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Canada’s new Anti-Spam Legislation which takes effect on July 1, 2014 will not only have more stringent measures for marketers but will include a hefty penalty for non-compliance that can be anywhere from $1 million for individuals and $10 million for businesses. This apparently impacts the marketing strategies of most companies.

targeted marketingHowever, one marketing strategy that the CASL does not affect is Direct Marketing (DM) which has been widely utilized in automotive marketing through auto flyer advertising. In fact, CASL only reinforces the advantages of direct marketing. By itself, this strategy is preferred by a third of Canadians, 68 percent of whom open their mails right away and 95 percent read their mails the same day that they get it, according to Canada Post. The Direct Marketing Association (DMA) affirms the viability of this strategy by stating that direct mails generate 4.4 percent responses against the 0.12 percent response from e-mails.

Auto flyer advertising is synonymous to targeted marketing since flyer distribution is focused on the locality of the car dealership. Mapping target markets allow dealers to evaluate new opportunities and acquire new customers.  Neighborhood data also reveal the demographics of read more

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