For the Record

BLITZ AND PROFILIUM TEAM ON WIRELESS DM...

BLITZ AND PROFILIUM TEAM ON WIRELESS DM

If a partnership between two Montreal firms bears fruit, advertisers will soon be able to target advertising messages to mobile phone and other wireless device users based on where they are when they’re using the devices. Blitz Promotion Data Direct of Montreal, the direct marketing division of Cossette Communication Group, has teamed with Profilium, a developer of software that retrieves information from wireless networks, to offer advertisers a targeted means of direct marketing to users of cell phones, personal organizers and other wireless devices. Prolifium’s expertise is in the generation of anonymous demographic and psychographic profiles through the tracking of mobile subscribers’ whereabouts over time.

MANULIFE OPENS NEW WEB CHANNEL

Toronto-based insurance company Manulife Financial has launched an online service that will allow consumers to research and apply for term life insurance over the Internet. ManulifeDirect.com was set up to provide consumers an alternative, or complementary, service to its traditional agent-based approach to selling insurance. Consumers can choose insurance packages that best reflect their current life stages, generate instant quotes and apply for coverage online. To promote the new service, Manulife has developed an online contest aimed at one of its key customer groups: new parents. The first 1,000 people to enter the contest will receive a free baby blanket. They’ll also be entered in a sweepstakes to win a shopping spree at a children’s furniture store.

LOYALTY PROGRAMS A LOW PRIORITY FOR CONSUMERS

Companies can give away all the points and rewards they like, but on their own, they’re not enough to keep customers coming back. According to a survey of more than 1,000 Canadian consumers, conducted by the Acumen Research Group in Toronto, on a list of 22 factors that drive loyalty, Canadians ranked loyalty and reward programs at number 21. Despite giving them a low rating, more than 58% of respondents belong to such programs. Other drivers that consumers ranked low on the list include price and sales promotions. So, if loyalty programs and low prices don’t keep customers coming back, what does? According to the survey, the number one driver of loyalty is good staff attitude.