DIRECT RESPONSE MEDIA GROUPDigitally integrated Data driven results
DRMGCanada’s largest data driven direct response company that provides omni-channel solutions
DRMG’s dedicated presence and commitment in Quebec with bilingual media properties
Celebrating 100 years of providing full-service flyer, catalogue and mailing solutions
DOLLCO CGPM1 321
186,000,000SHARED MEDIA FLYERS PRINTED PER YEAR
3,282,670,000COUPONS PRINTED PER YEAR
16,400,000100% CANADIAN HOMES REACH
350,000,000CAMPAIGNS PRINTER PER YEAR
DRMG
DOLLCO PRINT SOLUTIONS
3,600,000,000PAGES PRINTED PER YEAR
6,000,000PUBLICATIONS PRINTED PER YEAR
2,500,000MAGAZINES PRINTED PER YEAR
2,400,000,000DIRECT MAIL PIECES PRINTED PER YEAR
PROBLEMS WE SOLVE
CUSTOMER ACQUISITION To grow market share for your business, we offer solutions that find and drive new customers to your door faster, with a higher ROI.
REVENUE GROWTH DRMG’s suite of products and services is built to empower profitable revenue growth for your business across a range of verticals.
CUSTOMER RETENTION Our solutions cultivate the trusted, cherished relationships you’ve built to strengthen and deepen loyalty towards your brand.
ANALYTICS & INSIGHTS Broad channel analysis gives you a deeper understanding of your customers’ behaviours and tendencies.
INDUSTRIES WE SERVE
AUTOMOTIVE CONSUMER PACKAGED GOODS
FINANCIAL SERVICES
GROCERY HEALTHCARE HOME SERVICES
PERSONAL SERVICES
RESTAURANT RETAIL TECHNOLOGY & TELECOM
TRAVEL & ENTERTAINMENT
REAL ESTATE
OUR CLIENTS
DIRECT MAIL OFFERS THE HIGHEST ENGAGEMENT
DIRECT MAIL DRIVES IN-STORE AND ONLINE
CANADIANS LOVE DIRECT MAIL
READ92%
SAVE79%
SHARE71%
visit a store or go online after receiving a direct mail piece88%
purchase in-store or online after receiving a direct mail piece51%
Source: Canada Post
BREAKING THROUGH THE NOISE
2-5DIRECT MAIL INSPIRES
Is the time it takes consumers to sort mail
DIRECT MAIL GETS NOTICED
read mail the same day they receive it
85%Mail
Consumers are more like to notice and read
53%26%
Minutes
DIRECT MAIL PERSISTS
Were passed along to someone else by customers
32%26%
22%Social media promotions
Email ads
Direct mail ads
DIRECT MAIL PERSUADES
Ordered a product online in reaction to direct mail
Have purchased a product in store over the past six months as a result of a direct mail ad
43% 50%Were passed along to someone else by customers
Source: Canada Post
16.4MAddresses you can reach
4.0M 2.0MCondos & apartments Rural addresses
REACH ANYONE AND EVERYONE
100% OF CANADA
REACH EVERY HOME
NEIGHBOURHOOD MAIL
ONE TO MANY
500 Households
POSTAL CODE TARGETING
ONE TO FEW
20 Households
PERSONALIZED MAIL
ONE TO ONE
Speak to a single customer
ONE TO MANY ONE TO FEW ONE TO ONE
• Reach broadly to every home, apartment and business in a select neighbourhood
• Target customers who match your preferred geographic profile
• Deploy quick-to-market campaigns easily.
• Leverage postal code data to reach prospects who share the attributes of your best customers
• Apply geographic, demographic and lifestyle insights to select postal codes
• Maximize acquisition dollars by targeting new customers only, removing existing customers from your campaign.
• Deliver personalized marketing messages
• Deepen connections with existing customers
• Reach new potential customers
• Maximize customer loyalty initiatives
SOLO MAIL • Uninterrupted in the mailbox
• Communicate with consumers 1:1
• Hyper local targeting with Rich Consumer Data from Canada Post, Pelmorex, Environics or customer lists.
• Target homes, condos, apartments and rural addresses.
DIRECT MAIL FOR EVERY OPTION
SHARED MAIL • Share the cost of mail with local, regional and national
advertisers.
• Reach homes at a fraction of the cost of solo mail.
• Over 470+ local marketing zones.
• 18,142,500 annual circulation.
UNINTERRUPTED IN THE MAILBOX Make the most impact in mailboxes with Solo Direct Mail. Take advantage of Rich Consumer Data from Canada Post, Pelmorex, Environics or customer lists to pinpoint consumers most interested in your product or offer.
TARGET ONE-TO-ONE
Leverage 3 billion consumer data points and 1,200 targeting attributes to identify particular characteristics, and reach households that meet these characteristics.
CUSTOMER LISTS FIRST-PARTY DATA
Leverage your customer lists and first-party data for enhanced targeting.
DIRECT MAIL SOLO
MONEY SAVER SHARED
CANADA’S MOST TRUSTED PUBLICATION FOR EVERYDAY SAVINGS FOR THE PAST 25 YEARS Money Saver is more than just a magazine; its Canada’s most recognized and trusted local publication for everyday savings. Money Saver reaches 90% of Canadian homes, condos, apartments and rural addresses.
Circulation: 18,142,500
Local zones: 472
Annual coupons: 2,646,650,000
Annual reach: 129,210,000
CUSTOMER JOURNEY
PINPOINT CONSUMERS ALONG THEIR PURCHASE JOURNEY. Measure your impact at every stage.
1 AWARENESS
• Hyper local targeting with Rich Consumer Data
• Communicate with customers one-on-one
ONE TO MANY Solo Direct Mail Money Saver
ONE TO FEW Solo Direct Mail Money Saver
2 CONSIDERATION
• Granular targeting of consumers most interested in your product
•ONE TO ONE Solo Direct Mail
ONE TO FEW Solo Direct Mail Money Saver
3 EVALUATION
• Target in-market consumers with 1:1 personalized direct mail
•ONE TO ONE Solo Direct Mail
4 LOYALTY
• Reward customers and communicate on a 1:1 basis
•ONE TO ONE Solo Direct Mail
5 ADVOCACY
• Leverage consumer engagement
ONE TO FEW Solo Direct Mail Money Saver
ONE TO MANY Solo Direct Mail Money Saver
RIGHT MESSAGE
RIGHT PERSON
RIGHT CHANNEL
RIGHT TIME
+ + +
IT’S ABOUT COMBINING
TARGET CONSUMERS WITH RICH CONSUMER DATA ONE-TO-ONE
Reach individual households that meet particular characteristics. Uninterrupted in the mailbox.
ONE TO FEW
Reach 20 households per Postal Code with a high tendency to meet specific criteria such as demographics, interests, behaviours, lifestyle and purchase intent.
ONE TO MANY
Reach 500 households that share a similar set of characteristics such as age, income, family status and home ownership.
TARGET YOUR CUSTOMERS ONE TO MANY Neighbourhood MailTM
ONE TO FEW Postal Code Targeting
ONE TO ONE Personalized MailTM
DEMOGRAPHICS
Reach specific audiences based on characteristic and socio-economic info.
• Gender
• Age
• Education
• Income
• Family Size
• Mother Tongue
• Primary language indicator
TARGET THE RIGHT CUSTOMER
INTERESTS AND BEHAVIOURS
Target potential consumers based on behaviour, preferences, visits and more.
• Online shoppers
• Occupation
• Nutrition and Diet
• Travel Frequency
• Credit card payment patterns
• Charitable Donors
• Automotive
ADDRESS ATTRIBUTES
Target consumers based on the type of home.
• Consumer names
• Home type
• Home ownership
• Home Value
• Year built
• # of individuals at a household
• Household Income
• Employment type
• New mover
LIFE STAGE AND LIFESTYLE
Target consumers based on how they live their lives and key life moments or events.
• Consumer Names
• Sports & Leisure
• Vacation preferences
• Loyalty Cards
• E-commerce Purchases
• Recent purchase & visits
• Credit score
OVER 1,200 TARGETING
DATA POINTS AVAILABLE
DRMG TOTAL SOLUTION
FACEBOOK ADS
DIGITAL COUPONS
LOCAL LISTINGS
Target consumers receiving direct mail with ads on Facebook
Allow consumers to download coupons and offers from direct mail
Feature your business on all major mobile and search engine services
MONEY SAVER Hyper-local target consumers with 470+ local marketing zones across Canada
SOLO POSTCARDSUninterrupted in the mailbox, make the most impact within the mailbox
LANDING PAGESCapture digital leads and increase conversions
MOBILE ADSTarget consumers within a specific area with digital mobile ads
DIGITAL ADSTarget consumers receiving direct mail with digital ads
M5V 1K3
DATA DRIVEN RESULTS
MEASURE THE SUCCESS OF EVERY CAMPAIGN GAIN VISIBILITY INTO EACH CONSUMER WHILE THEY ENGAGE WITH DIRECT MAIL
• Location
• Phone / text communication
• E-mail capture
• Re-Target
• Coupon download
• Coupon redemption
DaData
Today, customers expect you to know their interests DQG�SUHIHUHQFHV��DQG�WR�SURYLGH�RHUV�WKH\�FDUH�about. Data enables you to intelligently target the right customers with a tailored message that is more likely to drive action. The outcome is greater customer satisfaction and greater value from your marketing spend.
By combining data mining with predictive analytics, you can produce powerful customer insights to reach people who matter the most to your business. Harness the information you already have, or access Canada Post’s vast consumer and business database – the largest single source of its kind in Canada
Source: Welcome to the Science of Activation
Direct Mail Marketing
THE ELEMENT OF DATAMEDIA KIT 2020
Helping Canadians Save, Businesses Grow, and Neighbourhoods Thrive!
1 (866) 993-0600 | DRMG.com
DIGITAL COUPONS
PROMOTE ACROSS ALL PLATFORMS • Geo target by postal code
• Personalized to each consumer
• Barcode enabled
QUICK RESPONSE COUPON DOWNLOAD • Download directly to Apple / Android mobile
phone wallet
• Load 3x faster
VALUABLE CONSUMER INFORMATION • Specific location of each download
• Date/time of download
• Name, email, phone, postal code
SMART QR CODES
COUPONS
MOBILE APP
LEAD GENERATION
CHAT / TEXT
WEBSITE
E-COMM
LANDING PAGE
SMART QUICK RESPONSE (QR) CODES All smartphone cameras can now read QR codes – there’s no need to download a separate app!
QR codes provide in-depth analytics of each scan by date, device, and location!
SCAN TO DOWNLOAD
SCAN TO WATCH
SCAN TO DOWNLOAD
SCAN TO BUY
REQUEST DEMO
LEARN MORE
SCAN TO CHAT
SCAN TO WATCH
VIDEORETARGETING Retarget consumers who scan a QR Code with Google, YouTube, Facebook and Instagram ads
REAL TIME INSIGHTS Pinpoint the location of every QR Code scan, date, time and user details
INSIGHTS 1.0
GAIN VISIBILITY INTO CALLS, CONVERSIONS AND CONVERSIONS
CALL TRACKING
Unique local or toll-free number on every campaign
QR CODE
Unique and engaging mobile experiences with video, chat, digital coupons
INSIGHTS 2.0
GAIN VISIBILITY INTO CALLS, CONVERSIONS AND CONVERSIONS
CALL TRACKING
Unique local or toll-free number on every campaign
TEXT SMS ENGAGMENT
Text enable call tracking numbers allowing consumers to communicate via chat
QR CODE
Unique and engaging mobile experiences with video, chat, digital coupons
SEE HOW MAIL LASTS IN THE HOME
ALWAYS OR SOMETIMES NOTICE ADVERTISING IN DIRECT MAIL
74%
GET YOUR BRAND IN THE HANDS OF YOUR CUSTOMERS, AND INTO THEIR HOMES
People pick up and sort their mail, giving it attention that other mediums can’t provide.
SAVE THE MAIL THEY READ
33%When customers save your message, your brand has a lasting impact in the home.
OPEN MAIL THAT LOOKS INTERESTING
85%An engaging, relevant message makes your message more likely to bye seen.
SHARE DIRECT MAIL
71%Millennials are even more likely than average to share mail, with 77% doing so.
READ DIRECT MAIL
92%Catalogues are popular. 69% read catalogues and 40% save them for a month or longer.
DISPLAY DIRECT MAIL
81%From coupons on fridges to brochures on coffee tables, your brand stays around.
Source: Canada Post
PRINT IN A DIGITAL WORLD
more time is spent with integrated direct mail and display campaigns than display-only186%40 seconds verses 14 seconds time spent was calculated on two exposures.
20% 39% 47%
+
Direct mail has a 20% higher motivation response than digital media, making it far more persuasive.
Source: A Bias for Action, 2015
Consumers pay 39% more attention (time spent) to campaigns that integrate direct mail and digital than single-media campaigns.
Source: Connecting for Action, 2016
47% visited a store in reaction to direct mail.
Source: Breaking Through the Noise, 2015
DIRECT MAIL DRIVES ONLINE PURCHASE
PRINT IN A DIGITAL WORLD
keep promotional mail pieces for future reference7
42%
Source: 7-10 Canada Post, Phase 5, Advertising Communication Preferences and Generational Differences (2017). 11 Canada Post, Connecting for Action (2016).
are excited to see what’s in their physical mailbox8
50%
use a physical method to follow promotions981%
HOW DOES DIRECT MAIL GO THE DISTANCE WITH MILLENNIALS?
were driven by print or direct mail promotions10
31%more attention than single media digital campaigns11
39%
DIRECT MAIL HELPS DRIVE TO PURCHASE
Of recently made millennial purchases,
Integrated campaigns elicit
CASE STUDIES
NATURES EMPORIUM
GOALS To generate awareness and drive store visits to its new location well outside its current established market.
15%of store sales were a result of the coupon redemptions
RESULTS
APPROACH Nature’s Emporium leveraged direct mail and hyper local targeted neighbourhoods surrounding new locations using ONE TO MANY and ONE TO FEW targeting. Utilizing Solo Direct Mail, they featured two incentive calls to action: $5 in-store coupon, and chance to win a $250 gift card.
3%conversion rate for the coupon
2%contest entry rate
Source: Canada Post
ONE TO MANY Neighbourhood MailTM
ONE TO FEW Postal Code Targeting
GOALS Wayfair Canada needed to increase awareness of brand and improve cart recovery conversion.
90%Lift in identifying shoppers vs lookalike geographic control group
19%Response Rate Direct mail 19% higher conversion than digital only retargeting
WAYFAIR CANADA
RESULTS
APPROACH Utilizing Canada Post proprietary E-comm Audience, target most active online consumers new to Wayfair, by postal code.
Source: Canada Post
ONE TO ONE Personalized MailTM
ALBERTA MOTOR ASSOCIATION
GOALS To drive new memberships through an appealing two-membership offer.
591new members acquired
10%increase above projected gain
RESULTS
APPROACH Alberta Motor Association worked with Canada Post to reach 70,000 targeted households while suppressing existing customers.
50%of respondents enrolled online
Source: Canada Post
ONE TO FEW Postal Code Targeting
APPROACH Utilizing Rich Consumer data from Canada Post, Structube first defined a radius around its stores. Targeting local consumers using ONE TO MANY targeting, Structube used an oversized flyer to drive interest.
A big part of Structube’s target is condos in urban centres. Canada Post’s exclusive access to condos & apartments, helped them reach this audience.
STRUCTUBE
GOALS To drive in-person visits to the 55 Structube locations across Canada.
70%lift in store traffic and improved ROI of their simultaneous digital marketing.
RESULTS
Source: Canada Post
ONE TO MANY Neighbourhood MailTM
APPROACH Each local Great Canadian Oil Change franchisee utilized DRMG Shared and Solo Mail to targeting new customers within 5km radius of their location.
Every 3 months an offer was sent to local consumers
GOALS To gain new customers utilizing Solo and Shared Direct Mail
5:1 ROASFor every $1 spent, direct mail drove $5 of profit
RESULTS
GREAT CANADIAN OIL CHANGE ONE TO MANY Neighbourhood MailTM
DIRECT MAIL Deliver physical brand experiences with an impact on emotional memory and motivates behaviour
DATA DRIVEN Utilize data for precise targeting value and personalization to increases interest and response
CONNECTIVITY Connecting print to digital across all touch-points within the customer journey
3 ESSENTIAL ELEMENTS THAT DRIVE RESPONSE
Physicality is just one element in direct mail that brings the human factor to your message. You can make more of an impression when you activate multiple senses. It's not just intuitive.
Canada Post neuroscience research shows direct mail is far more persuasive than digital media. Its motivation response is 20% higher.
Studies also show direct mail is more easily understood compared to digital channels.
20%Higher motivation response than digital media
PHYSICALITY
*
Source: Canada Post
Consumers expect you to know their interests and preferences, and to provide offers they care about. Data enables you to intelligently target the right customers with a tailored message to drive action.
By combining data mining with predictive analytics, you can produce powerful customer insights to reach people who matter the most to your business. Harness the information you already have, or access Canada Post's vast consumer and business database - the largest single source of its kind in Canada.
DATA DRIVENDaData
Today, customers expect you to know their interests DQG�SUHIHUHQFHV��DQG�WR�SURYLGH�RHUV�WKH\�FDUH�about. Data enables you to intelligently target the right customers with a tailored message that is more likely to drive action. The outcome is greater customer satisfaction and greater value from your marketing spend.
By combining data mining with predictive analytics, you can produce powerful customer insights to reach people who matter the most to your business. Harness the information you already have, or access Canada Post’s vast consumer and business database – the largest single source of its kind in Canada
Source: Welcome to the Science of Activation
Direct Mail Marketing
THE ELEMENT OF DATAMEDIA KIT 2020
Helping Canadians Save, Businesses Grow, and Neighbourhoods Thrive!
1 (866) 993-0600 | DRMG.com
40%Higher brand recall combining Direct Mail
*
Source: Canada Post
Gain valuable insights into direct mail consumers by integrating mobile QR Codes, Call Tracking, SMS text messaging with each campaign.
Your message pinpoints the right customers, and they're able to respond through the channel that appeals most to them. This is the single connective element that amplifies a brand's overall message.
CONNECTIVITY
33%Higher motivation response than digital media
*
Source: Canada Post
THANK YOU