1. The Beer Store Consumer Marketing Programs
June 2012
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2. THE BEER STORE | YOUR AUDIENCE, YOUR OPPORTUNITY
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3. MEDIA OVERVIEW | OUR ONTARIO
40%
North America’s
5th largest
of Canada’s population market
440 locations across Ontario
OVER
OVER 8M
transactions per month
90M
TRANSACTIONS
PER YEAR
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4. MEDIA OVERVIEW | OUR MEN
70% of The Beer Store
shoppers are men ages 19+
AFFLUENT Above average
PROFESSIONAL household income
ACTIVE $88,088
ENJOY
Watch / participate in
sports outdoor activities
LIKE Enjoy
ENTERTAINING
FRIENDS at HOME entertainment
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5. MEDIA OVERVIEW | THE BEER STORE SHOPPER
The Family Man The Better Half The Bachelor
35-49 35-49 19-34
Married with children
under 12
Married with children Frequency of visits +
under 12 to TBS is the highest of
all age groups Single or living with
Owns her
partner with no kids
own home
Loves to
make home
improvements
Owns his own home
Enjoys team sports
Loves to and staying active
Enjoys entertaining
make home
friends at home
improvements Attends concerts
and entertainment
events
Loves hockey –
over index by 90%
Active in
Does a pick-up at
Has travelled both for social media
TBS along with the
business and pleasure rest of her errands
in the last year Principal
+
Technology and
grocery shopper media savvy
Enjoys to both
watch + participate
in sports
All demographic information regarding The Beer Store was independently collected and verified by the Print Measurement Bureau (PMB) in 2008.
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6. THE BEER STORE | Promotional Calendar*
2012
July August September October November December
Oh Canada! Happy Campers Back to Busy The Beer Leagues The Big Chill Tis the Season
Long weekends, vacations, There’s no better time The kids are back in Our unofficial national sport The weather is getting The holidays are here, and
road trips, BBQs, and pool to enjoy Ontario parks school, university students is ramping up again, and cooler but that doesn’t with them come the hustle
parties – it’s a month to and lakes than August. are hitting the campus not a moment too soon. mean the fun stops for our and bustle of travelling,
really enjoy this great Our customers are hitting again, and professionals Hockey is on our brains and customers. In fact, with out-of-town guests, gift
nation of ours and all the our stores before they are recovering from their in our blood, and The Beer the holidays coming up, buying, parties, good
outdoor fun it hosts in July. take to the road and the summer vacations. Our Store is celebrating it with a we’re hoping to give them food, good drink and the
The Beer Store is the first wilderness, and along customers are loading up full-blown salute to hockey more ideas for entertaining, celebratory wrap-up of
destination thirsty Ontarians with our products, they’re on organizational products, and the fans who love it. seasonal decorating, gift a good year.
go to before kicking off loading up on everything new clothes and just about giving, and keeping the
their big plans – so why and anything that will anything that makes this home cozy.
not join them and become make the summer more time of the year easier –
our promotional partner enjoyable and keep them lend them a hand with
this month? safe and entertained away your promotion.
from home.
*Themes are subject to change.
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7. THE BEER STORE | Promotional Calendar*
2013
January February March April May June
FOOTBALL FRENZY Winter Escape Luck of the Irish BATTER UP Spring has Sprung Cheers to Dad
Held on February 3rd in Whether they hit the slopes The Beer Store is one Our customers love playing It’s time to get outside Father’s Day is on June
New Orleans, the Super or hit the beach at an popular place around and watching baseball, so to tend the garden, tackle 16th (not that anyone
Bowl is again set to be the all-inclusive, The Beer Store St. Patrick’s Day, especially who better to help kick off a bit of landscaping, and needed a reminder!)
event to see. Big food, big customers know how for those who’d rather this sporty season than fire up the BBQ once more! and it’s a great excuse
TVs, big entertainment: to make the winter blues beat the crowds of bars The Beer Store? When the And once the work is done, to treat dads and family
our customers are looking go away. This month, and prefer the company guys and girls are getting The Beer Store customers men right with thoughtful
for it all now so they’ll be we’ll even be showing of just good friends and together for a quick game like to relax with patios, gifts, special night outs
ready to host the game of people how to make the family. They’ll also learn in the neighbourhood or to pale ales, and pals. Outdoor or in, or even a boy’s trip.
the year. most of a ‘staycation’ with this month that our stouts watch their favourite team living and entertainment Promotional partners who
tips on pairing different and ales aren’t just great on TV, make yourself a part is definitely in season sell what men want have
beer with gourmet treats. for cheering St. Paddy of the fun by joining us this month. a great opportunity with
with, they’re also great in a as a promotional partner. The Beer Store.
number of recipes!
*Themes are subject to change.
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8. PROGRAM DETAILS | IN-STORE PROMO PROGRAM
PRIME POS PROGRAM EXIT POS PROGRAM PATH TO PURCHASE PROGRAM
• Window/wall poster (G)
• Window/wall poster (G)
Core • POS communication centre (A)
• POS dangler (C)
• Cart sign (E)
in-store • POS dangler (C) • Floor decals (F)
• POS counter sign (B)
• POS counter sign (B)
Sampling • On-counter sampling (D) • On-counter sampling (D) • Merchandised sampling (H)
Digital • TheBeerStore.ca/contests • Social media and mobile integration (to be developed on a case by case basis)
Maximum Maximum Maximum
Exclusivity 1 partner 1 partner 2 partners
per month per month per month
All programs are built and scheduled according to The Beer Store monthly promotional calendar.
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9. PROGRAM DETAILS | IN-STORE PROMO PROGRAM
C
A
D
B
G
F
E
A POS Communication Centre B POS Counter Sign C POS Dangler D On-counter Sampling E Cart Sign F Floor Decal G Window/Wall Poster
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10. THE BEER STORE | Co-branded Promotions
Specially produced items in The Beer Store can showcase your brand, product or a message you want your audience to know.
The best part about these opportunities is that they are take-home items, which means your brand goes with the customer!
8-pack SINGLES carrier Ice Freezer/Bag Promo Gift/WALLET cards
Customers who wish to mix and match their beer Beer Store customers buying ice can grab multi-ice-pack A great promotional opportunity that can deliver
purchase can uses these free branded cardboard beer plastic bags to make their purchase easier. Your brand measurable impact is the gift card co-brand. Along
carriers. Both the carrier and the display can feature can be featured on the bags as well as in-store signage with your brand’s presence on the gift card and display,
your logo and a promotional message. promoting ice. the gift card sleeve can be customized to include a
coupon or actionable message for consumers to further
experience or engage with your brand or product.
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11. PROGRAM DETAILS | INDOOR EXPERIENTIAL ACTIVATION
B G
H
B POS Counter Sign* G Window/Wall Poster* H Sampling/Interactive Program *B and G purchased with In-Store Promo Program.
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12. PROGRAM DETAILS | INDOOR EXPERIENTIAL ACTIVATION
SUMMARY
Be one of four brands to participate in TBS’s monthly indoor experiential events, taking
place in-store every Thursday to Saturday and to ‘online all month!
ON-SITE ACTIVATION
In-store merchandiser
Sampling team
Swag
Ballots/box
DIGITAL ACTIVATION
Promotional microsite on thebeerstore.ca
Banner ads on thebeerstore.ca
Display ads on Facebook
Social media posts (20 total across Facebook, Twitter, YouTube, blog)
FOLLOW-UP ASSETS
Complete entrant database
Prize fulfillment
Customer service database
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13. PROGRAM DETAILS | OUTDOOR EXPERIENTIAL ACTIVATION
G
J
E
E Cart Sign* G Window/Wall Poster* J Full Experiential Program *E and G purchased with In-Store Promo Program.
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14. PROGRAM DETAILS | OUTDOOR EXPERIENTIAL ACTIVATION
SUMMARY
Be one of four brands to participate in TBS’s monthly outdoor experiential events,
taking place on-site every Thursday to Saturday and digitally for four full weeks!
ON-SITE ACTIVATION
Themed display tent
Swag
Banner
Ballots/box
Parking lot decals
Street teams
DIGITAL ACTIVATION
Promotional microsite on thebeerstore.ca
Banner ads on thebeerstore.ca
Display ads on Facebook
Social media posts (20 total across Facebook, Twitter, YouTube, blog)
FOLLOW-UP ASSETS
Complete entrant database
Prize fulfillment
Customer service database
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15. CONTACT INFORMATION
Andrew Dorcas Julia Baxter Alan Serpa
andrew@3spmedia.com julia@3spmedia.com alan@3spmedia.com
416.518.4281 416.859.6116 416.451.4915
Katie Evans Roberto Faria
katie@3spmedia.com roberto@3spmedia.com
416.807.7319 647-293-9944
General Inquiries:
sales@3spmedia.com
www.3spmedia.com
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