Download Silence unlikely as DNC registry comes into effect on September 30

Direct Marketing
Vol. 21 • No. 5 • september 2008
CANADA’S PUBLICATION ABOUT INTERACTIVE MARKETING AND SALES
fast8 Silence unlikely as
forward DNC registry comes into
Editor’s letter
»3
I probably won’t win many
friends with this one but if
we keep in mind how it feels
to be a customer, we’ll likely
be better and more respectful direct marketers.
effect on September 30
Critics say that too many exempt calls will undermine the list’s effectiveness
Click! News and more
-Profile: Vancouver’s
WiderFunnel Marketing
-Microsoft Advertising announces
new ad network.
-Ipsos Interactive Services
announces PollPredictor.
»12
Mail equipment &
What are the prospects for the contact
center industry and private firms
engaged in contact initiatives? Colin
Taylor presents us with a cross-section
of strategies—with some more
palatable than others.
»14
systems showcase
A look at the latest selections and technologies from a cross-section of premier
manufacturers
and distributors.
»6
Privacy advocate Michael Geist
provides his take on Canada’s new
DNC registry and what we can expect
over the short and long term.
Unlock
your data
»17
Rick Brough explains how even in a
tighter economy, intelligent
database management
can help you create more
marketing ROI.
»7
Canada's biggest call centre
conference and exhibition has more
than 30 concurrent sessions and
includes almost 20 case studies.Check
them out in advance here.
»11
»13
Contact methods for » 4
recessionary times
ICCM Conference
Rick Ferguson drives you to
“tiers” to help you deliver
rewards to your most
deserving customers.
Paul McConville describes how
on-demand lead scoring can
help you treat incoming
leads to increase sales
conversions and
customer value.
New channels, media and technologies
give marketers a virtually infinite supply
of opportunities within which to
communicate relevancy. Miro Slodki
examines this slippery slope and its
effect on privacy.
Do Not Call report
Loyalty Landscape
Knock! Knock! Who’s there?
»3
Directives
PRINTED ON 100% RECYCLED PAPER
»25
C
anada’s Do Not Call (DNC)
registry begins on September
30 and all things being equal,
Canadians should be able to add their
numbers to the list by logging on to www.
LNNTE-DNCL.gc.ca or calling toll-free 1-866580-DNCL (3625). For the hearing impaired,
the toll-free number will be 1-888-DNCLTTY (1-888-362-5889). At the same time,
everyone who makes telemarketing calls,
and their clients (the companies that hire
telemarketers to make calls on their behalf)
will need to register with the new agency
and pay an appropriate fee to it. The CRTC
warns that telemarketing calls will not
immediately stop at the end of the month,
as callers will have 31 days to update their
phone lists. However, if consumers continue
to receive non-exempt calls 31 days after
they have registered, they will be able to file
complaints with the national Do Not Call
list operator, Bell Canada, which in turn, will
forward them to the CRTC. Registrations on
the DNC list will expire after three years and
Canadians will have to re-register with the
database to continue to avoid telemarketing
calls. Users can register their landline, cell
phone and fax numbers.
While at the outset, the DNC registry is
likely to be popular with consumers who
don’t want to receive telemarketing calls
at home (a poll last fall found 63 per cent of
Canadians said they would “definitely” add
their name to such a list,) it probably won’t
take long before they begin to recognize
that unwanted calls are still reaching them.
Until recently, the only alternative would
have been for consumers to individually
“opt out” by contacting hundreds of
organizations one-by-one to make their
wishes known. As things stand, registered
charities, political parties, newspapers
and polling companies, are all exempted
from the DNC and can continue calling as
In The Mail
An integrated B2B campaign
promotes Siemens Canada’s
floating interactive theatre while building
the brand.
See DNC, page 8
Publications Mail Agreement #40050803
Want to boost
response rates?
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.
September 2008 ❮ Direct Marketing ❮ dmn.ca
2
Direct Marketing is Canada's leading
publication about interactive marketing
and sales, including direct response,
online marketing, CRM, loyalty marketing,
and other forms of data-driven,
ROI-producing strategies and tactics.
With a qualified circulation of 7,200 primary readers and another approximate 11,000 secondary readers,
Direct Marketing reaches a unique audience of marketing executives and their agencies who are responsible
for creating, managing, supporting and fulfilling more than $51 billion in annual sales generated through a
range of direct response channels.
Call us at 905-201-6600 or 800-668-1838 or visit us
online at www.dmn.ca to find out more.
Commentaries
dmn.ca ❯ Direct Marketing ❯ September 2008
editor’s letter
Pat Atkinson
I
n 1999 when Seth Godin released
his first book and coined the term
permission marketing, everyone pretty
much nodded blithely and saluted as
it was hoisted up the proverbial flag
pole of new paradigms. Being able to
target the “right” message to the “right”
customer at the “right” time—a time
of their choosing—seemed entirely
consistent with our rapidly advancing
technological capabilities and we were
feeling magnanimous. If only it were that
easy. Today, many organizations are still
operating with multiple (disorganized)
views of their customer. And while CRM
technology has been with us awhile, not
everyone can afford it and even those
firms that that own it don’t necessarily
use it as a comprehensive, unified
customer-centric approach to dealing
with consumers. Others are plagued with
bad data, yada, yada, yada... Besides, there
is an enormous delta between knowing
facts about a customer and maintaining
the kind of relationship with them that
they want to have with us. And when it
comes to telemarketing, we continue to
interrupt consumers at inconvenient times
and places, hound them to divulge their
druthers and then mismanage or ignore
much of what they tell us. That’s all about to
change —albeit gradually. Canada’s DNC
registry is clear, legislated backlash from
disgruntled consumers who are united
in their determination to drive their own
agenda and if we’re lucky, ours, when they
are good and ready. It’s taken the US all of
five years to get its DNC act together but
today, real, enforceable penalties drive
home the requirement for marketers to
heed the rules established by those same
customers we all happily agreed would one
day call the shots. Truth be told, we have
not had the collective will to get organized
and pay the customers we purport to serve
their “props” (to employ an ‘80s rap term).
This troubling theme resonates throughout
our September issue. There’s the interview
on page 6 with Michael Geist about his
having created a centralized Web site
directives
Miro Slodki
M
arketers tend to universally
accept that a consumer
response will be triggered
when the offer/communication reaches
some requisite level of relevance with the
consumer. How that relevance is defined
is open to debate but believers will point
to price as one of the final arbitrators of
relevance and specificity (right time/right
place) as the other critical variable.
Ironically, just as we gain access to new
channels/media/technologies that allow
marketers to become ever more pervasive
and “relevant,” we also stand at the fringe
of an environment that has the makings of
a perfect storm — one which can potentially
redefine a brand’s value proposition in ways
we might not appreciate.
Setting aside the other elements of
the marketing mix, many people will
argue that as a consumer gets closer to
the final purchase tipping point, the most
powerful element in the relevancy matrix
will be price. An “uncompetitive” price, it is
argued, cannot be overcome by “marketing” – at least not in the span available to
marketers trying to keep pace with their
coming in the
October issue of
Direct Marketing
(iOptOut.ca) to ensure Canadians who just
want to be left alone at home can organize
that simply and effectively. And Emma
Warrilow’s warning that operationalizing
the DNC registry and complying with
it will be virtually impossible without
a complete client view and CRM. Miro
Slodki’s Directives piece below describes
another symptom of customer disrespect:
privacy invasion. Some marketers have
mistakenly assumed consumers are
willing to sacrifice privacy for relevance
and choose to surreptitiously stalk online
visitors without their permission. Just as
with the DNC registry, government bodies
are stepping up to establish boundaries
and before long, penalties, related to this
issue. Finally, in News Worth Knowing,
we learn that Québec’s Association du
marketing relationnel (AMR)is concerned
enough about its April 2008 survey
results (indicating that the majority of
Québec companies have neither the
requisite knowledge to adequately
practice relationship marketing nor
protect the confidentiality of personal
information) that it’s providing training
in these disciplines. Notes AMR president
Bianca Barbucci, "As an industry, it is our
duty to apply the necessary measures to
ensure the continued application of best
practices as well as maintain a positive
and mutually beneficial relationship with
Quebec consumers." Kudos to the AMR for
telling the truth and showing leadership
before both customer privacy and trust
are squandered. Those marketers who
have been gleefully awaiting the advent
of the DNC list because they stand to
prosper from bombarding customers with
paper would do well to take note of this
model of self-regulation before consumer
backlash and government intervention rear
their ugly heads inside the mailbox too.
With all of these examples, the common
denominator is respect for the customer—
isn’t it about time we showed some?
advertisers
Canada Post4 1
Environics 4 1
McKinnon4 1
Assetprint 4 2
InfoCanada 45
Mail Marketing 411
RP Graphics 412-13
Transcontinental 414
FSA4 28
resource directory
DISTRIBUTION / DELIVERY SERVICES 18
Aeromail Worldwide
RDP Fulfillment Corporation
MAILING EQUIPMENT 18
Canadian Mailing Machines Inc
Bowe Bell & Howell
Consumers also have something at
stake in this dynamic. In exchange for
some loss of anonymity, many seek or
expect to gain more personalized and
relevant (there’s that word again) offers
and experiences. Until now, this has
largely been a conscious, tacit choice
as consumers become used to the idea
that “cookies are our friends.” But as the
technology escalates, we may begin to
witness greater consumer reluctance
about “sharing” personal information.
This likely will not arise from any particular
sense of propriety rather than a matter of
principle and recognition of the increasing
value of the digital footprint.
Government intervention
Advertising channels themselves are starting to raise these questions, as evidenced
by this letter from AT&T in response to US
Congress probes:
Advertising-network operators such
as Google, have evolved beyond merely
tracking consumer Web surfing activity on
sites for which they have a direct ad-serving
relationship. They now have the ability
to observe a user’s entire Web browsing
experience at a granular level, including all
URLs visited, all searches, and actual pageviews. Techniques include the ad network
‘dropping’ third-party tracking ‘cookies’ on a
consumer’s computer to capture consumer
visits to any one of thousands of unrelated
Web sites; embedding software on PCs; or
automatically downloading applications –
that unbeknownst to the consumer – log the
consumer’s full session of browsing activity.
However this plays out, the final arbitrator
has been and will always be the consumer.
Government bodies are stepping up
to help draw lines in the sand on the issue
of privacy. But in the same way that the
gasoline price run-up hit a behavioural
threshold when US prices reached $4/gal,
these actions will, at some point, trigger a
consumer response. The same technology
that enabled Behavioural Targeting (BT)
will be used to disable it. All major browsers (Safari, Mozilla and IE) have or will soon
have stealth mode functionality to address
the desires of those wishing to make their
Web activity invisible to the collectors.
directives, Cont’d on page 27
Tell us your thoughts about this important subject. Email Pat Atkinson, [email protected]
 In "The Numerati," author Stephen
Baker describes the booming
world of data mining and analysis.
Consultant Miro Slodki interviews him
regarding the pros and cons of having
mathematicians control the show.
departments
Directives.............................................................3
ReaderPoll...........................................................3
DM People......................................................... 9
ListWatch............................................................ 9
Field Notes......................................................... 9
News Worth Knowing................................ 10
Loyalty Landscape........................................ 11
Resource Directory....................................... 18
In The Mail....................................................... 25
Events Calendar............................................ 27
DM CREATIVE 18
Designers Inc.
What (if anything) does Canada's new National DNC list mean to your business?
Predictive Marketing
in this issue
COPYWRITER 18
Gerry Black, Copywriter
Privacy:
the price of relevancy
short-term budget commitments. So, irrespective of all other marketing supports,
and whatever else we may think about the
spiritual cleanliness of organically grown
demand, discount price management is
the trump card used most often to justify
or anchor a “relevant event.”
Paradigm shift
The paradigm shift is that these new channels/media/technologies give marketers
a virtually infinite supply of opportunities
within which to communicate relevancy.
Marketing 101 tells us that pricing is a key
signal for consumers. Used judiciously, it
is an invitation to a purchase — conveying information about the brand’s value
proposition and anchoring it in the consumer’s mind on the terrain in which the
brand seeks to compete. Psych 101 warns
us that pigeons (and humans) are adept
at stimulus-response learning. Hence,
the connection of “relevant offers” may
become linked to inadvertent messaging
about the brand’s de facto price proposition, which is but a short step away from
potentially undermining the brand’s core
value proposition.
8 ReaderPoll
September Question for:
“Oh gee, I can’t talk right now. Why don’t you give me your home number
and I’ll call you later? Oh, I guess you don’t want people calling you at
home? Well, now you know how I feel.” Jerry Seinfeld
3
Targeting Boomers
Click!
 EVP of Zoomer Media David Cravit
 E-mail is a powerful cost-reduction
discusses his new book, "The New
tool. But issues with list turnover,
Old," with DM Editor Pat Atkinson and customer data, results analysis,
lays out strategies that organizations
deliverability, and response rates
can exploit to market to Boomers
persist. We consult the experts on
and Seniors.
best practices.
LIST SERVICES 18-19
a5Data
Canadian Law
CanLaw
ICOM
infoCANADA
ManuData
NetYellow.ca
PTM Professional Targeted Marketing
Resolve Corporation
SCOTT’S Directories
CALL CENTRE PRODUCTS / SERVICES 20
CallCentrejob.Ca
EXTEND Communications Inc
Tigertel UTR
eMAIL MARKETING 20
Inbox Marketer
DATABASE MARKETING 20
Cornerstone Group of Companies
Boire Filler Group
DATA PROCESSING 20
Environics Analytics
infoCANADA
MLS
Production Data Corporation
DIRECT MAIL SERVICES 21-21
Smartsoft Marketing & Mailing Software
FULL SERVICE OPERATIONS 21-23
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
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
Call Centre News
September 2008 ❮ Direct Marketing ❮ dmn.ca
Contact methods for recessionary times
What are the prospects for the contact center industry and private firms engaged in contact initiatives? Here’s a cross-section of strategies.
T
By Colin Taylor
he US economy is generally
thought to be in a recession.
Today, the Canadian economy is slowing
and many fear it too is heading towards
a recession. In the face of declining
consumer confidence and spending,
many companies and organizations are
looking to reduce expenses and improve
efficiencies to help them weather the
upcoming economic storm.
Call and contact centers were originally
designed as an efficiency initiative. By
gathering in one place all of the staff that
dealt with customers, a company was able
to provide centralized staff management;
gain the ability to employ premise-based
technology, such as Automatic Call
Distributors (ACDs) and provide more
consistent responses to customer and
prospect inquiries. All of these elements
worked together to improve staff
effectiveness and operational efficiency.
As companies realized the value of
call centers as a lower-cost method of
providing customer service and support,
many of the traditional channels for
activities, and an increase in technologies
to support self-service and service
automation within contact centers.
Three themes
So, what is the prognosis today for contact
centers in recessionary times? They say that
those who ignore history are condemned
to repeat it and in this case, the past presents
strong themes which will govern call/contact
centers in the near term. The recurring
themes have been efficiency, technology
and outsourcing. These themes are likely to
govern the landscape and drive changes in
contact centers as we move forward into an
economic slowdown or recession.
When faced with uncertain economic
prospects, most companies will tighten
their belts and look for cost reduction
opportunities. This exercise will lead to an
increased examination of outsourcing as a
potential solution. Outsourcing can, when
it is well researched and executed, reduce
operational costs while maintaining or
even improving, service quality. Offshoring the call or contact center activities
can further reduce costs but it carries a
Often, the primary reason for an
organization not to outsource its call
or contact center activities is political.
When a company determines it must
serve its customers directly, it will look
to technology as a driver for increased
efficiency and many companies will
promote telecommuting and home-based
agents to achieve it.
Home-based agents can access all of
the tools that are generally available in
a contact center. These are delivered via
the Internet; often through a secured
VPN. The voice component can be
delivered through the Internet and/or by
assuming the agent’s home telephone
line. Using home or virtual agents reduces
or eliminates the need for bricks and
mortar contact centers— saving the
company real estate and operating costs.
Further, since the most common model
is to employ home-based agents as
independent contractors, the company
eliminates the costs associated with
employee benefits. Finally, home-based
agents have no transportation costs and
reduced meal and wardrobe expenses.
Emily) that mimic live agent interaction. In
pursuit of cost-savings/greater efficiency,
companies will increasingly direct inquiries
to the Web and reduce or eliminate access
to live agents. Alternate communication
technologies, such as e-mail integrated
into the contact center, Web chat and even
SMS messaging, will also see increased
use in weaker economic times since these
technologies offer lower costs while still
providing a level of service.
Intentional service degradation
Companies and call centers under
economic pressure may intentionally
degrade the quality of service they
provide—actually choosing to increase
the average time to answer and the
abandon rate, or reduce the resolution rate,
and lay off staff. While these tactics can
reduce costs, it is a dangerous strategy to
risk customers’ ire in this way.
A few organizations may actually seize
upon service as a key differentiator. This
has already happened in the UK, where
a major bank focuses on the fact that its
contact centers are in Britain— rather
Outsourcing can, when it is well researched and executed, reduce
operational costs while maintaining or even improving, service quality.
customer service were scaled back or
eliminated. (When was the last time you
went to your cable company’s office to
speak to someone about your bill?) The
consolidation of service delivery channels
has spurred even more growth in call and
contact centers.
In the past ten years, an increased focus
on efficiency has led to organizations
working diligently to further reduce
expenses in their contact centers and/
or generate revenues to help offset or
defray these expenses. The demand for
increasing efficiency has led to a dramatic
increase in outsourcing and off-shoring of
customer service and technical support
significantly increased risk of service and
quality erosion. Outsourcing can reduce
costs based on any of three primary
organizational categories: labour arbitrage
(by operating in lower-cost environments
and paying less than in-house centers)
technology (by employing capabilities
that in-house centers may find difficult to
fund) and process management (by using
a very robust operational model and highly
efficient processes that are often absent
from in-house centers). Here are some of the
cost-saving options we are likely to see more
widely used in a tighter economy.
Home-based agents
This often leads to lower labour costs.
Technology-based solutions
Technology also can play a role in
improving efficiency and reducing costs
through the increased use of self-service
options and non-telephone contact
channels. We are all familiar with the
dreaded Interactive Voice Response (IVR)
system that prompts us to “Enter one” for
this and “two” for that, yet somehow never
seems to have the information we seek,
nor any easy or logical way of getting to a
live agent. IVRs are ubiquitous today and
increasingly being replaced by voiceenabled systems (such as Bell Canada’s
than offshore— in its TV ads. “The Book
of Five Rings” includes the advice: In chaos
there is opportunity. Economic slowdowns
and recessions can create chaos in contact
center and service-focused organizations.
With so many firms emphasizing
automation, scaling back and degrading
service, smart companies are provided an
optimal opportunity to promote service
quality as a key element of their value
proposition and can even use outbound
telesales and direct marketing to target
competitors’ customers—thereby
increasing market share while competitors
“hunker down” to ride out the storm.
Regardless of the path your company
Digital Marketing helps build brands: attracting involvement, advertising events and encouraging customers to buy
By: Lyle Hamilton
It is becoming increasingly difficult to grab
consumer attention and get the reader to
pay attention to even the best written piece.
Why? People are busy, they are in a hurry,
and they are bombarded with messages
and stimuli. They are really only interested
in paying attention to messages that are
relevant to them at a particular moment.
Digital screens and kiosks in stores are
relatively new and there are a few reasons
why consumers are paying attention
to them. They’re different and dynamic
because they incorporate moving images
and some of them have sound. Research
indicates that consumers are five to ten
times more likely to respond to dynamic
messaging than static print signage.
The screen content can be entertaining,
informative or educational; incorporating
“how to” cook, build, play, and weather feeds
and news feeds can also be included.
While the location and size of the
screen are important, the digital marketing
strategies and the content are the most
important components of any campaign.
Goals
Digital technology complements most
direct marketing campaigns. Digital
screens and kiosks create a unique and
memorable consumer experience that
enhance a brand’s equity – it is all about
engagement. If it’s not unique, it won’t be
memorable. If it’s not memorable, then it
won’t be effective. Digital signage grabs
a customer’s attention and influences
purchase decision right at the point of
purchase where 66 per cent of decisions
are made.
Digital technology strategies drive
“the viewer” to act and/or purchase. In
other words: buy the product, take the car
for a test drive, order food and/or to buy
a phone. Digital kiosks offer a dynamic
one-on-one communication medium
with your customer, it is permission
based and the consumer can directly
request information on your product or
service—it is just the user and the kiosk.
Digital signage enhances
direct campaigns
Digital technology allows a marketer
to communicate the features and
benefits of a product or service in an
easy to understand way. It also helps a
direct marketer brand build by getting
community involvement and/or
sponsorships, advertising special events
and helping a customer shop for your
brand only. Digital signage lets a marketer
cross sell and promotes other services and
products effectively.
The use of digital technology is
spreading quickly and it is becoming
increasingly important that every
campaign have good solid digital
strategies in place to ensure that the
campaign is effective and captivating.
Lyle Hamilton is President of Lyton Group.
Lyton Group is a leading provider of digital
marketing strategies, digital content, screen
installation, content management software,
and on-site maintenance services. For more
information, visit www.Lytongroup.com
selects, your contact method will likely
change and continue to evolve. Each
organization must determine its own
equation; taking into account the impact of
reduced service and increased automation
on the brand and customer loyalty.
Colin Taylor is the CEO of The Taylor Reach
Group, Inc., a call and contact center
consultancy with offices in Toronto, Atlanta
and Sydney. TRG assists organizations in
improving the operational effectiveness and
efficiency of their contact centers.
In your estimation, what effect
will Canada's Do
Not Call registry
have on Customer
Relationship
Management?
Customer
Relationship
Management
(CRM) is about
creating
“relationships” with customers and
enhancing their experience as a
result. Honoring client preferences
is a key component of creating
a relationship; if you know your
best friend serves dinner at 6pm
every night, you wouldn’t dream
of calling her at that time to chat. Unfortunately, companies have
typically done a terrible job of this
facet of CRM – and this is why the
government has stepped in. Most companies don’t honor
customer contact preferences;
not because they don’t think they
should, but because they can’t. Without a complete view of the
customer, and a central place to
store preferences, organizations are
hard pressed to stop their different
departments from contacting the
customer. You may tell a credit
card telemarketer that you don’t
want calls, but the outbound call
centre may not know about your
other business with the institution
and thus be unable to stop other
departments from calling. In the end, this call registry [DNC]
will become both a component of
CRM and the driving force behind
the need for it. Operationalizing
the DNC registry will be difficult for
many organizations; without CRM,
and the creation of a complete client
view, it will be virtually impossible
to comply. Emma Warrillow & Associates Inc. helps
companies articulate their analytic
strategies and make the most of their
customer data. She can be reached by
email at [email protected].
dmn.ca ❯ Direct Marketing ❯ September 2008
5
Grow Your Business with
Sales Leads & Mailing Lists!
Business Databases
• 15 Million Canadian & U.S. Businesses
• Brand New Businesses
• Small Business Owners
Consumer Databases
• 222 Million Canadian & U.S. Consumers
• Homeowners
• Lifestyle Demographics
Executives & Professionals
• 12 Million Canadian & U.S. Executives & Professionals
• Professionals such as Doctors, Lawyers, etc.
• Titles
• Type of Business
Call Bruce Christie, Sales Manager
Tel: (800) 873-6183
Email: [email protected]
See if you qualify for a List Resellers Discount!
Vancouver • Mississauga • Montreal
1290 Central Parkway West, Suite 104, Mississauga, ON L5C 4R3
infoCANADA.ca
83DMN
Call Centre News
6
DNC, Cont’d from page cover
before. Meanwhile, any company that has
an “existing business relationship” with a
consumer—because it sold them goods or
services—can also call that person for up to
18 months after the transaction is concluded.
In return for this privilege, however, all
of these exempted callers are obliged to
maintain internal DNC lists of their own and
to respect the wishes of consumers who
contact them to opt out.
Opting out easily
Enter Michael Geist, a law professor at
the University of Ottawa and a fierce
advocate for Canadian privacy. Last March,
he launched iOptOut.ca, a Web site that
enables Canadians to opt out of unwanted
telemarketing calls from the numerous
organizations that are exempted from the
DNC registry. Visitors to the iOptOut site are
asked to enter their phone number and/or
email address and to indicate their calling
preferences for nearly 150 organizations,
simply and without cost. Since its inception,
the site has sent out millions of opt out
requests on behalf of tens of thousands of
Canadians and this number is likely to grow
as more consumers learn that the DNC will
not completely prevent unwanted calls from
September 2008 ❮ Direct Marketing ❮ dmn.ca
reaching them.
Yet, not everyone is happy about the
convenience and popularity of the iOptOut
site. Soon after it became operational, both
the Canadian Marketing Association (CMA)
and the Canadian Bankers Association
(CBA) sent written complaints about it to
CRTC chair Konrad von Finckenstein asking
that opt-out requests generated from it be
regarded as invalid. (The CMA’s bulletin to
its membership included the statement: “It
is the view of the Association that members
need not honour do-not-call requests
that originate from the organization in
question.”) As things turned out, however,
this advice proved to be incorrect. Von
Finckenstein rejected both the CMA and
CBA’s complaints.
Consequently, organizations that fail to
honour customer opt out requests from
third-party sites such as iOptOut.ca, may
receive significant penalties—in some cases,
up to $15,000 per violation. (In the U.S., after five years of operation,
more than 145 million phone numbers have
subscribed to the American DNC registry
and the U.S. government has collected
nearly US $26 million in penalties.)
Article sources:
http://www.crtc.gc.ca/archive/ENG/Decisions/2007/dt200748.htm and http://ioptout.ca/
Call centres calling EAP more than other industries
TORONTO - Call centre employees access
their employee assistance programs (EAPs)
at a higher rate than other industries, and
for a specific set of stressors related to their
jobs. This latest study by the Shepell-fgi
research group has identified not just what
unique job stressors call centre employees
have, but the drivers to create a call centre
that is engaged and healthy.
"There is no question, working in a call
centre is unique and has its own concerns,"
said Rod Phillips, president and CEO of
Shepell-fgi. "It is important we look at the
health of this specific group of employees
as half a million Canadians work in 14,000
call centres across the country - a number
increasing by 27 per cent every year. It
is critical to the Canadian economy that
this group of employees be well and
productive."
Shepell-fgi found that, when compared
to other industries nationally, call centre
employees:
• Accessed EAP at a higher rate (7% vs. 5%
of all other industries)
• Accesses were far more likely to be
under 30 years of age (42% vs. 17%)
• Accesses were more likely to be for
emotional (15% vs. 11%) and stress
issues (19% vs. 15%)
The findings estimate that among 100
recent hires at a call centre, 14 per cent
may be experiencing high levels of stress,
Rod Phillips, president and CEO of Shepellfgi says that with 14,000call centres across
the country it is critical to the Canadian
economy that this group of employees be
well and productive.
and ten per cent may experience high
levels of depression.
"This is a trend that employers need
to be aware of because of the potential
for this to negatively impact a business,"
said Karen Seward, senior vice president
of Business Development and Marketing.
"On any given day, ten per cent of call
centre employees call in sick, turnover
is between eight and 50 per cent a year,
and the cost of training a replacement
for employees who leave exceeds $6,000
dollars. It doesn't take long to do the
math to figure out the impact of this on a
company's profits."
The study also looks at what makes
a successful call centre, including
job redesign and use of surveys and
integrated health management to find out
the perception of call centre employees
and where programs can be best
implemented.
"These employees have a high level of
what can be best described at times as a
repetitive stress injury - only because the
work is with people that injury is on an
emotional level," said Paula Allen, senior
vice president of Health Solutions and the
Shepell-fgi research group. "If employers
are aware of the unique stress of this role,
and implement appropriate support
programs, like Employee Assistance, then
everyone in the organization will benefit."
A full copy of the report is available at:
http://www.shepellfgi.com/
Direct Marketing (DM) interviewed Michael Geist
[who at press time is vacationing in Europe] via e-mail
for his view of the American DNC registry and an idea of
what direct marketers/telemarketers and consumers can
expect from Canada’s new DNC registry.
DM: The US DNC Registry launched in June
2003 and the Do-Not-Call Improvement
Act of 2007 (which became law in February
2008) have been in place long enough for
you to have an opinion about their usefulness in protecting U.S. consumer privacy.
What do you think of them?
Geist: I’m not sure that the DNC has
protected consumer privacy, but has had
some effect on creating some limits on
unwanted phone calls.
IB5913_ContactMan_FP.pdf 9/5/2007 1:12:37 PM
DM: What do you like and dislike about
how the system is working there?
Barbados
Prime location for Call Centers
Geist: I don’t live in the U.S., so it is hard
to say. I think the two main problems with
the U.S. DNC – mirrored in Canada – are
the limits of jurisdiction and the multiple
exceptions. The exceptions mean that
many organizations can continue to call
despite inclusion on the list (some Canadian
estimates say 85 percent of calls will continue). The jurisdiction problems mean that
offshore calls continue. I have advocated a
mutual recognition approach that would
allow national DNCs to interoperate.
As for the likes, DNCs are easy to use
and enforceable.
DM: As you may know, the Pennsylvania
Attorney General recently sued two
mortgage companies for violating the
state’s do-not-call laws. The suit seeks full
restitution for any consumer who suffered
losses as the result of actions that violated
the Consumer Protection Law, along with
civil penalties of up to $1,000 for each violation (up to $3,000 for violations involving
seniors). It seems that the DNC has real
teeth— at least in the U.S., do you agree?
C
M
Y
CM
MY
CY
CMY
K
+
+
+
+
+
+
+
+
+
Customer Service
Financial Services
Inbound/Outbound Sales
Collections
Travel
Help Desk
Technical Support
Healthcare
Insurance
CALL US AT:
Toronto: 416 214 9919 | Barbados 246 626 2000
New York 212 867 6420 | Miami 305 442 2269 | London 44 0207 580 6077
Fax: 246 626 2099 Email: [email protected]
www.investbarbados.org
Geist: Absolutely. Enforcement is essential for the DNC and the U.S. has had good
experiences in this regard.
DM: Turning to Canada’s DNC registry, what
is your take on how it is likely to evolve given
the number of organizations that have filed
for exemptions through the CRTC?
Geist: It isn’t that organizations have filed
for exemptions; it is that the law has built
in far too many exceptions. With estimates
that 85 percent of calls are exempt, I think
many Canadians will be disappointed with
the DNC. I think there may be calls for an
elimination of the exemptions. I also think
that people will look for other solutions,
such as iOptOut.ca.
DM: How exactly will it work from the
consumer’s perspective?
Geist: It should be pretty straightforward.
The consumer will go to the DNC site
and enter their basic phone information.
Nothing more needs to be done.
DM: According to the CRTC, there are 38
million phone numbers, including cell
phones in Canada. Do you expect that the
registry operator (Bell Canada) will actually
be able to accommodate the number of
consumers that is likely to register?
Geist: Yes. I think the numbers will be
significant, but Bell should be up to the
challenge.
DM: What do you advise smart direct marketers/telemarketers do, given the realities
of the current situation, to avoid creating
difficulties for themselves and in the case
of service bureaus, their clients?
Geist: I think telemarketers should be
gearing up for the DNC. This will have an
impact on their lists and should be a winwin situation.
DM: Why did you devise iOptOut? What
can direct marketers/telemarketers do to
prepare for it?
Geist: I created iOptOut in response to
the many exemptions in the DNC. It is
designed to allow Canadians to easily
opt-out of many otherwise exempt organizations in an easy and straightforward
manner. The CRTC recently confirmed the
validity of the approach so telemarketers
should be prepared for this additional
source of opt-out requests. Indeed, the
law requires exempt organizations to
maintain their own private DNCs.
DM: Overall, in your opinion, can we
expect the Canadian version of the DNC
registry to function effectively and do the
job for which it was designed?
Geist: I think it will result in a decrease
in the number of calls, though the
exemptions certainly undermines its
effectiveness.
Showtime
dmn.ca ❯ Direct Marketing ❯ September 2008
ICCM Conference Schedule-at-a-Glance
Monday, October 6
9:00 AM - 5:00 PM
Contact Centre Site Tours
1:00 PM - 5:00 PM
Workshop 1-Call Centre Math: A Practical
Workshop for Managing by the Numbers.
Workshop 2-Success Strategies for Savvy
Customer Service Leaders
Tuesday, October 7
TRACKS—CUSTOMER SATISFACTION
(CS),TECHNOLOGIES (TC),AGENT
TRAINING & DEVELOPMENT (AT),
METRICS / ANALYTICS/ KPIS (ME),
BUSINESS STRATEGY & ALIGNMENT (BU)
8:30 - 9:20 AM
CS1-ICT Bell Canada Case Study:
12 Tactical Steps to Achieving Excellence in
Customer Service
TC1-Wholesale Energy Group Case Study:
How Wholesale Energy Group Tripled
Productivity with New Outbound Call
Centre Technology
AT1-IDEXX Laboratories Case Study:
Enhancing Employee Satisfaction and
Performance with Developmental
Coaching
me1-Wisconsin
Physicians Service Case Study:
Never Miss a Word -Turn What Your
Customers are Saying into Business Success
BU1- Industry Megatrends:
A Benchmarking Perspective
 9:30 – 10:20 AM
CS2-Bath & Body Works Case Study:
Breaking the Rules-Delight Your
Customers!
TC2-British Telecom Case Study:
How the ASP Model can be Used to
Achieve the
Holy Grail of Contact Centre Services
AT2-American Express Case Study:
Teaching Agents and Team Leaders about
Workforce Management Principles
me2-Improving Call Centre Effectiveness
with First Call Resolution
BU2-Best-Kept Secrets for Increasing
Workforce Productivity
 10:30 - 11:20 AM
Peer Roundtables
 11:30 AM - 12:15 PM
Keynote Address (Open to all attendees): High
Quality Leadership from Around the WorldThe Key to Contact Centre Success
 12:15 - 1:00 PM
General Session (Open to all attendees): The
Future of Customer Self-Service and
Multi-Media Customer Support
 1:00 - 6:00 PM
Exhibit Hall Open
 1:00 - 2:30 PM
Lunch and Exhibit Hall
 2:30 - 3:20 PM
CS3-Palm Coast Data Case Study:
Building a Bullet Proof Business Case for
Customer Service Investment
TC3-End User Case Study:
Self-Service Beyond ROI
AT3-Coaching:
The Missing Link in Agent Performance
ME3-Unleashing the Enormous Power of
Contact Centre Key Performance Indicators
(KPIs)
BU3—Choosing Projects that Align Your
Centre to the Organization’s Business
Objectives
 3:30 - 4:20 PM
CS4- Customer Experience Management-
Maximizing Call and Contact Centre
Investments
TC4- Enbridge Case Study:
Web Self-Service that Transforms the
Customer Experience & Reduces Costs
AT4- Contact Centre Training and
Development-How to Grow Great
Employees
ME4- Bell Canada Case Study: Leveraging
Customer Interactions to Drive
Business Intelligence and Improve
Customer Experience
BU4-Consumer Impact
Marketing Case Study:
How Canada’s Leading Product Launch
Firm Turned its Call Centre into a Profit
Centre
 4:30 - 6:00 PM
Networking Reception hosted by
ContractXchange.
Wednesday, October 8
TRACKS-REMOTE WORKFORCE (RW),
TECHNOLOGIES (TC), STAFF HIRING
& RETENTION (ST), WORKFORCE
MANAGEMENT (WM), BUSINESS
STRATEGY & ALIGNMENT (BU)
 8:45 - 10:00 AM
Keynote Panel (Open to all attendees): 60
Ideas in 60 Minutes
 10:00 AM - 3:00 PM
Exhibit Hall Open
 10:10 - 11:00 AM
RW1-Interval International Case Study:
Utilizing Home-Based Customer Service
Agents to Increase Client Satisfaction
TC5- CRM Integration Best Practices:
Taking the Pain Out of the Call Centre
st1- Aditya Birla Minacs Case Study:
The Way to Get It Right-Avoiding Mistakes
that Increase Turnover and Generate Low
Performance
WM1- Top Five Workforce Management
Trends
BU5- The Toronto Star Case Study:
Reducing the Risks and Optimizing the
Value of Outsourced Customer Care
 11:10 AM - 12:00 PM
RW2-The Shopping Channel Case Study:
The 3 Strategic Routes to a Work-At-Home
Agent Workforce
TC6-AXA Equitable Case Study:
Building Corporate Capability and Cutting
Training Time through Product Knowledge
Reference Tool
st2- Building A People-Focused Culture in
Your Call Centre
WM2- Workforce Optimization:
The Heart of the Matter
BU6- Nova Chemical Case Study:
Success through Staff Participation and
Automation
 12:00 - 1:30 PM
Lunch and Exhibit Hall
 1:30 - 2:20 PM
TC7- Unified Communications- Gaining a
Presence in the Contact Centre MetLife
ST3- NetLife Case Study: Screening,
Training and Satisfaction Scorecards for
CSRs-6 Best Practices
WM3-Navitor Case Study: Becoming
More Customer-Centric Using Workforce
Optimization
BU7- The Buzz in Today’s Contact Centres:
Systems, Tools and Applications
 2:30 - 3:20 PM
Executive Briefing: Contact Centre 2008
Awards to
recognize
best centres
ICCM Canada producer Questex
Media plans to issue three awards
recognizing the excellence of
Canadian call centres at the event
this year. The winners will be
chosen from among those centres
which completed entry forms
for the competition on or before
September 15. The competition
was free and open to all Canadian
centres.
Winners will be chosen from the
small, medium and large centre
categories. Small centres range
up to 50 representatives. Medium
centres encompass those with
50 to 200 call centre reps. Large
centres comprise those with more
then 201 representatives.
Winners will be selected from
criteria that take into account
people, processes, technology,
strategy, culture, and what puts
the centre above and beyond
the norm. Entrants were asked to
describe: their leadership style and
what they do to attract, retain, and
engage top talent; the evaluation
tools/techniques employed and
the cost and efficiency gains; use
of technology to build customer
loyalty and improve performance;
the centre’s growth strategy and
how it supports the corporate
strategy; the workplace culture
and its importance in sustaining
operations; and what sets the
centre apart and makes it a place
where people want to work.
Keynotes & General Session
Tuesday, October 7
 11:30 AM - 12:15 PM
End-User Keynote Panel: High Quality
Leadership from Around the WorldThe Key To Contact Centre Success
Moderator is Donna Miller, CEO, Contact
Centre Canada
Panellists: Graham Kingma, vice-president
- customer experience, The Shopping Channel;
Tim Cook, vice-president of North American
Operations, Hilton Reservations & Customer
Care: Alfredo Gonzalez, customer service
managing director, Latin America & Caribbean,
FedEx Express
Three resourceful executives tell how
their companies developed a new breed
of contact centre leadership that is driving
top performance from their centres’
people and operations. This session
promises to provide an understanding of
the role of contact centre leadership and
how it drives centre performance.
 12:15 PM - 1:30 PM
General Session: The Future
of Customer Self Service and
Multi-Media Customer Support
Speaker is Keith Smithers, national
contact centre practice leader, Avaya
Canada
This session discusses how contact
centres will be able to leverage new
technologies to supply multi-media
customer self service on multiple devices.
They include PDA’s, Kiosks and Pac’s.
Wednesday, October 8
 8:45 AM - 10:00 AM
Keynote Panel: 60 Ideas in 60 Minutes
Moderator: Paul Stockford, chief analyst,
Saddletree Research
Panellists: Beel Yaqub, head of workforce
& cc analytics, Royal Bank of Canada; Penny
Reynolds, principal, The Call Center School;
Samantha Kane, principal, Kane-MacKay
Associates; David Butler, Ph.D., executive
director, National Association of Call
Centers; Bill Durr, principal, Global Solutions
Consultant, Verint; Barb Bleiler, manager
client support, WPS Health Insurance
This session sees industry experts share a
lifetime’s worth of contact centre experience
in only 60 minutes. Each panellist will have
exactly one minute to provide an idea for
improving your contact centre and this will
continue, in turn, for 60 minutes.
Learn how to change your profits.
Visit www.mapinfo.ca or call 1.800.268.DATA
7
8
Call Centre News
September 2008 ❮ Direct Marketing ❮ dmn.ca
ICCM Canada Conference & Expo
Metro Toronto Convention Centre October 6-8
Produced by Questex Media, ICCM Canada
is Canada’s biggest call centre conference
and exhibition. The event this year
features eight tracks in the more than 30
concurrent sessions that run on Tuesday
and Wednesday. They include almost 20
case studies.
Site tours of American Express, Energy
Savings Group, and Air Miles call centres
will be held on the Monday before the
conference. There are also two preconference workshops that day from 1:00
to 5:00 p.m. The first is “Call Centre Math: A
Practical Workshop for Managing by the
Numbers.” The second is “Success Strategies
for Savvy Customer Service Leaders.”
Following are synopses of the
concurrent sessions by the track under
which they appear. It also gives the dates,
times and speakers.
This session shows how to make the
contact centre the focal point for the voice
of the customer. It tells why you need to
emotionally connect with your customers.
CS3-Palm Coast Data Case Study
 2:30-3:20 Tuesday
Speakers: Jim Bradley, telecom-network
services manager, Palm Coast Data; George
Despinic, contact centre marketing, Nortel
This session supplies the tools needed
to develop positive business cases that
align contact centre solutions with
business strategy. Palm Coast Data’s
business case illustrates the methods used
to justify the strategic investments.
Customer Satisfaction
CS1-ICT Bell Canada Case Study
 8:30-9:20 Tuesday
Speakers: Jeff Lachenauer, EQUI-VEST
training manager, AXA Equitable; Caroline
Gray, senior vice-president, information
technology and technology-based learning,
Omega Performance.
It takes a delicate balance of cost-driven
operational management and customerfocused service delivery to be successful.
Processes and technology often make the
difference.
CS4-Customer Experience
Management
 3:30-4:20 Tuesday
Speakers: Mark Smith, CEO & executive
vice-president research, Ventana Research;
Richard Snow, vice-president & research
director, Ventana Research
Ventana’s research has found significant
change as organizations look to establish
customer performance processes and
new technologies that provide immediate
information and insights that can help
improve customer relationships. This
session unveils the changes in call centres
and how the interaction with customers
can be transformed to support the
operational and financial priorities of the
business.
Technologies track
CS2-Bath & Body Works Case Study
 9:30-10:20 Tuesday
Speakers: Patricia Crowley, director of
customer experience, Bath & Body Works;
John Goodman, vice-chairman, TARP
TC1-Wholesale
Energy Group Case Study
 8:30-9:20 Tuesday
Speakers: TBA, Wholesale Energy Group;
How well do you really
know your customers?
Brett Shockley, president & CEO Spanlink
This session discloses how Wholesale
Energy Group dramatically improved
outbound contact centre performance to
drive increased revenue. The company has
been able to maximize outbound calling
and nearly triple the number of outbound
calls it makes each day.
TC2-British Telecom Case Study
 9:30-10:20 Tuesday
Speaker: Frank Shaffer, head of global
inbound services, BT Global Services
Delegates will learn the implementation
issues surrounding a hosted on demand
delivery of contact centre service. This
session serves as a guide as to where these
services are, and are not, appropriate, as
well as which new applications the on
demand platforms can allow.
TC3-Self-Service Beyond ROI
 2:30-3:20 Tuesday
Speaker: David McSkimming, voice &
video portal practice leader, Avaya Canada
This session discusses the importance
of a self-service strategy that goes beyond
simple return on investment. Delegates
will discover the role self-service plays in
providing enhanced customer service.
TC4-Self-Service: New Essential
Tool in Customer Care
 3:30-4:20 Tuesday
Speakers: Anne Creery, manager,
customer care operations, Enbridge Gas
Distribution; Alex Sweeney, vice-president
sales, IntelliResponse
Current Web site alternatives like
search, FAQ, auto-chat, and email are not
effectively deflecting high-cost phone
?
?
?
AT TRANSCONTINENTAL WE HAVE THE SKILLS AND KNOWLEDGE
TO DRIVE REAL BUSINESS RESULTS.
By analyzing your data we identify opportunities that become the competitive advantage
you need for marketing success!
Transcontinental Database Marketing offers a full range of database marketing services
ranging from strategic guidance to tactical execution, including:
� DATABASE MANAGEMENT
� CAMPAIGN MANAGEMENT
� PREDICTIVE MODELING & DATABASE ANALYTICS
� CONSULTING SERVICES
Call 877-585-2900 (x 2278) to schedule a free consultation on your Database Marketing Strategy.
Transcontinental Database Marketing – Providing A Competitive Advantage Since 1995.
Telephone: 416-585-2900 Email: [email protected] www.transcontinental-printing.com
call and live agent support interactions
because they do not really deliver the
experience the customer wants. Reducing
call volumes by deflecting calls to Web
site self-service will avoid significant cost
increases and free up call agent resources
to handle complex or high-value
interactions, but only if the Web service is
as good or better.
TC5-CRM Integration Best Practices
 10:10-11:00 Wednesday
Speaker: Paul Nussbaum, vice-president
marketing, AMC Technology
This session is packed with checklists for
removing the pain from CRM integration.
It details how to raise customer loyalty,
cut costs, deal with variable call volumes,
provide detailed analytics, and otherwise
work more efficiently and effectively.
TC6-AXA Equitable Case Study
 11:10-12:00 Wednesday
Speakers: Jeff Lachenauer, EQUI-VEST
training manager, AXA Equitable; Caroline
Gray, senior vice-president, information
technology and technology-based learning,
Omega Performance.
This session describes the measurable
benefits that can be achieved from using a
flexible reference tool to manage product
knowledge within a company’s contact
centre. It describes the business issue
AXA Equitable faced and how a product
knowledge reference tool helped to solve it.
TC7-Unified Communications: Gaining
a Presence in the Contact Centre
 1:30-2:20 Wednesday
Moderator: Paul Stockford, chief analyst,
Saddletree Research. Speakers: Serge
Hyppolite, director of product management,
Aspect Software; Ross Daniels, director,
unified communications solutions
management, Cisco Systems
The concept of Unified
Communications (UC) is helping define
not only how disparate collections of
communications will connect with each
other, but what we will do with them
once they are connected. Among the first
communications innovations to emerge
from UC in the contact centre is Presence,
a communications application that will
bring new efficiencies to customer service
based on the concept that customer
service representatives aren’t restricted to
the contact centre.
Business Strategy
& Alignment
BU1-Industry Megatrends: A
Benchmarking Perspective
 8:30-9:20 Tuesday
Speaker: Eric Zbikowski, managing
partner, MetricNet
Understanding the megatrends of the
support industry can give your contact
centre a competitive advantage. This
session looks at what the world-class
contact centres have in common, and
the investments in people, process, and
technology they make.
BU2-Best Kept Secrets for Increasing
Workforce Productivity
 9:30-10:20 Tuesday
Speaker: Penny Reynolds, senior partner,
The Call Center School
This session supplies tips and
techniques for making the most of an
existing workforce, including new ideas
for training, measuring performance,
coaching more effectively, shaping
adherence behaviours, and motivating
for better performance. It will show how
to restructure objectives and rewards
to improve schedule adherence and
attendance
BU3-Choosing Projects that Align
Your Centre to Organization’s Business
Objectives
 2:30-3:20 Tuesday
Speaker: Lisa DiTullio, principal, Lisa
DiTullio & Associates
In an environment of increasing
demands and stagnant resources,
businesses must be precise in evaluating
their priorities and setting the “right”
agenda and selecting the “right”
investments. This session reveals how
to choose the right set of projects that
properly align to business goals and
optimize limited resources.
BU4-Consumer Impact
Marketing Case Study
 3:30-4:20 Tuesday
Speaker: Nick Ranieri, IT director,
Consumer Impact Marketing
Consumer Impact Marketing had
an internal help desk like every other
company, which amounted to a cost
centre. This session describes how the
firm’s help desk evolved into a key revenue
stream.
BU5-The Toronto Star Case Study
 10:10-11:00 Wednesday
Speakers: Sandy Macleod, vice-president,
consumer marketing and strategy, The
Toronto Star; Jeff Williams, executive vicepresident, corporate development, Aditya
Birla Minacs
This session describes how The Toronto
Star improved the quality of its customer
service and realized cost efficiencies
through outsourcing. It shows how the
newspaper converted a cost centre to a
value centre and built its customer-centric
brand in one of North America’s most
competitive markets.
BU6-Nova Chemical Case Study
 11:10-12:00 Wednesday
Speakers: Nabial Al-Ghanma, reliability
leader, Nova Chemicals; John Pyecha,
executive vice-president & partner,
Competitive Solutions.
This session discusses the power
of combining business processes
with automation to encourage staff
participation and successfully achieve
key business goals. It tells how Nova
Chemicals has seen improvements in
business focus, communication and
accountability by using a process-based
iccm, Cont’d on page 26
Departments
dmn.ca ❯ Direct Marketing ❯ September 2008
9
dmPeople
Debbie Brown
Travelex Global Business
Payments, the largest provider of
international payment services,
has appointed Debbie Brown
as the new global vice president
of marketing. Formerly, she was
the company’s UK marketing
director.
Cari Svensson
Cari Svensson has joined
Toronto-based integrated
response agency BIMM
Communications in a senior
client service role. Previously, she
was a group account director at
MacLaren MRM.
Karen Power
Karen Power also joins BIMM
as a senior account director, joining the company via MacLaren
MRM and Cossette/Blitz. Kara John
DMTI Spatial, a leading
provider of enterprise Location
Intelligence solutions, is pleased
to announce that Kara John
has earned the Certified
Licensing Professional credential
from the Licensing Executives
Society (USA and Canada), Inc.
Kevin Shea
Adcentricity Inc., a leader in the
planning and buying of Digital
Out-of-Home (DOOH) media,
has announced that leading
media industry executive
Kevin Shea has joined the
Company’s Board of Directors,
effective immediately.
fieldnotes
…Google has recently created a spin-off
product from its popular Google Trends.
The new tool, Google Insights for Search,
is designed to help advertisers track
a particular search term’s popularity
across the Web and various geographic
regions worldwide. This may serve to
boost advertiser confidence and win the
program converts that might otherwise
be skeptical about how effectively they
can target an online ad campaign. The
program enables a user to conduct a
search on a particular term to track how
much it’s been “googled” over time, where
on a “interest map” of countries it’s most
popular, and what the top “related” and
“rising” searches for the term are. Results
can also be filtered by geographic region,
timeframe, or category… The Canadian
Internet Registration Authority (CIRA)
has launched a new privacy policy and
search tool to protect the privacy of
dot-ca domain name registrants. Under
the new policy, the personal information
of individual domain name registrants,
including their names, home addresses,
phone numbers and e-mail addresses, will
now be automatically protected as private,
according to the agency. Full registration
information for corporate domain name
holders will continue to be accessible
and individuals may choose to make their
information accessible…
The Weather Network has launched
another specialized service to help
people make the most of everything
that’s happening in and around Toronto.
At 2 and 32 minutes past each hour,
weathercasters now offer local weather
specific to the GTA, including special
reports on community events and traffic
updates, all day long. Besides the vibrant,
eye-catching yellow billboards, the out of
home (OOH,) campaign uses humour to
make certain the message stays top-ofmind, and to demonstrate just how local
The Weather Network is… According to
ZenithOptimedia, Western ad markets
continue to slow but surging developing
markets are propelling healthy world
growth in ad expenditures. The firm
forecasts world ad spend growth of 6.6%
in 2008, up slightly from the 6.5% growth
predicted in its March forecast. Growth
forecasts for 2008 have been downgraded
from 3.7% to 3.5% for North America, and
from 3.9% to 3.7% for Western Europe
but forecasts for the rest of the world
are up from 11.1% to 11.8%. Developing
markets are expected to contribute 62%
of ad expenditure growth between 2007
and 2010, and increase their share of
the global ad market from 27% to 33%.
Economic uncertainty in developed
markets is accelerating the shift of budgets
to accountable Internet advertising and
ZenithOptimedia now forecasts Internet
advertising to break the 10% share barrier
this year and account for 13.6% of world ad
spend in 2010… iMedia International, Inc.,
a provider of digital entertainment content
for the publishing industry, announced
that it has signed its first iReporting
licensing agreement with Precise/Full
Service Media, an Ontario, Calif.-based
multimedia replication, packaging,
fulfillment and distribution company.
The multi-million optical disc volume
agreement will provide Precise/FSM’s
customers the ability to better understand
when, how and for how long people are
using their CDs and DVDs…MasterCard
Canada has begun testing Near Field
Communications (NFC)-enabled mobile
phones with MasterCard PayPass capability
on Bell Mobility’s wireless network. During
the four month closed trial, participants
will use these phones to make purchases
at any merchant location in Canada that
accepts MasterCard PayPass. MasterCard
is leading the transformation of mobile
phones into secure payment devices with
numerous PayPass-enabled phone trials
and rollouts underway in regions around
the world. It is currently accepted at Rabba
Fine Foods, Cineplex Odeon, Tim Hortons,
Petro-Canada, Pioneer Petroleums,
Loblaw Companies stores, and later this
year, McDonald’s Restaurants will also be
introducing the payment capability.
listwatch
ABMS Certified Physicians
Lake Group Media Inc. has been chosen
to manage a list of physicians that comes
from the American Board of Medical
Specialities. Data is derived from an ABMS
directory published by Elsevier. It lists
570,567 U.S. and 6,765 Canadian doctors.
Selections are available for more than 50
certified specialties, in addition to more
than 100 sub-specialty selects. PCS Mailing
List Co. was the prior manager.
Selections: Type of practice, specialty,
sub-specialty, medical school, graduation
year, first certification, certification
expiration, age, home/business address,
gender, one per site, province, FSA,
state/SCF/ZIP Sample usage: Cleveland
Clinic Foundation, People to People,
Massachusetts Medical Society, HCPro Inc.,
Cambridge Who’s Who, Oxford University
Press
Price: $115/M (U.S. file); $135/M
(Canadian file)
Contact: Lake Group Media Inc., Daniel
Grubert (914)-925-2449; daniel.grubert@
lakegroupmedia.com
American Entrepreneurs
Network
This listing contains a universe of 215,742
names of executives who run companies
with one to 500 employees. Rate: $95/M,
with phones (206,221) $120/M , SIC Code
Groups +$10 (Mfg., Business/Professional,
Wholesale, Retail, Construction); Sales
volume +$10. Materials Format: email/
FTP, Diskette, Cartridge, CD. Run charges
$10.00/M. Contact: Bill@NAMEFINDERS.
COM. Telephone: (415) 955-8595, Fax:
(515)955-8581.
Asian Growth Stocks
This list contains names of subscribers
of a newsletter about Asia’s hot-house
economies. Universe contains 1,378 names
at $245M and 3,080 expires at $155/M.
Subscription price $144/1 year, $182/2
years. Contact: [email protected].
Telephone: (415) 955-8595, Fax: (515)9558581.
Consumer Canadian
Residents
This list contains Canadian online
consumers who have asked to be
contacted via e-mail with various
consumer offers that meet their inter­
ests. These prospects have provided
geographic and demographic informa­
tion and are responsive to a variety of
marketing promotions. File contains
4,435,690 universe, age, gender, lifestyle,
marital status, presence of children,
province.
Contact: eTargetMedia.com Inc., 6810
Lyons Tech­nology Circle, Coconut Creek,
FL 33073 Tel: 954-480-8470, Fax: 954-4808489; [email protected]
Ih training list has
148,643 0-24 month
Canadian responders/
inquirers
IH Training provides customized training
to meet the educational needs of
Operators, Engineers & Technical staff
working in a wide range of manufacturing
environments. By utilizing classroom
sessions, educational software & training
Simulators, up to date advancements
can be conveyed to manufacturing
professionals across North America. Since
no manufacturing plant is the same, all
courses are tailored to meet the specific
needs of the clients. Selections available
are gender, Province, FSAs, home/business,
language, sic codes, phone numbers,
employee size and title/job function. Base
rate is $165.00/M CDN. Email addresses are
also available please inquire for costs. For
more information, contact your list broker
or call Jacqueline Collymore of Resolve
Corporation at 416-503-4000 Ext 2275 or
e-mail [email protected].
Mobiledirect SMS Text
Messaging/Canadian DB
Some two million cell-phone numbers
for text messages and five million e-mail
addresses are on this database. It identifies
Canadian consumers who signed up
for a range of notices—sports scores,
stock quotes, horoscopes, ringtones and
cell-phone wallpaper—while also opting
in to receive third-party messages. Postal
addresses are available. The sources are
telemarketing and several thousand Web
sites. Data can be matched with house files.
Selections: Hotlines, e-mail/text
message change of address, adult’s/child’s
age, demographic, ethnicity, gender,
income, lifestyle, occupation, religion
Price: $200/M Contact: Millard Group
Inc., Chris Montana (201)-476-2106;
[email protected]
10
News
September 2008 ❮ Direct Marketing ❮ dmn.ca
WORTHKNOWING
Recent AMR survey reveals keys to relationship marketing in Québec
MONTREAL–According to a recent
survey conducted by Segma Recherche
(Unimarketing) on behalf of the Association
du marketing relationnel (AMR,) the majority
of Québec companies do not have the
knowledge required to adequately practice
relationship marketing nor protect the
confidentiality of personal information. The
survey was conducted in April 2008 among
1,000 Québec consumers and 201 companies located in that province.
Interestingly, 65.6% of the Québec
consumers surveyed said that they trust
the companies with which they do business to protect their personal information
and 86.9% of them believe that companies
should always request consent before
contacting them. However, this expectation flies in the face of some of the key
findings from surveyed companies.
Company findings:
• Only 33.1% of Québec companies
dedicate at least one resource to client
privacy protection; (among AMR members, this proportion rises to 89.7%).
• Only 27.3% of Québec companies
have proactively taken the necessary
measures to respect recent changes
to the telecommunications law which
anticipates the creation of a registry for
persons wishing to be excluded from
telephone solicitation activities; (among
AMR members, this proportion rises to
72.4%).
• Only 9.3% of Internet sites of Québec
companies respect one form or another
of security attestation; (among AMR
members, this proportion rises to
44.8%).
The AMR contends that these results
must be improved to ensure relationship marketing best practices and the
protection of the personal information of
Québec consumers. “These results clearly
demonstrate that, in a context where
relationship marketing is on the rise, a
balance must be established between
corporate practices and consumer
expectations,” notes Bianca Barbucci, the
Association’s president. “As an industry, it
is our duty to apply the necessary measures
to ensure the continued application of best
practices as well as maintain a positive
and mutually beneficial relationship with
Québec consumers.”
To that end, the AMR has announced
that beginning this fall, it will make
relationship marketing experts available
to members of Québec’s Chambers of
Commerce in order to raise awareness
and train managers in relationship
marketing best practices. In addition
to promoting the principles of its code
of ethics, the AMR will seek to prevent
infractions and will see to the respect of
consumer expectations.
For more information, visit http://www.
amrq.com/docs/RapAMRQ27-04-08-vo.doc
About the AMR (Association du marketing relationnel):
A not-for-profit organization, the AMR’s
mission is to promote relationship marketing and contribute to the development,
evolution and promotion of its industry
across all of its channels. The AMR’s
leadership is founded on three decades
of active presence on the Québec scene.
The Association numbers nearly 2,000
professionals whose collective and comprehensive marketing expertise gives the
AMR a pivotal position and key perspective
on media integration in Québec. The AMR
is affiliated with the Canadian Marketing
Association (CMA) and facilitates dynamic
exchanges between relationship marketing’s users, creators, management teams
and suppliers. For further information, visit
www.amrq.com.
Social networking Global Connect opens Toronto data center
ability of Global Connect’s customers to
expand into Canada, we remain focused
sites go global
According to ComScore, social-networking
sites may be nearing a peak in North
America. The industry's foothold in the
U.S. and Canada grew only 9 percent from
June 2007, but in Asia it grew 23 percent,
in Latin America 33 percent, and in Europe
35 percent. And social networks grew a
whopping 66 percent in the Middle East
and Africa. The 9 percent growth in North
America meant that it was the only region
of the world where the growth of social
networks did not outpace the growth of
the Internet-using populace as a whole,
which ComScore pegged at 11 percent.
The fastest-growing site is Facebook,
with a 153 percent increase in unique
visitors noted. Most of that growth
is international: Its domestic growth
was estimated at 38 percent. Hi5, a San
Francisco-founded site with a big foothold
in Latin America, grew 100 percent.
Friendster, another Bay Area social
network, grew 50 percent, thanks to a
renewed interest among Asian audiences.
Growing at 41 percent is Google’s Orkut, at
32 percent is AOL’s Bebo, and at 19 percent
is Skyrock, a France-based social network
that remains extremely popular among
the youth in its home country.
News Corp.’s MySpace, still the biggest
social network in the U.S., is not doing
quite as well internationally. Its unique
visitors have gone up only 3 percent
year-over-year, ComScore said.
“Facebook has done an exceptional
job of leveraging its brand internationally
during the past year,” ComScore executive
Jack Flanagan said in a statement from
the company. “By increasing the site’s
relevance to local markets through local
language interface translation, the site is
now competing strongly or even capturing
the lead in several markets where it had a
relatively minor presence just a year ago.”
MAYS LANDING, NEW JERSEY—Global
Connect, a leading provider of telephone
voice broadcasting and notification
services, offers data security and privacy
in Canada, as well as the US, thanks to a
data center in Toronto. The company’s
Canadian data center, which opened this
year, provides a secure, all-Canada storage
and networking platform, enhancing the
comply with Canadian data privacy laws.
Global Connect customers use the
Web-based system to reach lists of
their own contacts with scheduled
voice and e-mail notifications. The new
data center allows Global Connect’s
Canadian customers to store their data
entirely within the Canadian jurisdiction.
An independent consultancy group
has audited the Global Connect site
and reviewed the company’s policies,
procedures and security, giving Canadian
customers even more assurance that their
information is safe in the Global Connect
data center.
“It has always been important to Global
Connect to offer clients a system that is
as secure as it is fast and cost-effective,”
said Craig Bird, founder and CEO of Global
Connect. “As we continue to grow and
on the security of our system, and with
our customers’ ability to comply with
applicable privacy regulations. A number
of clients in the Canadian market have
already taken advantage of our new data
center to ensure that their security and
privacy needs are met.”
Global Connect’s interactive system
allows customers to deliver pre-recorded
voice messages to designated telephone
numbers at unmatched speed and
capacity. Customers can create messages
and access all features of the system
using a Web browser, with no technical
expertise required. Call recipients can use
the interactive keypad to connect to live
agents, leave voice messages or select
other keys for polling and surveys. For
more information visit www.gc1.com
Montreal claims
top spot on
global Monopoly
game board
EAST LONGMEADOW, MA– Au revoir,
Boardwalk! Montréal will represent the
most expensive property on the new
MONOPOLY Here & Now: The World
Edition game board. Hasbro Inc. recently
announced that Montreal, Vancouver
and Toronto will be among the 22 cities
included in Monopoly Here and Now:
The World Edition. The cities were chosen
in an international vote that saw more
than five million Monopoly fans cast
ballots for the cities they wanted in the
first global edition of the game.
Montreal will occupy the place of
honour previously held by Boardwalk
and will be paired with the Latvian
capital of Riga to represent the most
expensive property group.
Vancouver will be the flagship of the
orange group, while Toronto will join Kyiv
and Istanbul to comprise the magenta
properties. Canada and China are the only
countries to feature three cities on the
board.
Hasbro said nearly 6 million votes
were cast during an online contest to name
the cities featured on the global edition of
the game.
Monopoly Here and Now was
launched Aug. 26. Events were held in
all three Canadian cities, with life-sized
game boards for fans and dignitaries.
Nearly 7 out of 10 Canadians plan more coupon use in a slowing economy
TORONTO – Pressed with a sluggish
economy and escalating living costs,
Canadians are looking to the coupon for
relief, according to survey results released
by North American target marketing leader
ICOM Information & Communications
(ICOM).
Of the 2,099 Canadian consumers who
responded to a recent ICOM survey, 69%
said they are much more likely, or somewhat more likely, to use coupons during
a recession. The breakdown was 42.4%
much more likely and 26.4% somewhat
more likely. The robust 69% bucks a trend,
as overall coupon redemption rates have
been on the decline in Canada in recent
years, prompting many marketers to
rethink their coupon strategies.
ICOM’s nationwide survey of Canadian
households was conducted in May.
The online research was sent to 40,000
households in the ICOM Shopper’s
Voice database.
Broken down by age, 72% of consumers
in the 35-54 year-old age bracket said
they are much more likely or somewhat
more likely to use coupons in a recession.
That compares to 67% in the 55 years and
above bracket and 63% among those
18-34 years old.
Geographically, 70% of Ontarians said
they are much more likely or somewhat
more likely to use coupons during hard
economic times, versus 59% of Quebecers.
Those respondents describing their
geographic location as Eastern Canada
were 70% much more likely or somewhat
more likely to cash coupons in a recession,
against 68% of Westerners.
Income didn’t make a significant differ-
ence to respondents, with 69% of those
earning less than $60,000 a year saying
they are much more likely or somewhat
more likely to use coupons in a sluggish
economy, compared to 70% for those
earning more than $60,000.
Historically, coupons represent a key
area in which manufacturers operating in
economic hard times have not cut back.
In the weakened economy of 2001, ICOM
tracking showed a significant increase in
the number of coupons redeemed.
“Savvy consumers can actually make
money while others rework budgets
during hard times,” said Peter Meyers,
ICOM vice president of marketing. “The
typical household that wisely uses coupons can save 25 percent on their annual
grocery bill – without cutting purchases.
That pockets $2,600 a year based on the
typical $200 a week grocery spend, which
can significantly offset recent gas, living
and food cost surges.”
“Marketers are faced with a golden
opportunity to engage consumers
desperately looking for ways to save
money. Blanket distribution tactics waste
money and offend consumers. Why send
cat litter coupons to households that
have no pets? Brands that take the extra
step of analyzing the audience will be
rewarded for sending offers relevant to the
consumer,” Meyers said.
In the area of coupon technology, 58%
of consumers responding to the ICOM
survey see their coupon use increasing
if they could download a coupon from
the Internet and have it automatically
connected to an electronically swiped
loyalty card.
Column
dmn.ca ❯ Direct Marketing ❯ September 2008
article8
highlights
All clients are not
created equal
Differentiating allows you to
to deliver the highest degree
of reward and recognition to
those customers who most
deserve it.
Loyalty marketers
show favoritism
A well-designed program
segments members based
on their actual or potential
value and assigns them to
different program tiers.
Pamper the top tier
Gold members typically
receive additional hard
benefits every time they
spend with you. Provide
a bonus that accelerates
their rate of earning.
11
Ignore the bottom tier
These members in your
database aren’t spending
enough to warrant any
investment by you in the
relationship. Be extremely
careful about incenting
them.
Loyaltylandscape
with Rick Ferguson
The joy of tiers
Differentiating allows you to apply various levels of treatment and funding in a dynamic model
to deliver the highest degree of reward and recognition to those customers who most deserve it.
L
oyalty marketers understand
that not all customers are
created equal. A welldesigned program segments members
based on their actual or potential value
and assigns them to different program
tiers— the Silver, Gold, and Platinum
levels of traditional loyalty programs.
Each membership tier carries incremental
benefits, with the top tier reflecting those
members who consistently deliver the
highest value.
When you first launch your program,
you may not have enough information to
tier the membership base. As you collect
transactions and data, you can determine
which members may be worthy of top-tier
status. The old Pareto 80-20 rule may be a
cliché, but like all good clichés, it has some
basis in truth—so put the top 20 percent
of your members into the top tier, and
you’ll be on the right track.
If you decide to tier your membership
base, you can proceed in one of two
ways. The first way is to publicly name
and identify the tiers within the published
structure of your program. You can name
your tiers and assign special privileges
to each. You can issue identification
cards that correspond to each tier. The
advantage to this approach is that both
which members earn benefits based on
their tier. When members approach a new
tier threshold, you can send them special
offers to motivate them to spend enough
to reach the higher level of benefits. This
ability makes tiering one of the most
versatile tools in your loyalty toolbox.
If you do decide to tier your
membership, you’ll achieve maximum
benefit by implementing a separate
marketing strategy for each tier. Here’s how.
Pamper gold members
We’ve looked at a lot of loyalty program
databases, and every one showed us that
a small number of customers delivers
a disproportionately high value to the
sponsor. Those customers at the highest
end of the value spectrum – typically your
top 2-5 percent - should receive special
status in your program. While you can
call this top tier whatever you want, we’ll
use the generic phrase gold member to
describe this group. After all, these clients
are worth their weight in gold.
The pattern of transactions you observe
in your database will determine where you
set the threshold for gold membership.
You can set seasonal thresholds, or
establish them based on the member’s
lifetime value to your bottom line. Gold
simply haven’t performed well enough to
warrant full gold status.
Silver tier strategy is similar to that of
your gold tier. You can apply an earning
bonus similar to that of the gold group, but
you might apply it differently. While gold
members always earn the accelerated
bonus, silver members only earn the
bonus when you want to extend it. This
approach allows you to test the upside
potential of the silvers. Can they give you
more spend? Will they do so in return for
an accelerated earning rate? Historically,
the maximum potential in loyalty programs
resides within the silver tier.
While you should also extend soft
benefits to the silver tier, they should be
less comprehensive than those you give to
the golds. Remember, soft benefits must
be exclusive, and you should confine them
to those member segments most likely to
maintain the required spending level.
Reward bronze members
Bronze members typically fall below silver
status. Unlike the top two segments,
this group is hard to pin down. These
“members” may be only occasional visitors
to your part of town. Some, however, could
be locals who only visit you infrequently or
are otherwise devoting at least a portion of
If every member receives the same level of benefits, then
you’ll over-fund some segments and under-fund others.
you and your members can use the
tier structure as a public score keeping
mechanism by which both sides
understand the value of the relationship.
Alternatively, if the expense or
complexity of launching a tiered program
strategy appears too vexing, you can tier
members behind the scenes—in your
database. This method allows you to enjoy
the benefits of a tiering strategy without
the marketing expense.
And what are those benefits? Tiering
allows you to extract maximum marketing
advantage from your database. You can
alter program rules to change the rate at
members typically receive additional
hard benefits every time they spend with
you. You accomplish this through the
use of a bonus that accelerates their rate
of earning. Soft benefits are especially
important to this segment; gold members
are less motivated by hard-dollar rewards
than they are by the special treatment and
privileges associated with the gold tier.
Bonus silver members
Those members within that top 20 percent
bucket who haven’t yet achieved gold
tier status we classify as silver members.
They’re good, high-value members; they
your category spend to your competitors. If
you can identify this segment of the group,
it’s a target of opportunity.
The bronze tier represents the bulk
of your database, often as much as 60
percent of total program membership.
You typically don’t extend soft benefits to
this group, as it has yet to demonstrate a
spending pattern that justifies the added
privileges. Deliver hard benefits to this
tier at your normal funding rate. You can
introduce the occasional promotional or
partner bonus to bronzes to determine if
they have incremental value to give you.
As they respond with increased spend,
you can increase the bonuses.
If a member segment remains
unresponsive to bonuses, then you’re out
nothing but the communications cost. If
they remain cold after several attempts
at enticing them through bonuses, then
drop them from active communications
and save the money for messages with a
greater return on investment.
Ignore lead members
The remainder of members in your
database isn’t spending enough to warrant
any investment by you in the relationship.
We call this group lead members because
over-funding in this segment can drag
your loyalty program into the red.
Some programs allow leads to earn
hard benefits in the hope that this group
will come back and spend a second or
third time. If they don’t, the benefits
break. If they do return, then you may
have set those members on the path to
greater value. If you aggressively enroll
a lot of lead names into your program,
then you may want to withhold any
communications or identity cards until you
see them a second time. Some marketers
even refuse to enroll first-time visitors.
Regardless of your strategy, some
customers will always bring up the rear in
terms of value. Be extremely careful about
incenting them. They don’t visit your store
for a reason— maybe they only come
to town once a year, for instance— and
your loyalty program is unlikely to make a
substantial impact.
Tiering works because it allows you to
allocate your program resources according
to value. If every member receives
the same level of benefits, then you’ll
over-fund some segments and underfund others. Tiering allows you to apply
different levels of treatment and funding
in a dynamic model to deliver the highest
degree of reward and recognition to those
customers who most deserve it. It’s a core
loyalty best practice that will serve both
you and your customers well.
Rick Ferguson is the Editorial Director for
COLLOQUY. E-mail him at rick.ferguson@
colloquy.com.
12
Click!
September 2008 ❮ Direct Marketing ❮ dmn.ca
profiting from the
online Revolution
Your Online Conversion Challenge with Raquel Hirsch débuts this October
Vancouver-based WiderFunnel Marketing
(www.Widerfunnel.com) is a unique marketing services company that helps clients
convert their Web site traffic to actions that
generate desired results.
“Our clients come from a wide variety
of industries and have many different
objectives,” explains Raquel Hirsch, the firm’s
president. “However, they all share one thing:
the desire of getting more action on their
Web site. It’s really about ROI. When you
think about it, you’re spending a million dollars to drive 100,000 people to your Web site,
and 10,000 of them buy. If you get 20,000 of
them to buy, your ROI has just doubled.”
She and her business partner, Chris
Goward, both cut their teeth in the direct
marketing and database marketing industry.
The services they provide today on the Web
are firmly rooted in testing—something that
is very familiar to direct marketers.
“The whole idea is transferrable: You run
different variations of a direct mail piece and
compare them against the control and then
you can draw conclusions as to which one
draws the highest conversion rate,” she says.
“This same method also applies to landing
page and Web page optimization, where
a percentage of the traffic gets to see the
control—that which the client has already
posted— and the rest of the visitors see
the variations created by WiderFunnel. In
real time, we are able to compare what the
conversion rates of the variations look like to
the control version.”
Raquel handles the firm’s customer
acquisition, business development and
works with each client to develop an overall
strategy. Once a client is ready to sign off
on it, Chris oversees the operation and
execution of the strategy working with a
small team of specialists.
“I developed our processes ensuring we
follow the Kaizen Method of continuous
improvement and our processes follow
statistically valid methods so that we are
not just guessing, we actually know that
what we are recommending to clients is
actually going to improve their results,” he
emphasizes.
Prospective clients approach the firm
about a variety of pains; from driving
their lead generation conversion rate; or if
they’re selling product online, to increasing
their e-commerce conversion rate. Often
clients are looking to quantitatively validate
usability tests, something Chris and Raquel
say should not be relied upon in isolation to
make decisions about optimal Web page
design, rather the results should be used as
hypotheses for testing. “There is a statistical
method running behind the madness,”
notes Raquel. “It isn’t that we develop an
opinion and say, ‘This is the winner.’ The tool
(Google Website Optimizer) tells us when
the experiment has completed and the
results are statistically valid. Marketers often
make decisions about Web design based
on opinion and gut feel. Opinion now is
completely outside the equation. We are
testing a hypothesis and letting your own
customers by virtue of coming to your Web
site and by clicking or not clicking
on what’s presented to them,
determine what the optimal design
is. That is a huge leap ahead for
marketers who spend a lot of time
defending their decisions based on
aesthetic reasons. For us, it doesn’t
Chris Goward and Raquel Hirsch “divide and
matter what we like, it matters what
conquer.”She helps clients develop the strategy and he
customers demonstrably show
oversees its execution.
you.”
client actions. Chris explains: “Within these
Chris says that tools are now available
that make running such experiments really five factors, there is a series of questions
that we ask and use to evaluate each Web
simple. Google Website Optimizer, which
page. Taking the principles we’ve used from
is free, is one that he recommends comother pages and from best practices, we can
panies experiment with. (WiderFunnel is a
evaluate each page based on its own merits
Google authorized consultant.)
At the same time, WiderFunnel has devel- and come up with a hypothesis that we can
test and validate.”
oped a proprietary tool called LIFT, which
includes five factors that the firm knows from
Readers can learn more about optimizing
experience, directly influence conversion
their Web site conversion rates by consulting
rates. The value proposition, the urgency of
Raquel Hirsch’s new column, Your Online
the presentation, the presentation’s clarity,
Conversion Challenge, in the October Click!
any anxiety, or distraction, and/or any lack
section of Direct Marketing.
of focus on the page, exerts an impact on
Marketing automation program announces new capabilities
VIENNA, VA– Eloqua, a leading supplier
of automated demand generation
applications and expertise for business-tobusiness (B2B) marketers, has announced
new customer programs and integration
capabilities that accelerate and simplify the
deployment of the company’s marketing
automation platform, Eloqua Conversion
Suite. The new offerings, based on more
than 500 customer implementations,
ensure that customers experience a fast
and successful launch, while also gaining
access to best practices in demand
generation and lead management that are
key to long term success.
Deployment options include:
• Eloqua SmartStart – For customers
who want unparalleled time-to-value,
Eloqua’s accelerated five-day launch
program is designed to accelerate the
adoption of not only the application,
but also the integrated marketing
and sales processes. Hosted at either
Eloqua or a certified partner facility, the
SmartStart program ensures that in just
five days customers are fully trained and
Microsoft Advertising announces
new ad network
Pingdom
studies social
network adoption
Toronto—Microsoft Advertising
has announced the launch of Drive
Performance Media (“DRIVEpm”) – a new
premium advertising network available to
Canadian marketers that includes the top
40 Canadian Web sites (comScore Media
Metrix, Total Audience Canada/US).
In Canada, DRIVEpm reaches 60% of
online consumers — totalling 14.2 unique
visitors across a network of premium
Canadian and global Web sites (comScore
Media Metrix, Advertising Networks, Total
Audience, May 2008). To help advertisers
engage their ideal audiences, DRIVEpm
provides robust targeting, tracking,
measurement and reporting technologies
that help deliver and optimize targeted
campaigns. A full customer service
team is also available to help advertisers
connect with audiences, understand their
behaviour, and translate that information
into decisions and strategies that can help
improve campaign ROI.
A recent mini-study by Pingdom examines
each major social network’s proportion
of Web users per country based on the
recently launched Google Insights for
Search tool.
Although US-based Facebook has
more members at home than in any
other country, there's more proportional
"interest" in it in Turkey, based on Google
searches for the term. In second place is
Canada, followed by the UK, South Africa,
and Colombia.
For MySpace, the U.S. ranks at the top
for regional interest, followed by Puerto
Rico, Australia, the UK, and Malaysia.
Interestingly, many American-founded
social networks are significantly
more popular overseas than at home.
Friendster, which recently affirmed
its focus on Asian countries, gathers
the most “interest” in the Philippines,
Malaysia, Indonesia, Singapore, and
Myanmar, respectively.
ready to:
• Execute an integrated e-mail and
Web campaign;
• Gain valuable customer insight with
Web site tracking and lead profiling;
• Ensure high e-mail deliverability with
dedicated IPs and custom branding;
• Manage customer communication
preferences with subscription
management;
• Improve marketing and sales
alignment with real-time synching of
marketing and sales data;
• Qualify and rank leads with Eloqua
Co-dynamic™ Lead Scoring; and
• Apply the marketing best practices
learned from one-on-one consulting
with Eloqua experts.
• One-Day Deployment – Ideal for
certified partners and power users, this
rapid launch program provides access to
the environment within hours. This option
helps facilitate the continued growth of
Eloqua’s global partner ecosystem, while
giving product experts more flexibility
and control over the implementation of
their application.
• One-Click CRM Implementation
–Developed using best practices learned
through hundreds of CRM configurations,
Eloqua’s CRM configuration wizard
guides customers through the process of
synchronizing marketing and sales data,
putting actionable insight into the hands
of sales organizations with just one click.
iProspect announces new offices
Search engine marketing firm iProspect
has announced the launch of two new
offices in Belgium and Canada.
“What we’re trying to do is establish as
large as reasonably possible geographic
footprint,” said Robert Murray, president,
iProspect.com, which is part of the Isobar
global network. IProspect Canada is part of the Torontobased agency Mindblossm, which was
acquired last year by the Aegis Group,
Isobar’s parent company.
Belgium-based search marketing
agency Extenseo, which was also acquired
by the Aegis Group last year, has been re
branded as iProspect Belgium.
All iProspect Canada and iProspect
Belgium employees will go through a rigorous certification process, Murray explained.
“We’ve got 15 markets around the
globe where we have feet on the street
that are trained in our methodologies,
use our tools, understand our systems
and processes, and have gone through a
rigorous training program before they’re
allowed to use the iProspect brand in their
market,” Murray said.
In addition to Canada and Belgium,
iProspect also has offices in Boston,
San Francisco, Spain, Sweden, the
Netherlands, Denmark, Norway, Hungary,
Hong Kong, Malaysia, Singapore and
Australia.
Interactive application
exposes brand to millions
TORONTO- Ipsos Interactive Services, a
global leader in online survey-based market
research, has announced the release of
Poll Predictor, an interactive tool designed
for Facebook. The game challenges users
to correctly guess the percentage of “yes”
answers to all types of fun questions initially
put to Ipsos panelists in the US.
Participants can guess, for example, just
how many Americans make their bed in
the mornings, what percentage believe in
UFOs, and what proportion would tell on a
cheating friend.
The tool was spearheaded by an idea
from Senior Interactive Media Analyst Andres
Burgos, supplemented by data tested by
Director of Panel Analytics Annie Pettit.
“I wanted to create an interactive
online game that encompasses elements
of market research. This tool goes
beyond just advertising on Facebook;
Poll Predictor provides the opportunity
to engage with our current panelists
from i-Say and also has the potential to
attract new members. We think it helps to
differentiate us from other market research
firms,” comments Burgos.
dmn.ca ❯ Direct Marketing ❯ September 2008
13
Knock! Knock!
Who’s there?
On-demand lead scoring can tell you how to prioritize
and treat each incoming lead to increase your
sales conversions and customer value.
W
By Paul McConville
hen faced with questions about what
you’re getting for your marketing spend,
direct marketing provides some concrete results
but you still may not be able to answer four crucial
questions:
Exactly who is calling your company right now or
providing their contact information online?
Can you actually reach the people who provide
their contact info online?
Which incoming leads should be your top
priority?
Which of your products or services is most
relevant to each incoming lead?
Although you may do a phenomenal job of
target marketing, when it comes to deciding
which inbound leads to talk to first and how to
adjust your messages and offers to them, you may
just be guessing. Without asking some important
qualifying questions, it’s difficult to ensure your best
salespeople receive the leads that are most likely to
convert, place higher-value orders, and become loyal
customers.
information verification, then you won’t even know
which leads can be reached—making the effort
worthless. If your scoring solution doesn’t include
up-to-date consumer contact information, then your
ability to assign scores to your leads is compromised.
Finally, if your scores aren’t customized to your
business, then their predictive power will lack
punch. Off-the-shelf lead scoring systems typically
rely on consumer profiles that aren’t even tailored
to an industry, let alone a company, so they tend to
provide uneven results when used to drive real-time
decisions.
A real life example will help illustrate how such
intelligence works: A credit card issuer’s advertising
drives prospects to its 800 numbers and Web sites.
In sub-second time, incoming calls are scored
according to their potential value. High-value, likelyto-convert prospects are immediately routed to the
best agents, eliminating wait times and improving
service. The callers who are least likely to convert
are routed to an interactive voice response system,
allowing the likely-to-convert callers to get more
attention from agents.
On-demand lead scoring
Through an approach called on-demand lead scoring,
it is possible to automatically know the answers to
the questions above, at the instant leads contact
Exceed customer expectations
The credit card issuer also uses lead scores before
the start of each call to determine which card is best
suited to the caller, regardless of which offer spurred
WHAT MOTIVATES
YOUR MEDIA BUY?
NOW YOU CAN GET INSPIRING RETURNS
EVERY TIME WITH YAHOO! DIRECT RESPONSE.
When ROI is driving your campaign, you need to reach
your target in the most efficient way possible. Whether
you’re motivated by clicks, conversions or impressions,
Yahoo! Direct Response will work to your target metrics
on one of Canada’s premium ad networks.
YAHOO! DIRECT RESPONSE IS:
PERFORMANCE DRIVEN:
We auto-optimize your buy based on
your ideal metrics to achieve your goals
MARKET-BASED:
You’ll never pay more
than market price for inventory
HIGH REACH:
A simple way to access large audiences
across Yahoo! and our publisher partners
Calls whose scores indicate purchasing probability
can be moved to the head of the queue and passed to
top-performing sales agents.
you. By combining your customer information with
consumer data and predictive analytics, lead scoring
can tell you how to prioritize and treat each incoming
lead to increase your sales conversions and customer
value. The predictive power of your lead scoring
will depend upon how much it is tailored to your
specific business, your objectives and your existing
knowledge of your customers.
Depending on your needs, you can develop scores
with detailed household information—including
demographics, lifestyle and behavioral data.
Then, incorporate your own data; including sales
history, product and channel usage. This blend of
information will deliver razor-sharp insight on which
leads are most likely to convert, which are potentially
most valuable and which will respond to different
types of offers or messages.
Three keys to insight
First, you have to be able to access and leverage this
insight on demand, at the moment in which you’re
interacting with leads. In the past, custom-made
customer insight platforms haven’t easily afforded
this capability.
Second, your lead scoring is only as good as the
information that drives it. If it doesn’t include contact
the call. It’s an improvement to the caller experience
that surprises customers by exceeding their
expectations. Better still, the company reaps higher
conversion rates and revenue with the same (more
productive) staff.
The credit card issuer’s Web leads can be verified
and prioritized the same way. Before the sales team
receives a lead, it’s automatically scored based on
verified contact information and the credit card
issuer’s likelihood of converting customers who fit
the lead’s profile.
The sales team is now able to prioritize those
leads that are most valuable to them, promoting the
most promising ones to the top of the queue for an
immediate outbound call. The sales team begins
each call with an actionable strategy: As each lead
arrives, its score determines which product is most
suitable, triggering a customized script. While the
top leads get first attention, others are prioritized for
follow up. Strategies like these help the credit card
issuer take better advantage of its advertising spend.
Bottom line: with on-demand lead scoring you
can focus on the leads that are important to you and
get more results from your marketing dollar.
Paul McConville is director, Consumer-Facing Services for
TARGUSinfo.
Yahoo! Direct Response adds up to more control over
your media buy and more achievable campaign targets.
Now that’s self-help!
BOOK YOUR BUY TODAY.
Call Aileen Hernandez at 1-888-924-6620
or email [email protected]
DIRECT
RESPONSE
advertising.yahoo.ca
Join us at VROOM!
Yahoo! Canada Direct Response and Search Seminar
Wednesday, September 24th, 8:30 am – 1 pm, in Toronto
Register FREE and get more details:
[email protected]
Limited Seating
14
Mail Equipment & Systems
September 2008 ❮ Direct Marketing ❮ dmn.ca
Neopost acquires PFE to complement its successful folding and inserting range
The DS-140 is a new high-end folding and inserting solution from Neopost. With its touch-screen
PC interface, it is ideal for organizations demanding maximum productivity and flexibility.
MARKHAM, ON—A key player in the
dynamic mailroom equipment market
and #2 worldwide, Neopost offers
customers some of the most advanced,
fully compliant and value-added solutions
for both incoming and outgoing mail.
Offerings include a wide range of mailing,
folding and inserting, addressing,
shipping solutions, traceability for letters/
parcels, as well as consulting, maintenance
and financing solutions.
Neopost folding and inserting solutions
for the desktop and office environments
are already world-class with acclaimed
design, ergonomics and productivity. Now
its growth continues with the acquisition
of UK-based PFE Inc. and subsequent launch
of the DS-100 and DS-140. These additions to
the Document Systems line will strengthen
Neopost’s presence in the higher-volume
segment of the mailing industry.
These new, highly modular tabletop
folder inserters target customers with
applications requiring maximum
provides for very rapid changeover
between jobs with different settings
minimizing unproductive downtime.
In addition, the DS-140 boasts a PC-driven
touch-screen for ease of use and offers high
security, outstanding productivity and
intelligent engineering designed to increase
reliability and reduce downtime.
Integrated software suite provides one
solution for all automated document
factory management needs
High-speed inserting system
features intelligent
material handling
NORTH YORK, ON —Böwe Bell &
Howell, a leading provider of document
management and postal solutions, has
introduced its new Turbo® Premium
high-speed inserting system.
Employing new, intelligent materialhandling technology, the system is
designed to combine maximum inserting
speeds with the highest levels of
efficiency. Its design adds to the existing
modular architecture and advanced
document-tracking system for optimized
processing integrity and security. The
system has automated changeover
capability and can process dual-input
print streams at cycle speeds up to 22,000
envelopes per hour.
productivity and flexibility. The DS-100
and DS-140’s high collation and constant
document speed, combined with their
parallel inserts and document folding
handling, ensure high productivity
throughput rate —regardless of the
number of documents being inserted. The
automatic feeder and folder adjustment
NORTH YORK, ON —Böwe Bell &
Howell has introduced an integrated
enterprise management software suite
for companies that are looking to increase
overall quality and efficiency while
lowering the cost of doing business.
Böwe One integrates 28 of the
industry’s leading technologies into one
modular and scalable solution, and will
allow customers to manage every aspect
of their mail production environment
It optimizes the forces and transport
of each set based on its individual
composition. This design provides control
of the set throughout the inserting
process, resulting in significantly fewer
stops, higher operating efficiency and
5650 Yonge Street, Suite 1820
North York, ON M2M 4G3
Fax: 1866.588.3291
To learn more about our products and flexible service offerings, contact
(Sales) John Wilbrink ( 1.800.889.6245 x 2014 * [email protected]
(Service) Leighann Paulionis (1.800.889.6245 x 2023 * [email protected]
greater production.
The inserter intelligently assembles
and folds each document set based
on the programming of the printed
barcode read or database file lookup,
then selectively adds enclosures such
as business reply envelopes, marketing
offers or supporting material to each set,
and inserts the complete group into an
envelope for mailing.
The system transports the folded
document sets and enclosures on edge
(vertically) throughout the inserting
process. This transport design provides
control, security and integrity at the
highest processing speeds. It also
eliminates stack weight on enclosure
and envelope feeding for reliability and
capacity.
It can accommodate a variety of input
feeders, including 1-up or 2-up cut-sheet
feeders, and pin-fed or pin-less 1-up or
2-up cutters. Available fold types include
Z, half, double parallel, letter fold and
cross fold.
from data manipulation and postage
management to enterprise workflow
management, including piece- and
job-level tracking.
For mailing operations of all sizes,
the Böwe One solution is designed to
enable users in operations, marketing,
IT, customer service and accounting
departments to manage, automate and
raise productivity in the most secure and
transparent manner possible.
Challenge line of inserters
permits customized configuration
Distributed by Montreal’s Canadian
Mailing, every inserter in the Challenge
line is available with mix and match
technology. This permits users to configure
the machine with one of four different
insert feeder types and
provides the flexibility to process
everything from glossy inserts to
booklets. The bottom side friction feeder
is appropriate for thicker inserts. When
equipped with the optional "lugs", the
bottom friction feeder will feed inserts
up to 112 ". Electronic miss and double
feed detection is standard. As with all
Challenge feeders, set-up is quick and
intuitive, keeping overall set-up time to
a minimum. The Top Side Friction is the
workhorse of feeders that will cleanly and
consistently feed a majority inserts. The
top feed design also allows for the feeding
of open edge inserts without the worry of
catching the open edge and destroying
the insert. For those glossy inserts that
just won't run on a friction feeder, the
option of a vacuum feeder is available. The
insert is pulled into a waiting position by
vacuum, then positively transferred to the
main transport by a series of grippers. The
suction drum feeder offers the same user
friendly design and quick set up.
Mail Equipment & Systems
dmn.ca ❯ Direct Marketing ❯ September 2008
15
Smaller footprint means
inserting system costs less
New from Pitney Bowes,t he Flowmaster®
RS inserting system gives you the same
speed as competitive products, and the
same ability to run different applications.
Yet it has a smaller footprint on your
shop floor, and it actually costs less. The
Pitney Bowes FlowMaster® RS features
new modular rotary and friction feeders
that can be swapped in less than 30
minutes – no scheduling, no specialized
machinery or hoists required, just swap
and go at full speed. Combine that with
the FlowMaster’s proven servo motor
technology and you’ve got the power to
process virtually any insert material, at any
time. With servo inside, the FlowMaster®
RS helps you meet SLAs faster and
expand value-add offerings with match
mailings. You’ll have superior platform
flexibility to process letters and flats on
the same system, to meet even the most
challenging application needs. And
to further increase
productivity you
can customize
your Flowmaster®
RS with valueadd options like
Speed Sort Output
Conveyor, Flexible
Bindery Interface, a Bulk
Feeder, Camera Scanning
and much more.
High-speed
inserter enables
poly and paper
wrapping
New to the Canadian market is the
exclusive Insource relationship with Buhrs.
Buhrs has a reputation for high-speed
inserting and both poly and paper
wrapping.
The BB700 also offers the intelligence
required to ensure the integrity of each
mail piece, an important prerequisite for
all transactional and increasingly, Direct
Mail applications, as well.
With a product size range from C6/
DL to B4 and a mechanical speed of
16,000 products per hour, the BB700
sets new standards in the multi-format
segment. The BB700 allows the operator
to insert products with a total thickness
of up to 15mm. This system combines
high productivity and flexibility, in terms
of both mailing formats and mailing
applications.
Kirk-Rudy remains the primary mailing
equipment resource with new technology
for UVInkjet printing and camera systems
for matching, read & print and verification.
The Pitney Bowes FPS RS Inserting System expands
material processing by combining rotary and friction
feeders and increases operator productivity with a high
capacity bulk loader. It process letters up to 16,000
MP/HR and flats up to 9,000 MP/HR.
Feeder/dispenser integrates with most mailing bases
Available from Montreal’s Canadian
Mailing, the V-1000 from Streamfeeder
is the newest generation of continuous
feeding technology in the manufacturer’s
Value Series. It features rapid and toolless setup, quick make-ready, and easy
maintenance. It is designed to feed a
wide variety of materials and provide
exceptional alignment qualities.
Product applications include: mail
processing, ink jet bases, labelling bases,
tabber bases, folding machines, and
reinforcing machines.
Movable feed belts allow the operator
to position belts for optimum feeding.
The V-1000’s movable product separators
enable product separation either on or
off the belts and the ability to handle
products that vary in thickness. This feeder
features individual side guide position
adjustment and allows side guides to easily
pass over belts. The quick change carriage
enables faster belt replacement
and the quick access service panel
provides easy access to controls and
electronics.
The V-1000 includes a Universal
Electronic Interface kit that enables
the product to interface the start/
stop function with most systems
and the ability to integrate with
most mailing bases.
Canadian
PRINTER
Canadian
PRINTER
M A G A Z INE
Canada’s only print buying conference
Who:
Come face-to-face with hundreds of millions
of dollars in print buying power. Meet print
buyers from consumer product companies,
ad agencies, and communications companies
from coast to coast.
Take advantage of the intimate surroundings
of The Carlu and get to know some of the most
powerful print buyers in Canada.
CORPORATE SPONSORS
Marketers, Graphic Designers,
and Production personnel
What: Making print more innovative,
effective, efficient, and green
Where: The Carlu - Toronto
When: September 25, 2008
For more information,
visit www.canadianprinter.com
or email [email protected]
MEDIA SPONSORS
September 2008 ❮ Direct Marketing ❮ dmn.ca
16
Your consumers are
watching!
C
M
Y
CM
MY
CY
CMY
K
And don't think for one minute that
your competition isn't paying attention.
Respect consumer choice, protect the environment and meet
industry standards. Use the CMA Do Not Contact list for all your
mail, fax and telephone marketing campaigns. It’s the way of
good business.
For more information and to order the Do Not Contact List contact:
Canadian Marketing Association
E-mail: [email protected]
Phone: 416.644.3760
72472119 Mike Kemp/courtesy of Getty Images
Column
dmn.ca ❯ Direct Marketing ❯ September 2008
article8
highlights
Slow economies equal
lower marketing
budgets
Intelligent use of your
database can make you
more efficient, creating
more marketing ROI and
even justifying increased
spending.
Think small
Segment your customers
and target your message
with greater precision.
Understand “what” and
“why” factors
Develop basic customer
models that identify important criteria, such as the level
of commitment to purchasing a key product or service.
Identify “why” customers
make a purchase.
17
The takeaway
Using database
information in new and
creative ways can provide
the ammunition you need
in a marketplace where
companies are battling
hard for every consumer
dollar.
unlockyour data
with Rick Brough
Using your database to stretch budgets and improve metrics
Intelligent use of your database can make you more effective and efficient—creating more marketing ROI
S
low economies tend to result in
lower marketing budgets, often
leaving companies with difficult
decisions about how best to apply the
funds that are available. Making the wrong
choices cannot only exacerbate current
economic problems, it can also send your
company spiralling downward toward
longer-term performance shortcomings.
So if we agree that it’s important to
market your company on a consistent
basis, but also recognize the reality of
smaller budgets, how do we best spend
the money to generate maximum results?
Intelligent use of your database can make
you more effective and efficient, creating
more marketing ROI and even helping to
justify increased spending. Here are some
ways to help your marketing program
move faster in a slow economy.
Think small
Don’t confuse “thinking small” with “small
thinking.” What I mean is that you can cut
expenses significantly by mining your
database for information about your
best customers and prospects. Focus on
the process and the analytical aspects of
your data; effectively segmenting your
customers and targeting your message
failings among direct marketers and
it leads to wasted spending. Buyers
who appear similar in their purchasing
patterns can have widely varying reasons
for making those purchases. Gaining a
better understanding of the attitudes,
preferences and motivation that drive
particular purchases can help improve
customer relationships and guide future
marketing promotions. Look to outside
sources if you lack the internal expertise.
Forget unit costs
One of the biggest mistakes you can make
is to get caught in old unit pricing models.
Your goal isn’t to reach more people at a
lower cost per thousand; your goal is to
reach the right people at a lower total cost
of acquisition. A unit cost mentality inhibits
companies from taking full advantage of
new print personalization technologies
that enable true 1-to-1 marketing.
Obsessed with directives to drive down
costs, marketers sometimes lose sight of
the big picture; especially when it comes
to data-driven print programs. The key is
to evaluate response against total costs
to determine whether returns justify the
higher unit costs of more personalized
promotions. Here is an illustration of how
• 10% response rate = 1,250
• Revenue: 1,250 @ $100 average sale =
$125,000
• Production costs as % of revenue = 10%
• Marketing ROI = 10x
• Cost per response = $10.00
• Gross profit = $112,500
Refine what already exists
Your goal isn’t to reach more people at a lower cost per
thousand; your goal is to reach the right people at a lower
total cost of acquisition.
with greater precision. Use demographic,
psycho-graphic and socio-demographic
data to zero in on the people most likely to
respond to your campaigns, and identify
those customers who will provide the
greatest return.
Even if your company lacks an elaborate
CRM system, you likely still have the ability
to develop basic customer models that
identify important criteria, such as the
level of commitment to purchasing a key
product or service. This allows a marketing
organization to at least work with the “what”
factor and provides a starting point.
Even more important is the ability
to identify “why” customers make a
purchase. Not understanding the why
aspect is one of the most common
the total cost concept works:
Basic Targeting/Basic Personalization
• Production costs: 25,000 pieces @ 40¢
each = $10,000
• 3% response rate = 750
• Revenue: 750 @ $100 average sale =
$75,000
• Production costs as % of revenue =
13.3%
• Marketing ROI = 7.5x
• Cost per response = $13.33
• Gross profit = $65,000
High-level targeting/individual customization
• Production costs: 12,500 pieces @ $1.00
each = $12,500
Often, companies already have data
generating systems in place that can
be tweaked to economically build even
greater sales. An obvious example is the
retail checkout system—both bricksand-mortar and online versions. We’re
all familiar with cash registers that can
print an instant coupon based on your
purchase. You buy cat food and you
get a coupon for cat litter. Or the online
system that suggests a blouse or shirt for
a suit you purchased. In short, the buyer’s
action triggers a second opportunity to
cost-effectively make a pitch for another
product or service.
There is also a great deal of data to be
mined from a visitor’s Web site activity
or the fact that they opened a particular
article from an electronic newsletter.
By knowing their interests, you have
an opportunity to create and distribute
a follow-up communication that is more
likely to be favourably received. Many
companies have these types of database
opportunities available but don’t take
advantage of their budget-stretching
potential.
Get creative with channels
Virtually every study shows that multiple
channels work better than one. Get a
little creative in both identifying new
channels and building better synergies
within the ones you already use. Get your
database act together and pay attention
to other success factors such as timing.
For example, a Dannon Activia yogurt
campaign that tightly coordinated
3 million demographically targeted
direct mail pieces with freestanding
inserts, in-store sampling and television
advertising, resulted in a 78 percent sales
increase from participating stores. No one
complained about cost.
Perhaps you can get outside the box in
other ways that won’t break your budget.
Would data-driven, multi-version scripting
for your call center produce better results?
Or would a personalized URL (pURL)
included with a direct mail or e-mail
campaign lift response at little extra cost?
There’s only one way to find out.
And don’t forget to measure
Your gut feeling about how a campaign
is working isn’t what senior managers
(translation: budget setters) want to hear.
There is constantly growing pressure
for marketing performance metrics and
you simply can’t neglect to measure the
success of your campaigns. Fortunately,
technologies are available for both traditional
and new media that make this task easier
than ever before. Just be sure to incorporate
them into your data-driven campaigns,
and then use the results to support the
value you deliver to your organization.
The takeaway
As a marketing professional, you know
this is not the time to stop marketing.
Rather, it’s a time to use all the tools and
knowledge in your arsenal to market
smarter and deliver the most return
on your investment. Using database
information in new and creative ways can
provide the ammunition you need in a
marketplace where companies are battling
hard for every consumer dollar.
Rick Brough is director of consulting for
Transcontinental Database Services,
which offers a full range of database
marketing services ranging from strategic
guidance to tactical execution. Visit www.
transcontinental-printing.com for more
information.
September 2008 ❮ Direct Marketing ❮ dmn.ca
18
Resource
Directory
MAILING MACHINES INC.qxd
DISTRIBUTION / DELIVERY SERVICES
MAILING EQUIPMENT
Remail – an alternative mailing service utilizing the delivery services
of a Postal Authority other then that of the originating country,
Benefits - faster delivery times to points worldwide, cheaper postal
rates, increased control over the handling of your mail
Aeromail Worldwide Inc - we are an international remail company located in Mississauga, Ontario.
Aeromail has been serving the international mailing needs of business clients since 1993. We provide
professional international document and merchandise mailing services at the most competitive
pricing, while ensuring your international mailing requirements are
met on schedule - everytime.
If you are interested in reducing your current international
mailing costs, while enhancing delivery quality,
please contact Mark Fagan at Aeromail Worldwide.
aeromail worldwide
International Mailing Services
2781 Thamesgate Drive Mississauga ON L4T 1G5
5650 Yonge Street, Suite 1820
North York, ON M2M 4G3
Fax: 1866.588.3291
To learn more about our products and flexible service offerings, contact
(Sales) John Wilbrink ( 1.800.889.6245 x 2014 * [email protected]
(Service) Leighann Paulionis (1.800.889.6245 x 2023 * [email protected]
Tel 905-678-2040 or 1-800-618-7615 Fax 905-678-2420
[email protected] www.aeromail.net
LIST SERVICES
DM CREATIVE
Manufacturers & Reps
ManuData
9
9
9
9
9
109,000 Canadian Manufacturers
82,000 Canadian Contacts
620,000 U.S. Manufacturers
520,000 U.S. Contacts
19,000 Manufacturers Reps
225,000 North American Manufacturers Email Addresses*
440,000 North American Manufacturers Fax Numbers*
*usage policy and conditions apply. Call for details!
Online and Downloadable * Accuracy Guaranteed
Visit ManuData.com or call 1.866.963.REPS(7377)
11/05/2007
2:07 PM
Page 1
Turn First Calls Into Customers
Accurate Online Access to:
MAILING EQUIPMENT


 
  
540 Hodge, St. Laurent, Qc H4N 2A4
Contact:    or   
Tel.:  Fax: 514-744-0816
E-Mail: [email protected]
540 Hodge, St. Laurent, Qc H4N 2A4
Contact: Fred De Civita or Frank De Civita
Tel.: 514-744-9351 Fax: 514-744-0816
Email: [email protected]
Reseller Inquires
Invited
WE SPECIALIZE IN PROVIDING QUALITY REFURBISHED MAILING EQUIPMENT
WE SPECIALIZE IN PROVIDING QUALITY REFURBISHED MAILING EQUIPMENT
        
        
Bursters • Forms Cutters • Folders • Letter Opener
          
Labellers
Inkjets
• Postage
Meters • Z Fold Feeders •
 •

• Inserters
Inkjet Feeders
Smart Feeders
• Tabbers
• Polybaggers
Our Specialty is rebuildingGBR
and upgrading
of Bell & Howell
inserters.
We carry a large selection of parts & supplies with savings up to 50%.
Our Specialty is rebuilding and upgrading of Bell & Howell inserters





Wecarry
a large
selection
of parts
& supplies with savings up to 50%
       
WE ALSO BUY USED EQUIPMENT
Make us your one stop supplier
Visit our website
latest
Inventory
For allfor
your
mailroom
needswww.epc-cmm.com
• 1,500,000+ Canadian Businesses
• 1,000,000+ Business Contacts
• 90,000+ Website Addresses
• 75,000+ Email Addresses
• 400,000+ Fax Numbers
• Number of Employees
• Estimated Sales
Updated Daily. Accuracy Guaranteed. Downloadable.
Visit NetYellow.ca or call 1.866.936.8484
MAKE US YOUR ONE STOP SUPPLIER FOR ALL YOUR MAILROOM NEEDS
WHY ISN’T YOUR
COMPANY LISTED?
Contact Peter O’Desse at 800.668.1838 or [email protected]
LEADER IN MULTI CHANNEL MARKETING SOLUTION
• Mailing Lists
• Email Lists
• Telemarketing
• Alternative Media Programs
• Fax Lists
• Data Appending
• Data Analytics
• On line Solutions
Resolve Corporation, Canada’s largest Multi Channel Marketing Solution provider.
Contact Jannett Lewis or Kim Young to Resolve your marketing needs.
dmn.ca ❯ Direct Marketing ❯ September 2008
19
Quality Data Makes a Difference!
The Best Business & Consumer Databases in Canada and the U.S.
• Direct Marketing
• Email Marketing
• Data Processing
Call 800-873-6183 or
Visit infoCANADA.ca
STRICTLY BUSINESS
A5Data
9
9
9
9
1.6
1.1
14
8.2
Million Canadian Businesses
Million Canadian Contacts
Million U.S. Businesses
Million U.S. Contacts
4.7 Million North American Email Addresses*
Opt-In E-mail List Aquisition/Management
3.8 Million North American Fax Numbers*
*usage policy and conditions apply. Call for details!
Verified and Updated Daily * Accuracy Guaranteed
Visit A5Data.com or call 1.866.936.8484
Reach over 2,000,000 Canadian consumers
with TargetSource®
TargetSource® delivers superior results and exceptional value
Canada’s largest consumer responder database – over 2 million Canadian consumers
and 1000+ data selects for targeting
• 350,000 permission based email addresses
• Package Insert Programs to over 1 million households annually
• Modeling, profiling and research services
•
Find out more
Contact Tony Rizzuto at 1-800-603-4555 ext. 2290 | [email protected].
www.i-com.com
Reach the right people. Achieve remarkable results
WHY ISN’T YOUR
COMPANY LISTED?
Contact Peter O’Desse at 800.668.1838 or [email protected]
Resource
Directory
list services
September 2008 ❮ Direct Marketing ❮ dmn.ca
20
ResouRce
DiRectoRy
LIST SERVICES
CALL CENTRE PRODUCTS / SERVICES
Telemarketing
Experts
Contact:
Diane Pinto
416-406-4420
[email protected]
It’s about
RESULTS!
Direct Media Canada extends our
Direct Marketing know-how to acquire
your Prospects and Customers Online.
CDS TELEMARKETING: Guaranteed to Improve your Bottom Line!
Are you paying for dead
air? Our clients only pay
for sales results! If we
don’t sell – you don’t pay!
Direct access to Canada’s premier
email lists and newsletters.
Managing over 10 Million
permission-based email addresses.
Visit dmc-interactive.com
Formerly Indas
BENEFITS INCLUDE:
¬Data provided Daily ¬Online
reports ¬ Free Script writing
¬Free phone Appending
Call Dave Chowbay today
for a No-Risk, Money-Saving
quote: ext. 3304
1-800-749-7553 | WWW.CDSGLOBAL.CA
CALL CENTRE PRODUCTS / SERVICES
DMI_Canada.indd 1
9/9/08 12:42:48 PM
WHY ISN’T YOUR
COMPANY LISTED?
Contact Peter O’Desse at 800.668.1838 or [email protected]
tŚĞŶLJŽƵĞŶŐĂŐĞdŝŐĞƌdĞůĂƐLJŽƵƌĐĂůů
ĐĞŶƚĞƌƐĞƌǀŝĐĞƉƌŽǀŝĚĞƌ͕ƌĞƐƚĂƐƐƵƌĞĚ
LJŽƵƌĞdžƉĞĐƚĂƚŝŽŶƐǁŝůůďĞĞdžĐĞĞĚĞĚ͘
zŽƵǁĂŶƚdŝŐĞƌdĞůƚŽĂŶƐǁĞƌƚŚĂƚ
ĐĂůůǁŚĞŶLJŽƵǁĂŶƚƚŽ͗
/ŶĐƌĞĂƐĞƌĞǀĞŶƵĞ
KƵƌĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐ
ĂƌĞĂŵŽŶŐƚŚĞŚŝŐŚĞƐƚ
ŝŶƚŚĞŝŶĚƵƐƚƌLJ͘
eMAIL MARKETING
>ŽǁĞƌĐŽƐƚƐ
ϭϮtZt/EE/E'
>Kd/KE^K^ddKK^d WƌŽǀŝĚĞďĞƚƚĞƌĐƵƐƚŽŵĞƌ
'ĞŶĞƌĂƚĞƋƵĂůŝĨŝĞĚůĞĂĚƐ
/ŶĐƌĞĂƐĞLJŽƵƌĚŽŶŽƌĚĂƚĂďĂƐĞ
DĂdžŝŵŝnjĞĞǀĞƌLJŽƉƉŽƌƚƵŶŝƚLJ
>>h^EKt
dK&/EKhd
,Ktt>/sZtKZ>
>^^Z^h>d^͘
KEEdt/d,KE&/E͊
dƵƌŶĞǀĞƌLJĐŽŶƚĂĐƚŝŶƚŽĂƌĞǀĞŶƵĞ
ŽƉƉŽƌƚƵŶŝƚLJƚŽĚĂLJ͊
ϭͲϴϲϲͲϱϮϭͲϬϯϲϲ KZs/^/dǁǁǁ͘ƚŝŐĞƌƚĞů͘ĐŽŵ
DATABASE MARKETING
dmn.ca ❯ Direct Marketing ❯ September 2008
21
Contact
Bob Coles
416.932.9555, Ext. 103
[email protected]
Cornerstone's mission is to
help our Clients find the
best prospects available
and to be the best in the
world at managing and
enhancing their customer
data.
We invite you to call us to
explore how we can make
your customer experience a
long-lasting one.
Prospecting Solutions / Data Products / Data Processing / Customer Data Integration / Database Management
#ANADIAN!DDRESSES
-ASTER$ELIVERY3ERIESnALLINONE
PROFESSIONAL-AILING3OFTWARE3UITE
CONSISTINGOF
3MART!DDRESSERn3%20¤#ERTIlEDBY
#ANADA0OSTFOR!DDRESS6ALIDATIONAND
#ORRECTION
3MART3ORTn2EDUCEPOSTAGECOSTSBY
ASMUCHASBYPRESORTINGWITHTHE
PROFESSIONALSCHOICE
3MART,OOKUPnh0OPUPvADDRESSLOOKUP
WITHIN7INDOWSAPPLICATIONS
%ACHCOMPONENTALSOAVAILABLESEPARATELY
53!DDRESSES
3MART!DDRESSERn/URALLINONE
53MAILINGSOFTWARESUITEINCLUDES#!33
CERTIlED˜ADDRESSCORRECTION0!6%
CERTIlED˜PRESORTINGDUPLICATEDETECTION
JOBSCRIPTINGANDMORE
!CCU-AIL'OLDn0OSTALADDRESSCORRECTION
FORYOURMAILCENTERCALLCENTERORWEBSITE
.EW9OUR53ADDRESSESAREKEPTRIGHTUP
TODATEWITHWEBBASEDUPDATESSOYOU
NEVERHAVETOWORRYABOUTHAVINGTHEVERY
LATESTINFORMATIONATYOURlNGERTIPS
#ALLUSTODAYATOR
%MAILSALES SMARTSOFTCANADACOM
7EBWWWSMARTSOFTCANADACOM
/VERPASS2D3UITE3ANTA"ARBARA#!
DATA PROCESSING
FULL SERVICE OPERATIONS
&ASTTURNAROUND
/VER9EARS3ERVINGYOU
#/-0,%4%$)2%#4-!),&5,&),,-%.43%26)#%
$ATAPRESORTSFORDISCOUNTEDPOSTAGE
)NKJETADDRESSs,ASERVARIABLEPRINTs&OLD
6IDEOMATCHINSERTs4AB#LIPSEALs"URST
0OLYBAG3ITMAs"OOKLETBINDERYWITHHOLEPUNCH
1UOTESSSPENCER ADDRESSALLCOM
2ONSA#OURT-ISSISSAUGA/.,79
4ELs4OLLFREEs&AX
Quality Data Makes a Difference!
The Best Business & Consumer Databases in Canada and the U.S.
• Direct Marketing
• Email Marketing
• Data Processing
Call 800-873-6183 or
Visit infoCANADA.ca
We have assembled a unique blend of talent and equipment to offer
you an invaluable “Fully Integrated” DM solution. WE DELIVER:
•
•
•
•
LEADING EDGE DATA PROCESSING
MULTI-IMAGING SYSTEMS
EXTENSIVE LETTERSHOP SERVICES
RESPONSE CAPTURE
MAILMARKETING CORPORATION
• ANALYSIS AND FULFILLMENT SERVICES
• CALL CENTRE SUPPORT
• E-COMMERCE SUPPORT INCLUDING
WEB HOSTING
www.mailmarketing.com
455 GORDON BAKER RD. TORONTO, ONT. CANADA M2H 4H2. T: 416.490.8030 1.800.508.3941 F: 416.490.8455 E: [email protected]
Resource
Directory
DIRECT MAIL SERVICES
DATABASE MARKETING
September 2008 ❮ Direct Marketing ❮ dmn.ca
22
Resource
Directory
FULL SERVICE OPERATIONS
2565 dmworks ad
r5:Layout 1
8/21/08
10:22 AM
Page 1
Introducing dmworks.ca,
the do it yourself direct mail tool.
%PINF"WF5PSPOUP0/.#:
5FM
'BY
&NBJMJOGP!DPNQMFUFNBJMJOHDPN
5PMM'SFF
XXXDPNQMFUFNBJMJOHDPN
*OLKFU&OWFMPQFTPS%JSFDU*NQSFTTJPO
.BJM.FSHFBOE1FSTPOBMJ[FE-BTFS1SJOUJOH
*OTFSUJOH"VUPNBUFEBOE.BOVBM
"EESFTT7FSJàDBUJPO$PSSFDUJPOBOE1PTUBM4PSUBUJPO
"EESFTTFE"ENBJMBOE1VCMJDBUJPO.BJM
%BUB&OUSZBOE%BUBCBTF.BOBHFNFOU
1PMZCBHHJOH5VCJOH)BOE"TTFNCMJOH,JUT
1IPUPDPQZJOH$PMMBUJOH4UBQMJOH'PMEJOH1SJOUJOH
Est. 1951
4-226 Industrial Parkway North
Aurora, Ontario L4G 4C2
DATA SERVICES INKJET LASER INSERT
AFFIX POLYBAG FOLD & SLIT
FULFILLMENT CO-PACK
www.andrewsmailing.com • tel: 416.798.7557
email: [email protected]
With dmworks.ca from Pitney Bowes
you can create, produce, manage and
distribute customised direct mail
campaigns or brochures right from
your desktop. Just choose a Canada Post
approved template, then select an image
and a customer mailing list, or upload
your own images and database. It’s easy!
Visit dmworks.ca for money saving
packages and more.
dmworks.ca Do it yourself direct
marketing, from your desktop to
your customer’s mailbox.
dmn.ca ❯ Direct Marketing ❯ September 2008
23
Resource
Directory
FULL SERVICE OPERATIONS
WHY ISN’T YOUR COMPANY LISTED?
Contact Peter O’Desse at 800.668.1838 or [email protected]
n. process of finding an
so·lu·tion
answer or response to a problem or difficulty;
the answer itself.
Lettershop
Experts We Save You Money!
CDS LETTERSHOP: Guaranteed to Improve your Bottom Line!
Big job (1.9 million per year) or
small job (500 per month)…our
cutting edge Lettershop delivers.
Find out why these savvy marketers
have chosen CDS Lettershop, and
why you should too:
Publishers Clearing House, The
Walrus, British Columbia Magazine,
Canadian Living, Explore, Men’s Health,
Prevention, Runner’s World, Vancouver
Magazine, Western Living, Canada
Law Books... just to name a few.
Call Shannon Dick for a No-Risk,
Money-Saving quote today: ext. 3311
Formerly Indas
Linking Data & Response
DATA
MAIL
PRINTING
FULFILLMENT
solutions
Since
www.wattsolutions.com
1922
40 Micro Court, London, Ontario N6E 2T5
(519)
681-6776
Toll Free: 1-888-699-WATT
DIRECT MARKETING LEADERS
•
•
•
•
•
Database Management
Canadian, US & International Mail Services
Fulfillment Services
Contact Centre
Facility Management
www.keycontact.com
555 Admiral Drive, London, ON N5V 4L6
1-800-632-3568 • E-mail: [email protected]
Helping You Tell Your Story!
1-800-749-7553 | WWW.CDSGLOBAL.CA
YOUR RDP FULFILLMENT CHECKLIST
N0ROVISION0OST/FlCE"OXESDAILYCLEARANCE
N2EALTIMEONLINE7EBSITEINVENTORYORDERSYSTEM
N#O0ACKINGPACKINGOFALLTYPES
N#OMPUTERSERVICESTOBUILDMAINTAINAVALUABLEDATABASE
N/NLINEFACILITIESSPEEDYEFlCIENTCUSTOMERSERVICE
N3ECURITYWAREHOUSINGWITHCOMPUTERIZEDINVENTORY
N0ICKINGPACKINGASSEMBLYOFMATERIALSATCOMPETITIVEPRICES
N&ULLMANAGEMENTREPORTINGDEDICATEDPROGRAMCOORDINATION
RDP FULFILLMENT CORPORATION
£ÇÓxÊV*…iÀܘÊ
œÕÀÌÊ*ˆVŽiÀˆ˜}]Ê"˜Ì>ÀˆœÊ£7ÊΙ
£‡nää‡xÈ·£ÓÓÇÊÊÊ/\Ê­™äx®ÊnÎLJ™Î™{ÊÊÊÊ\Ê­™äx®ÊnÎLJ™ÈxÇ
\ÊÀœLiÀÌÚ«ˆ˜…iˆÀœJ,*£°Vœ“ÊÊÊÜÜÜ°,*£°Vœ“
SERVICES: ,ITERATURE0/3$ISTRIBUTION
N#HEQUE#ASH2EFUND/FFERSN+IT
!SSEMBLYN#ATALOGUE&ULlLLMENTN
0REMIUM/FFERS
ICCMCanada08
DMNAd
24
7/18/08
4:12 PM
September 2008 ❮ Direct Marketing ❮ dmn.ca
Page 1
October 6-8, 2008
Metro Toronto Convention Centre
Toronto, Ontario
WWW.ICCMCANADA.COM
Attend ICCM & Get Your
Contact Centre Focused on
the Ideas that Really Count...
Insight
Interaction
Ideas
� State-of-the-art call centre solutions from over
40 leading vendors
� Remote Agent Showcase featuring live remote
agents will be taking calls on the show floor.
� More than 35 practitioner-delivered conference
sessions in an 8-track conference program
� 3 Amazing Contact Centre Site Tours at American
Express, Energy Savings Group and AIR MILES
Reward Program.
� Opening Keynote Panel featuring senior call center
executives from FedEx,The Shopping Channel and
Hilton Reservations & Customer Care
� Discover the Future of Customer Self Service in a
Multi-Media World from David Skimming,Voice &
Video Practice Leader at Avaya
� 60 Ideas in 60 Minutes – a perennial favorite where
industry veterans and experts share fresh and
meaningful ideas you can implement immediately.
REGISTER TODAY!
VISIT WWW.ICCMCANADA.COM
OR CALL 800-265-5665 (U.S.)
OR 972-621-3011 (OUTSIDE U.S.)
USE SOURCE CODE 314G
KEYNOTES - Don’t Miss!
High Quality Leadership From Around
the World & 60 Ideas in 60 Minutes
Platinum Sponsor:
Gold Sponsor:
Silver Sponsors:
Produced by:
Media Sponsor:
dmn.ca ❯ Direct Marketing ❯ September 2008
25
inthemail
This column is sponsored by Canada Post.
Bolstering the brand by thinking inside the box
Integrated B2B campaign promotes Siemens Canada’s floating interactive theatre of automation
Vuksanovich
ny marketer interested
in global integrated
multi-media
campaigns would
do well to review
one that is currently
underway from
Siemens Canada
(”Siemens”), the
domestic arm of
the German based
conglomerate
Siemens AG (SAG).
SC is just one of 20
regional companies
owned by SAG, which
employs over 400,000
people worldwide.
With a staff of
6,000, the Canadian
organization manages
the execution of
platforms devised
at headquarters in
Berlin and Munich, and specializes
in electronics and electrical
engineering for firms operating in
three distinct sectors: Industry, Energy,
and Healthcare. (As a frame of reference,
automation systems and drives are made
for industrial manufacturing clients to
help them customize end-user products.
Turbines and other systems are produced
for energy providers. Devices, such as MRIs,
are sold within the medical sector.) In a
nutshell, the global organization’s strategy
everywhere it operates is to unleash
trendsetting innovations for particular
technologies at precisely the right times.
This plan is obviously working: Siemens’
2007 revenue worldwide was €72-73
billion —approximately $100 billion (CAD).
In its own right, SC’s arsenal contains
several hundred thousand products—far
too many to promote to its diverse client
base at one time. The alternative is for
the firm to attract customer interest
by establishing itself as a sought-after
innovator. According to SC’s director of
Corporate Communications Dirk Miller,
there’s good reason for the electronics
developer to want to stand out against
the clutter because “there are a lot of
companies competing with us in the
Canadian marketplace.”
A complicated business
Due to its business scope, SC has a diverse
about the
campaign
A
By Kalan
client base. For example, in the industrial
sector alone, the subsidiary serves
firms in the Automotive, Construction,
Pharmaceutical, Food and Beverage,
and Oil and Gas industries. And while
the typical target customer is generally a
C-level manager, the firm’s technologies
and systems are so assorted that sector
specific showcases are an absolute
requirement of doing business.
Beyond this, within a single client
company, there are often multiple
layers of employees and executives that
need to hear different types of product
information related to the same sale. This
means that the sales force must display an
acute familiarity with a variety of corporate
departments. “Normally we have much
more than just one contact person within
one company. So it’s quite a complex sales
environment,” explains Miller.
Finally, there’s the challenge of working
in the Canadian business to business
environment. “We don’t have a highly
profiled brand name in Canada, although
we have been here for almost one
hundred years,” Dirk emphasizes. “Canada
is still an economy which is in growth
mode… we constantly strive to be part of
this growth. Managing it means we have
to attract more and more customers.”
Client: Dirk Miller, director
Corporate Communications,
Siemens Canada
Campaign:
Exiderdome promotion
direct response campaign
The marketing challenge
Based on this business challenge, the
marketing focus was defined as getting
more Canadian businesses to identify SC as
a technical powerhouse. To that end, the
Corporate Communications team opted to
bring an ambitious and exciting integrated
marketing platform developed by the
firm’s German head office to Canada. The
“exiderdome,” is an existing massive global
road show of Siemens products that is
promoted using a highly personalized,
multi-platform direct mail campaign
aimed at existing and potential clients
within Canada’s industrial sector. It brings
the international might of SAG to Canadian
soil. Well, perhaps not to the soil per se.
Housed within 55 transport containers
atop a 108 meter-long barge, exiderdome
is a floating two-storey multi-media
installation. When docked, the containers
transform into an exhibition composed of
seven product showrooms, a screening
room, plus the obligatory meeting
rooms for corporate seminars on topics
such as energy management and power
solutions, safety technologies, and
industrial communications. All together,
exiderdome represents over 130,000
products to customers and partners from
“We have very positive feedback from our direct marketing
and communication activities… All our specific seminars
and all our customer events and employee events are fully
booked.” Dirk Miller
Agency:
Commercial Colour Labs
(CCL) Mississauga
Account Executive: Alex Orlenko
the industrial sphere. It is, essentially, an
interactive theatre of automation.
Targeting
Spreading the word about the
exiderdome’s arrival in each Canadian city
and ensuring targeted customers attend its
seminars has required a three-wave direct
mail campaign managed by SC’s Corporate
Communications and its various external
agencies (Mississauga’s Commercial Colour
Labs for direct mail, Toronto’s User in Mind
for Web design, and for PR, the Siren Group
INC., Toronto). A cross-country list of 24,
000 names was derived internally by SC’s
own customer relations management
(CRM) department. However, lists licensed
from external sources provided 30,000
additional names for the mailings. Dirk
explains, “Although we know we cannot
reach everyone by hosting them on the
exiderdome, we would like to get the
message out. It’s a branding piece as well.”
Wave one of the campaign involved
a 2-Dimensional mailer shaped like a
shipping container. On the cover, the
text reads: “Now thinking outside the
box...starts inside one.” When this mailer
is unfolded, the prospect sees, along
with his or her name, a letter explaining
key features of the exiderdome and
the available dates for that specific city.
As well, an entrance ticket reiterates
important information, including the
call to action. Each recipient is asked to
register online at www.exiderdome.ca
or by contacting a sales representative to
attend one or more of the seminars.
Wave two consists
of another mailer, this
time a generalized
one-page piece
with important
information regarding
the exiderdome’s tour
schedule. The third
wave is a blast of e-mail
reminders to over
100,000 contacts. Banner
ads are also deployed on
the Web sites of several
trade publications to
help aggregate online
interest.
It is important to
note that all mail pieces
point to the Web
site. The registration
information entered
online is relayed to the
sales team for each
particular region prior
to the exiderdome’s
stop there to enable
representatives to
prepare for interactions
with existing clients and prospects at
specific seminars.
June saw the Canadian début of
exiderdome at Calgary’s Global Petroleum
Show (an additional incentive piece was
included in the mailing that offered to cut
the admission price for the Show in return
for early exiderdome registration). Since
then, the barge has sailed across the Great
Lakes to Detroit/Windsor and Toronto and
is scheduled to visit Montreal, Québec
City and Halifax before heading south to
Boston. In its current sailing iteration, the
exiderdome is far more efficient than its
predecessor, the exider train, which was
constrained by established track systems.
Making a splash
Given that the exiderdome is still touring
Canada, it is impossible to know exactly
how it will secure future deals for SC in
the growing economy. Regardless, Dirk
is pleased with its brand-building power.
“We have very positive feedback from
our direct marketing and communication
activities,” he stresses. “All our specific
seminars and all our customer events
and employee events are fully booked.”
He adds that the exiderdome has also
attracted significant media coverage, with
engagement from trade publications and
even, Business News Network. But the
story doesn’t end there. “We’re still waiting
for some tracking and measurement, but
it was really interesting to see how long
people stayed at the Web site,” he notes. “It
was over the industry average. This told me
that they (visitors to the site) really found
information. It wasn’t just clicking.”
For Corporate Communications,
attracting a high response rate to the mail
26
Column
September 2008 ❮ Direct Marketing ❮ dmn.ca
Deriving ROI from sponsored events
Web-based digital photography application helps WestJet convert festival-goers to database members
Like other major Canadian brands
associated with athletic, cultural or
philanthropic sponsorship, WestJet
wanted to achieve a measureable return
on its investment from its Fun n’ Festival
Series. It also hoped to provide festivalgoers with a “WestJet Experience;”
one which would be enjoyable and
entertaining, while communicating the
company’s unique brand characteristics,
value proposition and culture. This was
particularly important because the airline
had been increasing its investment in the
Series exponentially.
In fact, during 2008, WestJet’s “Fun
n’ Festival Series will expand from eight
events to more than 20 recognized and
popular activities, including: the Global
ComedyFest, Vancouver; Okanagan Wine
Festivals; Calgary Stampede; Folklorama,
Winnipeg; Winterlude, Ottawa; the
Just For Laughs Festivals, Toronto and
Montreal; and the Halifax International
Buskers Festival.
“Not only will you see the WestJet Fun
‘n Festival Series from coast-to-coast this
year, but you’ll see us extend the reach
from our larger Canadian destinations
into many of our smaller markets, as
well,” explains Scott Hartley, manager of
Sponsorship, Community Investment and
Creative Services. “The Series really does
connect Canadians with celebration right
across the country.”
Business challenge
The Series also affords the airline exposure
to more than six million festival-goers;
most of whom are potential customers.
This is no small consideration given
that WestJet is Canada’s second largest
and fastest growing airline. Still, the
question of how to convert
festival attendance to ROI was a
challenging one. Management
eventually determined that
if a significant number of
attendees could be persuaded
to participate in the company’s
JetMail database marketing
program, then it would realize its
desired ROI.
To that end, WestJet
approached Tenzing Interactive
Marketing, a Web-based
experiential marketing company
that uses one-to-one solutions
to reach more than 500,000
consumers every year on behalf
of its more than 30 clients.
Tenzing proposed
deployment of its Pics2Web
solution, a unique one-to-one marketing
program that activates sports, culture and
philanthropic sponsorship programs using
a combination of digital photography and
the Web. Individual consumers at an event
give permission for digital images to be
taken of them. Thereafter, they are invited
to visit a sponsor-branded Web site to
retrieve the picture.
“Most consumers who attend sports,
culture or philanthropic events view
them as once-in-a-lifetime activities
— something they will likely never
experience again and would really value a
permanent reminder of,” Tenzing partner,
Greg Keaney, emphasizes. “Unfortunately,
most don’t have the opportunity to record
the moment with a photograph because
they either forgot to bring their camera or
the venue they’re at doesn’t permit the use
of cameras while the event is taking place.”
The Pics2Web application is also
appealing to sponsors, who have typically
invested heavily in events and are looking
for a sophisticated way to reach attending
consumers.
“…They (sponsors) want to connect
with them in a way that is memorable,
personalized and moves them along the
buying cycle through the establishment of
an ongoing relationship with their brand,”
notes Tenzing partner, Tom Casagrande.
“Capturing” the crowd
The program typically engages and
captures the images of up to 1,000
consumers daily. Using a sophisticated
digital camera, Pics2Web photographers
station themselves at key entrances, exits
and other strategic points at an event,
taking photographs of consumers and
giving them a credit card-like, barcoded Pic card that provides Web site
and access information to retrieve their
photograph. When respondents enter the
site immediately following the event, the
sponsor has the opportunity to ask them to
complete a survey about their experience,
provide them with an incentive to
purchase a product or service and/or get
their approval to receive information from
the sponsor from time-to-time.
When festival-goers entered the
WestJet site to retrieve their photographs
from the Fun n’ Festival Series, they were
offered the opportunity to win a pair of
tickets to any Canadian destination where
WestJet flies, in return for providing their
contact information— including their
email address. They were also given the
option of forwarding their photos to
friends and family from the site; thereby
iCCm, Cont’d from page 8
approach to technology.
Agent Training &
Development
If not, learn how to deliver the right marketing message to the right customer:
™ AZkZgV\ZndjgdlcYViVidjcYZghiVcYl]dndjgXjhidbZghVgZVcY
l]ViegdYjXihi]ZnlVci
™ JhZi]ViadXVi^dc^ciZaa^\ZcXZidYZkZadeiVg\ZiZYXdbbjc^XVi^dch
™ 9Za^kZgi]ZhZXjhidb^oZYXdbbjc^XVi^dchY^gZXianidndjgXjhidbZg
Learn how to change your profits. Visit www.mapinfo.ca or call 1.800.268.DATA
AT1-IDEXX Laboratories Case Study
 8:30-9:20 Tuesday
Speakers: Anne O’Neill, business
operations consultant, IDEXX Laboratories,
Inc.; Tom Larkin, senior vice-president,
Communico Ltd
Most organizations don’t know how to
engage associates in a way that encourages
commitment and growth. This session
discloses why most traditional coaching
is ineffective and how developmental
coaching can help increase service and
employee satisfaction.
AT2-American Express Case Study
 9:30-10:20 Tuesday
Speaker: Luc Denis, call centre manager,
American Express
Agents and team leaders do not always
understand the workforce management
concept, even though they are in the middle
of it. This interactive session helps agents
and team leaders understand the charts and
numbers being thrown at them constantly.
AT3-Coaching: The Missing Link in
extending the reach and viral aspect of the
WestJet program since friends and family
who received the photographs would also
be given the opportunity to opt-in to the
Jet Mail program.
ROI
Of the more than 10,000 festival-goers
photographed last season by the Tenzing
team on behalf of WestJet, 45 percent of
them visited the Web site to retrieve their
photographs. Of that group, 48 percent
opted in to participate in the WestJet
JetMail service.
“Our two primary objectives for the
photo experience – create a memorable
and personal interaction with festivalgoers, and acquire qualified opt-ins for
the JetMail database marketing program,
were met,” notes WestJet’s Scott Hartley.
“…The Tenzing Pics2Web solution has
allowed us to deliver consistent quality at
each of our WestJet Fun n’ Festival Series
events and is flexible enough to be used at
indoor or outdoor venues, in an anchored
physical environment as well as with
roaming street teams,” he adds. “It also
allows us to adjust themes based on the
content of each festival activity and has a
direct call-to-action to an ongoing, revenuegenerating direct marketing initiative.
Harding says that on-site activation has
been simplified so that more time can be
spent encouraging guests to participate in
the photo experience, thereby driving the
participation numbers to greater heights.
“We’ll use a scratch-and-win coupon tactic
to help attract them to our space and let
the Pics2Web product help our people
create some magic from there,” he adds.
Agent Performance
 2:30-3:20 Tuesday
Speaker: Tab Norris, founding partner/
president, Aslan Training & Development
This session supplies a six-step coaching
model for developing reps. It furnishes the
keys to intrinsically motivating even the
most unreceptive learner.
AT4-Contact Centre Training and
Development: How to Grow Great
Employees
 3:30-4:20 Tuesday
Speaker: Connie Smith, chief evangelist,
Envision
Training and developing a contact
centre workforce requires wearing many
hats including firefighter, peace maker,
cheerleader, disciplinarian and centre
counsellor. This session promises some
fresh ideas, best practices and a renewed
energy for training and developing a
contact centre workforce.
Metrics, Analytics & KPIs
ME1-Wisconsin Physicians
Service Case Study
 8:30-9:20 Tuesday
Speakers: Barb Bleiler, manager client
services, Wisconsin Physicians Service; Brian
iCCm, Cont’d on page 27
Column
Spraetz, solutions consultant, NICE Systems.
Call centres record hundreds, if not
thousands, of calls a day containing
immense amounts of business
intelligence. This session presents a
method for extracting that knowledge,
backed by real-world case studies.
ME2-Improving Contact Centre
Effectiveness with First Call Resolution
 9:30-10:20 Tuesday
Speaker: Rob McDougall, president
Upstream Works Software Ltd.
Measuring First Call Resolution
(FCR), once implemented, becomes the
primary way to increase overall business
effectiveness. This session shows how
to use FCR as a powerful business tool
to improve effectiveness and customer
satisfaction.
ME3-Unleashing the Enormous
Power of Contact Centre Key
iccm, Cont’d from page 26
Performance Indicators (KPIs)
 2:30-3:20 Tuesday
Speaker: Eric Zbikowski, managing
partner, MetricNet
This session demonstrates definitive
cause-and-effect relationships between the
most commonly tracked KPIs. It discusses
how these insights can revolutionize contact
centre management.
ME4-Bell Canada Case Study
 3:30-4:20 Tuesday
Speaker: Erika Van Noort, director, contact
centre management, Bell Canada
Most organizations record customer
interactions but do little more than use
the information to coach agents. This
session reveals how to use analytics to
take quality to the next level.
Remote Workforce
RW1-Interval International Case Study
 10:10-11:00 Wednesday
Speakers: Denise Ehrick, executive
director, consumer marketing, Interval
International; Tim Gordan, senior vicepresident, service delivery, VIPdesk
Home-based customer service
is increasingly becoming a viable
alternative to a centrally-located call
centre. This session relates how Interval
International has benefited from increased
customer satisfaction and loyalty since
implementing a home-based customer
service model.
RW2-The Shopping
Channel Case Study
 11:10-12:00 Wednesday
Speakers: Graham Kingma, vicepresident, customer experience, The
Shopping Channel; Brian Pritchard, CEO,
LiveXchange.
There are three strategic routes to take
to a home-based agent workforce: the
“go-it-alone” or in-company model; the
outsourced home-agent model, or the
remote agent service provider model. The
session traces how The Shopping Channel
moved through this critical decisionmaking process.
Staff Hiring & Retention
ST1-Aditya Birla Minacs Case Study
 10:10-11:00 Wednesday
Speaker: Warren Collier, director, talent
acquisition NA, Minacs, an Aditya Birla
Company.
The session tells how one talent
acquisition specialist significantly
improved new hire performance and
retention, and why many well-defined
processes don’t produce the desired
results. It shows how to effectively
develop a return on investment strategy
that will develop organizational support
for new ideas.
ST2-Building a People-Focused Culture
in Your Call Centre
 11:10-12:00 Wednesday
Speaker: Jeff Doran, president, CCEOC Inc.
The session relates how building a
people-centric customer contact brand
offers a unique opportunity to build pride
and enthusiasm with employees and create
an ultra-loyal customer base. It presents six
key objectives and ten areas of interest in
building a people-focused culture.
ST3-MetLife Customer Case Study
 1:30-2:20 Wednesday
Speakers: Dee Buell, senior business
consultant, MetLife; Dru Phelps, director of
diagnostics, UCN.
Supervisors need a strategic practice
to select new hires, get them quickly
involved and maintain their quality and
productivity. This session covers best
practices that can help agents contribute
and give excellent service to more than 50
callers per day.
Workforce Management
WM1-Top Five Workforce
Management Trends
 10:10 -11:00 Wednesday
Speaker: Vicki Herrell, executive director,
SWPP
This session covers some leading trends
for making the most of personnel resources
from the Society of Workforce Planning
Professionals (SWPP). It tells what’s hot and
what’s not in workforce planning.
WM2-Workforce Optimization:
The Heart of the Matter
 11:10-12:00 Wednesday
Moderator: Paul Stockford, chief analyst,
Saddletree Research. Speakers: Ian Lafleur,
director of operations, CALEA Health Access;
Christian Corso, national leader of contact
centre optimization, IBM; Tim Kraskey, vicepresident marketing, Calabrio; Kevin Hegebarth,
vice-president marketing, GMT Corp.
Workforce Optimization directly and
positively impacts productivity and
the bottom line, yet there is still some
confusion in the market and hesitancy
to embrace this integrated productivity
tool. This session strives to eliminate any
uncertainty via a professionally moderated
panel discussion.
WM3-Navitor Case Study
 1:30-2:20 Wednesday
Speakers: Cory Gallagher, department
manager customer service, Midwest Call
Center, a Navitor company; William Durr,
principal, global solutions consultant, Verint
Systems
This session discusses workforce
optimization as a strategy and how it
enables customer-pleasing process
reengineering. It examines the technology
and process transformation that Navitor
took and the results achieved.
27
directives, Cont’d from page 3
The push and pull of progress leaves
us at a new crossroads where the value
of relevancy is still supreme but like
the Arthurian Grail, just beyond one’s
reach. Despite the possible “setback” for
marketers, I think it will likely save a lot of
brands from self-immolation and enable
them to re-channel their efforts back into
the creation of meaningful dialogue with
one’s customers/partners bound together
on a journey for share of life.
To review a framework which might assist
you in better balancing the components
of your brand’s matrix, leading to greater
customer relevancy, please visit: “The
Anatomy of a Brand Purchase” at http://
miroslodki.wordpress.com/articles/theanatomy-of-a-brand-purchase-part-1/
Article Sources:
Google Privacy Practices Worse Than ISP
Snooping, AT&T Charges
http://blog.wired.com/27bstroke6/2008/08/googleprivacy.html
http://energycommerce.house.gov/Press_110/
Responses%20to%20080108%20TI%20Letter/110ltr.080108responseATandT.pdf
Miro Slodki is the sole proprietor of Brand
Central, a passionate consultancy providing strategic/tactical support for customer
centric brand marketers seeking to build
stronger, more profitable customer affinity.
With a bias toward street-level execution,
Miro’s experience spans Marketing (Direct,
Brand, Product and Service),Market Research,
Loyalty, Sales and Relationship Management
in both the B2C and B2B spaces. He can be
reached at [email protected]
EVENTSCALENDAR
September 22-25
Esomar 61st Annual
Conference Montreal
The World Organization for Opinion and
Marketing Research Professionals, ESOMAR,
will hold its annual Congress under the
theme: FRONTIERS. As the world is transforming, each new day presents uncharted
frontiers. With knowledge, creativity and
experimentation, the Congress will explore
how research explores and advances new
business and societal paradigms, sets the
trends and responds with new and better
solutions. It will challenge the status quo,
focusing on everything that is cutting edge,
innovative, creative, and ‘business unusual.”
For more information, visit www.esomar.
org/web/2008-congress
September 22-25
Icsa Toronto Chapter Manager’s
Certification Program
The Manager’s Certification Program,
tentatively booked for September 22nd25th, is an intensive four day immersion
into the world of the three core components that define an organization’s
ability to be best in class: People, Tools
and Operations. Through a combination
of workshops and group interactions, you
will benefit from exceptional speakers,
relevant and practical content, networking, post-program support and certification. Our experienced senior leaders are
direct marketing
CONTRIBUTING WRITERS
PRESIDENT
Steve Lloyd - [email protected]
Rick Brough
Rick Ferguson
Lyle Hamilton
Paul McConville
Miro Slodki
Vol. 21 | No. 5 | September 2008
PUBLISHER
Mark Henry - [email protected]
Neil Spivak
Colin Taylor
Kalan Vuchsanovich
Emma Warrillow
EDITOR
Pat Atkinson - [email protected]
MARKETING INFORMATION
COORDINATOR
Adam Lloyd - [email protected]
PRODUCTION MANAGER
Michael Demi- [email protected]
SENIOR ACCOUNT MANAGER
Peter O’Desse - [email protected]
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
[email protected] www.dmn.ca
known for their expertise, delivery and
keeping participants engaged. Class sizes
are limited. For additional information and
to reserve a seat call, 905-477-5544 or visit
www.icsa.on.ca.
September 23-26
44th Cam-X Annual Convention & Trade
Show, Huntsville, On
Industry professionals and leaders attend this
annual conference to gain insight and to network with their peers. Our convention theme
is ‘Leadership: Colour outside the lines’. The
program includes sessions on Growing Your
Business, Sales, Hiring & Compensation,
Screening & Coaching, How to effectively
promote from within, Remote Agents, VoIP,
EDITORIAL CONTACT:
Phone: 905.847.9454
Email: [email protected]
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
Terminal Services, Client Services: Wooing
your own clients and Marketing: Branding.
Location is Deerhurst Resort, Huntsville,
ON. For more information, contact CAM-X
Executive Director Linda Osip at 800.896.1054
or [email protected].
Sept. 24
Vroom! Driving roi with direct response
and search (yahoo! Canada)
Enter 2008 with the 2008 Online Direct
Response (DR) and Search spend predicted
to hit $20 billion (almost 50 percent of all
online ad spending). In today’s performance
driven advertising environment, online
advertisers and media buyers finally have
the tools to measure ROI and optimize their
group, nor with any publication produced either in Canada
or the United States. Unsolicited manuscripts are welcome.
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.
302-137 Main Street North
Markham ON L3P 1Y2 Canada
campaigns To help tackle these challenges,
and get the most out of your responsedriven campaign, Yahoo! Canada invites
you to this powerful half-day session: a
breakfast and power lunch seminar aimed
at transforming and informing the way
you look at DR and Search. Join Yahoo!’s
panel of DR and Search experts for an
in-depth exploration of ROI driven online
advertising. Locations: Toronto - Sheraton
Centre Toronto, 123 Queen St. West “Civic
Ballroom”. (Broadcast to Montreal via
live Webcast); Montreal - 3801 University
Ave, Montreal, QC, 78 auditorium style
(Broadcast to Toronto via live webcast).
Contact: Adina Zaiontz, adina@yahoo-inc.
com, tel: w: 416-848-6189, m: 416-728-7913.
Canada Post Canadian Publications
Mail Sales Product Agreement No. 40050803
Printed in Canada: Metroland Media Ltd.
printed on 100%
recycled stock
THIS ISSUE OF
DM MAILED BY:
Complete Mailing Service
1-888-683-2501 • 416-755-7761
www.completemailing.com
September 2008 ❮ Direct Marketing ❮ dmn.ca
Jan Kestle
Tony Lea
Doug Norris
Danny Heuman
Mark Kaminski
Gary Wood
Catherine Pearson
Michele Sexsmith
Peter Baker
Rupen Seoni
When Experience Counts,
Count on ENVIRONICS ANALYTICS
ENVIRONICS ANALYTICS has more experience in micromarketing and site
location analysis than any other provider in the Canadian marketplace. From
a startup of just four people in 2003, our professional staff now totals over
forty, including many of the industry’s most respected thought leaders and
pioneering technical analysts.
At ENVIRONICS ANALYTICS, we integrate different approaches to analytics,
rather than making you choose between them. Through our expertise and our
many industry partnerships, we provide unmatched assistance in every key
component of marketing strategy development, deployment and assessment:
Segmentation
Predictive Models
Geocoding
Trade Area Definition
CRM
Mapping / GIS
Site Models
Customer Insights
Psychographics
Media Planning
Geodemography
Survey Research
Net Worth
Diversity Marketing
Business Intelligence
Consumer Lists
Market Planning
Data Hygiene
We have more than our share of technology geeks,
but we’re expert marketers first and foremost.
Our analysts and account professionals help you understand how best to use
data and how to interpret and implement research results. Our PRIZMCE is
Canada’s only segmentation system that incorporates Social Values—revealing
the hearts and minds of customers along with their demographics and
behaviour. And it ’s linked to more essential marketing and media data than any
other system in Canada.
Over 300 companies have switched to ENVIRONICS ANALYTICS
for all their targeted marketing needs.
Isn’t it time you did?
High-Definition Marketing
(416) 969-2733 www.environicsanalytics.ca