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THE MAGAZINE OF THE INCENTIVE MARKETING ASSOCIATION CANADA – COUNCIL
SUMMER 2007
ALSO IN THIS ISSUE:
MARKET
SEGMENTATION
Know thy end-user
FROM OBJECTIVE
TO DELIVERY
Research puts
Boomerang Tracking
in the driver’s seat
READING,
WRITING…
REWARDING
Back to school season
excellent marketing
opportunity for the
Canadian incentive
industry
www.imacanada.ca
PM 40801507 SUGGESTED PRICE $9.95
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CANADIAN INCENTIVE MAGAZINE – THE MAGAZINE OF THE INCENTIVE MARKETING ASSOCIATION CANADA – COUNCIL 12 14 IN SIDE THIS ISSUE VOLUME 3 NUMBER 1 FEATURES DEPARTMENTS PRESIDENT’S NOTE 6 12 MARKET By Lynda Gallant SEGMENTATION INDUSTRY NEWS 8 Know thy end-user By Laura Byrne Paquet WHAT’S HOT? 10 By Ian Tizzard 14 FROM IMA-CC NEW MEMBER NEWS 16 By Jodi Ferguson OBJECTIVE TO DELIVERY IMA-CC SURVEYS 18 By Ian Tizzard Research puts Boomerang Tracking INCENTIVE CALENDAR 43 in the driver’s seat By Judy Ow
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CANADIAN INCENTIVE MAGAZINE ANNUAL BUYERS’ GUIDE – THE ANNUAL GUIDE OF THE INCENTIVE MARKETING ASSOCIATION CANADA – COUNCIL 22 22 CONSULTANTS / SHOW MANAGEMENT 24 FULFILLMENT HOUSES / SUPPLIERS 25 GIFT CERTIFICATE / GIFT CARD COMPANIES 32 INCENTIVE HOUSES 34 INCENTIVE TRAVEL 35 MANUFACTURERS CANADIAN 39 REPRESENTATIVES IN CENT 40 SALES PROMOTION AGENCIES IVE MAGAZINE BUYERS’ GUIDE WWW.IMACANADA.CA 2007 5
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PRESIDENT’S NOTE Incentive to Navigate Incentive Marketing Association Canada – Council 100 Allstate Parkway, #702 Markham, Ontario, Canada L3H 6H3 Phone (905) 477-3971 s I write this Our Navigate the Incentive Fax (905) 477-5940 message for the World theme in this issue helps E-mail info@imacanada.ca Annual Buyers’ deliver the message of how Web site www.imacanada.ca Guide, the sum- connected we all can be in this Amer has arrived industry by using the tools at and vacation planning is in our f
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INDUSTRY NEWS Citi Acquires Ecount, Inc. CITI MARKETS AND BANKING ANNOUNCED THAT IT HAS ACQUIRED Ecount, Inc., the leading provider of corporate prepaid card solutions, based in Conshohocken, Pennsylvania. Ecount’s products will be integrated into Citi’s global transaction services business, strengthening the firm’s cash man- agement platform for corporations, financial institutions and governments. Ecount has provided customized prepaid card solutions for corporations looking for simple and con
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INDUSTRY NEWS SITE Partners with Fairmont Hotels & Resorts Incentive Travel Onboard with New Airline Exchange Partners THE SOCIETY OF INCENTIVE & TRAVEL FAIRMONT HOTELS & RESORTS HAS ANNOUNCED IT HAS Executives (SITE) announced it has entering a marketing alliances with several new international airline car- partnership with the Incentive Travel Exchange riers including United Airlines, Lufthansa Airlines and Cathay event owned and managed by Questex Media Pacific. Effective immediately, guests
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WHAT’S HOT? Reading, Writing… Rewarding Back-to-school season an excellent marketing opportunity for the Canadian incentive industry By Ian Tizzard ow can the incentive mar- notes in class. They can just record standard models, Replogle Globes pro- ket not capitalize on the the class and download it to their duces about 500 different globes a year. back-to-school season? Par- computer,” she says. “And the Tough- But while thoughts of school days ents need a reward after books are always popular
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WHAT’S HOT? recipients use the cards. “The cards For sales incentives, Ecount does a drive spending right back to the store lot of work with telecommunications that provided it.” providers. “They’re always busy at Newcomb says good program back-to-school time with students set- results come from “planning an event ting up cell phone and Internet and building a program around it,” an accounts,” Newcomb says. CIM outlook that makes almost anything a marketing opportunity. “But back-to- school is a
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MARKETSEGMENTATION ou probably have an exhaustive amount of demo- Freedom yearners (17 per cent) are almost the direct graphic information about your clients: how old they opposites of bottom liners. They’re not really interested in are, where they live, what they do, how much they money or merchandise, probably because they already have earn and, most importantly, what they like. But do lots of both—22 percent of them earn six figures, the Yyou have the same sort of information about your large
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By Laura Byrne Paquet KNOW THY END-USER detailed, open-ended questionnaire that sensitively collects Shapansky mentions a national preference for reward information the company needs to design a satisfying trip, programs that allow people to collect miles or points both without impinging on employees’ privacy. inside and outside the office. In an Aeroplan program, for instance, employees can earn points on their Aeroplan BE FLEXIBLE card, through retailers like Esso and via other partners, as “R
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FROM OBJECTIVE TO DELIVERY hen executives with leader in stolen-vehicle tracking tech- their compensation package at that Boomerang Tracking nology in Quebec, B.C. and Ontario. level is coming from products like Inc. were considering In 2004, the company was acquired ours, so the more compensation and implementing an incen- by LoJack Inc. The worldwide leader margin that we can give them as a W tive program, they in stolen-vehicle recovery devices has product the better.” could have just reached
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RESEARCH PUTS BOOMERANG TRACKING IN THE DRIVER’S SEAT By Judy Owen PUTTING IT IN “GEAR” with a one-year term and 1,000 said it was fast or very fast. (When the Boomerang rolled out its incentive pro- points for the Level 2 unit with a five- program was paper-based, it took 7.4 gram in three phases. First it was done year term. business days from the time a unit was by paper – mostly by fax – to get the It was also important not to over- sold until points were in an account. program up and runnin
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IMA–CC NEW MEMBER NEWS Cotton Candy Inc. is a company that is working with Carlton Group to mar- Incentive by Design ket P2M in Canada. Company president John Houlding says the introduction of P2M is shaking up the incentive world New system puts incentive programs in the and he predicts the new system will customers’ hands cause huge changes in the industry. By Jodi Ferguson “The software they have developed is fantastic because it’s basically the founding member of IMA www.power2motivate.com e
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IMA–CC NEW MEMBER NEWS FORMULA FOR SUCCESS Integrated Management Systems tives can boost those sales results Helping clients boost employee per- (IMS) is a managed software applica- even higher, he says. “This is especial- formance has been the key to the suc- tion which can be customized to each ly true for brands that sell through cess of Carlton Group. Today the com- client’s particular application. It indirect channel partners such as deal- pany provides clients with a choice of allows for i
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IMA–CC SURVEYS June Survey Results In June, the Incentive Marketing Association-Canada Council ran its fourth quarterly online survey. Previously, the surveys focused on the incentive industry in general. This time, the survey put Canadian Incentive Magazine under the microscope. By Ian Tizzard hank you to all those who participated in the information; the advertisers match the needs of the read- survey. Your efforts help us improve every aspect ers; and readers enjoy and learn from the magazine
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IMA-CC SURVEYS Readers look to the advertising in NEW SURVEY QUESTIONS Canadian Incentive Magazine for new IMA-CC Online Survey – Fall 2007. Tell us what you think. products and services they can offer. High-visibility ads also give incentive Question 4 in the September 2006 survey explored the frequency to which organiza- tions measure the ROI or impact of their incentive programs. Building on the insight that market players new ideas and encour- 76% of respondents measure between 50 – 100% of
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WHO WE ARE For many years, suppliers and service OPEN THE DOOR providers in the Canadian incentive and performance improvement mar- Join the IMA Canada-Council TODAY! ketplace have lacked the benefits of a unified voice that is solely focused on the needs of the industry as a whole. Now they do! IMA Canada-Council is a strategic industry group under the umbrella of the U.S.-based Incentive Marketing Association (IMA) – the leading voice of the North American incentive industry. Joining IMA Canad
