Direct Marketing Vol. 22 • No. 2 • JUNE 2009 The Art & Science of Predictable Marketing PRINTED ON 100% RECYCLED PAPER Imagining the ideal » 13 fast8 green MSP Teen audience responds to Highland Marketing’s Matt Ward helps us envision the practices and procedures forward Markham’s quest for green of an ideal mail service provider. Green DM Report: Greening it up » 14 Does “green” DM exist? »6 Social network platform helps community youth have How do you offset your business’ Credible environmental strategies can environmental impact if that business enhance brand and product image, their say in Town’s sustainable future. promotes air travel? Aeroplan boost customer and employee loyalty explains its internal and external and garner positive media coverage— green practices. leading to enhanced profit margins. Maia Becker, VP, FSC Canada, explains In the Mail » 16 what it takes to achieve this. Direct mail promotes a successful bequest program at the Response & »7 Nature Conservancy of Canada. responsibility CPC’s Rosalie McGovern identifies best practices for reducing direct CLICK! SEM » 17 marketing’s environmental impact. Nonlinear’s Helen Overland helps us unearth hidden opportunities in SEM. Greening up »8 the “junk” Emma Warrilow ex plores how SEM: WebInsight » 18 focusing on your data can help the Jay Aber tells us how to be environment and DM’s image. successful at SEM.

From design to doorstep »9 Email Advisor » 19 Transcontinental’s Tamara Pope says ThinData’s Chris Carder that the same measures that support explains how to turn environmental responsibility tend to negative feedback into produce more relevant outreach and Sivani Baskaran, (center left) a student from Pierre Elliott Trudeau High School, accepts the positive results. higher response rates. first prize cheque for school participation in the Quest for the Best contest from (left to right) Markham Mayor Frank Scarpitti, Ward 1 Councillor Valerie Burke, and Deputy Mayor Jack Heath. W2P:It’s all about » 19 Green DM innovation » 12 Winners m By Lydia Cappelli introduced Internet voting as early as 2003 the marketing Great things are happening at Industry expert Heidi Tolliver- the frontier between traditional and hen the Town of Markham and solicited voter input during the 2007 W began rolling out its sustainable strategic plan through an online initiative Nigro focuses on how to approach sustainable direct marketing. Here branding, personalization, and development plan in 2008, the goal was called “Click with Markham.” are two exciting examples. multi-channel marketing using this to encourage the community’s youth to Recently, powerful examples of dynamic new technology. have a say in the process and feel positive engaging voters on the Web have about their future in Markham. But the multiplied, with Barack Obama’s US question of how to engage a demographic presidential campaign raising $650 million segment known for its lack of interest in from three million online donors.

government— be it federal, provincial or Town officials reasoned that Markham Markha Best the for Quest You’ve municipal—still needed to be answered. youth are probably more digitally savvy >ciZgVXi^kZVcY9ViVWVhZ The Town of Markham and Mayor than the average resident: they are FOUND BVg`Zi^c\HeZX^Va^hih Frank Scarpitti have long advocated using seldom without their cell phones, iPods, WealthScapes: the latest technology to shape public policy. This Nintendo DS and other gadgets. In financial trends you can’t

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Sustainable marketing is a journey. in this issue editor’s letter departments Pat Atkinson DM People...... 10 List Watch...... 10 A number of years ago, I worked on a gas emissions created as the paper is white is chlorine free. The recovered behalf. There is still room for improvement News Worth Knowing...... 10 contract for a unique individual who was manufactured or the amount of toxins material composition within the paper in this category and since MMG is In The Mail...... 16 on track to becoming one of this country’s used during the bleaching process, is an includes: mixed residential papers, officially an FSC chain of custody certified Direct & Personal...... 21 top performing Realtors. It was quite an example. undelivered bulk business mail, mixed printer, we are likely to hear about viable Event Calendar...... 27 eye opener. Another common practice, the “Sin of office papers, recovered paper from books, alternatives as they arise. (MMG is also During our association, he asked Vagueness,” is a claim that is deliberately so novels and annual reports, periodicals, awaiting final approval of its SFI chain of why I knew certain members of local imprecise or broad that its true meaning is magazines, catalogues and directories and custody audit. Both audits were conducted government and other community likely to be misunderstood. trim and scrap from printing plants. this April by SGS International.) advertisers leaders. When I explained that this was a Unfortunately, “going green” is But not all recycled content (fibre) is Our ink, which is made by Sun Chemical, result of volunteering, he encouraged me sometimes misconstrued as an “all or equal. Post-consumer waste (PCW) fibre contains no heavy metals (such as Canada Post4 1 & 16 to “bring up his name whenever possible” nothing” proposition. Nowadays, whatever is the more desirable content because mercury) and very low Volatile Organic McKinnon Targeted Recruiters4 1 Environics Analytics4 1 & 28 in their presence. “I want them to see me business you are in, there is always when we use it to manufacture other Compounds (VOCs). Excluding black, inks CMA4 2 as doing good and important things in the something more you could do to help the recyclable products, we divert it from are formulated to include a percentage of InfoCanada4 5 community,” he explained. When I asked environment or reduce the impact of your landfill sites rather than incinerating it and vegetable raw materials and derivatives. the logical next question, “Why don’t you company’s activities. Moreover, we must polluting the air. The secondary content So these are the improvements we have simply do those things,” he intimated that challenge our external stakeholders and in recycled paper is pre consumer so made since May 2008. resource directory he was short of time and there just wasn’t customers to do the same. the environmental impact and benefits Focusing on improving one thing DM CREATIVE 19 “enough ROI to make it worthwhile.” A critical part of committing to are less. Maia explained that one of the as a first step is often a good idea. For Designers Inc. The issue of appearing to be something sustainable marketing is asking very reasons FSC verifies not only the source example, committing to using only FSC MAILING EQUIPMENT 19 rather than actually being it is at the specific questions about the origins of the of virgin fibre but also the accuracy of certified envelopes, or producing your Canadian Mailing Machines Inc heart of greenwashing, a term that materials we use. I discovered this when claims regarding recycled fibre content, business cards on 100 percent recycled Bowe Bell & Howell North American environmental agency FSC’s Maia Becker—who generously is to ensure labels and communications post-consumer stock, as well as recycling LIST SERVICES 18-19 TerraChoice defines as:the act of misleading helped shape the focus of this issue and clearly indicate the amount of post- all the waste your company produces in a Cornerstone Group of Companies consumers regarding the environmental shared her thoughts about the challenges consumer recycled fibre. FSC also ensures committed and thorough way, are great ICOM practices of a company or the environmental sustainable marketing poses to traditional that independent third-party auditors beginnings. While these things will never infoCANADA benefits of a product or service. The agency direct mail within her article, “Does ‘green’ have verified that this fibre is actually be “enough,” doing nothing is simply not Resolve Corporation has gone on to define seven “sins” (see direct mail exist?”—inquired about the post-consumer. Without independent an option. And going green can actually SCOTT’S Directories http://sinsofgreenwashing.org/findings/ stock and ink we use to produce Direct verification, there is no way of knowing be good for business. As the founder of Direct Media Canada the-seven-sins/) that some manufacturers Marketing. I learned that simply knowing whether a company’s claims are accurate. The Body Shop International Dame Anita CALL CENTRE PRODUCTS / SERVICES 20 and companies employ to promote that a stock is 100 percent recycled is In our case, 40 percent of the recycled Roddick famously said, “This notion that you CallCentrejob.Ca undeserved favourable impressions the departure point for a more detailed content is verified as PCW (by another can’t be socially responsible and profitable EXTEND Communications Inc among their clients and the public. conversation and the answers we receive standards and certification body, FSI) with isn’t true; you can. You’re more frugal, you Newfield Contact Solutions For example, the “Sin of the Hidden from printers and suppliers will always be the remainder being pre consumer. Is there don’t waste, you’re more environmentally Tigertel UTR Trade-off” is a claim that a product “relative” ones. room for improvement here? Yes, certainly. aware, you’re more transparent, you’re more Protocol is green based on a restricted set of For example, our stock is ML 100% Our advisors at Metroland Media Group diligent, and you don’t waste money. So I DATABASE MARKETING 20 characteristics without regard for other recycled and manufactured by Manistique recommended the current stock to meet think that’s the lie.” 1 Cornerstone Group of Companies important environmental considerations. in North America. (The closer to home our standards for print quality (including 1Excerpted from Lessons Learned, Boire Filler Group So advertising that your paper comes from a paper is made, the smaller the carbon brightness for readability) and “runability,” Straight Talk from the World’s Top Business Environics Analytics a sustainable harvested forest but not footprint due to transportation.) The something which was also an issue with Leaders: Going Green, pg. 9, Fifty Lessons Nielson mentioning the astronomical greenhouse bleaching process used to make the paper the other recycled papers evaluated on our Limited, Boston, 2008 DATA PROCESSING 20 Cornerstone Group of Companies MLS FULL SERVICE OPERATIONS 21-23 Design can change the world Address-All Mailing Services Ltd. directives How to green your communications in five sustainable steps Bernard Hellen Andrews Mailing Services Clixx Direct Marketing Services Inc. CMS / Complete Mailing Services Graphic designers purchase or specify over Step 1: Think about your carbon we are producing? In many cases, asking the amount of paper that is being used. Custom Data imaging $9 billion in printing and paper annually footprint questions at the outset of a project results (Although they are not perfect, online Data Direct and paper accounts for 81 million tons In most cases, the biggest challenge is both in a more sustainable deliverable, paper calculators allow you to guesstimate DM Graphics of solid waste; that’s 40 percent of North getting our clients to think about the as well as a less costly and more effective the environmental impact of the print RDP Fulfillment Corporation America’s yearly total. As a marketer and environment when designing their sales solution for our clients. If we remember materials you are producing.) Key Contact communication designer, I believe that we and marketing collateral. It’s not that they that everything we create has a past, a And I believe that together, we can Kelcom have both the ability and the responsibility don’t want to explore the idea; usually it present and a future, it is amazing how have a big effect. The pulp and paper Mailmarketing Corporation to exert a significant influence on the just wasn’t on their radar. focused on the environment we become. industry is the single largest consumer Origo Direct Marketing Communications way that communication and marketing The first step is to filter every project of water used in industrial activities in Pillar Direct materials are produced. So how can you through a sustainable design brief that Step 2: Measure the impact of your OECD countries and the third greatest Pitney Bowes green your communications and craft a more asks the right questions. Do we really campaign industrial greenhouse gas emitter, after SMART DM sustainable marketing campaign? Here are have to create this marketing piece? The next step is to measure the impact the chemical and steel industries. More The FSA Group five steps to follow so that your initiative has a Does it need to be produced in this form? of the proposed marketing campaign. than 70 percent of the paper in the world Wood & Associates Direct Marketing greater chance of communicating your good And how do we minimize the impact, Usually one of the simplest and most is made from wood taken from forests in Services Ltd. green intentions: waste and footprint of the pieces that effective ways is to look at the type and See Directives, page 7

Campaign Management Empowering the agent Rewards and promotions coming in the In our March issue V.P. Database Brian Perry explains how Realtors and What’s new and exciting in this dynamic Solutions at CVM Marketing Inc. other professional sales agents use text and fun arena. July issue of Tim Fewster explored what to do messaging to improve sales and track before investing in a campaign the effectiveness of their advertising. management tool. In Part 2, he Direct Marketing examines these tools and helps you match them to your needs. 4 Cover June 2009 ❮ Direct Marketing ❮ dmn.ca

Teen audience..., Cont’d from cover

photos, music and much more. Growth on October 25 and closed on December visit the www.markham.ca/greenprint/ markham.ca/greenprint, with an average When social media for social media sites such as Facebook 12, 2008. Vicky McGrath, sustainability Web site. of 4.75 pages viewed per visit and an talks back and Youtube has exploded, with some manager at Markham, expected to receive Obama’s volunteers created live events average 4.25 minutes spent per visit. Some An interesting thing happened experts predicting that soon over 50 approximately 750 entries. Instead, in where they gathered as many names and 30 percent of visitors were repeat visitors during the Quest for the Best percent of Internet users will visit social less than two months, the Quest for Best e-mail addresses as possible to create a and 20 percent were referred through Markham contest. An influential network sites regularly as part of their Contest received close to 3,000 entries, database from which to keep voters engaged other sites. Finally, close to 3,000 ideas young musician from a local monthly, weekly or even daily habit. almost four times the targeted amount. and grow online donations. were generated by students from 24 rock band entered a comment Mayor Frank Scarpitti was “absolutely schools in the Markham area. These results on Green Print’s Facebook Wall. Progressive + digital = quest thrilled at the tremendous result.” The social media mill clearly demonstrate how social media He saw it as an opportunity to Delvinia Interactive has been transforming To understand how Markham achieved Next, Markham generated an online buzz allows teens to become involved and voice his dream of having a local the way the Town of Markham connects these results in such a short time frame, for the Quest contest through social media participate in a way that is their own. music venue in Markham. He with its citizens since 2003, often turning one must look at the process employed – it sites such as Facebook and Youtube. This Barack Obama made history by argued that such a venue would the table from one-way communication is similar to Barack Obama’s presidential attracted over 250 Facebook supporters becoming the first African-American save on greenhouse gases and into a two-way dialogue with constituents. campaign but obviously the town’s contest and more than 450 Youtube views, thus President of the United States. A record- also boost the local economy A similar approach was deployed for operated on a much smaller scale. fueling contest participation. breaking 1.8 million people attended the by keeping entertainment Markham’s sustainable future plan. The At the height of his presidential inauguration in Washington DC. The event dollars close to home. The idea Quest for the Best Contest was created The grass roots campaign, Obama was one of the most created an unprecedented number of blog spread like wildfire and spurred targeting 11- to 17-year-olds by employing First, Markham’s sustainability office hit the followed persons on Twitter. He currently and Twitter posts, YouTube videos and many new followers. The digital media to solicit feedback about pavement running by visiting schools and has over 5 million Facebook supporters live-stream Web casts. DM mayor responded by planning making the town a greener place. giving face-to-face presentations in and close to 500 million blog posts a music room in the new east Participants were asked to express classrooms and auditoriums regarding the mention his name. Lydia Cappelli is an interactive marketing Markham community centre. In themselves in whichever form they environment and sustainability. professional living in London, Ontario. the meantime, the band played preferred: writing, drawing or recording Promotional giveaways such as T-shirts The final effect To contact her visit her Web site at www. at the Quest Awards Ceremony their ideas. The contest was launched and memory sticks enticed students to Over 2,000 visits were logged to www. lcappelli.com. where the top individuals and schools were recognized for their green ideas. Sample of social Ask Diigo Google Bookmarks Multiply Simpy Yahoo Buzz media tools Backflip Facebook Kaboodle myAOL Slashdot Yahoo MyWeb Here is an excerpt from the available to BallHype Fark Link-a-Gogo MySpace Spurl Yardbarker Facebook wall: Markham youth Bebo Faves (Bluedot) LinkedIn Netvouz StumbleUpon People sometimes say Markham to tell their Blinklist Favorites Live Newsvine Tailrank doesn’t have a music scene. Yeah, friends about Blogmarks FeedMeLinks Magnolia Propeller Technorati we do. You just don’t know about the Greenprint Delicious FriendFeed Mister Wong eddit Twitter it. There’s nowhere for us to play. Program Digg Furl Mixx Segnalo Yahoo Bookmarks There’s nowhere for us to flaunt what we have. We have to go to Aurora. We need somewhere we can go and play music and get The Quest for the Best together and build community and friendship. It would be great Contest was created if we could put Markham on the map, if one of our bands could targeting 11- to 17-year-olds show this is what came out of Markham. by employing digital media ---- to solicit feedback about “Internet-based digital technologies have given people making the Town a greener a powerful and connected voice. Organizations have to be open place. Participants were to giving up control. The reward is a deeper, more meaningful asked to express themselves relationship with their audience.” in whichever form they Adam Froman, president and CEO of preferred: writing, drawing the Delvinia Group of Companies or recording their ideas. dmn.ca ❯ Direct Marketing ❯ June 2009 5

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here was a time when no one studies (e.g. Edelman GoodPurpose™ all levels of management, particularly the means of a robust life cycle analysis of the is wasted, and the amount of ink needed asked what your company’s study, Cone Consumer Environmental CEO. Well-researched and measurable marketing, and the product or service in the printing process. To control cost T environmental or carbon Survey) and actual purchasing behaviour goals that you can benchmark, track, being marketed. and environmental impact, reduce footprint was or what kind of paper you that they will preferentially choose report and reward performance on is the size of the mail piece, maximize were using. Today, such “green” questions products and support companies that are next in importance. An implementation Direct mail life cycle available print space (e.g. decrease are becoming the norm. But what does responsible corporate citizens. In addition plan with clear criteria, targets, and Considering the life cycle of direct mail margin size), use a lighter paper, “green” actually mean to direct marketing; to which, it is also a matter of sound risk timelines; and perhaps most importantly, means looking at the impact of the process consolidate mail pieces, and avoid full is it a new and lucrative business strategy, management to be able to answer such a communication plan for sharing the from the production and sourcing of bleeds, which require trimming and a threat to the direct mail industry, or a questions as “Do you know where your impact of your environmental strategy with all raw materials (paper, plastics etc.) to may create additional waste. Be sure to simple contradiction in terms? paper comes from?” customers, shareholders and manufacture, design, printing, specify that you want an FSC label on “Green” can mean everything from employees, are key distribution and finally, to all your pieces so that customers will putting in place a comprehensive elements. disposal of the direct mail piece by know that you have chosen your paper environmental strategy that is the consumer. responsibly. credible, transparent and generates real impact on the ground, to simple 1. Source of material: Most direct mail is 4. Printing Process: Reduce the cost and “greenwashing,” that is, making produced on paper which, if it is certified impact of shipping by planning unsubstantiated or misleading claims by the Forest Stewardship Council (FSC) the location of the about the environmental features of can be a responsible choice. FSC is an printer. See a product, service or the company. international certification and labelling Understanding the difference between system that lets buyers choose paper true “green” claims versus inflated claims and wood products is more important than ever as today’s consumers are more educated and interested in environmental issues, are quickly becoming more sceptical and discerning about the meaning of environmental claims, and have greater access to information than previous generations.

Good for business “Going green” is decidedly the corporate flavour of the month. Beyond the obvious ethical reasons and/or marketing advantages, the motivation should be the business value of a credible environmental strategy. We have already seen CIBC, Consumers’ Indigo Books and Music, RONA, RBC, preference for Scotiabank, and Sun Media on such a responsible products is There that come path. To be credible, an environmental driven by changing weather are many ways your from forests that are strategy must include well-established patterns (e.g. hurricanes, flooding, direct marketing strategy audited against the most goals and objectives, measurable and droughts), water shortages, rising can align itself with your environmental rigorous set of environmental performance criteria, targets, timelines and energy prices, and the destruction of forests. strategy, and deliver business value. and social standards in the world, and a communications plan. Those environmental concerns are not While the many forms of direct marketing verified recycled sources. WWF Canada, Credible environmental strategies going to fade; they are here to stay. And in (e.g. direct mail, e-mail marketing, Sierra Club of Canada, Greenpeace, the www. can enhance brand and product image, fact, they will likely grow as the impacts of telemarketing, door-to-door, couponing) Pulp, Paper and Woodworkers of Canada fsccanada.org/ boost customer and employee loyalty climate change increase. Every successful should be explored as part of this, one and the National Aboriginal Forestry fscprinters.htm for a list of and garner positive media coverage—all company needs to adapt to this new that I want to talk about specifically is Association all endorse FSC as the only all FSC-certified printers in Canada of which can lead to enhanced profit paradigm. direct mail. Not only is direct mail the credible forest certification system. So, by province and by city. Talk to your most common form of direct marketing, specify a paper that is FSC-certified and, if printer about the type of inks they are it’s also the one that draws the most available, one that contains verified and using, the chemicals they use and how To be credible, an attention, and (rightly or wrongly) the locally-sourced post consumer waste. For these are disposed of, and what type of environmental strategy most criticism. People receive direct mail more information visit www.fsccanada. energy they use to power their facility. every day (in 2004, Canadians received org. must include well- 24 pieces of direct mail per week, or 5. Targeting and Distribution: One of 1,200 pieces per year1). Much of this 2. Production of material: When the more energy intensive processes established goals and mail is unsolicited, which generates the looking at how the material in your of the entire direct mail life cycle is perception of waste and excess. Whether direct mail piece is produced, ask your the distribution and transportation objectives, measurable this is more misconception than reality is suppliers about the type and quantity of mail. This provides an opportunity performance criteria, open for debate, but we must recognize of energy used in the manufacturing for real cost savings, and positive PR that this is the perception of the average process, the amount of greenhouse with your customers. Within your targets, timelines and a consumer2. gas emissions involved in transporting environmental strategy, create a goal While there is certainly no doubt raw material to (and from) the plant, of reducing the volume of mail and communications plan. that other industries (transportation, and the impact of the process (e.g. increasing the response rates. To do so, agriculture etc.) have a greater impact on bleaching) on water supplies. Specify keep contact lists up-to-date, eliminate margins. These are often the result the environment than direct mail; it is also products that are manufactured in duplications and undeliverable mail, of improved operational efficiencies; A new paradigm hard to deny that historically, there has North America, that use renewable allow customers to opt-in (or opt-out), shortened supply chains, new supplier Your direct marketing strategy must also been a lot of waste within the industry. For energy (e.g. biofuel, wind, etc.), and if consolidate mailings and consider relationships, reductions in waste and fit this new paradigm. To be effective, this the direct mail industry to fit into today’s it is paper, processed chlorine free or assembling or buying more targeted waste management costs, and improved strategy cannot work in isolation; it must fit new environmental paradigm, there totally chlorine free. lists. By minimizing the quantity of employee retention. They are also the into your company’s broader environmental needs to be a change in how the industry mail sent, considering the location of result of increased sales and market share, strategy. The key elements of a successful operates. Part of this change is rethinking 3. Design: The design dictates such things since customers have shown through strategy must include commitment from direct marketing from start to finish by as how much paper is used, how much See Does "green"... cont'd on page 8 dmn.ca ❯ Direct Marketing ❯ June 2009 Green 7 Response and responsibility are always possible The economy and the environment are not mutually exclusive By Rosalie McGovern

he current state of the economy changing the way they manage their lives surprisingly, 75 percent do not measure with a cost of one dollar per piece and 10 is at the forefront of everyone’s and expect businesses to do the same. whether their mail is undeliverable or not. percent are undeliverable, then you are T mind. That’s especially true for One of the key learnings from the study So how do they really know? actually starting with a base of 90,000, today’s marketing professionals. Marketers was that, when discussing environmental Canada Post estimates that more than not 100,000. By improving your data are being forced to become more efficient degradation, Canadians view the true 100 million pieces of mail are incorrectly quality by even 5 percent, more of your and effective with their budgets. problem as being society’s unnecessarily addressed each year. Approximately 60 customers and prospects will receive Now rewind back a couple of years wasteful use of the earth’s resources. Climate percent of inaccurate mail results from and respond to your message, thereby when both citizens and marketers were change, landfill overuse, water and air incorrect name and address combinations increasing results and decreasing waste. keenly focused on environmental concerns. pollution, and smog are all symptoms of the due to the fact that large numbers of Here are 15 best practices that can help Everyone was going “green” – the new larger overarching problem of wastefulness. people move to new residences every day. reduce your impact on the environment marketing buzzword. However, in light of Canadians told us that they think Only 16 percent of mailers use the and improve the bottom line: today’s downturn economy, one might about the environmental impact of their National Change of Address (NCOA) file think the focus has shifted. The good news is actions – from disposing of garbage and when mailing. And of those who use it, Data Management: that the economy and the environment are setting thermostats, to reviewing mail and only 40 percent run it with each mailing • Clean your internal database regularly not mutually exclusive. In fact, it now makes catalogues. And while 85 percent said that they execute. Sixty-two percent of mailers for incorrect or missing fields; more sense than ever to be green. they recycle their advertising mail, the fact believe their customers contact them • Validate address accuracy when Studies conducted by Dr. Bob Willard – a remains that direct mail raises more than its when they move, so most mailers view the entering customer information into leading expert in corporate sustainability fair share of environmental concern in both use of the NCOA as an unnecessary cost your system; strategies – have shown that large households and businesses because it is and step in the process. • Update address information at each businesses can increase profits by 38 something that they come across every day. If 15 percent to 20 percent of customer touch point; percent and medium-sized companies can • Make it easy for customers to update increase profits by 66 percent over five years …a quick way to determine if your you when they move; and simply by integrating green strategies into • Create in-house preference and nixie the core of their business models. customers are proactively giving you files for marketing. On a micro level, improving the their new information is to check Rosalie McGovern efficiency of your direct marketing Data Hygiene: activities will not only increase the bottom whether addresses change on your • Use certified address accuracy software forests and verified recycled sources; line, but will also decrease the impact on with each mailing; • Use pieces designed for maximum the environment. But first, we need to customer or prospect file by at least 15 • Apply merge/purge rules to reduce paper coverage; and understand why it is important to review percent every year. duplicates; • Use production methods that reduce our direct marketing practices. • Use the CMA “Do Not Mail” file and print overruns and waste allowance. In 2008, Canada Post conducted Canadians move each year, then a quick internal suppression files; Canada Post enjoys a national presence research in partnership with Harris/ Common irritants way to determine if your customers • Apply the National Change of Address that makes us especially committed Decima. We spoke to Canadians to get At the core of consumer frustration are are proactively giving you their new (NCOA) file; and to key initiatives that will enable us to their views on environmental matters. common irritants that trigger concerns information is to check whether addresses • Use Return Postage Guaranteed to help reduce and manage our environmental They told us that the environment is an about waste. These include: change on your customer or prospect file update your database (for example, footprint over the long term. We are especially important issue for them and by at least 15 percent every year. as part of a regular data maintenance also equally committed to helping they don’t believe they have to choose • Poorly targeted mail Address correction software is a program or with customers whom you businesses, both large and small, between it and their economic goals. • Mail that contains information that is sure-fire way to reduce waste, but only haven’t heard from in a while). realize better results and less waste not relevant 14 percent of those surveyed use it from their direct mail efforts which, in Expectations are high • Mail addressed to previous residents and less than 25 percent of those use Targeting: turn, will allow them to live up to their Eighty-eight percent of Canadians are • Incorrectly addressed mail it with every mailing. Return Postage • Be as refined as possible in audience environmental obligations. Response prepared to change their own behaviour • Receiving the same mailing multiple times Guaranteed is another useful solution in selection to ensure your mailing is and responsibility. Even in this economy, in order to make progress in addressing the data hygiene tool kit and 56 percent relevant to the recipient; and you can have both. DM environmental problems. Seventy-seven We subsequently surveyed 601 Canada of respondents stated they use it. In • Before renting an external list, make percent believe responsibility is equally Post customers last summer about their actuality, there is a 15 percent incidence sure you know how recently it was Rosalie McGovern is general manager, shared among industry, government data hygiene practices. These companies rate of usage. High undeliverable updated. Marketing and Business Development, and individuals. And 84 percent expect were quite confident about their data, rates have a direct impact on both Direct Marketing at Canada Post. She is also companies to significantly modify their with 63 percent estimating that their response levels and the bottom line. Design and Production: the lead on the environment in marketing at behaviour. Bottom line: people are records are at least 95 percent accurate. But For example, if you mail 100,000 pieces • Use paper from responsibly managed Canada Post.

From Directives, page 3 impact. Paper is a renewable resource some impact from your marketing. Carbon Step 5: Communicate your green twenty years ago. The second best time regions with ecologically valuable and that can be recycled back into new offsetting allows you to purchase a credit good news is now.” biologically diverse habitats. That’s why paper on average seven times. You can that cancels out the negative carbon At last year’s CMA tradeshow, there were it’s important to look at where the pulp dramatically reduce your environmental output of your production. While still a a number of premium and incentive Talking and walking green comes from when choosing the paper impact by looking at the paper you choose. new and sometimes controversial topic, companies hawking their “eco” but Having done your best to think about the we consume and why sourcing Forest For example, specifying FSC-certified the role of carbon offsetting should be very plastic trinkets wrapped in the impacts of your communications and Stewardship Council (FSC) certified stock paper with a higher percentage of Post- considered in any green communications veil of green respectability. Most of this where appropriate, lessen your impact is considered an industry “best practice.” Consumer Waste (PCW) can make a big strategy. A carbon offset is simply defined was opportunistic marketing at best. on the environment, you can proudly Under the FSC, forests are certified against difference. If you were to specify stock as “an emission reduction credit from Thinking “green” means avoiding criticism proclaim that you are “walking the talk.” a set of strict environmental and social containing 100 percent PCW, in effect, another organization’s project that results relating to unethical marketing. Called Remember to think, measure, reduce, standards, and fibre from certified forests no net new trees would be cut down to in less carbon dioxide or other greenhouse “greenwashing,” this is a very real concern offset and communicate sustainability. is tracked all the way to the consumer produce your printed piece. Producing a gases in the atmosphere than would for business. There is even a Web site through a chain of custody system. ton of paper using 100 percent PCW paper otherwise occur.” A criticism commonly GreenWashingIndex.com that will “out” Bernard Hellen is president and creative Purchasing FSC certified paper ensures rather than virgin pulp saves the equivalent leveled is that if the offsetters persuade companies that try to deceive. director of traffic marketing + design inc. that forests are healthy, waterways are of 24 trees forty feet in height and six to you that it’s (easily and cheaply) possible Effective communication of your (www.trafficdesign.ca) a sustainable protected, wildlife habitat is conserved, eight inches in diameter; 4,100-kilowatt to offset your emissions, you’ll carry on initiatives must include honesty, marketing and design agency. A frequent and the rights of local communities and hours of electricity and 60 pounds of air emitting excess carbon throughout your transparency and a genuine desire to speaker on the subject of designing First Nations are respected. pollution; and 7,000 gallons of water used life rather than thinking about reducing involve your customers. Customers sustainable communications, he sits on in the manufacturing process. your emissions. Even given this criticism, recognize that sustainability is an ongoing the Board of the Association of Registered Step 3: Reduce your effect on the I believe that if used as part of an overall journey that begins with an initial step, Graphic Designers of Ontario and Chairs the environment Step 4: Offset that which cannot be strategy of waste reduction, an offsetting and that most companies have to start R.G.D. Sustainability Committee. He can be Once something is measured, decisions reduced plan can make good sense. somewhere. As the old Chinese proverb reached at [email protected] or by can be made about how to reduce the At the end of the day, there will always be says, “The best time to plant a tree is telephone at (416) 504-8717. 8 Green June 2009 ❮ Direct Marketing ❮ dmn.ca Greening up the “junk” How focusing on data can help the environment and direct mail’s image By Emma Warrillow

his is the green issue of Direct waste” by considerable amounts. Bowes research, each piece of returned mail for products they are Marketing and for some, Consider a B2B client of ours who recently mail costs companies $3.00 in operational interested in, they are far less T the very notion of “green hosted an event and wanted to invite all expense (including printing, postage, likely to perceive it as junk – direct marketing” is an oxymoron. Their their clients across the country to it. This handling, analysis and re-mailing); and that and far less likely to toss it in arguments are sound – direct mail does entailed going to hundreds of data stores doesn’t include the opportunity cost of the landfill unread. indeed create large volumes of waste, held across the organization – all in different missed marketing touches. results in the need to log thousands of formats and created for different purposes. At a minimum, any mailing list should The death knoll tolls trees, and its products are perceived by The resulting mailing meant that many be SERP-certified to ensure it meets However, there is no denying many as “junk”. But can direct marketers invitees received the invitation three or four Canada Post standards; this will ensure that environmental impacts— improve the environmental impact of this times (likely more in some cases) despite the addresses you are using are valid. In along with the availability of medium and perhaps clean up the “junk efforts to avoid duplication. Naturally, this addition, Canada Post also offers a National alternate marketing channels —are mail” perception at the same time? resulted in considerable waste—both in Change of Address (NCOA) file (compiled forever changing the appeal of Many marketers are adding the perception and reality. I suspect that the from the mail forwarding requests that direct mail. I suspect that any talk environment to their marketing strategy. second, third and fourth invites were viewed customers submit) to allow companies to of the “death of direct mail” makes As you have no doubt read about in the by clients as increasingly wasteful (not keep their databases up to date. most readers of this publication pages of this paper, much of today’s exactly what the company was trying to Forward thinking organizations a little queasy. Fortunately, I think direct mail is being printed on recycled convey with its invitation). have a significant investment in their reports of direct mail’s death have and/or FSC certified paper, reducing the Most mail services providers can data management strategies. These been greatly exaggerated and impact considerably over days gone by. de-duplicate mailing lists as part of the organizations focus on the consistency, certainly greatly accelerated. And, of course, agencies and their clients mailing process, based on name and completeness and accuracy of data so E-mail marketing, are getting creative and finding ways to address matching. Even when you are it can be used effectively to target the telemarketing, SMS messaging, produce impressions that have less of an sending mail to external lists, taking the right customers. Information is stored in and now, social networking, have environmental impact. time to “de-dupe” between them and your a way that it can be easily accessed, and all been described as alternates to But green planning should be customer lists can reduce your mailing effectively used. Address fields are correctly direct mail. However, permission considerably broader. Direct marketers can counts considerably and avoid your mailing parsed, duplicate entries are identified and marketing guidelines, SPAM filters have an environmental impact long before to those who are already customers. rationalized, and a variety of techniques are and the recent changes to the they think about what paper to print on In the longer term, by building a used to fill missing information. Do Not Call registry mean that or which envelopes to use. Marketing complete view of the customer and linking it is not always possible to even Know thy customer reach prospects, let alone get When response rates are only one Having a holistic view of the customer their attention using these alternate percent, it is hard not to think of can also help a company further reduce channels. its environmental impact. Using analysis Since its invention, e-mail has been touted targeting are all ways to leverage data to some portion of the other ninety-nine techniques such as predictive modelling as the low-cost replacement to direct mail. reduce the impact on the planet. and segmentation, communications can However, millions of pieces of direct mail are And, in addition to feeling good, as waste. Effective targeting and be targeted — maximizing the impact of still sent annually in Canada. Canada Post marketers will find that relevant, customization can yield much higher every piece of mail. Response modelling, for actually reported direct marketing volumes correctly customized and personalized example, ensures that only those most likely rose by 0.9% in 2008. Marketers have yet to direct mail is much less likely to be rates of response and a much more to respond will receive a piece of direct mail. prove e-mail trumps all. perceived as “junk”. And perception is With good targeting, you can send far Testing has long shown that the look everything. Pitney Bowes reported that favourable customer reaction. fewer pieces to achieve the same or better and feel of a piece has a significant impact US respondents to a survey estimated 53 results. When response rates are only one on response. Today, marketers still have percent of municipal waste is attributable departments need to think about the disparate databases, companies can reduce percent, it is hard not to think of some limited control of how the message will to advertising. Yet, according to the environmental footprint of their data. duplicate mailings and control the flow of portion of the other ninety-nine as waste. look using e-mail. The small screens and American Direct Marketing Association, communication to their customers. This Effective targeting and customization can limited display functionality of PDAs, the real number is actually only 2.4 Reducing your data footprint complete view is one of the fundamental yield much higher rates of response and along with the e-mail viewers that block percent. Customers who believe the first I am not talking about how much energy goals of Customer Relationship much more favourable customer reaction. picture downloads, mean that messages number are far more likely to advocate for the server housing the database uses Management (CRM) strategies today. Finally, central data stores have another are often far less effective or missed stiff regulation and limitations to direct or what happens to technology when it positive benefit; they allow marketers completely. mail —something most marketers would becomes obsolete — but about the data Going nowhere to track the preferences of customers. So for now, direct mail is often still the like to avoid. DM itself. The way marketers maintain and use While mailing someone the same piece three Customers who do not want to receive best medium. customer information can also have an or four times is clearly a waste, the mail that mail can be tagged, as can those who In summary, in addition to making more Emma Warrillow runs Emma Warrillow & impact on waste. never reaches them is even more wasteful. actually prefer the mail channel— further environmentally smart choices about their Associates Inc., (www.emmawarrillow.com) Today, many companies still house Reducing the amount of mail that is returned reducing wasted contacts and ensuring paper, direct marketers should consider a consultancy that enables companies to customer information in disparate as undeliverable is a simple task, yet many maximum economic benefit from the their data strategy as another way to implement their analytic strategies and make databases throughout the organization. look at up front costs and fail to account for direct mail we do send. green things up. Rationalizing duplicates, the most of their customer data. She can be This alone can increase their “direct mail the costs of not doing it. According to Pitney And when customers receive relevant reducing undeliverables and effective reached at [email protected].

from Does "green"... page 6 mail pieces they receive by letting them products that fit with your environmental non-profit organization that supports Cone Consumer Environmental Survey: www. know that it is recyclable; there is still a lot criteria, you can work with these partners environmentally appropriate, socially coneinc.com/content2032 your suppliers, using smart design, of confusion and misinformation about to continually innovate new and effective beneficial, and economically viable 1 March 2006, Marketing Research Group and choosing FSC-certified paper and what paper can, or cannot, be recycled. ways of generating not only more business, management of the world’s forests. FSC Fact Sheet, Canadian Consumer Attitudes to printing, your customers will see that but a more environmentally, socially and oversees the development of regional forest Direct Mail, Canada Post www.canadapost. you are taking significant steps to It may seem like this is a lot to consider economically viable business. management standards; offers resources ca/cpo/mr/assets/pdf/business/consumer1_ minimize the environmental impact of for a direct mail campaign, but the So, does green direct mail exist? Yes, it and training around FSC certification; and en.pdf mail distribution. benefits are well worth the effort. can, but it requires the industry to adopt raises awareness of FSC certification and the 2 February 2008, The Truth About Green, According to business leaders such as new strategies and new ways of thinking benefits of using FSC-certified products. Pitney Bowes, www.pb.com/greenmail 6. Disposal: While it is estimated that 49 Canada Post “taking green initiatives which are probably equal part revolution 3 September 2007, Overview of the Recycling percent of paper and paperboard was has become a respected, and expected, and evolution. DM Links and References: Industry, Paper Recycling Association of recycled in Canada in 20073, this is still business practice”4. And don’t forget, Forest Stewardship Council (FSC) Canada: Canada, www.pppc.org/en/2_0/2_4.html a long way from the maximum that we once your company has established its Maia Becker is vice president of Forest www.fsccanada.org 4 May 2009, What your business can do, could be recycling. environmental strategy, and gone through Stewardship Council (FSC) Canada. The FSC Edelman GoodPurpose™ Study: www. Canada Post, www.canadapost.ca/cpo/mc/ Encourage customers to recycle the the process of identifying suppliers and is an international, membership-based, goodpurposecommunity.com aboutus/green/business/target.jsf dmn.ca ❯ Direct Marketing ❯ June 2009 Green 9 From design to doorstep: greening the direct mail life cycle Green direct mail? Absolutely — and the same measures that support environmental responsibility tend to produce more relevant outreach and higher response rates By Tamara Pope

espite the buzz around The Design your mail is versioned for various audience company supplying them also maintains couriers and on-foot door-to-door electronic communication and Green direct mail is as much about segments or, even better, delivers a one- good list hygiene. distribution further minimize environmental D online social media, advertising creative engineering as it is about creative to-one message. Compare the response impact. Another consideration is standalone mail remains one of the most effective design. In addition to How much paper rates of unaddressed mail — typically The production process versus consolidated delivery, a decision ways to both win and nurture customers. is being used? and What stock is it? you in the neighbourhood of one to three By this point you’ve considered factors that may be determined by the use of an Direct mail commands attention. It cuts need to consider questions such as: Does percent — with those of a one-to-one such as paper, ink type and coverage. unaddressed mail list. Keep in mind also through the clutter. It is visual — and the stock contain recycled or alternative mailing, often upwards of 50 percent. Once again, if you’re working with a that while consolidating delivery with other tactile, able to stimulate sensory responses fibers and is it virgin paper made from You may end up with several smaller marketing partner committed to green, pieces of direct mail might seem a more that e-mail can’t. Research conducted trees harvested according to a recognized campaigns rather than a single large sustainable development, you’ve had clear environmental option, the fact that yours by direct marketing firm Abacus shows certification program for sustainable one; however, results are improved and information and ample choice in making is unaddressed may mean less attention is that 51 percent of consumers prefer mail forestry management (SFM)? Also, have waste is reduced. Moreover, the flexibility your selections, and have been steered paid to it and consequently it goes to waste. order to the Web (the numbers are even you assessed the level of ink coverage in and cost-efficiency of today’s digital toward options such as environmentally higher when there’s no prior business the design and, if so, could the design be production makes such a strategy not only preferable paper. Thinking of going green? relationship) and 63 percent of Canadians altered so that it doesn’t require heavy possible but logical (more on digital in the You may also want to consider digital Get a good partner. read mail as soon as they receive it. coverage? As for the ink itself, you want section to follow). production. A 100 percent digital Many companies today claim to be Unfortunately, there are also to find out if it’s low in volatile organic Make sure, too, that your mining workflow makes it feasible to version green, and many consumers don’t trust misconceptions about the environmental compounds (VOC). VOCs react with efforts are supported by good mailing- and segment a direct mail campaign, their claims. Recent Pollara research producing smaller, more targeted runs. commissioned by Markets Initiative, a Research conducted by direct marketing firm Abacus As well, along with the business benefits non-profit environmental organization, of reduced time, labour and expenses, has shown that 78 percent of survey shows that that 51 percent of consumers prefer mail going digital eliminates the use of film, respondents believe companies are often associated chemicals, and the fuel marketing themselves as greener than order to the Web (the numbers are even higher when necessary for transporting proofs. their business practices justify. A mere there’s no prior business relationship) and 63 percent of one percent “very much” trust “carbon The delivery process neutral” claims. Meanwhile, 95 percent Canadians read mail as soon as they receive it. Before anything even goes out the door, feel it’s important for companies to start greening your delivery process by develop an environmental policy action impact of direct mail. When asked in a sunlight to form ground-level ozone, a key list hygiene. Keep your list current and using printed or indicia inkjet imaging plan and demonstrate clear progress survey how much DM contributed to ingredient in smog. clean, scrubbing it to be sure it’s accurate to eliminate paper labels and stamps. (It toward fulfilling it. solid municipal waste, 48 percent of A responsible marketing partner is and you’re not needlessly distributing speeds up the lettershop process at the All of which serves to underscore the respondents estimated more than half. one that offers well-rounded guidance undeliverable or redundant mail. same time.) Look for pool-mailing programs growing demand for genuinely greener In fact, advertising mail accounts for combined with innovative ideas that help Sending a piece to both John Smith and to get your materials into the mail stream as marketing practices, and the fact that just two percent of all solid municipal you address environmental concerns J. Smith at the same address is not only efficiently as possible. Existing distribution finding a partner who provides them waste in the U.S., while in Canada, paper without sacrificing impact. An example is wasteful, it also reflects negatively on channels such as Canada Post are cleaner can take some homework. The research and paper-related materials have the a recent direct mail campaign for a beauty you. If you rent mailing lists, be sure the than courier-driven delivery, while bicycle above suggests the outcome is worth the highest recycling diversion rates — higher product manufacturer that, with three effort — environmentally and otherwise: than glass, metal and plastic. different marketing objectives: 1) launch green marketing is more efficient; it’s However, this preoccupation with a product, 2) promote a key feature, and more effective; and it sends an underlying paper waste and recycling overlooks the 3) distribute a coupon — might have message to customers that helps set you reality that within the DM life cycle, paper used three different components to meet apart from your competition. DM is but one factor in the environmental them. Instead, the company was able to equation. Green direct mail entails a integrate them into a single, simpler and Tamara Pope is the director of Marketing, cradle-to-grave approach to marketing far more compelling piece. Marketing Communications Sector at — one that addresses all aspects of your A responsible marketing partner is Transcontinental Inc. For more information, campaign and that, well-executed, can also part of a green supply chain. The please visit www.transcontinental.com. minimize your carbon footprint while company should be able to substantiate maximizing your reach. operating claims with well documented and supported policies in areas such as The strategy paper purchasing and VOC management. An effective campaign of any kind is built It should have in place a clear paper on a well-planned strategy, which revolves classification system to help you make DID YOU KNOW : around three essential components: a selection that allows you to balance Objective: What’s the business marketing goals and financial realities with 1 ton of recycled paper saves 3 cubic yards of landfill need? What is the campaign trying to environmental responsibility.  accomplish? 1 ton of uncoated non-recycled paper = 24 trees Message: Simply put, what are you trying The audience and message 1 ton of non-recycled newsprint = 12 trees to say? (Supporting questions are: Who are Audience and message are intrinsic to one 1 tree makes about 8000 sheets of copy paper you talking to, and what’s the best way to another. The more you know about the  reach them?) former, the more targeted you can make 1 ton of 30% recycled paper saves 7 trees Call to action: What are you asking the latter. The benefits, meanwhile, are 65% of trees cut in the Canadian Boreal Forest are used to customers to do? Is it compelling? Does it twofold: your response rates are almost make paper drive action? inevitably higher, and your total campaign Young trees absorb carbon faster The more specifically you can answer costs are lower. these questions, the more refined your The ultimate objective here is, in a word, Older trees store more carbon message, targeted your outreach, and the personalization — achieved through Cut trees release carbon into the atmosphere better your response. It becomes a case effective data mining that allows you to of “less is more” marketing — potentially target and segment your campaign. While smaller, more targeted runs, with each mass, unaddressed mailing is certainly an Source: Guy Dresser, Allan Press Editorial Seminar, October 4, 2007. https://timssnet.allenpress.com/ECOMEDSEMINAR/Timssnet/common/TNT_Presentations.cfm generating more positive results. option, response rates increase if your mail is addressed, and can jump considerably if 10 News June 2009 ❮ Direct Marketing ❮ dmn.ca dmPeople fieldnotes Two of Canada’s most well respected Sons Co. has offered more than US$1.3 marketers – Richard McLaughlin and billion to buy “all or substantially all” of David Engel – have been inducted as bankrupt Quebecor World Inc. That Honorary Life Members of the Canadian company’s operating income increased Marketing Association. Announced at by $15.5 million from the previous year to the CMA National Convention in Toronto, $272.2 million. This was largely due to a the honour recognizes these individuals’ $27-million increase in its Videotron cable significant contribution to the marketing division and lesser amounts from various community in Canada and their efforts in other divisions… Balgord Software Justin Creally James Pelletier Jill Wittman furthering the vision and mission of the Solutions, an Oakville Ontario based Association. McLaughlin, CMO, Citi Cards software consulting firm specializing in Justin Creally has been TBWA\Vancouver is pleased to Ipsos Understanding UnLtd., the Canada, has been on the CMA Board of helping small to mid-sized companies named president of High Road announce that James Pelletier qualitative division of Ipsos in North Directors since 2002 and served as Board and nonprofit organizations improve their Communications, including its has joined the agency in a hybrid America, welcomes Jill Wittman, Chair in 2006/2007. He has also chaired businesses operations with accounting, five offices in Montreal, Ottawa, role as account director/director, who was recently appointed CMA’s National Convention Program customer relationship management, Toronto, Vancouver and San Digital Strategy. Most recently, he vice president of Innovation and Committee, the Leadership Planning and fundraising software solutions, was Francisco. Previously, he was was with Tribal DDB. Qualitative Research. Previously, and Development Committee, and the recently awarded a Sage Customer a senior vice-president at the she had an extensive career at Thought Leadership Task Force. In 2007, Excellence award. These awards are agency’s Toronto office. Procter & Gamble. McLaughlin also co-authored CMA’s first provided to outstanding Sage business leadership paper on building brands in a partners whose customers have ranked complex environment. Engel, president, them above industry average in delivering Innovative Graphics, is the longest an exceptional customer experience. The serving member on the CMA Board, and Sage Customer Loyalty program surveyed WORTHKNOWING acted as Treasurer from 1999 until 2007. all clients of Sage business partners using His fundraising efforts on CMA’s behalf the Net Promoter® customer satisfaction have amassed hundreds of thousands of measurement system. It asked how likely NAMMU presents it's 2009 dollars, and resulted most notably in a $1 a customer would be to recommend the million endowment fund that provided services of their business partner to a the necessary financial support to get the friend or colleague. Not only did Balgord Postal Forum to explore CMA Professional Marketing Certificates receive scores above the average of other Program off the ground…CBC, Cisco Sage partners, its scores were more than and green-minded Canadians nationwide double the software industry average… Canada Post changes proudly announce that One Million Acts While concerns surrounding the outbreak of Green (OMAoG) has reached its goal of of novel influenza A (H1N1), also known On June 11, NAMMU will present this Three main themes will drive the (Manitoba Hydro) CGA representative; 1,000,000 acts of green registered as the Swine Flu, were prevalent among important platform for dialogue between Forum’s discussion: Postal economics, Ross McKenzie, Mailing Innovations; online at www.onemillionactsofgreen. Canadian residents, 97 percent of those Canada Post and industry. Canada Post infrastructure renewal, and pricing Jim Wiseman Transcontinental Printing com. Participants from coast-to-coast who had plans to travel between May is transforming its infrastructure and strategies; 100 per cent deliverable mail; (RBW); and Alexis Zamkow General and from all walks of life have clearly to August, 2009, kept those plans intact. products to deliver tomorrow’s customer and the huge potential of partnership Manager, Direct Marketing Data and embraced the program. Elementary and This is just one of the findings from an needs. What is the strategic thinking that initiatives with the VAM community. Services. Attendees can add priorities to high schools, universities, municipalities, Ipsos Reid survey conducted among drives this transformation? How does it Speakers will include: Tony Cioffi President the Council agendas for follow-through businesses and even local coffee shops 1,713 adult Canadian residents during the impact your planning and operations? and CEO, The Reader's Digest Association during the concurrent round tables have demonstrated their commitment, period May 1-5, 2009. How will consumers Is your company well positioned to (Canada); Jacques Côté Chief Operating after the plenary sessions. Location: The challenged each other to “go green” and respond should the Swine Flu situation rebound as the economy improves to take Officer, Canada Post Corporation; Patrick Intercontinental Hotel, 225 Front Street collectively achieved the goal. With the worsen? Among those surveyed who had advantage of new opportunities offered Bartlett General Manager, MSP Sales West, 8:00 a.m. – 3:00 p.m. For more support and enthusiasm of Canadians travel plans, only 7 percent responded by this transformation? What’s on your Channel Management; Laura Artibello information, telephone 416 977 3703 or by nationwide, One Million Acts of Green will they would cancel those plans without wish list to improve ROI? President, Mailennium; Shirley Neil e-mail, [email protected]. continue the challenge to see how high it question. Twenty-five percent (25%) can go. Supporters are encouraged to keep reported being willing to take a wait-and- logging in their green acts and challenge see approach; and the remaining 68% coworkers, friends and family… American intend to travel as planned. listwatch commercial printer RR Donnelley &

CanadaProGuide.com Collectibles, credit cards holders, marital updated listings. Fees in Canadian Macromark has been awarded Magazine, Canadian Apartment Status, Computers/Internet, employment funds. Contacts:4,015 one contact per management of the US and Canadian Magazine PolyBag/Insert, Canadian postal list Status, , Education, Exercise/Fitness, location $160.00/M dates : MM/DD/YY; all buyer files for Sun Chlorella, a health Gaming Magazine, Canadian Gaming This file names more than 309,827 household income, Occupation, Outdoor contacts per location: 11,705 $150.00/M supplement. The US file previously was Magazine PolyBag/Insert, Canadian Canadian business people subscribing to Enthusiasts, Pets, Self Improvement, Sport Source: Canadian Almanac & Directory, managed by DS Direct, but the Canadian Property Management, Canadian this news Web site. Enthusiasts, Sweepstakes/Lotteries, Travel Language$10/M; Sample mailing piece file is new to the market from Macromark. Property Management PolyBag/Insert, Selections: Employee size, recency, SIC Destinations, Type of Vacations, Hobbies/ required for approval. Phone no. $30; For an average price of $100.00, these men CondoBusiness Magazine, CondoBusiness code, job title/function, state/SCF/ZIP Interests, Length of Vacation and Donors to Province $10/M; Profile on federal, and women buy the Sun Chlorella product Magazine PolyBag/Insert, Construction Price: $150/M Contact: Worldata, Charitable Causes. Base rate is $160.00/M provincial and territorial FSA $10/M; line to improve their health. The list is Business, Construction Business PolyBag/ Telephone:561-393-8200; [email protected]. CDN. US Postal addresses and e-mail government departments, offices and sourced through a catalogue. The 253,682 Insert, Corporate Meeting and Events addresses are also available please inquire. keying $10/M; agencies across Canada, US buyers are available beginning at (CM&E), Corporate Meeting and Events Encompass Masterfile For more information, contact your list branch & regional fax no. $50/M, offices $140/M; 15,984 Canadian buyers are (CM&E) PolyBag/Insert, Design Quarterly, broker or call Kim Young, West List at 416- are also included along with all e-mails available beginning at $160/M. Design Quarterly PolyBag/Insert, Energy Encompass Masterfile is rapidly growing 622-8700 or email kim.young@westlists. $75/M, telemarketing + $150/M updated Procurement & Conservation, Energy with 204,325 responders—people who are com. 01/30/2009. Multi-use $300.00/M. For West Lists Company Procurement & Conservation PolyBag/ known travelers to Europe, sun destinations more information, contact your list broker exclusive list manager of Insert, Food Safety & Quality, Food Safety and/or cruise vacationers, all who have Government key contacts or call Jacqueline Collymore, list manager, & Quality PolyBag/Insert, FoodService completed a travel survey at the end of Resolve Corporation at 905-267-2142 or by 88,599 subscribers to the News, FoodService News PolyBag/Insert. database their vacation. Now you can reach 128,765 e-mail at [email protected]. following publications and Selects include Province, FSA, Keying & travelers by e-mail at $350.00/M CDN. Governments Canada database is the insert programs: Title/Job. Base rate is $220.00/M CDN. For Selects include Age, FSA, Gender, Province, most complete and comprehensive US and Canadian health more information, contact your list broker or Phone numbers, Arts & Entertainment, tool for locating people and programs Building Strategies, Building Strategies call Kim Young, West List at 416-622-8700 or business travelers, Club Memberships, in Canada. Database provides monthly buyers available PolyBag/Insert, Canadian Apartment email [email protected] dmn.ca ❯ Direct Marketing ❯ June 2009 News 11

WORTHKNOWING / cont'd Air Miles launches CMA elects new board of directors My Planet program

TORONTO — The vast majority of all available by redeeming Air Miles Canadians— 94 per cent—feel it is reward miles. My Planet also includes an important that they personally help easy to use, online learning centre with the environment by choosing green information rich content that provides products, according to a recent poll by collectors with facts, articles, tips and Environics Research for the Air Miles community forums to help them make TORONTO -- The Canadian Marketing (LCBO). One of Canada’s foremost Steve Levy, president, Canadian Reward Program. But the poll also reveals more environmentally sustainable Association (CMA) elected its marketing executives, Cardinal has Market Research, Eastern Canada, that two-thirds admit to holding back due choices. new Board of Directors at the extensive senior marketing experience Ipsos-Reid, was re-elected secretary to concerns about the validity of green “The goal of the My Planet program Association’s Annual Meeting on in retail marketing with some of and treasurer of the Association. claims (67 per cent), the perception that is to harness our tremendous April 29, 2009 in Toronto. Canada’s best-known brands. Stephen Brown, senior vice- green products cost more (66 per cent), relationship with 70 per cent of Canadian Elected chair of the CMA Board of The Association also elected Ernie president and general manager and the difficulty finding green products households to effect positive change Directors was Nancy Cardinal, vice- Johannson, senior vice-president, of the Fuse Marketing Group, was (59 per cent). for the environment,” explains Bryan president, Marketing & Customer Marketing and Strategy, CIBC as vice- elected as a new member of the Against this backdrop, Air Miles has Pearson, CEO of LoyaltyOne and its Insights, Liquor Control Board of Ontario chair of the CMA Board. CMA Board of Directors. introduced the My Planet program (www. Air Miles Reward Program. “Canadians airmiles.ca/myplanet), an engaging have voiced their concern for the new initiative designed to inspire and environment and their strong desire to enable its over 9.5 million active Air Miles help, and our goal with the introduction CMA alters plans for next year’s National Collectors to make more environmentally of My Planet is to enable them to make sustainable choices in their everyday lives more sustainable choices, every day. Convention and Showcase Forum through green rewards, information and By launching My Planet, we also will an online community. continue to introduce changes that In spite of reduced turnout at this year’s has also reduced the rates for most events Currently, the association is monitoring the The first phase of the My Planet reduce their own carbon footprint.” Canadian Marketing Association (CMA) to enable members to continue to avail following important issues: program helps collectors live greener and Each My Planet reward is identified, National Convention and Showcase Forum themselves of its marketing education and • The privacy issues attached to mobile keep their cash by offering a broad range of assessed and approved using in April, John Gustavson remains upbeat. professional development offerings. “We’ve marketing and behavioural marketing, over 100 My Planet rewards that contribute principles and guidelines developed “[It was a] great convention, we got rave also extended these reduced member rates such as consumer profiling and data to a more environmentally sustainable in collaboration with TerraChoice. This reviews,” he emphasizes. “Like everyone to those who have been laid off from CMA collection practices; lifestyle, according to an assessment assessment subjects each potential else in the business at the moment, member companies,” the CEO explains. • Determining the right balance between process created by TerraChoice, one of My Planet reward to life cycle-based attendance was down a bit and so were Happily, the economy seems to have user privacy and providing users the right North America’s leading science-based environmental screening criteria to help the booths but that is understandable.” had little effect on membership. tools to obtain the content they want; environmental marketing firms. advance at least one of Air Miles’ three Nevertheless, the association is “We’ve had a remarkable membership • Marketing to children and youth. In Items range from transit passes to key environmental priorities: reduced CO2 adjusting its plan for next year. renewal rate—we’re within one percent particular, the obesity issue and calls to ban green energy services to environmentally emissions, reduced harmful chemicals “What we have decided to do is of last year—which I think is astounding,” all advertising to children. The association’s friendlier cleaning products, which are and conservation of natural resources. postpone holding the event in Montreal Gustavson emphasizes. “And as good as concern and efforts here are focused on until 2011, come back to Toronto next our renewals are—which speaks to the ensuring government does not resort to year and skip the trade show—because value—the organization is fine.” the easiest way out or quick fixes that would holding the trade show three years in a With more than 800 registered have inadvertent consequences for the Updated report row in Toronto isn’t really feasible—it’s corporate members, the CMA is entire marketing community; too much to ask of exhibitors,” the CMA Canada’s largest marketing association. • New telemarketing restrictions and potential focuses on marketing, president and CEO explains. He adds that Encompassing this country’s major changes to the National Do Not Call List; since attendees won’t be spending time at business sectors and all marketing • Developments in the environmental the trade show, he expects the convention disciplines, channels and technologies, arena that might cause government to not just printing can likely be accommodated in two days CMA members drive $150 billion in sales place even tighter restrictions related to instead of the usual two and a half. of goods and services annually and green marketing claims or to explore a “Right now, everyone’s concentration is on supporting nearly one million jobs. mandatory national do-not-mail registry, BELLEFONTE, PA — Digital Printing how such technologies should be viewed. survival,” he stresses, adding that marketers The association is also the marketing similar to the Do Not Call Registry. Such a Reports has announced updates to all It’s not what the technology can do, rather are expected to do more with less staff community’s leading advocate on the movement is already underway in the US, of the reports in its Marketer’s Primer than how it can be used to change how you and reduced training budgets. While the key public policy issues affecting both where five states – including New York and Series of training and educational tools think about the way you interact with your association’s seminar business is going well consumer and business-to-business California – are considering such programs, for printers and marketers. These reports customers and prospects. That’s really the and attendance at its events has been good, marketers. Its advocacy work aims to which the CMA believes are unwarranted, feature technology discussions, best-in- entire point of this series.” in recognition of the constraints on people’s prevent unwarranted government unnecessary and an economic threat; and class case studies, and best practices for And it’s not just how digital printing time, the CMA recently reduced its B2B intervention in the marketplace, • The report of the strategic review of digital printing, 1:1 (personalized) printing, technologies can transform your Conference from a full-day to two half-days whether it arises via regulation or other Canada Post, which will be considered by personalized URLs, and Web-to-print. marketing. It’s also how they can help —with one session held in May and the other government action. the Federal Cabinet late next month and Discussions focus on the marketing you green your print marketing from a scheduled for September. The association For example, recently, CMA members then made public with the government’s implications for these technologies and production, workflow, and database enjoyed a major win when the federal response. how they can change the way marketers marketing perspective. Each report government introduced long-awaited “One truism is that the government’s think about and utilize print as part of contains a dedicated section on how anti-spam legislation, a significant event in regulatory agenda doesn’t slow down their standalone print and multi-channel each technology or approach contributes its own right. But after more than four years just because the economy does,” stresses marketing strategies. to better environmental stewardship. of lobbying on this issue, that which was Gustavson. “In fact, sometimes I think it picks up “Any marketer who thinks about these The Marketer’s Primer Series consists of of particular interest to the CMA is that the because the government is looking for things to technologies as primarily a production four titles: “Digital Printing: Transforming new legislation allows for the use of implied do that look good but don’t cost money.” solution rather than a marketing solution Business & Marketing Models,” “1:1 consent, generally and specifically, where For more information on the CMA, please is missing the boat,” notes Heidi Tolliver- (Personalized) Printing: Boosting Profits there is an existing business relationship. visit http://www.the-cma.org/. Nigro, founder of Digital Printing Reports through Relevance,” “Personalized URLs: CMA’s Professional Marketing Certificates continue to grow, with the number of grads in the program expected to reach nearly 1,500 by this summer. and a long time industry analyst. “There Beyond the Hype,” and “Web-to-Print: This fall, the association will launch a course on promotions, as well as a whole new stream of courses geared to more senior-level marketers. The is a reason that the subtitle of the digital Transforming Document Management first in this series, “Advanced Marketing Management: Developing a Marketing Plan and Providing the Leadership to Deliver It,” will be available in printing report is called ‘Changing Business and Marketing.” For more information, visit September, bringing the number of CMA Professional Marketing Certificate courses offered to eight. The CMA also awarded its Certified Marketing Specialist designation to four candidates and now has another 100 working toward it. and Marketing Models’ because this is really www.digitalprintingreports.com. 12 Green June 2009 ❮ Direct Marketing ❮ dmn.ca Green innovation: What’s new in sustainable direct marketing Innovation is occurring at the frontier between traditional and sustainable direct marketing. Here are two exciting examples By Pat Atkinson

ith billions of loyalty and gift barcode, and include a signature panel. sustainable marketing is a real movement environmentally friendly or environmentally Engel says that another deterrent to cards generated worldwide each In January, an existing Innovative Graphics that will gather momentum as today’s friendlier,” he explains. “People are sustainable marketing —the premium on W year—many of which are used client, Aeroplan—Air Canada’s frequent leaders begin to focus on it and others worried that others will poke holes in their green materials and products —will lessen once and then discarded— David Engel, flyer and loyalty program— launched a follow. environmental statements and that scares as these products become more mainstream president of Innovative Graphics Group, test run of the cards, and this spring, the “There is a lot of clutter and no real them away from green initiatives. If you’re and commoditized and as organizations set out to develop a biodegradable version company began issuing the EnviroCard to definition,” Engel acknowledges. “What moving in the right direction, that’s the right change the way they are working. that wouldn’t harm the environment new members and as replacements for cards is green? Today, in the paper business you direction to move in. And as long as you “Going green is a mindset. You have to and could be proudly employed by that expire or become lost or stolen. All of the know what it is to be green because there is keep improving, that’s the right direction.” look at the potential additional costs as an environmentally conscious marketers. Program’s loyalty cards are expected to be a standardized FSC stock. Is it the end all and He adds that marketers must make the investment. It’s also a change of habit but Traditionally, loyalty and gift cards have replaced over time. be all? No, but it is clearly a work in progress.” effort to become environmentally friendly you do it because it is the right thing to do. been made from polyvinyl chloride (PVC), a “Our target market for this is marketers Engel explains that what green is in because “it’s good for your own psyche and I think that the cost issue causes the green carcinogen, which emits toxins during the who are leaders within their field and also other materials categories is still unclear. that of the consumer. The consumer will movement to be retarded and the economy manufacturing process and again later, as it have a green policy,” explains Engel. “The classic example in my immediate react to that.” Perhaps but as he explains, isn’t helping. It’s hard to be proactive breaks down in landfills. This innovator and entrepreneur, who was world in terms of card marketing is they are not likely to beat a path to your when you’re dealing with day to day crises Engel’s research indicated that if you piled inducted as an honorary life member of the recycled PVC,” he points out. “Is recycling door just because you’re providing a green because you don’t have enough people.” up all the PVC gift cards that are dumped into Canadian Marketing Association during the PVC—a carcinogen—green because it alternative. landfills annually, they would equal 12, three- CMA National Convention in April, —founded doesn’t lead to the creation of virgin PVC?” “In the green gift card space, there will Environmentally friendlier storey 2,500 square foot houses. Beyond his Innovative Graphics Group, a Toronto-based As a supplier of innovative direct always be people that will buy a design To ensure today’s environmentally conscious concerns about this issue, the determined company that helps corporations and ad marketing aids and expertise, Engel comes that looks environmentally friendly but retailers and marketers are successful in their entrepreneur was convinced that a more agencies create novel direct marketing into contact with a lot of top marketers market research has shown us that it is not a green gift/loyalty/debit card campaigns, environmentally friendly card would prove campaigns, in 1995. Today, the firm holds and believes that a lot of them worry that successful product,” he emphasizes. “It is a Innovative Graphics has developed a worthwhile because companies that market more than ten trademarks and has five patents they have to be lily white when it comes to successful product if it’s an environmentally six-step program to walk them through the to consumers would likely become more pending; three of which are for the EnviroCard. going green. “Rather friendly product that looks exactly like the process. This new EnviroCard Program is concerned about negative perceptions than being right or regular product, however. designed to help companies establish an related to the dangerous plastic. Defining green wrong, it is more environmentally responsible card program As Engel sees it, the trend toward an issue of being that examines all aspects of their offering and Environmentally friendly certifies that it aligns with their internal and After extensive research and external green goals and objectives. Steps investigation, Engel zeroed in on corn- include a thorough audit of the customer’s based polylactic acid— a material more card program, an education component, an durable than vinyl—from which he could analysis stage, and future enhancements. manufacture a fully biodegradable and “This program allows you to understand compostable “EnviroCard” that uses what’s green and what’s not,” Engel clarifies, no toxins in its manufacturing and is David Engel “and to simplify it without adding more harmless to the environment. The end work to yourself. The program makes you result can be personalized and printed on bullet-proof to questions about how green both sides and in up to eight colours, with your product is and whether it’s tested to a screen of up to 175 lines. The card can substantiate your claims. We’re really excited also be die cut to any shape, produced about it,” he adds. For more information, visit with or without a mag stripe, and/or a www.innovativegraphics.com/.

Innovator Bernard Hellen set out to focus on the smallest item cards—produced on white, 13 pt., uncoated FSC- and EcoLogo- every week or two, so over the course of the year, it is possible to that people use on a daily basis—a business card—to determine certified stock, manufactured in Canada from 100 percent post save twenty, thirty or forty trees.” how it could be made more sustainable. consumer waste (PCW) paper. The FSC logo can be printed Beyond that, for every order he receives, this green designer “It’s a real life case study of looking at things that we take for on the cards, if desired. Each job is printed waterless with low has committed to planting a tree through Trees Ontario, a granted, re-examining them and reengineering them to learn impact vegetable inks and an overall water-based AQ coating not-for-profit organization committed to the re-greening of that little things do make a difference,” explains the president to protect and seal. To make each print run more economical, Ontario through tree planting efforts on rural lands and in urban and creative director of traffic marketing + design inc., a Hellen groups orders together. areas. “I’d love to set a goal to plant 500 to 1,000 trees over the sustainable marketing and design agency. A frequent speaker “For each one of these business runs, by making certain paper next year,” Hellen notes, adding, “I love the fact that you can on the subject of designing sustainable communications, choices, we can actually save between two and four trees,” he put something in the petrie dish and examine it to see how Hellen sits on the Board of the Association of Registered Graphic explains. “My plan is to hopefully establish one of these runs it can be made socially and ethically responsible. I’d also love Designers of Ontario and Chairs the R.G.D. Sustainability to donate one of the business cards on every press run to a Committee. nonprofit organization. Anything we design and make, whether it is business cards or anything else, can be made better and How it works more sustainable.” An investment of $150 buys customers one thousand, 3.5” X 2,” double-sided, full-colour, offset printed business For more information, visit www.trafficdesign.ca. dmn.ca ❯ Direct Marketing ❯ June 2009 Green 13 Imagining the ideal green MSP Maximizing sustainability is a continuous movement forward towards producing less waste and using less energy. Here’s how By Matt Ward

reen: it’s a word we hear occurs in relation to its environment, the company’s policies, and instructed everywhere. From car and that many modern landfill sites are in the simple things they can do to help G manufacturers to design firms to actually designed to inhibit the release of maintain an eco friendly environment. national political parties, it seems that the the naturally occurring methane that is Some of these tips include turning off whole world is turning green. Everybody produced through biodegradation. Thus, lights if nobody is in a room, bringing a wants to do their part to protect our planet, even biodegradable polybags that end up lunch in reusable containers and dressing often while reaping the benefits along the in landfills can prove slow to deteriorate, for current temperatures to help minimize way. We’ve progressed to the point where and SustainaMail makes a point of heating and air conditioning costs. “green” has become an ideology on its own, explaining this to its clients. but it has also become a strategy, a way to 11. g position ourselves and attract customers. 3. Scrap or recycled paper After years of relying on third-party Of course, it needs to be more than just a One simple way that SustainaMail works freight companies to deliver supplies position. Consumers are looking for action to reduce its overall paper waste is to reuse and transport their mail to Canada over rhetoric. We can’t just apply a fresh coat printed paper. Instead of just tossing it in Post, SustainaMail decided to take of emerald paint and start calling ourselves the recycling bin, scrap paper is collected transportation into its own hands. It did green. We need to take steps towards and reused for printing drafts and other its research and sourced a truck that achieving more sustainable practices. This documents where having something else would run most efficiently in the city. includes turning to renewable resources, printed on the back is not important. By The truck had a light body and superior such as soy and other vegetable products, using this simple technique, SustainaMail aerodynamics to help minimize fuel and avoiding using the finite quantities saves thousands of sheets of paper. consumption, and could be driven of things like petroleum or coal, wherever Of course, there are times when scrap using a locally produced bio diesel. The possible. It also means reducing our impact paper doesn’t cut it. Documents, such as company hired an operator that could on the environment by minimizing the client reports and statements of mailing, not only drive the truck with high fuel consumption of energy and eradicating the need to be printed on clean, white paper. efficiency, but also work to keep it in release of pollutants into our air and water. For those types of print jobs, SustainaMail optimal running condition. Primary and In this article, we will examine how uses fully recycled stock. While in the past, alternate routes were determined, and to help increase sustainability in direct recycled papers may have had a slightly new procedures were developed to maketing by imagining the practices and dingy, greyish tint, new technologies have packaging, a role that the company and receive invoices, quotations and ensure that the most mail and supplies procedures of a fictitious andideal mail emerged which allow most of today’s relishes. The MSP uses the opportunity other documents. Company personnel were delivered and/or picked up in service provider (MSP), playfully branded recycled papers to be as bright and to encourage customers to employ eco also avoids printing unless absolutely the fewest possible trips, helping to SustainaMail. Before proceeding, however, affordable as their virgin counterparts. friendly techniques, such as using recycled necessary. After all, there is very little point minimize fuel consumption. it is important to note that the purpose of paper and soy-based inks. SustainaMail in establishing a digital communication network if everything is just going to end 12. h We need to take steps towards achieving more sustainable up on paper anyhow. Being green is about Despite all the measures it has already practices. This includes turning to renewable resources, such as working to minimize our impact on the taken, SustainaMail’s commitment to planet, not about developing eco policies sustainable practices is never passive. Its soy and other vegetable products, and avoiding using the finite with one hand, while undermining them quality assurance team not only ensures (even unintentionally) with the other. that mail is being prepared to the highest quantities of things like petroleum or coal, wherever possible. possible standard, the team also works 9. Efficient computing to stay abreast of all new developments this article is not to outline what an MSP 4. Reduce labels also recommends using lighter stocks and Like most organizations today, in environmental sustainability. New should be, but rather what an MSP could SustainaMail also advocates the use of smaller packages wherever possible, as SustainaMail has a large collection of techniques and technologies are be. The twelve concepts discussed here are direct addressing technologies, such this helps to save on raw materials. computers, which are used by its technical, thoroughly researched in an effort to ensure presented solely for your consideration, not as high-speed inkjets. This eliminates creative, sales and management teams. that SustainaMail is doing everything as a standard by which to measure other the need for extra address labels, which 7. Data cleansing All together, these systems form a fairly possible to limit its impact on the planet. MSPs who might be achieving sustainable reduces the amount of paper, adhesive As much as it wants to reduce the amount large network, and as an eco minded practices in other, equally meaningful ways. and label backings that the company of trash that gets piled into landfills, MSP, SustainaMail has done its research Back to Earth consumes. Where applicable, a fully SustainaMail also works to eliminate the and ensures that all its workstations are And now, back to reality. SustainaMail 1. Recycling recyclable window envelope can also be junk in its clients’ data, because the latter running as efficiently as possible. For is only an ideal. If any MSP effectively Like most MSPs, SustainaMail’s used. Again, there are no labels, and with helps with the former. The equation some employees, this involves the use of adopted even two or three of the twelve production area is full of paper the address already printed onto the letter, is simple. Suppose that a client has a a laptop. The portability is an advantage, concepts we’ve identified here, it would products. Fortunately, the company has there is no need to run the piece through an mailing file of 75,000 records and that file but the real benefit stems from the fact already be well on its way to becoming implemented an extensive recycling addressing machine, saving ink and energy. has an address accuracy of 80 percent. that laptops, being designed to run on greener. Every little bit counts. program. Pamphlets, brochures, In instances where a label may be This translates into 15,000 potentially batteries, are generally more energy Moreover, despite all the processes and magazines, course guides and other required, SustainaMail only uses undeliverable pieces that are destined for efficient than their desktop cousins. procedures adopted by SustainaMail, paper products are all carefully products that are made from fully either the recycling plant or the landfill. For other employees, workstations are its true “greenness” exists within the organized into appropriate bins (and all recyclable paper and adhesive. Reverse that equation, however, and it comprised of the most energy efficient company’s philosophy and culture. In this personal data is responsibly shredded), becomes clear that having clean, well- CPUs available on the market, along regard, there are certainly many green where they await their weekly pickup. 5. Renewable printing maintained data is an excellent tactic for with flat screen LCD displays, which MSPs out there already. Maximizing At that point, all of the paper and Clearly, if SustainaMail is advocating direct helping to increase sustainability. In our also run much more efficiently than sustainability is a continuous movement cardboard will be loaded onto a truck print technologies for its addressing, it example, for every one percent increase in older, CRT monitors. Absent employees’ forward towards producing less waste and transported to a local recycling must be prepared to go through a lot of address accuracy, there are 750 fewer pieces workstations are left off, and all and using less energy. This is a journey that plant, where they can be broken down ink and toner. This is another area where it going to waste. SustainaMail has also found collaborative or shared files are stored on a begins with a series of small steps. DM and reused to make new paper. is moving toward sustainability through that the money saved by avoiding wasted central server for easy access. SustainaMail the use of soy-based inks and toners. printing, prep and postage is also pretty also does its best to purchase computers Matt Ward is creative director at Highland 2. Biodegradable polybags Made from renewable sources, and easy for their customers to swallow. that are made from the most possible Marketing, a Waterloo Ontario based firm When it comes to clients who want to often contained in recycled cartridges, recyclable parts, and which they can easily which provides a complete range of data insert their mail into clear polybags, these products are practical alternatives 8. Going digital upgrade in the future, rather than having and lettershop/fulfillment services to both SustainaMail consistently recommends to traditional, more environmentally Another of SustainaMail’s key policies to buy new units. smaller businesses and large multinational the use of biodegradable ones. Although unfriendly inks and toners. is to maintain as much paperless corporations. The company also specializes they may cost a little bit more, they are communication as possible. It 10. f in the areas of pharmaceutical fulfillment, uniquely engineered to biodegrade safely 6. Eco-friendly packaging communicates internally and externally SustainaMail also trains its staff to be eco proxy mailings and database restructuring. over a shorter timeframe. Be forewarned, Frequently, customers try to involve via Internet or telephone, and uses either minded, both at home and the office. He can be reached at [email protected] or however, that a product’s biodegradation SustainaMail in the design of their e-mail or an online faxing service to send Every new staff member is taught about by telephone at (519) 886-6777. 14 Green June 2009 ❮ Direct Marketing ❮ dmn.ca Greening it up inside and out Aeroplan develops approaches for offsetting its environmental impact By Pat Atkinson

hat do you do to offset the Aeroplan on recycled paper. We try to make negative environmental impact these improvements as much as we can and W of your business if its raison of course, we are also increasing our use of d’être is promoting air travel? e-mail communications with our members.” Aeroplan,a leading loyalty organization and one of this country’s most extensive External efforts frequent flyer programs, acknowledges When it comes to offsetting its business that air travel is a source of global activities in the outside world, the greenhouse gas emissions. Yet, air travel cornerstone of Aeroplan’s Green it up is an important part of its program and Program is the carbon offset program, significant reductions in flying are simply which enables Aeroplan members to use not possible for many of its members. To their Aeroplan Miles to buy carbon offsets move beyond this conundrum and make for the emissions generated by their travel a positive difference, Aeroplan launched and everyday activities (see diagram). its Green it up Program in 2007. Meier says that the idea for providing “Green it up is our environmental this option originated approximately three program,” explains Michele Meier, general years ago after an unusually warm, green manager, Corporate Affairs. “Within it, Christmas. The general feeling at Aeroplan there is a whole variety of programs and was that something had to be done to initiatives —both internal and external— help the environment. that focus on reducing the environmental “Let’s not kid ourselves. We are in impact of our activities and actions.” the business of incentivizing travel,” Meier cites the example of an internal she emphasizes. “The [Aeroplan Miles] green commute challenge that rewards program is much more than about travel employees with Aeroplan Miles for leaving but still, travel is No.1 on the wish list and their cars at home. As part of the firm’s it’s still around 80 percent of all rewards. and organizational support for CRF. how many tonnes that is and then we Aeroplan launched this last partnership corporate social responsibility programs, Travel remains the ultimate aspiration.” Meier says that the number of members offset 100 percent of it. We do it for all of with a donation of 1,250,000 Aeroplan employees are also encouraged to donate Meier says that the company studies who have taken up the offer to offset their our offices—Canada, London and Dubai.” Miles and as part of its commitment to four hours of their paid work time twice how members use their accumulate miles. flights is still fairly low. She attributes this The GM of Corporate Affairs also refers the environment. The company will also a year to causes. “We focus our time on a “They do very important things. They to the fact that the carbon offset program to the roster of eco-friendly rewards offset all carbon emissions from flights charitable cause once a year and then in bring family together. They go on the trip is young and members may still not be from which members can choose rather taken by Earth Day Canada using donated the spring or summertime, employees give of a lifetime with their kids. And these are aware of its existence. The other challenge than just travelling. In particular, the miles. Earth Day Canada will use the miles four hours to an environmental cause,” she things that are important enough that we is that members may not understand how Greenbelt Foundation of Ontario provides to offset costs related to travel by air and explains. “On April 22, Earth Day, we had can’t tell them to fly less.” an offset program works. bike tours of the greenbelt. There is also by land, including training for coordinators over 150 people from all our offices across As an alternative, the company makes “The whole concept is a bit intangible,” merchandise such as an electric scooter, across Canada, educational initiatives and Canada participating in cleaning up parks it easy for members to offset the impact Meier admits. “People are not exactly sure bed sheets fabricated from bamboo and outreach to communities. and beaches and planting trees.” of their travel using the Aeroplan Miles what it does. I guess some people are other products made from eco-friendly We strongly believe that investing in There is also an internal do not print currency. “Our system calculates how still sceptical that this is something that materials. In 2008, Aeroplan members green initiatives can only have a positive campaign that asks employees to avoid many miles you would need to offset your actually works. For example, CRF works redeemed over 34 million miles for nearly impact on your brand, reputation and our printing unnecessary documents, e-mails, flight and if you have enough miles left in with a wind farm in Alberta and a landfill 2,000 eco-friendly rewards. employee relations,” Meier emphasizes. and presentations that can just as easily be your account, the system asks if you want gas capture project in Ontario so it is Aeroplan also has an online donation The next step is for Aeroplan to identify projected. In an effort to cut down on paper to do it. You simply click ‘Yes’ and it’s done.” complex to understand how if I invest, that program that benefits non profit how it might further incentivize green use, all in house printers are now set for In 2007, Aeroplan became the founding will neutralize the investments from my organizations that do a lot of international behaviour by working closely with double-sided printing. Since direct marketing partner of the Carbon Reduction Fund (CRF), flight. It is not an easy concept.” development. The Beyond Miles Program its many retail partners. For example, is a huge piece of the marketing equation at an independent, nonprofit organization Aeroplan matches members’ offset enables Aeroplan members to donate miles Aeroplan’s UK company, Nectar, is Aeroplan, the firm is rapidly migrating away whose mission is to seek out, help develop purchases by providing an additional 20 to eight exceptional Canadian charities achieving this with its biggest retail from regular stocks to more environmentally and secure credible, high-quality carbon percent offset free of charge and also offsets that are committed to improving lives and partner Sainsbury. Nectar members earn friendly ones. The firm even established offsets for the voluntary market. The loyalty 100 percent of its own business travel. enriching communities across Canada and extra points when they bring their own targets to ensure this happens. “In 2008, we and frequent flyer rewards firm was also the Meier explains, “Every year, we abroad. These include: War Child Canada, bags to shop there, for example. targeted 50 percent [of of the paper used primary initial purchaser of offsets from CRF. participate in the Carbon Disclosure Veterinarians Without Borders, Stephen “We really took the approach that small by the company would be green] but by Today, Grand & Toy and Vespa Canada have Project, where we measure our full Lewis Foundation, Schools Without Borders, steps will take you a long way," Meier April, we had achieved 74 percent,” Meier joined as partners and Summerhill Group, corporate carbon footprint— the Médecins Sans Frontières, Kids’ Horizons, emphasizes. “We want to do our part and we explains. “I just printed my corporate social an environmental market transformation emissions from our corporate travel, Engineers Without Borders and the newest believe in environmental sustainability from responsibility annual report for Groupe organization, provides ongoing management corporate cars and our offices. We identify charitable partner, Earth Day Canada. top to bottom in our organization.” DM Preventing Greenwashing: Q&A with Julie Loyer, communication advisor, Cascades Fine Papers Group

What distinguishes real air and soil when manufacturing paper is What kind of third-party What kind of due diligence should and knowledgeable sources such as environmentally sustainable significant for the environment. verification systems exist to printers/agencies/clients do to satisfy environmental groups. papers from bogus ones? ensure a paper manufacturer’s themselves that what they are being A certified assessment by a third- What can a printer/agency/client environmental claims are true? told by paper manufacturers is accurate? What sets an environmental party organization makes a significant do to recognize a paper company’s In the paper industry, the more common Looking at third-party certification paper company apart from its difference. Real environmental papers greenwashing attempts? ones are chain-of-custody systems like Web sites to verify if the paper is truly competitors? consider the environment as a whole and Greenwashing attempts are often FSC, point load systems on complete certified would be the first and easiest It is the global environmental vision and not just part of it. A certification for the surrounded by very general statements environmental assessments such as EcoLogo, step. Another step would be to make transparency that sets apart a company fibre sourcing represents only one piece with no numbers or statistics. Look for and manufacturing process verifications, sure that the sources behind the from others. Concrete actions to reduce of the puzzle. It is important, but not back-up claims and certifications, be Processed Chlorine Free, as an example. assessments are credible and that the environmental impacts supported by enough. The impact the mill has on water, critical and ask questions. affirmations are backed up by external numbers speak louder than words. dmn.ca ❯ Direct Marketing ❯ June 2009 Green 15

Standards & Certification Organizations Energy Here is a list of three, major organizations that relate to green marketing and sustainability tips for

FSC Canada for FSC-certified products encourages with the criteria. The EcoLogo standard Its forest certification standard is FSC is an international certification and more responsible forest management. for Printing and Writing Paper is expected based on principles that promote printing labeling system that guarantees that FSC tracks products from forest to to be released near the end of July 2009 sustainable forest management, the forest products you purchase come shelf. Products that are responsibly and will include, among other updates, a including measures to protect water from responsibly managed forests and harvested and/or from verified recycled clearer definition of the existing recycled quality, biodiversity, wildlife habitat, While the global economic slowdown verified recycled sources. sources are identified with the FSC logo. content requirements. The current, species at risk, and forests with may also mean a slowdown in overall IT Under FSC certification, forests For further information http://www. rigorous, formula-based approach has exceptional conservation value. spending, it may actually help boost the are certified against a set of strict fsccanada.org/ led some people to mistakenly believe The standard is used widely across adoption of energy-efficient technologies environmental and social standards, the current EcoLogo standard doesn’t North America, and has strong acceptance and other strategic green IT investments, and fibre from certified forests is tracked EcoLogo include a post-consumer recycled in the global marketplace, so FSI can according to a recent report by IDC. How a all the way to the consumer through Founded in 1988 by the Government content requirement,” explains Scot deliver a steady supply of third-party company and its employees handle office the chain of custody certification of Canada but now recognized world- Case, executive director of the EcoLogo certified wood from well-managed printing, for example, is one area where system. The end result is products in the wide, EcoLogo is one of North America’s Program. For more information on these forests. This is especially important companies can become more “green.” marketplace carrying the FSC ‘check- largest, most respected environmental standards, visit http://www.ecologo.org/. because of the growing demand for Here are tips from HP Canada to help your tree’ logo. FSC certification is a voluntary standard and certification marks. EcoLogo green building and responsible paper organization save energy and resources and market-based mechanism for provides customers – public, corporate Sustainable Forestry Initiative (FSI) purchasing at a time when only 10 percent when it comes to printing. ensuring that our forests are healthy. and consumer – with assurance that SFI Inc. is a fully independent, charitable of the world’s forests are certified. The SFI Consumer demand for FSC-certified the products and services bearing organization dedicated to promoting 2005-2009 Standard is based on principles Reduce energy consumption: Choose products encourages forest managers the logo meet stringent standards of sustainable forest management. It and measures that promote sustainable multifunction devices (MFDs) that do and owners to become FSC-certified. environmental leadership. EcoLogo works with conservation groups, local forest management and consider all forest the work that used to require several Independent third-party auditors certifies environmental leaders in over 120 communities, resource professionals, values. It includes unique fibre sourcing machines. Calculate and compare conduct all FSC certification audits. product and service categories, helping landowners, and countless other requirements promoting responsible your printer’s carbon footprint. The HP The Forest Stewardship Council (FSC) customers find and trust the world’s most organizations and individuals who forest management on all suppliers’ Carbon Footprint Calculator for Printing, oversees the development of regional sustainable products. share a passion for responsible forest lands. SFI certification also extends to the for instance, can help estimate printer forest management standards; offers “The EcoLogo Program compares management. market. When they see the SFI label on energy, paper usage, consolidation resources and training around FSC products/services with others in the Its Board of Directors represents a product, consumers can be confident of devices, applying energy saving certification; and raises awareness of FSC same category, develops rigorous and environmental, social and economic they are buying wood or paper from technologies, the carbon impact of usage, certification and the benefits of using scientifically relevant criteria that reflect interests equally, and the organization well-managed, legal sources – whether it and the estimated monetary costs. The FSC-certified products. FSC certification the entire lifecycle of the product, and is addresses local needs through a is reams of paper, packaging, or two-by- calculator is available free at hp.com/go/ is a voluntary, market-based tool for awarded to those that are verified by an unique grassroots network of SFI fours. For more information, visit http:// carbonfootprint. Networking printers forest conservation Consumer demand independent third-party as complying Implementation Committees. www.sfiprogram.org/. and copiers will decrease their idle time and provide for more cost-effective use of the equipment. Turn off lights in rooms at home and in the office when not in use. Enable the energy saving Tough questions for accessing how settings on PCs and peripherals. You can find these settings in the Power Options menu in your PC’s Control Panel. ENERGY green your print project STAR® recommends powering down all electronics when not in use, including unplugging power strips at the end of the (and printer) truly are day because they consume energy even when the equipment is shut off. Be sure to power down all equipment connected to Lowe-Martin Group encourages designation as an FSC Xpert and are they from other the power strip first. Set printers to sleep you to rethink your options and able to guide you through the myriad of continents? mode. The printer will quickly return to make informed choices. Being paper choices? “activity” status when new print jobs are responsible environmentally Has your supplier received industry The Process: submitted. can be part of the decision- recognition as environmental leaders or Can packaging making process for your mail do they just say that they are? and shipping Implement HP’s Green IT Action and print projects. We hope Does your supplier use 100 percent and the Plan at your company: (hp.com/go/ this list of questions enables renewable electricity from EcoLogo associated costs greenitplan) Follow this plan (hp.com/go/ you to do just that. For more certified sources like Bullfrog Power? be reduced or greenit) to evaluate your current imaging information please visit: eliminated by using and printing infrastructure and create www.lmgroup.com/ The Paper: a single source for a strategy to reduce your company’s Can uncoated paper be used instead of print and lettershop environmental impact. The Printer & Lettershop: high-gloss coated papers? services? Does your supplier hold EcoLogo or ISO How can I maximize the percentage of Can one-to-one marketing Reduce paper use: Use HP’s Smart 14001 environmental certification? post consumer waste (%PCW) fibres using full-colour variable Web Printing to conserve paper (hp.ca/ If not, what is it doing to ensure that: Air for uncoated papers and what is the printing and personalized smartweb). With this free online tool, you emissions are being measured and Volatile appropriate %PCW for coated sheets? url (PURLs) programs get you can select what you want to print from Organic Compounds (VOCs) and CO2 Is the paper FSC certified? (This ensures the response and sales required the Web and avoid printing unnecessary emissions are being reduced? Water use the paper comes from environmentally to meet the business objective pages. Minimize print waste with two- is minimized and waste water effluence responsible and well managed sources without using all of the resources sided printing, reducing margins and meets the strictest standards? Energy use and has been held to the most rigorous and postage of less targeted efforts? using smaller font. is minimized?They practice all three “Rs” and widely-endorsed forest certification If a protective or high-gloss coating Print on recycled paper, and then and reduce and reuse through practices standard in the world.) is required, can water-based aqueous recycle it again. like 5S and the use of solvent recovery Have alternative energy sources such as coatings or newer in-line digital systems on-site? BioGas or wind power been used in the coatings provide a cheaper and more Complete the conservation cycle: Work Is your supplier Forest Stewardship production of the paper and can North environmentally friendly alternative? with vendors that offer recycling programs Council (FSC) certified and if so, since American manufactured papers be used How recyclable is the finished piece that allow you to recycle equipment, when? to further reduce the Green House Gas and what can be done to improve its printing supplies, rechargeable batteries Does your account manager hold a emissions associated with transportation recyclability? and other items. 16 Column June 2009 ❮ Direct Marketing ❮ dmn.ca

intThis column is sponsored hby Canada Post.email Planting seeds for a greener future Direct mail promotes successful bequest program at the Nature Conservancy of Canada By Kalan Vuksanovich

t’s no secret that the one-to- company whose one resonance of direct mail waterless presses I can be an asset to many sales conserve upwards of forces looking to cut through the clutter. 66,000 liters of water But as great as it is for selling the right per year. As well, all product to the right person, direct mail the paper used in can also rally like-minded individuals in NCC’s publications is support of a cause. Such is the case with produced by Cascades Nature Conservancy of Canada (NCC). NCC Fine Papers, and uses direct mail, among other channels, made of 100 percent to communicate with environmentally post-consumer fibre. conscious Canadians looking to make a In fact, Cascades positive long-term impact on the planet. makes an annual Jill Murray, associate vp of Philanthropy monetary donation and Marketing there explains, “Direct mail to NCC based on the is a really important part of our ongoing two organizations’ communication and fundraising effort long-term partnership. to our donors. A lot of people like having “We actually have Client: Agency: something they can actually look at, flip 100 percent post- The Nature Stephen Thomas Associates through, and keep around.” consumer paper in our Conservancy of Canada Murray underscores the challenge of using office,” Murray remarks. Creative Director, physical mail to promote an organization Campaign: Copywriter, the about campaign dedicated to land conservation. Hills to climb The Nature Conservancy of Account Director: “When we look at anything we’re Supporters of NCC Canada Legacy Mailing David Love doing—whether it is direct mail, our share a strong newsletter, or our annual report—it’s connection to nature, very important that we’re looking at all an environmentally After detailing the plant and animal species Responders who didn’t sign up, but asked the different aspects of how to really be savvy outlook and a that live in the area (some of which are for more details received an information sustainable and consider our existing green variety of nuanced viewpoints regarding A strategy needed to be developed at-risk), the letter invites the recipient to join package, followed by a telephone call four to policies,” she explains. Simply put, NCC how they wish to hear from the land that would introduce the bequest program a “very special group of people” by making six weeks later. They also received one copy has to balance its use of direct marketing trust. Some donors don’t appreciate without any suggestion of a sales pitch. a legacy gift to NCC. The tone is respectful; of The Ark. “That group we consider to be techniques that use physical materials, while physical mail since it uses both paper and The tremendously positive and tangible underscoring that leaving a legacy gift is an prospects or potential donors to a bequest,” demonstrating its careful use of these tools energy. “My entire team works to ensure results of such a bequest needed to be intensely personal thing. “First, of course, Murray clarifies. as it communicates with donors. information gets into the system. Then we communicated as elegantly as possible. you will want to look after your immediate They will be included in the same have very structured mail plans with a lot family.” After this is acknowledged, the mailing next year. For non-responders, Mission of exclusions and inclusions and rules to Targeting letter encourages its recipient to “plant a a similar mailing will be sent out several Founded 46 years ago, NCC takes direct make sure that we are respecting donors’ The contributors eligible for the bequest maple key” by including NCC in his or her years down the line, along with regular action to protect critically important wishes at all times,” Murray explains. These program are past or present donors will. Rather than selling a product, the text newsletters and online communications. biodiversity in Canada for the long term. mail plans ensure NCC isn’t spending who, based on information collected by presents the option of leaving a legacy as NCC does its best to keep all donors As the only national land trust organization money on direct mail unless it’s likely to get NCC, are known to make donations with a highly tangible contribution to future informed of the legacy option, with in this country, NCC has helped to protect a response. the intention of preserving Canada’s generations. regular communications pieces such as over two million acres of land. The Since the goal is to cater to the landscapes for their children and The recipient can telephone for more inserts in The Ark. conservation group puts 85 cents of every needs of a variety of donors, Jill and her grandchildren. Thus, in 2004, the legacy information, or reply using the enclosed dollar contributed towards land protection team must present clear and relevant program was created—initially by David survey form and business reply envelope. Leaving a legacy —with less than 15 cents spent on options for specific contributors to Love at the marketing agency Stephen One side of the survey asks for general Out of the 5,000 names in the total marketing and administration (based on participate in the continuing effort. In Thomas and Associates—to provide these information about the recipient’s lifestyle. mailing, 6.3 percent responded positively. a rolling five year average). The nonprofit some cases, long-term supporters are individuals with an opportunity to leave The other asks whether the donor has Of that list, 55 percent were repeat mailers organization uses scientific methods to in situations where they can’t donate to their mark on the earth without impacting already put NCC in their will, or if they to non responders from 2004, meaning determine which landscapes are the most the organization for a period of years. their current cash flow. In fall 2008, a legacy would like more information about the that going back to non responders of this threatened in Canada and secures those For example, older supporters who are mailing managed by Jill and her team with legacy program. appeal provided a better response then properties, either by buying them, or retired and living on a fixed income may the help of a mailing house, went out in The 2008 mailing also included a first time recipients. Overall, the legacy getting conservation easements which have difficulty contributing every year. A a single wave to 5,000 past and current repeat segment of mailers sent out to non campaign yielded a potential return of permanently protect them by law. Finally, bequest program that enables them (and donors across Canada. This was the fourth responders targeted by the similar 2004 over $300,000 in bequest gifts. This is it employs a philosophy of stewardship other current donors) to name NCC in their legacy mailing since this direct marketing mailing. “We hadn’t mailed to them again outstanding considering that each mailer program’s kick-off. for a couple of years because bequests costs slightly less than three dollars to My entire team works to ensure information gets The 2008 bequest package included are an important, long-term, personal produce and mail. Murray explains: “It’s into the system. Then we have very structured a four-page personalized letter, and decision. This isn’t the sort of thing you not a volume approach at all. When you mail plans with a lot of exclusions and inclusions a separate personalized confidential communicate with donors about every look at our legacy mailing, it’s something reply survey, which is printed on high year,” Murray acknowledges. This piece we’ve been doing consistently for years: and rules to make sure that we are respecting quality recycled paper. On both the outer reminded those non responders of the a very powerful, simple, elegant package. donors’ wishes at all times. Jill Murray envelope and reply envelope, there is option, and checked in with them to see It just shows that when you have a really a live stamp—applied by hand— and whether they had made the decision to great piece and you use it sparingly and by maintaining that land to solidify its will, has been established. Marketing this the symbol of a maple key is featured put NCC in their will. think about how to use it, then two, three, ongoing preservation. program requires a great deal of sensitivity throughout the package. The letter’s theme Thereafter, donors who signed up or even four years hence, it can really To ensure the organization itself is as Murray explains: “Normally, when explains that the maple key is a symbol of received a thank you letter, an NCC bag continue to work for you.” DM leaving a small ecological footprint, NCC people look at legacy gifts or bequests, it’s legacy: “If you plant a maple key, the result recognizing their contribution and inducting has founded strategic partnerships with kind of a hard story. It’s a sad thing to talk will be a magnificent tree.” Written in the them into The Nature Legacy Society, copies Kalan Vuksanovich is an Oakville-based other like-minded groups. For example, about. But when you look at NCC, you’re first person, the letter describes a trip John of The Ark (the official newsletter, which freelance journalist. He can be reached at all NCC publications are printed by looking at a bequest gift that’s going to Lounds, president and CEO of NCC, took to is sent out three times a year), as well as (905) 580-5159 or by e-mail at kvuksano@ Warren’s Waterless Printing—a printing keep making a tangible difference forever.” the Selkirk Mountains in British Columbia. follow-up cards on Earth Day and Christmas. ryerson.ca. dmn.ca ❯ Direct Marketing ❯ June 2009 Click!/Web-to-Print 17

profiting from the online Revolution SEM: Unearthing hidden marketing opportunities You don’t need an e-commerce enabled Web site to use search engines to drive customers to your business By Helen Overland

n this day and age, most savvy reasonable. If that is the case, then in the overall marketing plan. organizations are aware that the last quarter of 2008, there would have RSS Feeds I Web channel can drive significant been 354 clicks per second – only on paid Map and local advertising RSS Feeds, or “Really Simple Syndication” results in terms of growing audience share ads, and only in Google. So imagine how Many search engines have a map interface, feeds, are simple files that include a link to and increasing profitability. But while many many customers are visiting Web sites where you can look up businesses that your content. For example, if you offer an organizations are scratching the surface of through the organic listings, on all the serve a given location – people have been RSS feed for your press releases, then every opportunity offered by the Internet, there combined search engines. using this search function for years now as a time you add fresh news to your Web site, still is a deep pool of hidden potential that is All those potential customers are out viable alternative to the yellow pages. If your a link to it is sent out to all your subscribers going untapped by many businesses. there right now, and some of them are product is specific to an area, or multiple (such as reporters). Search engines have grown in ways almost certainly looking for your specific locations, you may be able to take advantage While RSS feeds can be a powerful tool never even imagined five years ago. These products and services. of this somewhat under appreciated avenue. for promoting your content and news, many powerful tools now offer e-mail, maps, The economy notwithstanding, we organizations are still missing the boat by news, stocks, bookmarks, feed readers, are seeing our clients’ budgets being There are currently two main ways for not offering RSS feeds of their content. mobile, video, widgets, documents, groups, redirected from print and radio, and your business to appear in the local search Get a jump on your competitors and take alerts, books, and many other services. In increased for the online channel. Why? engines results pages: advantage of search engines using these each of these services, content is being Because it produces measurable results, • Register and validate the business supercharged little feeds on your Web site. displayed and potential customers are and when properly implemented, the location in the Search Engine Business being directed to the Web sites offering that results are solid. Most of these enterprises Centre By offering an RSS feed linking to your content. Search engines have evolved… are not online retailers; they’re home • Purchase PPC ads specifically for the content you can: and marketers need to evolve with them to builders, offline retailers, and B2B location in the map • Help people subscribe to your content take advantage of the opportunities. companies who are seeing value and in feed readers such as Google Reader Let’s look at a few of the not-so-hidden profit from their search marketing efforts. Registering the business location with • Let people add your headlines as a widget marketing opportunities currently PPC hidden opportunity: As fears the search engine automatically enters to their Google & Yahoo home pages available in search engines. about the economy slide from gloom into your business into the pool of possible • Support your SEO efforts by allowing improbable prophesies of doom, some winning sites. Purchasing PPC ads for the other Web sites to link to your content The standards: PPC and SEO frightened businesses are scaling back location can increase your ability to reach • Potentially have your content listed in Perhaps two of the most familiar tactics their PPC budget. This means that smart the audience in that location. Google Blog search in the SEM toolbox, Organic Optimization businesses are taking advantage of the • Have Google News add links to (SEO) and Pay-Per-Click (PPC) advertising, reduced competition to increase their Map and local advertising hidden your Web site (dependent on your are considered by many businesses to be brand share and generate revenue. opportunity: On Google, local ads organization) Helen Overland essential tools. Many businesses in North sometimes appear in the “regular” search • Have your site “ping” the search engines America are using these popular online SEO hidden opportunity: When you engine results pages, even when a person when you add new content once again in the aggregated news offered by advertising avenues, although occasionally have a PR event or launch an ad campaign, is not using the map interface. Generally, search engines. tight budgets or lack of talent have it’s wise to make the decision to rank for when a customer enters a city or postal RSS hidden opportunity: More and more Many of your competitors may just hindered adoption for some. the headline or slogan of the campaign. code with their search, the engine will reporters are using RSS feeds to keep on top of be beginning to leverage RSS feeds so The advantage to both SEO and There’s no sense in buying billboards for show links to local businesses. Therefore, industry news. If PR is a part of your marketing there is a current opportunity for growing PPC is that you reach people who are the slogan “feel the power,” if people can’t local advertising can be a fantastic mix, get the jump on your competition by your market before the information flow immediately interested in your products find you when they search for it. Make sure opportunity for your business to reach making it easy for journalists to find out when becomes saturated. and services. You’re not interrupting them your SEO strategy is in harmony with your targeted, interested, and qualified visitors. you’re doing something new or interesting. Search engines have become the at dinner with a phone call and you’re not Also, news stories frequently appear in search defacto highways of the Internet – giving them stacks of paper to recycle. engines, so you can gain additional coverage pointing traffic in the right direction Instead, you are giving them exactly what in this way —once in the news media, and and helping people arrive at their they want – your products—at the exact destinations. If you’re not already moment they want it, now. And people including search engines in your are not just shopping online for flower marketing mix, there’s a good chance deliveries… they are researching their next your business is being bypassed by new car, home, and business supplier. online traffic. Help your customers find SEO involves executing strategy such U.S. online ad revenue in 2008 grew 10.6% in Ten ad-sales firms accounted for 72% of online you by ensuring your marketing strategy as altering the content on your Web site 2008 to $23.4 billion. Its online ad revenue for revenue in the fourth quarter of 2008 while leverages your Web site and addresses to make your site appear for free in search the fourth quarter of 2008 was $6.1 billion, an companies ranked 11 through 25 accounted for 11%. your online outreach efforts. DM engines when customers look for your increase of 4.5% from the third quarter total products. The great thing about SEO is of $5.8 billion and a 2.6% increase from the Retailers are the largest category of ad spenders, Helen Overland has been immersed in the that it requires no media budget – only fourth-quarter 2007 total of $5.9 billion. accounting for 22% of online ad revenue in 2008, online world for almost a decade. As director, expertise and time. or $5 billion. Search Engine Marketing at non-linear PPC involves choosing searches, or Format-wise, search accounted for 46% of fourth- creations (NLC), a leading Canadian Web keywords that you want your business quarter revenue, up from 42% in 2007. Financial-services firms were second in 2008, development and IT integrator, Helen to appear for, and paying a small charge accounting for13% or $3 billion. manages a team of Search Engine Marketing only when someone clicks on the ad. Search has been the leading online ad format specialists using a variety of creative online The great thing about PPC is that it is since 2004. Automotive advertisers were in third position, marketing strategies to drive significant results highly responsive – you can change your accounting for 12%, or $2.8 billion. for enterprise and SMB organizations. Helen campaign and budget at any time. Display banner advertising was the second most combines her tech savvy with her knowledge Think no one clicks on the ads? Let’s popular online ad format at 21%, and classified Also according to the IAB, approximately 57% of online channels to identify innovative look at the numbers. ads were in third position, at 13%. of online ad revenue was made in pay-for- online tactics. Specializing in SEO, PPC and Google reported revenues of $5.5 performance deals, while 39% was made on a intelligent application of emerging trends, billion in advertising in the fourth quarter Lead generation and rich media each accounted cost-per-impression basis. she is experienced in maximizing campaign of 2008. Let’s keep this simple and imagine for 7% of online ad spending in 2008. returns through a variety of creative strategies. that this revenue was generated with an Hybrid deals accounted for 4%. She can be reached at 416.203.2997 ext: 242 or average cost per click of $2, which is quite by e-mail, [email protected]. 18 Click! June 2009 ❮ Direct Marketing ❮ dmn.ca

Online marketing is still Tinkering is the key Trust your instincts Use great resources marketing Experimenting with Ensure you track the Working with people article8 Marketing knowledge letter case, benefits order, results and then make and partners who know more important than hard geo-targeting copy, your permanent how to use technology technical skills—even with phrase targeting, breaking optimization decisions and are themselves highlights pay per click SEM. campaigns down by topic, based on solid data. solid direct marketers at and testing alternate URLs, the core is your key to can pump up results. success.

How to be successful in Search Engine Marketing A solid direct marketing strategy is more important than ever

s direct marketing tactics phrases are identical across large 6. Test alternate display URLs to communicate with become more intertwined geographies; consider breaking Due to the prominence of the display searchers. Consider the A with technology, it would seem national or international programs into URLs in text ads, we’ve seen huge display URL an additional logical that Internet marketing success more tightly geotargeted campaigns. success from changing display URLs line of copy. would rely on being technically adept. Yet, Pay close attention to response by including adjusting case, changing the This short list highlights it has been my experience that the people geography. You can increase relevance URLs completely, adding or deleting a few of the “tricks of who are most successful at achieving and reduce your costs by running the the “www.” and the “.com”. Tailoring the trade” that we use direct marketing goals on the Internet ad copy that more closely aligns with the URL to the product or service being to improve our clients’ have more of the old-fashioned marketing the norms of the region where you are marketed also provides advertisers search engine marketing talent and communications “touch” advertising. Often, there are differences with an additional opportunity campaigns. But when it that drove success in the past, than hard in awareness and interest levels in your technical skills. brand or product across various regions. comes right down to it – trust your direct Even in a technology intensive Play to your strengths and take the time marketing instincts. Set up “A/B split” channel like pay-per-click (PPC) search to tweak your copy so that it reflects While the targeting tests that make sense. Ensure you track engine marketing, there are huge your image in the local trading area. the results and then make your permanent advantages to being a “tinkerer” and There can also be other geographic and optimization optimization decisions based on solid data. direct marketing strategist, in addition considerations that are important. For During the 16 years I’ve been running to being proficient at using various example, we work with several clients Internet marketing campaigns, I’ve heard technologies. whose marketing goal is to attract that technology offers how technology and software make a Paid search offers marketers the ability out-of-town clients to their venue. In difference in marketing results. While to run A/B split tests in real time. those cases, it is important to stress create huge efficiency, the targeting and optimization that For example, we’ve seen huge lifts in the driving distance, strong US dollar technology offers create huge efficiency, response for clients based on: or other features that would otherwise nothing I’ve seen so far has shaken my be irrelevant in a broader or domestic nothing I’ve seen belief that good direct marketing, be it 1. Changing case in an online ad targeted campaign. on the Internet or any other channel, is a Typically, we recommend duplicating magical blend of talent, experience and the ads in an ad group running version 4. Use the broad, exact and phrase so far has shaken analytics. “A” in title case, with the first letter of targeting the engines provide When it comes to being successful at each word capitalized, and the other in We’ve seen huge cost efficiency and my belief that good Internet direct marketing, working with sentence case with only the first word results improvements by testing the people and partners who know how to in the sentence capitalized. You would broad, exact and phrase targeting – all use technology and are themselves solid be amazed at the difference in response of which provide differing search results. direct marketing, be direct marketers at the core, is your key that this small change makes. For example, broad keyword matches to success. DM cast a very wide net, while exact or it on the Internet or 2. Re-ordering the benefits phrase matches reduce impression For more than 13 years, Jay Aber, president Often, a PPC text ad contains several volume – which may or may not of The Aber Group, has been advising benefits and features. Simply improve your model. any other channel, Canadian marketing executives on how to duplicating the ads and reordering the use the Internet to create successful direct benefits can deliver substantial gains in 5. Consider breaking down campaigns is a magical blend marketing campaigns. The Aber Group’s terms of reduced conversion cost and by topic team of Internet direct marketing strategists, incremental response. Remember that the engines want online media experts, and paid search your sponsored link results to be as of talent, experience engine marketing pros develop, execute and 3. Breaking down campaigns by relevant as possible. One sure way to optimize online direct response campaigns geography boost quality score is to tightly align and analytics. for a broad range of blue chip clients. For Rather than simply assuming that campaigns, keywords and ad copy. more information, contact jay@abergroup. terms, definitions and turns of com or 416-322-2909 x222. dmn.ca ❯ Direct Marketing ❯ June 2009 Click! 19 emailadvisor W2P:It’s all by Chris Carder about the How to turn negative marketing feedback into positive results It’s time to rethink your collateral and reinvent Here are concrete actions you can adopt to ensure how you approach branding, personalization, successful e-mail campaigns and multi-channel marketing By Heidi Tolliver-Nigro

ow do you think about your printed documents? Design them, contact a printer, “universal standard” serves up highly personalized, focused, figure out how many you can afford to print in order to keep the price down, regularity with which all relevant and valued content. H then hope you didn’t order too many? Balance the quality and run length e-mail messages should requirements against your turnaround? It’s the way direct marketers have done it for be sent. Feedback: Message sender is decades. But today’s Web-to-print (W2P) technology enables you to do more—much more. Action: Marketers can unrecognized We’re not just talking about printing in shorter runs, on demand, although that’s take several concrete steps Cause: This happens when marketers part of it. We’re talking about revamping the way you think about and manage your to resolve this issue. When have missed opportunities to reinforce or marketing collateral, forms, and print marketing projects. We’re talking about changing customers sign up for online/ leverage their brand. Customers also fail to the way you approach branding, personalization, and multi-channel marketing. offline content and promotions, recognize you as a valid e-mail sender when clearly establish expectations you have multiple and distinctive products/ about when messages will services – each with its own brand identity arrive – e.g. the second and fourth – with little or no apparent relationship Monday of every month. In each among them. Finally, your customers can message, reinforce the expectation become confused if you have marketing by identifying what can be expected partners that send e-mail on your behalf. in the next message. Marketers Action: There are several ways to handle can also take advantage of online this issue. Marketers can establish a preference centres that provide welcome program aimed specifically e-mail recipients the option of at new subscribers – including an defining for themselves how acknowledgement within 24 hours of the often they want to receive initial subscription. Alternatively, marketers messages. Finally, if a recipient can design e-mail for the ever-growing opts to unsubscribe, offer number of recipients who view their e-mail the option of changing in the preview panes and with images

the message frequency. “turned off.” Figure 1.,W2P dashboard - Source: interlinkONE own Providing this choice often Unlike many other promotional reduces the incidences of tools, e-mail marketing campaigns Capitalizing on W2P unsubscribing. permit marketers to monitor and The term “Web-to-Print” covers a vast array of technologies and approaches to document quickly learn from customers’ negative and project management. At its most basic, W2P refers to any printed document ordered Feedback: Message topics feedback – whether it is observed online from a Web site, but it can also refer to something as complex as entering a enior marketers walk a tightrope are irrelevant behaviour (lower than expected open branded Web portal and designing a multi-channel marketing campaign that coordinates to success; business leaders Cause: This occurs when marketers have and clickthough rates, abandonment full database-driven, personalized direct mail, personalized URLs, Internet banner S demand that every marketing either adopted a “one size fits all” approach during the subscription process, spikes advertising, and follow-up brochures and e-mail. campaign generate extraordinary returns. to content or changed the nature of the in unsubscribe rates) – or as a result of Used to their fullest capacity, these systems enable you to: Yet, such results require marketers to • Automate and streamline the process of segmenting, targeting, and even fully capture, analyze and successfully act upon personalizing documents using optimized templates, software, and other components; customer complaints. The three most common • Develop fully personalized, multi-channel and multi-component marketing programs and kits; At the same time, research across all • Decentralize marketing so that your clients’ branch offices, departments, and industries shows that unless it is dealt types of negative feedback designated third parties such as distributors and creative agencies, can tweak and with swiftly, negative feedback about a customize documents, kits, and programs to their needs; product, service or customer experience related to e-mail are that: • Offer print brand management through a centralized asset management repository spreads like wildfire – potentially toppling messages are too frequent; that allows marketers of any size (including global marketers) to offer third-party access marketing campaigns. while still managing the brand; Fortunately, e-mail marketing practices messages are irrelevant; • Slash costs through ordering just in time, minimizing warehousing requirements and for addressing customer feedback, obsolescence, managing branding, reducing postal costs, and eliminating duplication; provide opportunities that create the and/or the sender of the • Create one-off, follow-up booklets, brochures, and other fulfillment personalized to balance marketers need to successfully every recipient; achieve their online campaign goals. message is unrecognized. • Change business and marketing models to focus on content, rather than merely print. The three most common types of negative feedback related to e-mail are In other words, W2P is a hydra. It could be as simple as logging in to a secure area of your that: messages are too frequent; messages content they receive over a period of time. a focused survey. The lessons learned printer’s site to order (but not access or modify) documents on demand. Or as sophisticated are irrelevant; and/or the sender of the Action: Marketers can create provide every marketer the opportunity to as allowing you to create entire brand multi-channel marketing campaigns that are triggered message is unrecognized. Each of these different communication vehicles to confidently walk the tightrope of success by date, recipient response, and more. Some systems even allow you to monitor your types of customer feedback has its unique accommodate the growing and evolving without fear of falling. DM campaign in real time, compare the effectiveness of various lists, offers, and other variables, cause and action steps that marketers can type of content to be offered to e-mail and compare the results of various media in the same campaign. easily implement. subscribers. Marketers can also use a Chris Carder is president of e-mail service wide range of segmentation strategies provider ThinData, a Transcontinental Restructuring your thought process Feedback: Messages are too frequent that effectively deliver content that will company (www.thindata.com), and a The full implications of such capabilities may not hit home right away but over time, it Cause: Customers focus on message be well opened and enthusiastically leading authority and supplier of e-mail becomes clear just how radically W2P can change how marketers perceive their entire frequency as an area for improvement acted upon. Finally, marketers can marketing technology, strategy and document and print marketing strategies. when marketers have adopted the employ cost-effective tools that creative services. He can be reached at approach that there is an “ideal” or generate “dynamic content” which [email protected]. see W2P: It's all about the marketing page 20 20 Click! June 2009 ❮ Direct Marketing ❮ dmn.ca Multiply your success with search engines It’s time to step up the game with multiple search engines that target relevant audiences By Owen Sagness

ext generation consumers don’t a new vehicle. An auto shopper might be purchase. However, considering that or home page, since it may be considered a only search for information, they loyal to a specific brand, however, will likely Canadians are more likely to go online to familiar and trusted environment. Despite N look to make decisions online. visit multiple dealerships before committing window shop than to make a purchase, a their propensity to turn to a familiar search With key advancements in targeted online to a purchase. This shopper might conversion’s scope is constantly evolving. engine, consumers also visit multiple marketing, advertisements and offers additionally seek out recommendations This expanded definition now includes engines to browse for products and are delivered right to consumers’ virtual from friends, and even make a second trip the point at which the searcher arrives at a services. The same study revealed that 20 doorsteps. In order to wade through what out to test drive a model. secure section of the brand’s Web site. percent of searchers conduct more than seems like an online sea of promotions, The same decision-making process One of the first steps towards winning five searches a day, while 60 percent of consumers use multiple search engines applies to online browsing. The consumer conversions is not only indentifying the core searchers use more than one engine to to compare price, quality and availability may virtually window shop via multiple audience, but also understanding what answer their online queries. To increase a before diving into a decision. search engines to help develop a wish behaviours causes it to convert. To gain campaign’s ROI, it is recommended that Effective online advertisers think like list of potential new cars. While the auto insight into a typical converter’s actions, the brand is advertised across multiple decision makers. To fine-tune their search shopper may not be able to buy a new comScore measured 14 different types of search engines to ensure it targets engaged campaigns, marketers need to advertise car directly from the brand’s Web site, the online conversions. The study found four searchers – the audience most likely to help on search engines that influence the increase conversion rates. consumer’s decision-making process. It’s …considering that Canadians are High audience reach and secure time for marketers to step up their search more likely to go online to window sessions are essential metrics when game by advertising on not just one search selecting search engines to include in engine with the largest reach, but by shop than to make a purchase, a an online media mix. However, there are using multiple search engines that target additional core qualities to consider that relevant audiences. This multi-search conversion’s scope is constantly provoke conversions. When shopping engine strategy extends the campaign evolving. This expanded definition for tools to support a campaign, consider beyond serving up query results to helping that Canadians look for the following sway consumers towards making a now includes the point at which the virtues when they select a search engine: purchase either online or offline. efficiency, familiarity, speciality searches searcher arrives at a secure section of and access to a non-intrusive and safe Think like a decision maker the brand’s website. environment. For example, the Live.ca While search marketing can be a direct search engine is designed to produce way for people to learn about pricing and online research experience does influence of the 14 core conversion activities were pay-per-click rankings that encourage product details, online searchers don’t offline purchase behaviour. The same the most popular, with at least 60 percent the consumer to commit to a brand necessarily look to make a final purchase study uncovered that only 15 percent of Canadian searchers having engaged or purchase. The consumer leaves the online: they search for information to help of Canadians disagree that they use the in the activity in the past three months. Owen Sagness engine feeling like they’ve garnered the them make an informed decision. In fact, a Internet to research offline purchases. These popular conversion behaviours applicable information needed to make study conducted by comScore in 2008 for When managing an online campaign, it include looking up an address and/or compared to other global markets and an informed decision – allowing the Microsoft Canada found that Canadians is essential that the ads are strategically phone number, visiting a store location online search is conducted as often as marketer to reap the benefits of increased who search online are significantly more placed across multiple online properties after finding the address online, sending sending e-mails (comScore 2008 Microsoft conversion rates and ROI. likely to have positive attitudes towards to maximize the probability of connecting an e-mail inquiry, and signing up for online Canada study). Although most online The bottom line is that consumers shop shopping. The research also revealed that with the target audience. direct mail. This online information helps searchers engage in conversion behaviour around online, even before they set foot 81 percent of Canadians plan to research the searcher make a purchase decision and online, there are some that produce higher in a store. The multiple search engine future purchases online – especially Ditch the retro conversion model therefore, should be met with a message levels of converting activity than others. approach, however, will keep you one step automotive shoppers who are the “most A conversion is a metric used to gauge that prompts a call to action. Successful online marketers use search ahead – and ensure your brand is in the likely to research online”. an online campaign’s success, but do engines that provide relevant search results right places, at the right times. DM Consumers use multiple search engines marketers effectively measure conversion Know the converter and an environment that motivates users to develop their in-depth “pros and cons” results against ROI objectives? Traditionally, Online marketers that target the Canadian to convert. For example, the comScore Owen Sagness is general manager, Consumer lists about desired products and services. a conversion was considered “achieved” audience, in some ways, have it made. study shows that Canadian searchers are and Online International, Microsoft Canada. Visit For example, let us consider the hunt for when a consumer made an online Canadians are more engaged searchers likely to convert from their favourite portal www.digitalreports.com for more information.

W2P: It's all about the marketing from page 17

Here are four case studies discussed in tight control over its brand. personalize a template with their contact hours. The brochure reminds visitors W2P offers a powerful engine to “Web-to-Print: Transforming Document information and business address, and of their visit, provides them with their drive campaigns in ways never before Management and Marketing,” part of Jim Beam Brands wanted to make life include variable images for their logos. salesperson’s contact information, and possible. Imagine the time saved by the Marketer’s Primer Series from Digital easier for its internal marketing and Turnaround time dropped from four encourages them to return. The results changing a print mailer to an e-mail Printing Reports. These are not the most purchasing staff by creating a W2P system weeks to one week and sales of some from implementing the project were with a change of a drop-down menu. glamorous case studies, but they are for customizing and ordering marketing products have jumped 300 percent. At immediate. There has been a ten percent Or of developing a personalized URL appropriate illustrations of the practical materials. In the first quarter, 67 percent the same time, Seco-Carboloy has been increase in the number of people who campaign that automatically generates ways in which W2P is making a huge of print orders were placed using the able to control the brand identity of its return to the store after receiving the a personalized brochure based on the impact in the marketing community. solution. By the second quarter, 100 products. brochure, and shoppers who receive it recipient’s answers on the personalized percent of orders had been transferred spend 40 percent more than shoppers URL survey page. These are the kinds of Culinary Inspirations wanted to allow its online. Jim Beam saved $100,000 per American Signature wanted to increase who do not. integrated campaigns that today’s W2P instructors to personalize instructional year and achieved 490 percent return on its conversion to sales from people who solutions are providing. materials for in-home, interactive investment in a single year. came into the store to browse, so it set Increasingly open and flexible Rather than a production solution, dinner parties on an as-needed basis. up a W2P system for creating one-off, There is an infinite number of case studies today’s W2P capability is a powerful It implemented a system that allows Seco-Carboloy wanted to revamp its personalized follow-up brochures. that could be used as illustrations, and marketing tool. And while there are still instructors to personalize materials system for providing sales collateral to When customers come into the store, they are as varied as today’s marketing point solutions designed primarily to ranging from recipe cards to checklists, dealers. In the past, dealers had to fax, salespeople take customers’ names arsenal. That’s the point. These are not store, manage, and order documents, the host instructions, brochures, and e-mail, or call in copy for sales collateral. and addresses and note what furniture yesterday’s W2P solutions. This is a new trend is the integration of tools for true 1:1 business cards, and order them via the The copy was printed in black, the they are interested in. If the visitors crop that is increasingly flexible, open, printing (database-driven printing instead Web. The company is able to control dealer’s logo and address were inserted leave without making a purchase, the and optimized to handle the wide range of one-off personalization), personalized its brand while making it easy for in the piece, and printing was done salesperson enters their information of workflows and design needs that URLs, and multi-channel marketing. DM instructors to get the materials they offset. The system was laborious, time- into a database, selects images and marketers, creatives, and printers face in need. Not only does this allow hosts to consuming, and susceptible to error. text reflecting the furniture the visitor our complex, multi-channel world. Heidi Tolliver-Nigro is an analyst gain an edge over their competition, but Its new W2P system allows dealers to liked best, and sends out a full-colour, By automating, centralizing, and specializing in the digital and 1:1 printing Culinary Inspirations is able to maintain select products for their sales collateral, personalized brochure within 24 streamlining key marketing tasks, industries. dmn.ca ❯ Direct Marketing ❯ June 2009 Column 21 direct&Personal by Billy Sharma Stephen Forchon: He speaks softly and swings a big stick—(on the golf course, that is) He’s managed communicating major mergers, to launching a new Canadian bank, to opening a direct marketing office in Taipei, with finesse and grace

t could be argued that Stephen and industry-leading production and merger in Canada and another pair of in Muskoka with daughters Julie and Thia, Forchon was born to be in execution. The firm provides marketing teams at TD and Response Innovations or grandparents, nieces, nephews and I business. His father Harry media expertise in everything from M2P, is hard at work on this challenging and extended family, or a planned trip abroad, owned and operated one. His mother broadcast, Web-based communications exciting program. the Forchon Family’s hobby is travel. Eileen worked for a large international and e-business.] But back in the day, some From Stephen’s perspective, another For recreation, Stephen plays hockey corporation. Together, they influenced amazing hurdles were still waiting to be landmark achievement was the launch year round and golf when and where Stephen to go into business for himself jumped. of ING Direct bank in Canada. Response weather permits. He’s been fortunate later in life. For example, Response Innovations Innovations began working with the bank to marry those two passions with travel “I studied business and was fortunate was one of the agency and production when it was no more than a few people and business. He explains, “When living to have summer jobs at Kellogg’s and then partners working on the merger of in a small, rented office in downtown in Hong Kong, we had an expat hockey at its agency Leo Burnett,” he explains. Canada Trust and Toronto Dominion Toronto. With the brand agency (GWP) team made up mostly of former US and “This gave me a taste of the agency world Bank. TD Canada Trust was committed to and Response Innovations as the direct Canadian college hockey players from and even then, I thought I might end up providing customers an easy transition agency, the ING Direct customer base teams such as Boston College, Cornell working in it one day. I was attracted to the by creating a single communication that grew to over 1,000,000 in six years. “It and Dalhousie. We practiced weekly in a ◗◗Account Services, numbers and business side of marketing, clearly summarized all of the customer’s was very rewarding to everyone involved shopping mall mini rink in Hong Kong and Partner, Response and the creative side of advertising. At accounts and services in one easy to use that ING Direct here in Canada became travelled to play tournaments in countries Innovations, Toronto Burnett, I saw that you could marry the guide. While basic in principle, creating a the model for launching in other markets such as Thailand and Korea, which made two at an agency. highly personalized communication piece around the world,” he emphasizes. for some interesting games and stories.” of this type and volume was not easy. In He says that like hockey, golf is all about Express lane fact, Forchon says that North American New business development the relationships with your teammates His first job at American Express placed research and production resources at the Another career high point occurred when and playing partners so his favourite ◗◗Founder of Response him at the forefront of corporate direct time confirmed that no company had ever Stephen took a hiatus to work with J. place to play is here in Ontario, either at Innovations marketing and made him part of a really produced a personalized guide at this level Walter Thompson Direct in Hong Kong. His the Lake Joe Club (his home course) or at great company and a smart group of of complexity and volume. As he recalls: regional responsibilities included opening Rattlesnake Point in Milton. people. “At the time, our challenge was “The Canadian government and a direct marketing office in Taipei to service “As a family we are involved in various that we had a much smaller universe and Canadians were a little nervous about clients such as Citibank, Ford and Kodak. charities, one of which is the David Canadians were not as predisposed to bank mergers and there were a lot of “Starting a direct office in a country Sydney Brown Charity Classic — a golf ◗◗Senior, international direct response as our US neighbors,” he eyes watching how this was going where there was very little English spoken tournament,” he explains. experience: explains, “so our objective was to find ways David Sydney Brown was a school to make marketing dollars work harder. friend with whom Stephen often played • J. Walter Thompson: This led to some very innovative learning.” Our initial task was to launch the golf. One day on the green, David Executive Director Stephen says that starting a career on category of credit cards for Visa and complained about stiffness in his joints. of New Business the corporate side of the business was Soon afterward, it was discovered that he Development, East an advantage that helped him gain an Diners Club brands in Taiwan. The had a rare disease called Scleroderma and Asia, for the Direct understanding of what clients need from he died quite young from it and cancer. division in Hong an agency. legal rules are a little more relaxed Along with a few friends and David’s Kong, and founded After leaving AmEx, Stephen took some family, Stephen started a golf tournament the Direct division in time off to live in Hawaii for a year. Then, in Taiwan and we offered a bottle in memory of David and in just a few short Taipei, Taiwan just as he was looking to move to the of premium cognac with every years, more than $100,000 has been raised agency side of the business, Stone and for the new Durham Regional Cancer • Stone & Adler/Direct, Adler Direct (a Y&R company and sister new credit card acquisition. Not Centre and the Scleroderma Association a Young & Rubicam company to Wunderman) was opening of Ontario. company ( now part an office in Toronto to service its IBM surprisingly, it turned out to be a Stephen still keeps in touch with the of Wunderman) business. Stephen was fortunate enough many colleagues and friends he’s made to be one of the agency’s early hires. really effective offer! at school, American Express, Stone and • American Express Allstate, Rogers and Bank of Montreal Adler, and J. Walter Thompson Hong Kong. Canada also figured among Stone and Adler’s to work out. The end result was very was a challenge,” he admits. “Fortunately, He remains philosophical about his work prominent clients. successful and a demonstration of an the principles of advertising travel well achievements to date: “Certainly, a highlight of my time incredible commitment to quality risk and the people in the office were very “I am fortunate and can think of four or there was meeting and interacting with management. To make a long story short, accommodating and fun to work with. five times where there was a real buzz about Bob Stone, one of the pioneers of the over 43,000,000 pages of personalized Our initial task was to launch the category the work, the people and the project. It’s ◗◗Family, 2 children business,” Stephen recalls. communication were produced without of credit cards for Visa and Diners Club not something you can sustain over a long one data error—providing a very high brands in Taiwan. The legal rules are a little period of time but I consider myself very Accomplishments level of clarity for the customer.” more relaxed in Taiwan and we offered a lucky to have been in the middle of that Forchon founded Response Innovations Today, Response Innovations is bottle of premium cognac with every new more than once in my career.” DM in Toronto in 1996. [Today, the agency managing a similar effort in the US for TD credit card acquisition – not surprisingly, it ◗◗Hobbies: hockey, golf boasts a team of 20 plus dedicated, Bank Financial Group, which is merging turned out to be a really effective offer!” Billy Sharma is president and creative senior professionals with domestic and two purchased banks under a new director of Designers Inc., Toronto. He can international experience in strategic “TD Bank” brand banner. 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Success happens when everything Clixx dmn.ca ❯ Direct Marketing ❯ June 2009 Click! News 27 Yahoo! Canada’s Search New Kodak and Xeikon alliance brings team converges on SES Web-based solutions to the digital label and Toronto armed with packaging market in the US and Canada enhanced targeting features, ROCHESTER, NY— A new alliance for our customer base and this latest color accuracy throughout all aspects of the between Kodak and Xeikon enables agreement with Kodak aligns perfectly digital label production process, making SearchMonkey milestones label printers to extend their Web-based with this mission,” said Michael V. Ring, it easier for images to be proofed and businesses with branded online ordering Vice President of Sales & Chief Marketing displayed with accurate color on qualified TORONTO—The Search Team at Yahoo! advertiser time zone and the ability of tags, labels, and other print products. It Officer of Xeikon’s North American monitors. Canada will be out in full force at SES to select demographic preferences, also simplifies and streamlines production, operations. “Working with Kodak will The Xeikon 3300 Press delivers seamless Toronto this year, bringing news of multiple improvements to Yahoo! Search from order origination on the Web, via allow us to offer our customers complete high-quality label printing, offering true the enhanced targeting features it Marketing’s content match product were KODAK Web to Print Solutions, to final solutions for their packaging and label 1,200 dpi at four bits per spot. With a top recently made available to advertisers. made with Panama 2.0. output on the XEIKON 3300 Digital Color needs and, in turn, increase their own speed of 63 feet per minute and a monthly Yahoo!’s search advertisers are now The team at Yahoo! Canada also Label Press. The agreement is effective in value within their respective markets.” duty cycle of 2.3 million feet, the Xeikon able to target audiences by geographic brings with it to SES Toronto news of the United States and Canada. Kodak Web to Print Solutions enhance 3300 is an extremely fast digital color location and time of day, as well as a key milestone in Search products for “The adoption of digital printing within and expand on traditional Web-to- label press, particularly suited for short to select demographic preferences. These developers. Approximately one year ago, the packaging market is growing, and print offerings, allowing print service medium print runs and just-in-time jobs. features, which officially went live at the SearchMonkey was launched. To date, Kodak is excited to work with Xeikon to providers to more efficiently implement The fifth color station of the Xeikon 3300 end of March, are part of Panama 2.0, over 70 million enhanced search results bring Web-to-print solutions to the tag a Web-to-print program with superior Press can be used for spot colors, as well one of the largest set of enhancements are now seen daily by Yahoo! users. Using and label market. Kodak’s e-commerce levels of workflow integration. The as “one-hit” opaque white and special made Yahoo! search marketing’s Panama this tool, developers and site owners solutions—as well as our Web-based Kodak Insite Storefront System offers security toner. Operating on the Xeikon platform since its 2007 launch. can use structured data to make Yahoo! tools for content creation, collaboration everything label printers need to support Form Adapted (FA) toner technology, “We are excited to be at SES this year Search results more useful and visually and approval—connect seamlessly into online ordering, including a brandable, the Xeikon 3300 combines the benefits to talk about this release with the search appealing, thus driving more relevant the production workflow and through to easy-to-implement, customer-friendly of chemically produced toner with the community here in Toronto,” emphasizes traffic to their sites. “We have made the digital label press,” said Steve Miller, Web storefront for secure online ordering performance of traditionally produced Heather Forrester, director of Search it even easier for site owners to share Product Manager, Packaging Workflow, and reordering of print products. The toner. In addition, the FA toner is FDA- Marketing and Business Development at structured data with Yahoo! Search by Kodak. “Integrating Kodak’s Web-based storefront functions can be completely approved for use in certain food contact Yahoo! Canada’s Toronto office. “These simply adding a few lines of code to their systems with the Xeikon Press will give integrated into the prepress workflow to applications. enhanced targeting features allow page,” explains Andy Renieris, head of label printers the ability to provide new create an automated production process Kodak Products are backed by Kodak advertisers increased control of their Search at Yahoo! Canada. “Initially,” notes services to existing customers while also from order to output in digital, offset or Service and Support. Kodak Service and campaigns,” she adds, “and ultimately, Renieris, “we are focussed on Flash video, attracting new business opportunities.” flexo printing environments. Support is made up of more than 3,000 their marketing dollars.” Forrester games or documents, which we will Through the agreement, Kodak and Streamlined production also is aided by professionals reaching more than 120 explains that by leveraging these features, embed directly in the search results.” Xeikon, a division of Punch Graphix— the KODAK Smart Review System, which countries. It is a leading multi-vendor advertisers can segment their key The Yahoo! Search team in known in the industry for pioneering the can be used with a variety of graphic arts file integrated services provider, delivering audience groups and tailor marketing Canada, along with Sunnyvale-based first digital color presses—bring complete formats and brings together a powerful set consulting, installation, maintenance messages to them. This way, advertisers SearchMonkey product manager Nick Web-to-print solutions to the packaging of professional proofing and collaboration and support services for the commercial can not only reach a prospect searching Cox, will be talking about the latest, as and label market by offering Kodak Web tools, including an easy-to-use navigation printing, graphic communications, for something they offer, but are also well as upcoming product developments to Print Solutions and the Kodak Insite window, densitometer and measurement document imaging and data storage more likely to reach a prospect with a high at SES on June 8th and 9th at the Sheraton Prepress Portal Product family as part of tools; on-the-fly panning and zooming; industries. Kodak Service and Support propensity to convert. Centre in Toronto. a complementary solution to the Xeikon image rotation; and approval. The advanced professionals are uniquely qualified In addition to multi-level geo- For more information, visit http://www. 3300 narrow-format digital label press. spot color capabilities of the Smart Review to provide services that control costs, targeting for both campaigns and ad yahoo.ca/ or http://qc.yahoo.ca/. “We’re always looking for ways to System, enabled through Kodak Matchprint maximize productivity, and minimize groups, ad scheduling available by maximize both value and efficiency Virtual Technology, help ensure superior business risk. EVENTSCALENDAR

June 8-10 http://www.searchenginestrategies.com/ betting voucher! Price: $83 for DMAT members Storm.” IRCE 2009 will be held at the new George Pneumaticos, global director, Brand Toronto toronto/. and guests (with GST-$87.15) Groups of five or Boston Convention & Exhibition Center. For Architecture, Nokia; Mitch Markson, president, Search Engine Strategies Toronto June 10 more $79 per person. (with GST-$82.95) Space more information, contact Chaz McCrobie- Consumer Brands & global creative director, Conference & Expo Toronto is limited. Please reserve your tickets early. For Quinn at 312-362-0107 or by e-mail chaz@ Edelman; Gerry Frascione, North American CEO, A deconstruction of the strategies and tactics Direct Marketing Association of Toronto more information, contact 416.502.0433. verticalwebmedia.com. BBDO. Time 8:30AM to 3:30PM, Event Venue behind SEO/SEM and the lowdown on what (DMAT) Spring has (finally) Sprung Mixer June 15-18 June 16 TBC. Contact: Andra Thurton, 416-644-3748, Fax works and what’s out. Designed for beginners DMAT’s “Traction and Action” at Woodbine Race Boston MA Toronto 416-441-4062, e-mail [email protected] and veterans to Search, you’ll learn important Track: Understanding the economic climate, IRCE 2009 CMA Brand Insight Conference June 25 Search strategies, and access workshops DMAT has put together this very affordable The Fifth annual Internet Retailer 2009 Learn why a perfect storm of circumstances CMA: E-commerce Conference for individual feedback on improving brand networking mixer for members, their guests Conference & Exhibition has announced a is forcing us all to become brand innovators Learn how to create a great online experience exposure as well as Web site usability. From and sponsors. Location: Woodbine Racetrack’s speaker roster of 178 experts from all segments from a cast of pioneers, mavericks and for customers, identify new opportunities universal Search to mobile Search to social Trackside Tent B. A cocktail reception with hot of the online retailing industry. These experts “intrapreneurs,” whose brands are using for innovation, drive sales, manage a multi- media, SES Toronto is the ultimate SEO/SEM and cold hors d’oeuvres begins at 6:00 pm. will address major e-retailing strategy and fresh thinking and dynamic solutions to not channel business and more at this half-day CMA event, with 2,000+ delegates expected to Post time is 6:45 pm. Enjoy live horse racing practices and will weave their presentations just survive, but thrive in this new marketing conference. Contact: Andra Thurton, 416- attend. For more information, telephone: +1 from the best seats in the house. Afterwards, into the theme of this year’s agenda: “Rising reality. Speakers include: Tony Matta, vice- 644-3748, Fax 416-441-4062, e-mail events@ 212-457-7906, Fax: +1 646-822-5321 or visit try your luck at the slots with a complimentary Above—Not Just Surviving—the Economic president, Marketing, Frito Lay Canada; the-cma.org.

direct marketing CONTRIBUTING WRITERS EDITORIAL CONTACT: group, nor with any publication produced either in Canada Canada Post Canadian Publications Vol. 22 | No. 2 | June 2009 Jay Aber Helen Overland Phone: 905.847.9454 or the United States. Unsolicited manuscripts are welcome. Mail Sales Product Agreement No. 40050803 However, unused manuscripts will not be returned unless Maia Becker Tamara Pope Email: [email protected] accompanied by sufficient postage. Printed in Canada: Metroland Media Ltd. PRESIDENT Lydia Cappelli Owen Sagness Direct Marketing is published monthly by Occasionally Direct Marketing provides its subscriber mailing Steve Lloyd - [email protected] Chris Carder Billy Sharma Lloydmedia Inc., plus the annual DM Industry list to other companies whose product or service may be of value to readers. If you do not want to receive information PUBLISHER Patrick Coyne Kalan Vuksanovich Source Book, List of Lists . Mark Henry - [email protected] this way, simply send your subscriber mailing label with Bernard Hellen Matt Ward this notice to: Lloydmedia Inc. 302-137 Main Street North, EDITOR Rosalie McGovern Emma Warrillow Direct Marketing may be obtained through Markham ON L3P 1Y2 Canada. Pat Atkinson - [email protected] paid subscription. printed on 100% Heidi Tolliver-Nigro recycled stock MARKETING INFORMATION Rates: POSTMASTER: COORDINATOR LLOYDMEDIA, INC. Canada 1 year (12 issues $48) Please send all address changes and return all HEAD OFFICE / SUBSCRIPTIONS / Adam Lloyd - [email protected] 2 years (24 issues $70) undeliverable copies to: THIS ISSUE OF PRODUCTION: 302-137 Main Street North, ART DIRECTOR U.S. 1 year (12 issues $60) Lloydmedia Inc. DM MAILED BY: Vanessa Dhanbeer- [email protected] Markham ON L3P 1Y2 Phone: 905.201.6600 Fax: 2 years (24 issues $100) 302-137 Main Street North 905.201.6601 Toll-free: 800.668.1838 Complete Mailing Service SENIOR ACCOUNT MANAGER Direct Marketing is an independently-produced publication Markham ON L3P 1Y2 Canada [email protected] www.dmn.ca 1-888-683-2501 • 416-755-7761 Peter O’Desse - [email protected] not affiliated in any way with any association or organized www.completemailing.com You’ve

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