville
Agency:
Rapp Collins
Account Director:
Geoff Taylor
Creative Director:
Shelley Sutherland
Group Account Director:
Elizabeth Marshall
Art Director:
Italo Siciliano
Senior Account Executive:
Stephanie Barbieri
Copywriter:
Carmen Toth
responses and feel excited that we did
contribute to the objective of the whole
campaign,” adds Sutherland. “The feeling
is that the reason the campaign was
successful is because we came to it at a
variety of different channels – direct mail,
TV, Web, print advertising and point of
sales (POS) in dealerships.”
The direct mail package impressed
Canada Post’s seasoned team of direct
marketers to the point that the Crown
corporation created a new ongoing award
program. Called the Beyond the Number
10 Award, it recognizes marketers and
their agencies for pushing the envelope in
the field of direct mail. The first recipient
last March was, of course, Rapp Collins and
client Subaru Canada.
“When you think of the mail, you think
of that plain white envelope your bills arrive
in every month,” says Rosalie McGovern,
general manager of marketing, Canada
Post’s direct marketing division, referring
to the standard Number 10 sized envelope.
“That’s why we felt it important to recognize
and share ingenuity when we see it, showing
the marketing community the value of the
mail in brand and relationship building with
targeted, Canadian consumers.
“It was intriguing from the outer
envelope all the way to the business reply
card,” she adds in reference to the Subaru
Canada direct mail. “The package was
completely integrated with the Impreza
advertising campaign but took it a step
further by establishing an intimate bond
with the recipient. It demonstrated the
power of direct mail.”
Susan Maclean is a freelance writer and editor
of “Contact Management” Magazine. She
can be reached at 519.823.4999
20
EnvironicsProject1:environcs_FullPage
4/29/08
3:32 PM
Page 1
By 2009, chances are you won’t
recognize your consumer segments
let alone know how to reach them.
Knowing the right questions to ask and understanding how the answers impact your business
are often the keys to success. Environics Analytics asks those questions and works with clients
to use the answers to develop winning strategies in the marketplace.
1. Are all Gen Y consumers the
10. What effect will diversity have 19. Must I have marketing
2. Can I determine the optimal
11. Will sponsoring community
same?
number of pieces for my direct mail
campaign?
on my business?
activities be a good thing or a waste of
my money?
3. How far will my customers drive 12. How will I know which postal
to get to my store?
4. Will loyalty programs work with
Gen Xers or am I wasting my money?
5. Should I have a different product
mix in my mall store than in my strip
centre location?
6. How will the aging population
affect my business over the next five
years?
7. Is my core boomer audience
getting too old for my products?
8. Will people working past the age
of 65 affect my staffing needs?
9. If my customers say they’re
“green” are they really?
routes will work best for my product?
13. How do I find sponsorship
materials specific to individual ethnic
groups or do multicultural consumers
have things in common that I can use
in advertising?
20. Will Canada’s “new”
demographics require a change in my
media strategy?
opportunities that will increase
business with my best customers?
14. Is there a way to know what
products and services baby boomers
will want when they retire?
15. Is segmentation really helpful
in selecting the right product mix?
16. Will I have to change my
products and marketing to reach
today’s “green” consumer?
Visit us at Booth #202
for the answers to these questions and
let us show you how asking the right
questions and getting good answers
will grow your business.
17. Why are many empty nesters
moving to the city instead of the
country?
18. Should I close the outlets
I have now and if so, where are better
locations?
The answers you need to succeed.
Focus on Fundraising
21
Canadian email system helps Obama fundraising
MONTREAL—Front-running U.S.
Democratic presidential candidate Barack
Obama is relying on a Canadian email
system as the backbone for an email
fundraising campaign. The system was
developed by François Lane, a successful
Montreal entrepreneur with a decade of
experience in the email marketing space.
The email marketing platform is
cakemail.com available from Lane’s
company CakeMail, Montreal. It was used
for An Obama Minute, a Web-based
fundraising tool which sought to mobilize
Americans to contribute $1 million in
60 seconds to the Obama campaign
for the Democratic Party nomination.
It culminated in donation pledges April
21 in a campaign heavily dependent on
the power of social networks and email
marketing.
CakeMail is a white label on-demand
email marketing platform. It is described
as entirely customizable, open and
extendable by third parties.
“CakeMail has made it very easy for
our grassroots movement to build the
An Obama Minute campaign quickly,
efficiently and intuitively,” says Scott
Cohen, creator of the An Obama Minute
campaign. “It is allowing us to create
mailing lists, study email traffic and
evaluate each step of our strategy by
providing us with a nice toolbox that
is tailored to our needs. In a lot of
organisations, people are intimidated by
technology, terrified they just won’t get it.
They’ll get CakeMail.”
Through its participation in the An
Obama Minute campaign, CakeMail is
contributing to an overall political strategy
which, for the first time in U.S. political
history, has been heavily dependent upon
online mobilization. Candidates vying for
the 2008 presidential nomination have
embraced online tools such as blogs,
social networks and email marketing.
Within the first 24 hours of its launch on
April 8th, the An Obama Minute campaign
generated more than 4,200 page views
and more than 430 new opt-in email
addresses. With the official full Web site
launched April 10th, participants were
encouraged to promote the campaign
within their existing network. All
registrants having pledged $100 or more
were called upon by email to make their
donation through the official Welcome to
Obama for America campaign Web site at
precisely 1 pm on April 21st.
Rather than market the tool directly to
end users, CakeMail provides a white label
platform that resellers, such as marketing
agencies and Web design firms, can
U.S. Democratic presidential
candidate Barack Obama deploys
CakeMail system as backbone of
An Obama Minute, a Web-based
fundraising tool which sought to
mobilize Americans to contribute $1
million in 60 seconds to the Obama
campaign.
CakeMail founder François Lane
says the system is doing for
email newsletter platforms what
Facebook has done for social
networks in opening things up and
allowing third parties to add new
functions.
rebrand as their own and offer to their
customers in any language using their
own domain name. CakeMail’s interface
code is publicly available, which means
it can accommodate third-party skins,
translations, and plug-ins that connect to
other applications.
“We’re doing for email newsletter
platforms what Facebook has done for social
networks: opening things up and allowing
third parties to add new functions that will
benefit everyone,” says Lane.
as we call them – are very active online
with the intention of becoming even more
so when it comes to their philanthropic
support,” says Vinay Bhagat, founder and
chief strategy officer for Convio. “Based
on what these important donors told us,
we believe a tremendous opportunity
exists for non-profit organizations to
better leverage their online presence
to improve the online experience of the
wired wealthy.”
The study began in the fall of 2007.
A variety of non-profit sectors were
represented, including: advocacy/public
affairs, animal welfare, Christian ministries,
environment, health, international relief
and development and public television.
The constituency surveyed represented
approximately one percent of the
participating charities’ email files, but
accounted for nearly 32 percent of their
annual gifts.
Web gap exists between wealthy and nonprofits
Vinay Bhagat, founder and
chief strategy officer for
Convio, says a tremendous
opportunity exists for
non-profit organizations to better
leverage their
online presence to
improve the online
experience of the wired
wealthy
AUSTIN, TX—Wealthy people are highly
receptive to donating to charitable causes
on the Web and are more likely to repeat
their contributions online if the results of
a recent study into the behaviour and
attitude of the “wired wealthy” are
accurate. It was conducted by Convio,
based here, a provider of on-demand
constituent relationship management software and services to non-profit
organizations with assistance from Sea
Change Strategies and Edge Research.
The study surveyed more than 3,000
donors from 23 major non-profit organizations to determine the online behaviour
and preferences of one of the non-profit
sectors most important constituents. The
“wired wealthy” are identified as individuals who donate a minimum of $1,000
dollars annually to a single cause and give
an average of $10,896 to various charities
each year, with a median gift of $4,500.
“The main theme that jumped out at us
is that major donors – or the wired wealthy
How well do you really
know your customers?
See web gap, page 29
?
?
?
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28
AFP 2008 Summit May 27 The Metro Toronto Convention Centre
In partnership with Volunteer advancing Canada’s non-profit community.
Canada and Imagine Canada, 49:45—11:00 a.m.
the AFP of Greater Toronto
SESSION 1-FINANCE
Advancing Sustainability: Growing
presents Summit 2008.
Public and Private Funding
Entitled “Advancing the
Panellists are: Dianne Lister, vice-president,
sector: An Action Plan,” the
external relations & advancement, Trent
conference schedule follows. University; Hilary Pearson, president,
48:30 – 9:30 a.m.
OPENING PLENARY
Advancing the Sector
Presenter is Mel Cappe, president Institute for
Research on Public Policy
This session sets the stage for a full-day
of dialogue, discussion and planning on
Philanthropic Foundations Canada; Faye
Wrightman, president & CEO, Vancouver
Foundation.
In this session, sector leaders with
expertise in both public and private
funding discuss how to grow government
and philanthropic support.
SESSION 2-STANDARDS
Advancing Self-Regulation:
Transparency, Governance and
Accountability
Panellists are: Dan McCreesh, chair Imagine
Canada; Scott Haldane, president and CEO,
YMCA of Greater Toronto.
This session examines self-regulations
and other proposed models and engaging
staff and volunteers in implementing the
principles and practices.
SESSION 3-PUBLIC POLICY
Advancing Public Policy:
Strategies for Success
Panellists are: Graham Fox, strategic policy
advisor, Fraser Milner Casgrain Public Policy
Practice Group; Teri Kirk, vice-president
public policy and regulatory affairs, Imagine
Canada; Velma McColl, principal, Earnscliffe
Strategy Group.
In this session, key government relations
insiders and non-profit public policy experts
share their experiences and insights.
411:15 a.m.- 12:30 p.m.
SESSIONS 1, 2, 3 REPEAT
412:45-2:00 p.m.
LUNCHEON PLENARY
Advancing Volunteerism
Presenter is Martha Parker, former executive
director of Volunteer Calgary.
This session offers the latest thinking
on volunteer involvement, its character,
magnitude and impact potential.
42:15-3:30 p.m.
SESSIONS 1, 2, 3 REPEAT
4:00-5:00 p.m.
CLOSING PLENARY
Moving from Ideas to Action
Presenter is Lynne Toupin, executive director
of Human Resource Council for the Voluntary
and Non-Profit Sector.
The closing plenary will secure
commitments to an action plan to
increase the influence, resources and
impact of Canada’s non-profit sector.
AFP Fundraising Day May 28 Metro Toronto Convention Centre
Fundraising Day 2008 features
expert speakers and sessions
addressing current issues
facing fundraisers and nonprofit managers. Following is
the conference program.
49:00 -10:30 a.m.
CONCURRENT SESSIONS
The Commercialization of
Philanthropy
Presenter is Yves Gadler, CFRE, vice-president,
major and planned gifts, St. Michaels
Hospital Foundation
This session explores the history and
commercialization of philanthropy.
Breaking down the Silos between
Major & Planned Gifts
Presenters are: Sherri Freedman, vice-president development, Greg Lichti, CRFE, director,
major gifts and Jill Nelson, CFRE, director,
planned giving, The Princess Margaret
Hospital Foundation.
This session dissects the differences
between major giving work and planned
giving work and examines how the two
can complement each other.
Special Events from A to Z
Presenters are Kathie Gayda, executive director, and Martha Whittick, event manager,
Brazilian Carnival Ball.
This session shows what it takes to plan
and execute a successful event and reveals
strategies to make any event a success
regardless of size.
Technology & Media
for the 1-Person Shop
Presenter is Erik Rubadeau, technology &
fundraising innovation consultant, HJC
Consultants
This session describes the best
technology and media options for small
non-profits.
Building Your Organization’s Human
Capacity (Volunteers, Boards & Staff)
Presenters are: Jean Crawford, FAHP, president, crawfordconnect; Roger Garland, chair
of SoulPepper Theatre Company and Denny
Young, MA, CFRE, Sherbourne Health Centre
This session will tell how to instil
leadership qualities in staff and volunteers
and build boards that work, not just meet.
411:00 a.m. -12:30 p.m.
CONCURRENT SESSIONS
Planned Giving – Where Do We Start?
Presenters are: Deborah Bauder, DFRE,
North York General Hospital Foundation;
and Sandra Scian, planned giving officer,
Sunnybrook Foundation.
This session examines the need to create
best practices in a planned giving program
and determines the key steps and resources
required to administer an estate gift.
How to Manage your To-Do List
Presenters are Suzanne Duncan, CFRE, and
Cathy Mann, CFRE, principal, Cathy Mann &
Associates.
This session warns of setting realistic
priorities and shows how to create and
implement a work plan.
Business & Social
Savoir-Faire—Do you have it?
Presenter is Ashley Walkley,
principal, AEW & Associates
The session demonstrates how
to enhance your professional
communication and people skills
and shows how to improve personal
interaction skills.
Major Corporate Sponsorships
and Naming Rights
Presenters are: Nicholas Offord, president, The
Offord Group and Carol Seidman, CFRE, director capital campaigns, United Jewish Appeal
This session probes the current
environment and marketplace for major
naming rights and outlines the difference
between philanthropic and corporate
naming rights.
Innovation and Social Enterprise:
Building Financial Capacity
Presenters are: Malcolm Burrows, CFRE, head,
Philanthropic Advisory Services, Scotia Private
Client Group, Sharon Avery, senior direc-
tor, innovation, Sick Kids Foundation; Tim
Draiman, CEO, Tides Canada Foundation.
This session provides an understanding
of social entrepreneurism and tells how to
create a culture of innovation.
42:30-4:30 p.m.
CONCURRENT SESSIONS
Stewardship: You mean it’s
More than a Thank You?
Presenters are Alyson Geary, associate director,
donor relations and stewardship, University
of Toronto, and Julia Summers, advancement
officer, University of Toronto at Mississauga.
This session delivers an understanding
of the importance of stewardship. It
details how to steward donors effectively
and presents different initiatives to help
steward them.
Master the Ask, Perfect the Close
Presenter is Anthony Holl, CFRE, director,
major gifts and planned giving, Heart &
Stroke Foundation of Ontario.
This session describes the importance
of preparation and how to do it in major
gifts fundraising. It shows how to close
during a major gift meeting and when to
close during the solicitation.
The Fundraising
Questions of Your Future
Presenter is Jon Duschinsky, director, bethechange consulting
EVENTSCALENDAR
May 27
2008 SUMMIT
Entitled “Advancing the sector: An Action
Plan,” this event will focus on the best ways for
organizations and volunteers in the community
non-profit sector to secure brighter futures for
people across the country. AFP, Imagine Canada
and Volunteer Canada have collaborated to
design and produce this Summit event. Location
is Metro Toronto Convention Centre, Toronto.
For more information or to register, visit www.
afptoronto.org
May 28
AFP FUNDRAISING DAY
Fundraising Day 2008 features a range of
expert speakers and thought-provoking
sessions addressing current issues facing
fundraisers and non-profit managers. The
Association of Fundraising Professionals
(AFP) Greater Toronto Chapter holds it.
Location is Metro Toronto Convention
Centre, South Building, Toronto. For more
information or to register, visit www.
afptoronto.org
June 2-4
2008 MAGSUNIVERSITY
This three-day event is the magazine
and Internet publishing conference. It is
co-produced by Canadian Business Press
and Masthead. Location is The Old Mill Inn,
Toronto. For more information or to register,
visit www.MagsU.com.
June 17-18
SEARCH ENGINE STRATEGIES
CONFERENCE & EXPO TORONTO 2008
This two-day event features presentations
and panel discussions that are said to
cover all aspects of search engine-related
promotions. It is organized by two of the
leading search authorities, SES Toronto
Conference Chairman Andrew Goodman
SES Programming Director Kevin Ryan.
This session promises a clear idea of
some major trends in philanthropy. It
identifies a number of key questions that
will challenge existing thinking around
organizational structures, fundraising
models and donor behaviour.
Keeping Your Case Fresh: How to
Reinvent a Relationship with Your
Charity and its Donors
Presenter is Trish Krause, principal, Oxygen
Consulting.
This session presents tips and examples
from several organizations which
scrutinized and evolved their brands
and messages to refresh and reinvent
the connection with their audiences.
It presents an approach to minimizing
and managing the communications
gap between organizations and their
supporters.
The Disclosure Debate:
Communicating with Stakeholders in
an Era of Heightened Donor Scrutiny.
Presenters are: Maria Dyck, CFRE, vice-president, St. Michael’s Hospital Foundation; Terry
Smith, president Philanthropic Partnerships
Inc.; and Georgina Steinsky-Schwartz, president & CEO, Imagine Canada.
This session discloses how to reveal
fundraising costs in an appropriate way
and how to avoid misrepresentation in the
marketplace.
directives, Cont’d from page 3
Location is Metro Toronto Convention
Centre, Toronto. For more information
or to register contact registration@
searchenginestrategies.com or call
203.295.0050.
June 23-27
CALL CENTRE WEEK
Call centre professionals from around the
world are said to gather for this week-long
event. In its ninth year, the event is put on
by the IQPC. Location is Flamingo Hotel,
Las Vegas, NV. For more information or to
register, visit www.callcenterweek.com
community as DM is more integrated into
overall marketing strategies.
In fact, a joint CMA/Peppers & Rogers
Group study confirms that the relationship
between marketing and finance needs to
be better aligned at many organizations.
In closing, it’s accurate to say that
direct marketers are in the midst of a
transformation that is revolutionizing
the way they operate their businesses.
Moreover, It’s also fair to say that as
promising as this time is, there are new
challenges, opportunities and issues
surfacing at an unprecedented pace.
29
Anti-poverty group undertakes federal election issue campaign
TORONTO—Fundraising agency Stephen
Thomas, based here, has been selected
to design and execute the “Vote to Make
Poverty History” campaign’s digital fundraising program. This includes an online
tool kit, email, Web site and social networking messaging, and technical upgrades to
better serve all visitors to the site.
In an all-out effort to make global,
domestic and Aboriginal poverty a central
federal election issue, Make Poverty
History is launching this multi-channel
campaign to engage Canadians online,
at the door and in the community. The
campaign will call on parties to commit to
specific goals and mobilize voters to make
poverty history. “We’re gearing up to get party leaders to
go on the record as to what they’re prepared
to do on global, domestic and Aboriginal
poverty,” says Dennis Howlett, coordinator
of Make Poverty History. “Stephen Thomas
is going to help us engage our supporters to
contribute the funds needed to mount this
ambitious project.”
“Make Poverty History has a large and
active online supporter group,” says Adam
Hadley, director of digital marketing at
Stephen Thomas. “It makes the digital
channel an obvious choice for fundraising. Digital is a powerful medium for engaging
supporters to donate as well as act.”
“We are extremely excited to be
working with the folks at Make Poverty
History,” says Stephen Thomas CEO Neil
Gallaiford, “Their international brand and
stature provide a great jumping off point
for the ‘Vote to Make Poverty History’
campaign – a campaign designed to
engage Canadians in raising awareness of
both domestic and global poverty during
Canada’s next federal election.”
web gap, Cont’d from page 21
Most charity Web sites are missing opportunities to fully engage the wired wealthy.
Of those surveyed:
• Only 40 percent said most charity Web
sites made them feel personally connected to their cause or mission
• Only 40 percent found most charity
Web sites inspiring
• 48 percent felt most charity Web sites
were well designed.
Charities are not fully exploiting emails
to connect with various donors. Of those
surveyed:
Major and mid-level donors were found
to be both generous and online. Of those
surveyed:
• 80 percent made donations both online
and offline
• 72 percent said donating online was
more efficient and helped charities
reduce administrative costs
• 51 percent preferred giving online and
46 percent said within five years they
would be making a greater portion of
their charitable gifts online
In effort to make global, domestic and Aboriginal poverty a central federal election issue, Make Poverty History has recruited Stephen Thomas Assoc.
for a multi-channel campaign to Canadians. Those at Stephen Thomas working on campaign surround globe signifying scope of the anti-poverty
group. They are (from left) Adam Hadley, director, digital marketing, Neil Gallaiford, president and CEO, Susan Krol, digital account manager, Sherri
Gallowitz, art director, and Gail Picco, principal strategist.—Photo by Gary Tannyan
• 74 percent considered it appropriate
for a charity to send an email reminding
them to renew an annual gift
• 74 percent said an email about how
their donation was spent and what
happened as a result would make them
more likely to give again.
• 65 percent reported they always open
and glance at emails from causes they
support.
Three distinct groups of donors emerged
based on the extent to which donors see the
Internet as a connection to their causes
Relationship seekers constituted 29
percent of respondents. They were donors
most likely to connect emotionally with
organizations online
All business was a type of donor that
made up 30 percent of respondents.
They weren’t looking for a relationship or
emotional connection, but a smooth and
simple donation process.
Casual connectors amounted to the
biggest group at 41 percent. These donors
occupy the middle ground, showing some
interest in sustaining an online relation-
ship, but also wanting a smooth and
simple process.
When it comes to online engagement,
the wired wealthy are coming to nonprofit Web sites and what they see will
influence their giving decisions, says the
study. The wired wealthy are online an
average of 18 hours a week and eight in 10
have made donations online.
While the wired wealthy are active
online, their modest expectations and
demands for non-profit sites are often
met, but rarely exceeded.
Paid Search • Organic Listing • Pay Per Click • Local Search • Viral Marketing • Universal Search • Mobile Search • Podcasts
Blogs • Web Analytics • SEO • SEM • CSS • AJAX • Content Syndication • Link Building • Landing Pages • Social Media • Web 2.0
the intersection of search,
marketing & commerce
Metro Toronto Convention Centre | June 17-18, 2008
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30
Column
direct&Personal
with Billy Sharma
Duke Smith
Triumphant Survivor
It’s no surprise that Duke Smith is enjoying great success
with his new fundraising agency. He is proof it’s possible to
overcome the cruellest of tragedies, even those that strike early in life.
T
alking to Duke Smith reminds
me of the saying, “We can
change our world by changing
how we choose to look at the world”.
Duke Smith does that in spades. No
matter what fate has thrown in his path,
this remarkable level-headed gentleman
has taken it in stride.
Take for example what happened when
he was just six years old. His parents were
killed by a drunk driver. They were in the
car, along with his younger sister who was
just four years old, and were on the way
to pick up a friend – a trip that required an
over-night stop
He narrates the tragic event. “My parents
decided not to take me and my two other
sisters on the trip but left us with neighbours
for the night. I remember the highway
patrol officers coming to the door in the late
evening and how odd I thought it was. I had
no idea they were there to give such horrible
news. My sisters and I were told the terrible
news the next morning. I recall this scene like
it was yesterday.
“So, my two sisters and I went to live with
a family friend, but that only lasted a few
weeks. After this we lived with neighbours
for a few years, but they had children of their
own and kind as they were, such a large
family became a burden. After that we lived
with an aunt and uncle for several years until
they both died of cancer. By this time I was 13
years of age.
“After that my older sister, Cindi, who
was nine years my senior got married and
I went to live with them until I was 19. All
this took place in Ohio.
“Contrary to what most people might
think, those were very good years – living
with my sister and my brother-in-law.
Many people might pity my situation,
but I didn’t think that way about it. They
took my sister Lynn and me in when they
themselves were so young. Cindi was only
22 years old and a newlywed as well.
“I’m very close to both my sisters, Cindi
and Lynn,” he concludes with no rage,
anger or self-pity.
Accepting challenges
He has incorporated his amazing acceptance
of life’s challenge into his work. Just listen to
what he says: “I’ve had great clients and really
tough clients. I’ve had fantastic mentors and
demanding bosses. Yet, I’ve managed to
learn from each one of them.
“I had an episode in my early days that
really made me what I am today. I was
basically failing in my career way back
when and really didn’t know why. So I
hooked up with my boss at the time and
decided to really understand what made
him successful and figure out why I was
not. Instead of becoming arrogant and
defensive, I decided to listen, observe and
do what was needed to succeed. It took
me the better part of a year to get it right,
but I can see the effects of this decision
even today.
“There have been a few occasions
where I really didn’t like someone at first,
but then ended up becoming best friends.
I tend to think of it as ‘warming your hands
by their fire’”
I am not surprised because I find Duke
a very easy person to get along with. He
is soft-spoken, a good listener and just as
interesting to listen to.
First job
Duke grew up in Ohio and graduated from
a private university. His first job was as a
writer in an advertising agency, Evans/
Weinberg.
”I got my first job by writing an ad on
spec.”
That was back in 1981. The agency said
it would test his copy against the existing
control and hire him if his ad came out
ahead. He won and was hired, but never
got paid for that first ad. He’s never looked
back since.
“My formative years were spent on the
general agency side of the business—first
as a copywriter then in the account-service
area. I guess my talents that were most
appreciated were my skills at working with
clients and so I’ve managed to craft a career
working as a marketing strategist.”
In the early ‘80s he moved to California
and worked in Los Angeles.
His shift from the general side of advertising to helping non-profit organizations
today not only speaks volumes but also
illustrates his compassion, passion and
desire to help them. Just listen to him talk
about his work.
American transplant
“I’m an American transplanted to Canada
and my background was mostly serving
western-based b-to-b and b-to-c clients in
the world of advertising. My bosses were
tough and they taught me the value of
hard work and putting clients first.
“I worked on the client side for four
years as marketing director, but my first
love has always been the agency side. I
went back to that in 1994 when I began
working for Russ Reid Company out of
Pasadena, CA. RRC is North America’s
largest fundraising ad agency with clients
in both the U.S. and Canada. Russ Reid had
a profound impact on me.
“Direct response fundraising literally
rocked my world—it was so different, so
measurable, so exact and precise. But, at
first it was not easy to make the transition
from general to direct response advertising. I struggled at first. However, I stuck it
out, worked with incredible people and
clients and the rest is history.
“I became vice-president and moved
to Toronto in 1999 to establish the RRC
Canadian office. Our clients included
World Vision Canada, Sick Children’s
Hospital, Heart and Stroke Foundation,
Nature Conservancy and many others.
Agency launch
“I ventured out last year to start my own
agency, Direct Point Group. I was
determined to leverage my 25 years of
experience to help Canadian and U.S.
clients raise more money than ever before.
That’s my mantra. I believe that ad agencies and client service people must always
have a tremendous, laser-beam focus on
the client.
“If you can help your client grow their
fundraising revenue, your business will
grow too. The ad agency business is hard
work. Getting ahead of industry trends,
now his business partner.
It is even interesting how they met.
As Duke put it, “I met Katy at a church
event. The first time I saw her I knew
she was the type of person that I had
always envisioned I would marry. It was
funny . . . I just had that feeling inside me. I
just knew she’d be ‘the one’ even though
we did not date for a number of years after
that first encounter. One day we spoke
on the phone and I finally worked up the
nerve to ask her out. We dated for four
years before marrying in 1991. Today we
have two children – A.J. who is 14 years
old and Lauren who is12.”
Other interesting facts about Duke are
that he raced cars in California and that he
is a proficient guitar player.
“I’ve been part of many bands over the
years, but I don’t have much time for that
anymore. I do miss it a bit though. I love
spending time with my family and we
tend to take a number of trips together
throughout the year visiting family in
California, Ohio, and Florida.
Wealth of knowledge
“I’ve nearly always worked with charities
that have large donor files with decent
budgets for testing new things – new
ideas, concepts, projects, and methods of
raising funds. I’ve been lucky to work with
incredible people that were not averse
Duke Smith lost both his parents to
a drunk driver when he was just six
years old. Since then, he has gained a
satisfying and rewarding fundraising
career and loving relationships with his
business partner wife and two children.
exceptionally challenging but rewarding.
When we first started to focus on natural
disasters, we’d get the mail out in maybe
in a week. Today, when an emergency hits,
the mail arrives in the mailbox in a day or
two. TV and radio spots are on the air in
a few days. The process of doing in one
day what traditionally took months is very
complicated. And yet, I’ve helped shape this
process, which has major implications for
other clients I work with.
“Venturing out into Canadian radio
fundraising, although very difficult, has
been rewarding as well. So has gift-giving
holiday catalogue fundraising.
“I’ve also helped put together marketing campaigns that integrate the use of
TV, radio, direct mail, outdoor advertising,
personal fundraising and special events.
“I tend to think that every medium has a
special ‘code’ that must be cracked to make it
work. Once you figure out the code you then
determine how the code can or cannot work
for each particular client.
“I know that acquiring new donors has
everyone’s attention now. The costs to
acquire a donor via traditional methods
have become astronomical. This has my
entire attention at the moment.”
“I remember the highway patrol officers
coming to the door in the late evening.”– Smith
anticipating your client’s needs, being
proactive – all of this is hard work. We put
in 10 – 12 hour days, even on weekends.
“Helping charities raise funds is what
gets me up in the morning, gives me
incredible drive during the day and is what
makes me sleep well at night. I love the
fundraising business,” he smiled.
Duke credits his previous boss, now
the president of Russ Reid Company, Tom
Harrison, with being one of the biggest
influences of his career.
“Tom was tough with me but for my
own good. He is one of the best in our
business and knows the value of doing
what’s right for the client.”
Business partner wife
The other person who has had a tremendous influence on Duke is his wife Katy. She
is his trusted advisor, confidant, friend and
to risk. Because of this, I’ve been able to
venture into new areas that have tended to
work well.
“Specifically, direct mail cultivation
programs targeted to ‘middle donors’ –
donors that don’t qualify for a Major Gift
Officer visit but are quite different from
your average $25 givers. These programs
have raised literally tens of millions of
dollars for my clients.
“The work I’ve done in the area of television fundraising would also rise to the
top of my accomplishments. I’ve done TV
fundraising campaigns for both Canadian
and U.S. clients and can see exactly what
works and what doesn’t. I know that I’ve
helped acquire hundreds of thousands of
monthly donors and that’s a good feeling.
“Working with World Vision Canada to
raise funds during emergency situations
like the Tsunami and earthquakes has been
It should come as no surprise that
Duke’s new company, Direct Point Group,
has taken off so well. He puts in more than
a 100 percent effort and his “whateverit-takes” attitude works positively for his
clients. No wonder he is already ahead of
his target by a year since he has already
signed up some major players in the
non-profit arena.
In conclusion I know that Duke not only
has a great attitude toward life: “We can
change our world by changing how we
choose to look at the world”, but that his
heart is in the right place. He is using his skill
and talent to help non-profit organizations
that are dedicated to improving the lives of
others here and around the world. n
Billy Sharma is president and creative director
of Designers Inc., Toronto. He can be reached
at 416.203.9787
News
31
WORTHKNOWING
Dairy Farmers weight program includes direct street approach
which developed the overall creative strategy and the print, Web and radio creative;
Harbinger Communications, which developed strategy and TV partnerships with
CityTV’s CityLine and TVA’s Salut Bonjour;
Fjord Interactive Marketing Technology,
which created the new interactive Web site;
Trillium Corporate Communications and
Enzyme Communications Marketing which
developed the public relations strategy and
organized cross-Canada media relations; and
Consumer Impact Marketing (CIM) which
planned and organized a multi-city direct
marketing campaign.
The direct marketing component of multimedia campaign was an experiential
effort where teams roamed the streets of major cities handing out yellow roses to
women with invitations to visit the Web site. They specifically directed women to
the feature of live chats with nutrition and physical activity experts.
MONTREAL, QC--Dairy Farmers of Canada,
based here, recently launched a new
Healthy Weight Program that reaches
Canadian women through a multitude of
channels including Web, TV, radio, print,
direct marketing and public relations. It
was developed in close consultation with
Canadian women and experts in nutrition
and physical activity.
Core of the program is the Web
resource www.yourhealthyweight.ca.
which aims to become an online community for Canadian women to inspire
one another to start living healthier. In
addition, the site provides an online
Lavalife launches
inaugural direct response
radio campaign
TORONTO-- Lavalife Corp. has taken its Voice
and online dating services to the airwaves
with its first direct response radio campaign
created by Northern Lights Direct Response,
based here. It consists of two 30-second radio
commercials. One is for the Lavalife Voice
phone service, and the other for Lavalife’s
popular online dating service.
“We chose radio to complement the
successful DRTV campaign Northern
Lights created for Lavalife last year,” says
Stephanie Barrington, vice-president,
consumer marketing for Lavalife.
direct marketing
Vol. 19 | No. 8 | May 2008
PRESIDENT
Steve Lloyd - [email protected]
PUBLISHER
Mark Henry - [email protected]
EDITOR
Ron Glen - [email protected]
MARKETING INFORMATION
COORDINATOR
Adam Lloyd - [email protected]
PRODUCTION MANAGER
Michael Demi- [email protected]
SENIOR ACCOUNT MANAGER
Peter O’Desse - [email protected]
assessment tool to help women determine if they are within a healthy weight
range and offers practical information on
how to make healthy lifestyle changes.
Cornerstone of the site was the opportunity it provided women to engage in
one-on-one communication with experts
in the fields of nutrition and physical activity including Nathalie Lambert, Olympic
medalist and physical activity specialist.
Dairy Farmers of Canada worked closely
with a team of advertising and marketing
agencies to develop various aspects of
the program and its promotion. The team
included: Allard Johnson Communications,
Ian French, president and executive
creative director for Northern Lights,
believes Lavalife made the right decision
to go beyond television and into radio. He
says the same principles apply. He expects
that by strictly adhering to Lavalife’s brand
standards the radio campaign will do as
well as the DRTV campaign.
ICOM captures top prize at
product innovation summit
TORONTO -- A presentation detailing the
implementation of a systematic process
for new product development by direct
marketing firm ICOM Information and
Communications, based here, won an
CONTRIBUTING WRITERS
Louis de Bellefeuille
John Gustavson
Susan Maclean
Peter Meyers
Billy Sharma
Joan Wilson
LLOYDMEDIA, INC.
HEAD OFFICE / SUBSCRIPTIONS /
PRODUCTION: 302-137 Main Street North,
Markham ON L3P 1Y2 Phone: 905.201.6600 Fax:
905.201.6601 Toll-free: 800.668.1838 home@
dmn.ca www.dmn.ca
EDITORIAL CONTACT:
Phone: 416.461.9647
Experiential effort
The direct marketing was an experiential
effort where CIM recruited teams that met
women on the streets handing out yellow
roses with invitations to visit the site. They
specifically directed women to the feature of
live chats with nutrition and physical activity
experts. The CIM teams also asked for email
addresses to send updates, tips, etc.
The teams patrolled Halifax, Montreal,
Ottawa, Toronto, Calgary, Edmonton
and Vancouver until mid-March. They
distributed 350 roses per day as well as
the invitation cards with the different
conference topics. The 30 street team
members were trained on the delivery
of key messages and how to intercept
and interact with consumers to create a
memorable brand experience.
The Healthy Weight Rendezvous street
invitation concept came out of a simple
need to make the connection between
international contest organized by StageGate Inc., the consulting firm renowned for its
expertise in product innovation strategy.
“Each year the Stage-Gate Summit
event draws in numerous high-quality
storyboard submissions from companies
large and small and across all industries,
world-wide,” says Michelle Jones, StageGate’s executive vice-president of global
growth. “It was clear that ICOM put a great
deal of thoughtful and creative effort into
launching the Stage-Gate initiative.”
ICOM’s poker-themed submission
called iVision, a company-wide initiative
aimed at streamlining the new product
innovation Stage-Gate process, led
more than 25 entries competing for
Direct Marketing is published monthly by
Lloydmedia Inc., plus the annual DM Industry
Source Book, List of Lists .
Direct Marketing may be obtained through
paid subscription.
Rates:
Canada 1 year (12 issues $48)
2 years (24 issues $70)
U.S. 1 year (12 issues $60)
2 years (24 issues $100)
Direct Marketing is an independently-produced publication
not affiliated in any way with any association or organized
group, nor with any publication produced either in Canada
or the United States. Unsolicited manuscripts are welcome.
the PR and advertising portions of the
campaign and the consumers. The idea
was to direct women (on the street or in
their work place) who may have missed
the Healthy Weight radio or TV spots to
visit the Web site where they could post
their own personal tips and share their
thoughts on weight.
“What better conversation piece than
receiving a yellow rose with an invitation
to participate in a daily online conference
with a dietician discussing subjects on
maintaining a healthy weight,?” says
Vanessa Schnekenburger, client manager
for the Dairy Farmers of Canada at CIM.
“The consumers have reacted positively
sharing such comments as ‘I've been
meaning to check out this Web site, I'll go
on it today’, ‘I think I saw this nutritional
conference mentioned on television’
or ‘That’s really nice of you to be handing roses out on Valentines Day! I will
definitely check out the Web site because
I'm trying to keep fit’.”
“We wanted the connection made
between our street team and the
consumer to continue even at the person’s
final destination,” says Paul Rosa, national
client manager at CIM for the Dairy
Farmers of Canada. “Receiving a yellow
rose, which represents friendship and joy,
makes for a natural conversation piece.
“If you arrive in the office with a rose,
you’re bound to receive a few questions on
where you got it. Those willing to provide
our teams with their email addresses also
receive a little reminder the next day which
they can forward to friends or family. The
message really gets to every one.”
the top prize. A Stage-Gate process is
a conceptual and operational roadmap
for moving a new-product project from
idea to launch, governed by a series of
management decision stages. Companies
in attendance at the ’08 Summit included
Timex, Owens Corning, Swarovski and
Behr Coatings.
ers Owen Shaw and Dr. Ryan Chernesky.
The two high profile Calgary business
executives have combined forces to form
Integrity Wealth Group (IWG) for a master
planned community of 512 single-family
lots in Carstairs one hour north of Calgary.
“Glue’s successful launch of O Hotel
Suites that saw occupancy rates soar
from 10 to 80 percent as a result of on-line
branding and marketing strategies was
the catalyst to securing this new piece
of business,” says Glue President Fiona
Friesen. “Glue’s challenge is to assemble
and launch a comprehensive marketing
campaign within very tight timelines.”
Slated for launch by the end of March
was IWG’s branding campaign.
Glue lands second major
real estate assignment
CALGARY--Following on the heels of its
successful branding project for O Hotel
Suites, marketing and creative design
agency Glue has landed another real
estate assignment from Calgary develop-
However, unused manuscripts will not be returned unless
accompanied by sufficient postage.
Occasionally Direct Marketing provides its subscriber mailing
list to other companies whose product or service may be of
value to readers. If you do not want to receive information
this way, simply send your subscriber mailing label with
this notice to: Lloydmedia Inc. 302-137 Main Street North,
Markham ON L3P 1Y2 Canada.
POSTMASTER:
Please send all address changes and return
all undeliverable copies to:
Lloydmedia Inc.
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Markham ON L3P 1Y2 Canada
Emotional issue
“When we set out to design the Healthy
Weight Program we listened carefully
to Canadian women who told us quite
candidly they were tired of being told how
to eat by advertisers,” says Nathalie Savoie,
assistant director, national nutrition programs, Dairy Farmers of Canada. “They told
us they wanted ads that didn’t talk down to
them. They wanted to communicate with
each other and with experts, and above all,
they wanted us to understand that weight
is a very emotional issue.”
The Registered Dieticians at Dairy Farmers
of Canada were so impressed with the
feedback from women they commissioned
Ipsos Reid to conduct what is billed as the
largest ever survey on Canadian women’s
attitudes towards their weight. The survey
will be the subject of a cross-Canada media
tour that will discuss the emotional aspects
of women’s weight struggles.
“The Healthy Weight program is one of
our biggest nutrition marketing undertakings to date,” says Savoie. “It reaffirms
Dairy Farmers of Canada’s commitment
to providing consumers with accurate
science-based nutrition and lifestyle
information about milk products and
Canada’s Food Guide. We hope to strike
a chord with Canadian women with this
realistic and healthy approach to weight
management.”
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May 2008 - Direct Marketing

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