3. 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
01/06/16
4. Metroland Media Group
COMMUNITY NEWSPAPERS DAILY
NEWSPAPERS
DISTRIBUTION
DIGITAL PROPERTIES PRINTING DIRECTORIESMAGAZINES & SPECIALTY
PUBLICATIONS
CONSUMER SHOWS
01/06/16
5. 85%Bought the same thing
they were expecting to
buy
Shoppers are making
decisions before entering the
store
9. 97% of consumers read flyers
Q3. How often do you read flyers…?
…an incredible
social
phenomena for
a pull medium.
10. 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
01/06/16
12. PsychodemographicTargeting
• 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/
01/06/16
14. • 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 Flyer
Brand Reinforcement
PP
16. Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11
French & English NationalFrench & English National
01/06/16
17. Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11
Retailer Specific FlyerRetailer Specific Flyer
01/06/16
18. Brand Flyer/ Glossy 8 ½ x 11Brand Flyer/ Glossy 8 ½ x 11
Brand PositioningBrand Positioning
• Targeted/ High Visibility
• Clear brand positioning
• Includes, Print,
Distribution and Shipping
within Metroland Footprint
• High quality resolution
01/06/16
20. Brand Door Hang Card with couponBrand Door Hang Card with coupon
• Targeted/ High
Visibility
• Recipes/Coupons
• Special Offers
• High quality resolution
• Campaigns include
printing, shipping,
distribution, and
verification
01/06/16
24. Front Page Post It NoteFront Page Post It Note
Strong 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)
01/06/16
31. Our Digital Audience
We 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
01/06/16
32. • 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
01/06/16
33. Display Advertising – Local News Sites
Types of ads available:
- Leaderboard
- Big box
- Double skyscraper
- Pushdown
- Catfish
- Page peel
- Video overlay
- Wallpaper
- Mini banner
01/06/16
34. • 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
35. Email Marketing
Our 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 Inclusion
And more!
01/06/16
36. 37
Save.ca, WagJag, Travel Alerts National Subscriber Count (De-
Duplicated)
BC TOTAL:
180,195
Save.ca: 52,417
WagJag: 69,543
Travel Alerts:
58,235
AB TOTAL:
180,854
Save.ca: 51,441
WagJag: 51,848
Travel Alerts:
77,565
SK & MB TOTAL:
85,522
Save.ca: 30,449
WagJag: 26,416
Travel Alerts: 28,657
ON TOTAL:
1,045,855
Save.ca: 314,525
WagJag: 565,748
Travel Alerts:
165,582
QC TOTAL: 438,651
Save.ca EN: 91,764
Save.ca FR: 98,623
WagJag: N/A
Travel Alerts EN: 39,537
Travel Alerts FR:
208,727
PEI, NB,NS, NFLD
TOTAL: 113,155
Save.ca: 54,051
WagJag: 23,358
Travel Alerts: 35,746
2M+ total active subscribers
across all 3 brands
*Data pulled November 2015
44. 45
Canadian Grocery Shopping Stats
The Canadian Grocery Shopper
Canadians 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
45. 46
Canadian Grocery Mobile Shopping Stats
Mobile 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,
46. CustomizedTurn Key Solution
Sample Media Blocking Chart
Media Blocking Chart
Printing
Distribution
Digital
Complete campaign
debrief/stats at completion
01/06/16
47. Measuring Success
Accountable & Measurable
Cost effective marketing solution
Many touch points to increase visibility
Increase user experience
Optimize your media spend
01/06/16
49. 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
01/06/16
55. • 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)
01/06/16
Quote – 10” x 11”h, 1 page
Editor's Notes
It matters because, 85% of the time, shoppers bought the product or brand that they had anticipated buying before visiting the store.
As marketers, your key point of persuasion is happening before getting into the store.
This is consistent with what we have heard in talking to retailers, fluctuations in traffic don’t always coincide with sales fluctuations
With webrooming on the rise – the act of research online what to buy before entring the store is a behaviour that is not only happening online but happening with flyers as well.
The other reason what the varying media habits throughout the path to purchase matters for retailers is because, consumers are also determining which store they are going to visit.
Flyer Readership = Shopping
