Tridel leverages Web-contest data

If you build it, they will come - but they're more likely to buy if they don't have to shell out a fat down payment. That, in a nutshell, is the rationale behind a permission-based e-mail marketing campaign by Tridel Corporation....

If you build it, they will come – but they’re more likely to buy if they don’t have to shell out a fat down payment.

That, in a nutshell, is the rationale behind a permission-based e-mail marketing campaign by Tridel Corporation. The Toronto-based real estate developer has recently partnered with the Bank of Montreal to offer qualified prospects the chance to enter the real estate market with a minimal down payment.

The duo’s ICAN@TheIcon program – ICAN is short for ‘I Can Afford Now’ – enables participants to buy a condo in Tridel’s trendy Icon building with only $1,000 down; they get to save the remainder of their down payment while the condominium is being built. The Icon is a 12-storey, 270-unit development currently under construction in Toronto’s entertainment district.

The ICAN@TheIcon offer builds on information gleaned during Tridel’s most recent online effort, in which consumers were offered the chance to win a $160,000 condo in return for visiting www.myfreetridelhome.com and filling out an online questionnaire. (See ‘Click and win contests on the rise,’ Strategy, Jan. 17, 2000). Those who responded to the questionnaire, and there were many – the site garnered approximately 12,000 registrations within the first week alone – are now the target of the low-cost down payment offer.

Roman Bodnarchuk, president and CEO of Toronto-based Net Results Internet Advertising, the company that developed and managed the myfreetridelhome.com promotion, says it was as a direct result of the customer data collected during that contest that Tridel was able to come up with its latest offer.

‘Twenty-five thousand people told us all about themselves and, as a result, we realized that this first-time buyer demographic, which we were targeting, didn’t have the down payment saved. They had good jobs and were professionals – it was a really good market – they just didn’t have the down payment.’

Bodnarchuk says without such data to back it up, Tridel could not have gone to the bank with an offer to partner on a low down payment deal. Banks, he explains, are not exactly big risk-takers.

Based on the information it gathered, Tridel also learned that virtually no one was interested in a studio or two-bedroom condominium, Bodnarchuk says. As a result, plans for the Icon building were redesigned over the holiday season in an effort to accommodate the more than 6,000 potential buyers who wanted a one-bedroom unit. That month alone, he says, over $10-million of real estate was sold.

The developer will continue to communicate with the prospects in its database via personalized e-mail newsletters and announcements, he says. Already, he says, 25% of Tridel’s sales across all current developments are coming through the Internet, attributing that fact to the high-profile contest and the awareness it brought.

‘The contest is the sizzle, but it’s the back end and what you do with that information that is so powerful,’ he says. ‘Everybody wants something for nothing. So all we’re saying is ‘you can have the prize, just give us some data so we can respectfully and intelligently market to you.”

Corner Officer Shifts: Martin Fecko leaves Tangerine

Plus, PointsBet Canada and Thinkific name new marketing leaders as Lole gets a new ecommerce VP.
Corner Office

Martin Fecko departs Tangerine 

After roughly two years of serving as Tangerine’s chief marketing officer, Martin Fecko has a new gig. And this time, the financial services vet will apply his marketing leadership to a new sector, having been named CMO of Dentalcorp.

Fecko will lead the dental network’s end-to-end patient journey, support its overall growth, and work to maximize patient experiences across every touchpoint, the company said in a release.

“Martin’s in-depth expertise in engaging and retaining customers through a digitally enabled experience will be valuable in realizing our vision to be Canada’s most trusted healthcare network,” said Dentalcorp president Guy Amini.

Prior to joining Scotiabank’s digital-only banking brand in late-2019, Fecko was country manager for Intuit Canada and spent 10 years at American Express in consumer and digital marketing.

PointsBet Canada nabs former Bell marketer as it pursues expansion

Dave Rivers has joined PointsBet, an online gaming and sports betting operator, as Canadian VP of marketing.

Rivers joins from Bell, where he was most recently director of brand marketing and sponsorship, responsible for driving the company’s national sponsorship strategy and portfolio. He will report to PointsBet Canada chief commercial officer Nic Sulsky.

According to Sulsky, Rivers will “play a key role as we prepare to launch a business that is unique to our roots here in Canada.”

PointsBet has a significant presence in Australia, where it was founded, and in the U.S. In July, it named Scott Vanderwel, a former SVP at Rogers, as CEO of its Canadian subsidiary, one of several hires aimed at establishing the company’s presence locally.

Thinkific names first CMO among other executive appointments

Vancouver’s Thinkific, a platform for creating, marketing and selling online courses, has appointed Henk Campher as its first chief marketing officer as it invests in marketing to support its growth plans. It has also upped Chris McGuire to the role of chief technology officer and moved former CTO and co-founder Matt Payne into the new role of SVP of innovation.

Co-founder and CEO Greg Smith said Campher and McGuire “will play key roles building high-functioning teams around them and optimizing investment as we continue to carve out an increasingly prominent and differentiated position in the global market.”

Campher joins from Hootsuite, where he was VP of corporate marketing. Before that, he was VP of brand and communications at CRM giant Salesforce.

Lolë names new VP of digital omni-commerce as parent company exits bankruptcy protection

The Montreal-based athletic apparel and accessories retailer has appointed Rob French as VP of digital omni-commerce.

French will lead Lolë’s efforts in consumer insights, supply chain-to-consumer models and online customer journeys. In what is a new role for the company, he will also work to grow the company’s retail brand. He arrives with sixteen years experience in ecommerce, having spent the last few years as chief digital commerce officer at sporting goods retailer Decathlon.

In May 2020, Lolë parent Coalision Inc. filed for bankruptcy protection, citing several years of losses as a result of a downturn in the retail clothing market, increased competition and excess inventory – problems exacerbated by the onset of the COVID-19 pandemic. At the time of the filing, Coalision was seeking an investor or purchaser of its assets.

It successfully exited bankruptcy protection last year and is currently rebuilding its executive team, according to a spokesperson.