Postal Code Targeting NEW from Canada Post 1
Marketing Today DIGITAL CHANNELS ARE TAKING WITH THE PROLIFERATION OVER TRADITIONAL BROADCAST TV OF NEW CHANNELS, IT’S GETTING HARDER By 2018, Internet advertising is poised to FOR MARKETERS overtake TV as the largest advertising platform. TO MAKE CHOICES We have gone from Canadian Advertising Spend Trend by Category 8 marketing channels to over 50 2 Source: Chief Marketing Officer (CMO) Council
Marketing Today IT’S A DIGITAL WORLD — AND IT’S CLUTTERED Digital is no longer “new ew media”. • The Marketing Industry is at a pivotal point of digital reassessment as it catches up with It’s everywhere. consumer behaviour. • With more digital channels than ever, marketing has become increasingly complex – while decreasing in effectiveness. • The focus on digital has led to over-investment in interaction while under-delivering on action. 3
Marketing Today CONSUMERS HAVE BECOME BANNER-BLIND 47% Participants in our 2 nd 0.07% Average click-through rate Neuroscience research for standard banner ads study who actually noticed Display advertising AND IT’S GETTING HARDER TO REACH THEM • • Phishing scams have made people more Canadian Anti-Spam Legislation (CASL) suspicious of email marketing. • Mass social channels no longer allow organic • Digital targeting is limited. interactions with customers. 4
Marketing Today MARKETERS ARE SEEKING EFFECTIVE NEW WAYS TO DRIVE ACQUISITION Digital media providers are claiming Only Postal Code Targeting greater targeting solutions by targeting delivers to the postal code customers at the postal code level. • Within the digital space postal code targeting can actually limit an audience and reduce precision – namely due to the reliance on IP addresses as a postal code indicator. • Postal codes are considered too small an area to be targetable by IP address databases – accuracy recorded between 0-10%. • With heavy internet traffic, an individual’s internet connection can be re-routed through another which could be in a different part of the city, country or another country altogether. 5
The Power of the Postal Code The postal code is made up of two TARGETS AN AVERAGE OF 9,000 ADDRESSES distinct but very important parts • The FSA – Forward Sortation Area (A1A) • And the LDU – Local Delivery Unit (1A1) A1A 1A1 Postal codes are effortlessly collected Consumers are more likely to provide their postal code to you than their full address. Often postal codes are collected at POS or through an online TARGETS AN AVERAGE OF 20 ADDRESSES shopping basket. 6
Marketing Today SUMMING UP THE DIGITAL MARKETING CHALLENGE We kind of oversold it [Digital] a little bit. Clients would say “it didn’t do anything” and we would say, “but we got clicks!” or “But we got views!” And they would say, “But we didn’t sell anything.” - Sasha Grujicic Dentsu Aegis’ Chief Strategy Officer (Sept 2016) 7
THE NEW CANADA POST 8 8
New Canada Post WE ARE BOLDLY TRANSFORMING TO MEET THE CHANGING NEEDS OF CANADIANS IN THE DIGITAL AGE. 9
New Canada Post “ Canada Post has almost two thirds of the e-commerce parcel business – with all that data, I consider them to be the offline Google.” Enrico Del Grande, Head of e-Commerce Fruit & Passion. Innovation New Products Solution Focus Research • Next Generation • Enhanced Data • Expert Marketing • Human Factors Physical Mail Targeting and Analytics Partners White Paper: Breaking Through • Convergence Solutions • Mini-catalogue • Marketing Industry the Noise Education • Digital Complements • Postal Code Targeting • 2 Neuromarketing • Customized Solution White Papers: Development A Bias for Action, Connecting for Action 10
New Canada Post WE BELIEVE THAT THE SCIENCE BEHIND HUMAN BEHAVIOUR DRIVES SUCCESSFUL MARKETING. 11 11
The Science behind the Solution Neuroscience study Ethnographic study Neuroscience study A Bias for Action Breaking Through the Noise Connecting for Action Key findings Key findings Direct mail is easier to understand Collecting the mail is part of Key findings and more memorable than our lives. Media matters. Advertising mail engages. digital media. Integrated Direct mail is far more persuasive Direct mail persists campaigns drive Direct mail persuades than digital media. action. Direct mail is visually processed in Getting the order less time than digital media. right. Direct mail is more likely to drive 12 behaviour than digital media.
Smartmail Marketing TM CANADA POST SMARTMAIL MARKETING : A MORE INTELLIGENT APPROACH TO DIRECT MAIL In a connected world, physical matters more than ever. Smartmail Marketing TM allows you to get more action out of your marketing mix. Smartmail Marketing brings together three powerful elements to get your brand directly into a customer’s hands: • Physicality • Data • Connectivity It’s a potent mixture that makes marketing more relevant and engaging. 13 13
Solutions Portfolio SMARTMAIL MARKETING CAN PLAY A PIVOTAL ROLE THROUGH EVERY PHASE OF THE PURCHASE CYCLE. No matter where your customer is in the purchase cycle, Smartmail Marketing can strengthen the sales process by using the power of physicality, data and connectivity to drive the right purchasing behaviour. 14
Introducing Postal Code Targeting New from Canada Post 15 15
New from Canada Post Now you can directly find and reach the right prospects by postal code Greater return on More precise reach Smarter data marketing investment • Reach look-a-like audiences • Use your own data to help • Leverage the power of with a propensity to engage narrow in on like-minded with your brand suppression and only target prospects • Target postal codes that • Strengthen your existing data new customers so that your exhibit the demographic dollars remain dedicated to by layering additional characteristics of your acquisition geographic, demographic and • Use data insights to select your best customers lifestyle criteria to select your best postal codes (included best postal codes to target, with your campaign) including insights like e- commerce shopper behaviour 16
Canada Post Smartmail Marketing™ solutions Neighbo bour urho hood M d Mail connects you to every home and apartment in specific neighbourhoods or regions anywhere across Canada. Hit everyone. Find customers. Reach wide. Pos ostal C Cod ode T Targeti ting Postal Code Targeting pairs targeting at the postal code level with customer suppression to efficiently optimize acquisition and promotion efforts. Effective Costing. Efficient Data. Surgically targeted. Personalized M Mail Personalized Mail enhances one to one customer engagement to make the most of relationships driving greater loyalty and retention. Maximize relationships. Deepen connections. Get personalized. 17
Canada Post Smartmail Marketing solutions ™ POSTAL CODE TARGETING. ONE TO FEW. Each postal code contains an average of 20 addresses for more exact targeting based on more extensive data Find all the postal codes where your best prospects live Be smart with your acquisition investment by suppressing current customers COMBINE DATA FROM MULTIPLE SOURCES, INCLUDING YOUR OWN CUSTOMER DATA, FOR MORE REFINED TARGETING OF THE RIGHT PROSPECTS 18
Audience Insights Use your own data, Canada Post’s targeting insights or both Demographics E-commerce Prizm5 Interests Age Fashion Loyalty card holders Environics industry-leading Income Health and beauty Occupation PRIZM5 segmentation system analyzes your Education Consumer Nutrition and Diet customers and identifies electronics Family size Travel Frequency your most profitable Home and Children in the Credit card payment segments based on their housewares home patterns demographics, lifestyles Mass merchants Dwelling type Charitable Donors and social values. Automotive* Ethnicity* Business Make Central Asian Number of employees Type (SUV, high Mediterranean Industry luxury) Middle Eastern Year Sales revenue Eastern European Parent brand (Ford, Mazda) Country of origin (American, Japanese) 19 19 * Available for Postal Code Targeting at an additional cost to postage rate
Audience insights: The Power of the Postal code Dwelling type: Single-detached house 2 Prizm clusters • 12: Street Scenes Younger, upper-middle-income singles and families • 62: Terre-à-Terre Downscale, middle-aged and Immigration status: M6P 1W6 older rural households Non-Immigrant Immigrant • Southern Europe • Eastern, Southern and Total households: Southeastern 51 • Eastern Europe • Central & South America • Caribbean and Bahamas Non-permanent Resident Household income: $100k+ Mother tongue : Education: Single Response High school certificate or equivalent English 20
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