shopper marketing metroland jan 2016
TRANSCRIPT
05/01/23
Reaching Millions of Consumers Weekly
• Shopper Marketing Solutions• FSI Strategies, 4 billion flyers distributed annually• 114 Community Newspapers • 3 Daily Newspapers (Hamilton/Kitchener/ Guelph)• Save.ca, Wagjag.com• Community Websites (mississauga.com)• Wheels.ca• Consumer Shows – Food, Travel, Bridal• Magazines and Specialty Publications Magazines• Homefinder.ca• GottaRent.com• LocalWork.ca
• Toronto Star• Thestar.com• Metro • Metronews.ca• Workopolis.com• Eye Return Marketing
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Metroland Media Group
COMMUNITY NEWSPAPERS DAILY NEWSPAPERS DISTRIBUTION
DIGITAL PROPERTIES PRINTING DIRECTORIESMAGAZINES & SPECIALTY PUBLICATIONS
CONSUMER SHOWS
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85% Bought the same thing they were expecting to
buy
Shoppers are making decisions before entering the store
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Source: 2013 BrandSpark Canadian Shopper Study
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97% of consumers read flyers
Q3. How often do you read flyers…?
…an incredible social
phenomena for a pull medium.
Targeting Customers
AVERAGE HOUSEHOLD INCOME BY FSA
AVERAGE HOUSEHOLD INCOME BY DAZ
TARGETED BY FLYER VERSION
RADIAL DISTRIBUTION AVERAGE SALES PER HOUSEHOLD BY DISSEMINATION AREA
PSYTE CLUSTER GROUP DEMOGRAPHICS
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Targeting Capabilities
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Psychodemographic Targeting
• 66 segments• Find specific lifestyle groups,
ethnic backgrounds and age groups
• Optimize your flyer, sample, post it note, door hang card distribution
• https://en.environicsanalytics.ca/p5lookup/
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Brand Flyer Milestones – 60th Anniversary
• 10.5” x 10.5” – 4 pages
• 60lb glossy stock
• Targeted/ High Visibility
• Recipes/Coupons
• Special Offers
• Includes, Targeting, Print, Distribution and Shipping
• Geo-targeted
• Local or National
• High quality resolution
Brand FlyerBrand Reinforcement
PP
Brand FlyerProduct Launch
Page 1 & 4 of Super Squeezies Flyer
Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11French & English NationalFrench & English National
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Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11Retailer Specific FlyerRetailer Specific Flyer
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Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11Brand Positioning Brand Positioning
• Targeted/ High Visibility
• Clear brand positioning
• Includes, Print, Distribution and Shipping within Metroland Footprint
• High quality resolution
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Effective Campaigns Repeat!
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Brand Door Hang Card with Brand Door Hang Card with couponcoupon
• Targeted/ High Visibility
• Recipes/Coupons
• Special Offers
• High quality resolution
• Campaigns include printing, shipping, distribution, and verification
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Brand Door Hang Card with Sample
Brand Door Hang Card with Sample
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Front Page Post It NoteFront Page Post It NoteStrong Call to ActionStrong Call to Action
• Targeted/ High Visibility
• Recipes/Coupons
• Special Offers
• Includes, Print, Distribution and Shipping within Metroland Footprint
• Various Sizes
• 3” x 3” (min)
• 6”x 8”(max)
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Explore New Audiences Sunrise Soya Positioning in South Asian Focus
Newspaper – Content StrategyAdvertorial Campaigns, Coupon Campaigns
• 120+ Community & Daily Newspapers• Print & Content Strategy, Special Sections• Launch products, drive to trial, Couponing• Milestone achievements• Company History, Milestones• Trusted & cherished recipes• Engage with readers• Drive to your website, social media• Start & continue your conversation
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Experiential MarketingCreate a Brand Buzz!• TTC or Go Train Locations• Specialty locations
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Community Newspaper Sites
Bramptonguardian.comCambridgetimes.caCottagecountrynow.caDurhamregion.comInsidehalton.comInsideToronto.comMississauga.commyKawartha.comNiagarathisweek.comOrangeville.comYourottawaregion.comSimcoe.comSouthwesternontario.comYorkregion.comNorthumberlandnews.comCaledonenterprise.comFlamboroughreview.comGuelphtribune.caHamiltonnews.comKitchenerpost.caLondoncommunitynews.comNewhamburgindependent.caNorthbaynipissing.comOurkingston.caOurwindsor.caTheifp.caWaterloochronicle.ca
Daily Newspaper Sites
Guelphmercury.comTherecord.comThespec.com
Vertical Sites
Autocatch.comFlyerland.caGottarent.caHomefinder.caLifenews.caLocalwork.ca
Mobile Sites
Save.caWagjag.com
Myholidayhomerental.comSave.caShop.caTravelalerts.caWagJag.comYourclassifieds.ca
Digital Consumer Network
Our Digital AudienceWe reach a large, engaged audience across Canada through the
most relevant news, lifestyle and e-commerce products.
60% 35 to 55 years old2
52%
52% female audience2
60%
67% HH income $75K+2
67%
60% with at least 1 child2
60%
Page views/month1
Unique Visitors/month1
Visits/month1
46MM 9MM 15MM
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• Reach over 4,000,000 unique visitors on across 39 community and daily news websites
• Content postings include• Social sharing buttons • 1 article (300 words) • Link to video• Key words • Text links• Logo
• POSTED for 12 MONTHS!
http://www.yorkregion.com/shopping-story/4348745-wasa-key-lime-pie-recipe/
Digital Content Strategy
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Display Advertising – Local News Sites
Types of ads available:- Leaderboard- Big box- Double skyscraper- Pushdown- Catfish- Page peel- Video overlay- Wallpaper- Mini banner
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• Excellent Digital Reach • Digital Flyers, Deals, Contest, Coupons• National – English & French• Sticky Site – visitors back weekly• 2.8 million registered users• 1+ million unique visitors monthly• 900,000+ subscribers• Married female with family• Under 45• HH over $75K
Email MarketingOur email team can assist in developing a variety of custom email campaigns to extend your brand’s reach and maximize results
Exposure to a highly engaged and active Canadian audience to over 2.5MM + subscribers (English & French) across TravelAlerts, WagJag and Save.ca brands
Opportunity include:• Email Exclusivity• Newsletter Sponsorship• Top Banners Placement• Prime Newsletter Inclusion• Secondary Newsletter InclusionAnd more!
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Save.ca, WagJag, Travel Alerts National Subscriber Count (De-Duplicated)
BC TOTAL: 180,195Save.ca: 52,417WagJag: 69,543Travel Alerts: 58,235
AB TOTAL: 180,854Save.ca: 51,441WagJag: 51,848Travel Alerts: 77,565
SK & MB TOTAL: 85,522Save.ca: 30,449WagJag: 26,416Travel Alerts: 28,657
ON TOTAL: 1,045,855Save.ca: 314,525WagJag: 565,748Travel Alerts: 165,582
QC TOTAL: 438,651Save.ca EN: 91,764Save.ca FR: 98,623WagJag: N/ATravel Alerts EN: 39,537Travel Alerts FR: 208,727
PEI, NB,NS, NFLD TOTAL: 113,155Save.ca: 54,051WagJag: 23,358Travel Alerts: 35,746
2M+ total active subscribers across all 3 brands
*Data pulled November 2015
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Save.ca Exclusive Email Opportunities
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Post#1
Post#2
Reached 2,229 Fans!
Post #3
Reached 1,516 Fans!
Save.ca Social Media Push
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Save.ca Home Page Takeover Strategies (FR)
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Home Page Takeover Strategies (ENG)
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Exclusive E-mail
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Mixed E-mail OpportunitiesPromotes your flyer, coupon or deal!
44INMAR 2015
Redemptions by Category
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Canadian Grocery Shopping StatsThe Canadian Grocery ShopperCanadians are spending more on groceries – 31% of Canadians say they’ve spent more on in-home food in the past year. The grocery gains are tied into a focus on family, as well as health and eating better.
•78% of people shop for groceries at least once per week, and 29% shop even more frequently.
•Canadians who shop most frequently are senior citizens (43%) and parents of children aged 12-17 (35%).
•51% of consumers do all of the grocery shopping. 42% share the responsibility with someone else.
•29% follow a list and get out ASAP, 71% walk the aisles to ensure not to miss anything they need
Savvy Canadians
•73% love the thrill of scoring a deal in the grocery store.
•62% of Canadian grocery shoppers feel quality is more important than price.
•59% of those who do all of the grocery shopping are women. •54% check flyers for sales.
•43% are focused on only buying products on sale.
•36% use a grocery list but will watch for sales that may result in increased spending.
•29% use coupons for groceries.
Source: 2015 Canadian Lifestyles Report, Mintel – Grocery Retailing in Canada, February 2015
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Canadian Grocery Mobile Shopping StatsMobile Behaviour
•49% say they are interested in the ability to redeem coupons and/or promotions using smartphone apps.
•Only 13% of Canadian consumers have used a smartphone app to comparison shop at a grocery store, and only 12% have actually shopped for groceries online.
•44% interested in downloading coupons to their phones
•35% interested in app that links to all their loyalty cards
•29% interested in app that find and organizes their coupons
•71% said they would buy something if they received a discount or other promotion on their smartphones for a complementary product while they shopped.
•69% said they find it helpful when retailers make suggestions to them based on their personal online shopping history.
•47% said they would be more likely to visit a store again if offered personalized promotions on their smartphone.
Léger Marketing Study - Commissioned by SAS Canada, Progressive Grocer and Mintel,
Customized Turn Key SolutionSample Media Blocking Chart
Media Blocking Chart
Printing
Distribution
Digital
Complete campaign debrief/stats at completion
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Measuring Success
Accountable & Measurable
Cost effective marketing solution
Many touch points to increase visibility
Increase user experience
Optimize your media spend
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Thank you for your time!
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Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11• Targeted/ High Visibility
• Clear brand positioning
• 60lb glossy stock
• Rate includes:– Targeting
– Shipping
– Distribution with community or daily newspapers
– Campaign debrief
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Brand Flyer Glossy 8 1/2 x 11
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• National Distribution with Daily or Community Newspapers• Targeting (radius to retailers, families)• Shipping to warehouses• Printing 8 ½ x 11”, double sided, glossy stock 60lb• 250,000 flyers $25,000 + tax ($100 CPM)• 500,000 flyers $47,500 + tax ($95 CPM)• 750,000 flyers $67,500 + tax ($90 CPM)• 1,000,000 flyers $85,000 + tax ($85 CPM)
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Quote – 8 ½ x 11 flyer
Brand Flyer 10 ½”x 12” – 4 pages
Page 1 & 4 of Super Squeezie Flyer
• National Distribution with Daily or Community Newspapers• Targeting Families• Shipping to warehouses• Printing 10.5” x 12”, 4 pages, 45lb newsprint• 250,000 flyers $ 22,500+ tax ($90 CPM)• 500,000 flyers $36,000 + tax ($85 CPM)• 750,000 flyers $52,500 + tax ($80 CPM)• 1,000,000 flyers $75,000 + tax ($75 CPM)
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Quote – 10 ½ x 12 – 4 page flyer
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Brand Flyer 10”w x 11”h – 1 page
• National Distribution with Daily or Community Newspapers• Targeting Families• Shipping to warehouses• Printing 10” x 11”h, 1 page, double sided, 65 lb glossy• 250,000 flyers $22,500+ tax ($90 CPM)• 500,000 flyers $36,000 + tax ($85 CPM)• 750,000 flyers $52,500 + tax ($80 CPM)• 1,000,000 flyers $75,000 + tax ($75 CPM)
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Quote – 10” x 11”h, 1 page