Breakfast & Networking
The Value of The Flyer in Today’s Digital World : A Consumer’s Perspective
What role do print and digital flyers play in a consumer’s path to purchase? How important is getting a great deal when customers are choosing where to shop, and what to buy? Do print and digital flyers synergize in a consumer’s path to savings, or are consumers moving away from print and into a digital-first flyer and coupon environment? In this session, Metroland Media and BrandSpark International will reveal the results of a brand-new comprehensive consumer study on the intersection of print and digital flyers. The results of the study will uncover new strategic insights on how, when, and why Canadian consumers are accessing flyers. Leading retail marketers will then discuss how digital innovation is reshaping retail’s approach to flyers and other direct marketing strategies.
The New Role of Flyer in Multi-Channel Campaigns
In 2016, leading discount retailer in Quebec, Maxi (Loblaw Companies, Ltd.) sought to let consumers know that they could also count on Maxi not just for great prices, but for great quality and selection as well. To achieve this, Maxi developed a multi-platform campaign, which included the re-vamping of it’s printed flyer. Not only did the campaign drive fantastic consumer results, but it also won RCC’s Excellence in Retailing Award for Marketing. In this session, Ken Meagher from TC Media & Catherine Viau from Loblaw Companies Ltd, will discuss multi-channel campaign strategies, and the new pathway that the flyer is taking. Catherine and Kenwill discuss why the Maxi flyer was re-vamped, how it was positioned within the campaign, and what did their customers taught them about the value the flyer brought to maxi’s overall brand message.
What’s the Next Big Play for the Flyer?
Howard Chang, CEO of retail advertising specialists Top Drawer Creative Inc., will lead a diverse panel of Canadian retailers in a lively discussion on the future of flyers.
Sporting Life's John Paul Corbeil, Henry's Jeff Tate, and Leon's Darryl Martin will each be challenged to "sketch out" what the flyer of the future could be. In this interactive session, these innovative retailers will debate the value of brand, content, creative distribution and emerging technology, share the leading-edge practices they are using, and reveal what they believe is possible - and perhaps probable - for the hard working and humble retail flyer.