shopper marketing metroland jan 2016

05/01/23

Reaching Millions of Consumers Weekly

• Shopper Marketing Solutions• FSI Strategies, 4 billion flyers distributed annually• 114 Community Newspapers • 3 Daily Newspapers (Hamilton/Kitchener/ Guelph)• Save.ca, Wagjag.com• Community Websites (mississauga.com)• Wheels.ca• Consumer Shows – Food, Travel, Bridal• Magazines and Specialty Publications Magazines• Homefinder.ca• GottaRent.com• LocalWork.ca

• Toronto Star• Thestar.com• Metro • Metronews.ca• Workopolis.com• Eye Return Marketing

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Metroland Media Group

COMMUNITY NEWSPAPERS DAILY NEWSPAPERS DISTRIBUTION

DIGITAL PROPERTIES PRINTING DIRECTORIESMAGAZINES & SPECIALTY PUBLICATIONS

CONSUMER SHOWS

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85% Bought the same thing they were expecting to

buy

Shoppers are making decisions before entering the store

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Source: 2013 BrandSpark Canadian Shopper Study

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97% of consumers read flyers

Q3. How often do you read flyers…?

…an incredible social

phenomena for a pull medium.

Targeting Customers

AVERAGE HOUSEHOLD INCOME BY FSA

AVERAGE HOUSEHOLD INCOME BY DAZ

TARGETED BY FLYER VERSION

RADIAL DISTRIBUTION AVERAGE SALES PER HOUSEHOLD BY DISSEMINATION AREA

PSYTE CLUSTER GROUP DEMOGRAPHICS

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Targeting Capabilities

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Psychodemographic Targeting

• 66 segments• Find specific lifestyle groups,

ethnic backgrounds and age groups

• Optimize your flyer, sample, post it note, door hang card distribution

• https://en.environicsanalytics.ca/p5lookup/

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Brand Flyer Milestones – 60th Anniversary

• 10.5” x 10.5” – 4 pages

• 60lb glossy stock

• Targeted/ High Visibility

• Recipes/Coupons

• Special Offers

• Includes, Targeting, Print, Distribution and Shipping

• Geo-targeted

• Local or National

• High quality resolution

Brand FlyerBrand Reinforcement

PP

Brand FlyerProduct Launch

Page 1 & 4 of Super Squeezies Flyer

Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11French & English NationalFrench & English National

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Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11Retailer Specific FlyerRetailer Specific Flyer

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Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11Brand Positioning Brand Positioning

• Targeted/ High Visibility

• Clear brand positioning

• Includes, Print, Distribution and Shipping within Metroland Footprint

• High quality resolution

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Effective Campaigns Repeat!

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Brand Door Hang Card with Brand Door Hang Card with couponcoupon

• Targeted/ High Visibility

• Recipes/Coupons

• Special Offers

• High quality resolution

• Campaigns include printing, shipping, distribution, and verification

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Brand Door Hang Card with Sample

Brand Door Hang Card with Sample

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Front Page Post It NoteFront Page Post It NoteStrong Call to ActionStrong Call to Action

• Targeted/ High Visibility

• Recipes/Coupons

• Special Offers

• Includes, Print, Distribution and Shipping within Metroland Footprint

• Various Sizes

• 3” x 3” (min)

• 6”x 8”(max)

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Explore New Audiences Sunrise Soya Positioning in South Asian Focus

Newspaper – Content StrategyAdvertorial Campaigns, Coupon Campaigns

• 120+ Community & Daily Newspapers• Print & Content Strategy, Special Sections• Launch products, drive to trial, Couponing• Milestone achievements• Company History, Milestones• Trusted & cherished recipes• Engage with readers• Drive to your website, social media• Start & continue your conversation

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Experiential MarketingCreate a Brand Buzz!• TTC or Go Train Locations• Specialty locations

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Community Newspaper Sites

Bramptonguardian.comCambridgetimes.caCottagecountrynow.caDurhamregion.comInsidehalton.comInsideToronto.comMississauga.commyKawartha.comNiagarathisweek.comOrangeville.comYourottawaregion.comSimcoe.comSouthwesternontario.comYorkregion.comNorthumberlandnews.comCaledonenterprise.comFlamboroughreview.comGuelphtribune.caHamiltonnews.comKitchenerpost.caLondoncommunitynews.comNewhamburgindependent.caNorthbaynipissing.comOurkingston.caOurwindsor.caTheifp.caWaterloochronicle.ca

Daily Newspaper Sites

Guelphmercury.comTherecord.comThespec.com

Vertical Sites

Autocatch.comFlyerland.caGottarent.caHomefinder.caLifenews.caLocalwork.ca

Mobile Sites

Save.caWagjag.com

Myholidayhomerental.comSave.caShop.caTravelalerts.caWagJag.comYourclassifieds.ca

Digital Consumer Network

Our Digital AudienceWe reach a large, engaged audience across Canada through the

most relevant news, lifestyle and e-commerce products.

60% 35 to 55 years old2

52%

52% female audience2

60%

67% HH income $75K+2

67%

60% with at least 1 child2

60%

Page views/month1

Unique Visitors/month1

Visits/month1

46MM 9MM 15MM

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• Reach over 4,000,000 unique visitors on across 39 community and daily news websites

• Content postings include• Social sharing buttons • 1 article (300 words) • Link to video• Key words • Text links• Logo

• POSTED for 12 MONTHS!

http://www.yorkregion.com/shopping-story/4348745-wasa-key-lime-pie-recipe/

Digital Content Strategy

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Display Advertising – Local News Sites

Types of ads available:- Leaderboard- Big box- Double skyscraper- Pushdown- Catfish- Page peel- Video overlay- Wallpaper- Mini banner

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• Excellent Digital Reach • Digital Flyers, Deals, Contest, Coupons• National – English & French• Sticky Site – visitors back weekly• 2.8 million registered users• 1+ million unique visitors monthly• 900,000+ subscribers• Married female with family• Under 45• HH over $75K

Email MarketingOur email team can assist in developing a variety of custom email campaigns to extend your brand’s reach and maximize results

Exposure to a highly engaged and active Canadian audience to over 2.5MM + subscribers (English & French) across TravelAlerts, WagJag and Save.ca brands

Opportunity include:• Email Exclusivity• Newsletter Sponsorship• Top Banners Placement• Prime Newsletter Inclusion• Secondary Newsletter InclusionAnd more!

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Save.ca, WagJag, Travel Alerts National Subscriber Count (De-Duplicated)

BC TOTAL: 180,195Save.ca: 52,417WagJag: 69,543Travel Alerts: 58,235

AB TOTAL: 180,854Save.ca: 51,441WagJag: 51,848Travel Alerts: 77,565

SK & MB TOTAL: 85,522Save.ca: 30,449WagJag: 26,416Travel Alerts: 28,657

ON TOTAL: 1,045,855Save.ca: 314,525WagJag: 565,748Travel Alerts: 165,582

QC TOTAL: 438,651Save.ca EN: 91,764Save.ca FR: 98,623WagJag: N/ATravel Alerts EN: 39,537Travel Alerts FR: 208,727

PEI, NB,NS, NFLD TOTAL: 113,155Save.ca: 54,051WagJag: 23,358Travel Alerts: 35,746

2M+ total active subscribers across all 3 brands

*Data pulled November 2015

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Save.ca Exclusive Email Opportunities

39

Post#1

Post#2

Reached 2,229 Fans!

Post #3

Reached 1,516 Fans!

Save.ca Social Media Push

40

Save.ca Home Page Takeover Strategies (FR)

41

Home Page Takeover Strategies (ENG)

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Exclusive E-mail

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Mixed E-mail OpportunitiesPromotes your flyer, coupon or deal!

44INMAR 2015

Redemptions by Category

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Canadian Grocery Shopping StatsThe Canadian Grocery ShopperCanadians are spending more on groceries – 31% of Canadians say they’ve spent more on in-home food in the past year. The grocery gains are tied into a focus on family, as well as health and eating better.

•78% of people shop for groceries at least once per week, and 29% shop even more frequently.

•Canadians who shop most frequently are senior citizens (43%) and parents of children aged 12-17 (35%).

•51% of consumers do all of the grocery shopping. 42% share the responsibility with someone else.

•29% follow a list and get out ASAP, 71% walk the aisles to ensure not to miss anything they need

Savvy Canadians

•73% love the thrill of scoring a deal in the grocery store.

•62% of Canadian grocery shoppers feel quality is more important than price.

•59% of those who do all of the grocery shopping are women. •54% check flyers for sales.

•43% are focused on only buying products on sale.

•36% use a grocery list but will watch for sales that may result in increased spending.

•29% use coupons for groceries.

Source: 2015 Canadian Lifestyles Report, Mintel – Grocery Retailing in Canada, February 2015

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Canadian Grocery Mobile Shopping StatsMobile Behaviour

•49% say they are interested in the ability to redeem coupons and/or promotions using smartphone apps.

•Only 13% of Canadian consumers have used a smartphone app to comparison shop at a grocery store, and only 12% have actually shopped for groceries online.

•44% interested in downloading coupons to their phones

•35% interested in app that links to all their loyalty cards

•29% interested in app that find and organizes their coupons

•71% said they would buy something if they received a discount or other promotion on their smartphones for a complementary product while they shopped.

•69% said they find it helpful when retailers make suggestions to them based on their personal online shopping history.

•47% said they would be more likely to visit a store again if offered personalized promotions on their smartphone.

Léger Marketing Study - Commissioned by SAS Canada, Progressive Grocer and Mintel,

Customized Turn Key SolutionSample Media Blocking Chart

Media Blocking Chart

Printing

Distribution

Digital

Complete campaign debrief/stats at completion

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Measuring Success

Accountable & Measurable

Cost effective marketing solution

Many touch points to increase visibility

Increase user experience

Optimize your media spend

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Thank you for your time!

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Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11• Targeted/ High Visibility

• Clear brand positioning

• 60lb glossy stock

• Rate includes:– Targeting

– Shipping

– Distribution with community or daily newspapers

– Campaign debrief

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Brand Flyer Glossy 8 1/2 x 11

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• National Distribution with Daily or Community Newspapers• Targeting (radius to retailers, families)• Shipping to warehouses• Printing 8 ½ x 11”, double sided, glossy stock 60lb• 250,000 flyers $25,000 + tax ($100 CPM)• 500,000 flyers $47,500 + tax ($95 CPM)• 750,000 flyers $67,500 + tax ($90 CPM)• 1,000,000 flyers $85,000 + tax ($85 CPM)

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Quote – 8 ½ x 11 flyer

Brand Flyer 10 ½”x 12” – 4 pages

Page 1 & 4 of Super Squeezie Flyer

• National Distribution with Daily or Community Newspapers• Targeting Families• Shipping to warehouses• Printing 10.5” x 12”, 4 pages, 45lb newsprint• 250,000 flyers $ 22,500+ tax ($90 CPM)• 500,000 flyers $36,000 + tax ($85 CPM)• 750,000 flyers $52,500 + tax ($80 CPM)• 1,000,000 flyers $75,000 + tax ($75 CPM)

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Quote – 10 ½ x 12 – 4 page flyer

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Brand Flyer 10”w x 11”h – 1 page

• National Distribution with Daily or Community Newspapers• Targeting Families• Shipping to warehouses• Printing 10” x 11”h, 1 page, double sided, 65 lb glossy• 250,000 flyers $22,500+ tax ($90 CPM)• 500,000 flyers $36,000 + tax ($85 CPM)• 750,000 flyers $52,500 + tax ($80 CPM)• 1,000,000 flyers $75,000 + tax ($75 CPM)

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Quote – 10” x 11”h, 1 page