The three offices of the Newspaper Marketing Bureau in Vancouver, Toronto and Montreal get more than 3,000 requests for NADbank information annually.
NADbank data is compiled from more than 24,000 interviews in 32 Canadian markets and contains extensive product and retail data.
Home improvements
In the area of home improvements, NADbank can give Home Store full demographic and lifestyle profiles of the following key target groups:
– Those who have undertaken home improvements in the past two years.
– Those who have bought home decorating supplies.
– Those who have bought building, plumbing or electrical supplies.
Home Store can also examine which stores shoppers went to for their home improvement supplies, by market, for 32 markets.
This can be used to determine who the competitors are and which types of stores appeal to the do-it-yourselfer.
Disproportionate share
Do the department stores get a disproportionate share of shoppers versus the specialty stores? Are the trends the same in Red Deer, Alta. as they are in Toronto or Vancouver? Are women coming into the marketplace with increased frequency?
Since there are more than 20 product categories and a full list of leisure activities available, NADbank can also lead advertisers to promotional opportunities.
Are home improvement prospects physically active, or do they prefer sedentary activities? This allows advertisers to develop cross-selling options within their own inventories or with other retailers and manufacturers.
By knowing as much about their prospects as possible, advertisers are able to draw a finer bead on their hot buttons.
One example of how NADbank can be used to flush out a consumer profile comes from Regina.
In putting together a profile of Eaton’s shoppers for the local Eaton’s mall retailers, the newspaper salesperson discovered that Eaton’s shoppers were above-average users of bank cards.
No bank machine
In a visit to the mall, the salesperson discovered there was not a single bank machine anywhere near the Eaton’s store. Eaton’s took advantage of this piece of competitive information to put a bank machine within the store.
The profile will also include media habits. Is Home Store’s primary target group a newspaper reader? For positioning purposes, which sections of the newspaper does he or she prefer?
The Newspaper Marketing Bureau also has research information from other research organizations around the world.
Trending information
We can assist with trending information on the yuppie generation, or on the growing ethnic segment, or on the lucrative 50-plus group. We have reports from experts on retail trends, shopping behavior and advertising effectiveness.
Once we have developed the consumer profile for Home Store, nmb can assist the client in other ways.
We are a liaison between the daily newspaper industry and the advertiser. As such, we can canvass newspapers on new creative ideas.
For example, will newspapers be able to handle L-shaped ads – we can find out and put together a report for Home Store.
We can also help with the creative execution.
We have a library of creative information from around the world. If the client is interested in what the competition is doing, we can usually pull ads that have run in that category.
If the client wants to see examples of effective advertising, we have videotapes of award-winning advertising from Canada, the u.s. and Britain.
Further, we can help Home Store understand what elements of creative might be more effective than others.
Does the addition of color to an ad, for example, pay for itself in terms of increased effectiveness? Is there any difference between being on the right-hand side of the page versus the left-hand side?
Do people in the market for a product respond to the advertising in a different manner from those not in the market?
nmb data are available on request from our three offices free of charge to all advertisers and ad agencies.
There are no published reports since this is a pc-based database from which customized runs are done on behalf of advertisers and agencies. Depending on the complexity of the data required, the information is usually available within 48 hours.
For more information, contact Elena Dunn, marketing manager, Newspaper Marketing Bureau, 1006-1166 Alberni St., Vancouver, b.c., V6E 3Z3. Tel: (604) 669-8796, fax (604) 683-1240.
