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Brand News 2012
Worksman Cycles
A challenge that seems nearly impossible for companies trying to produce
goods in the U.S.
But Worksman Cycles defies logic. It manufactures all its bikes in its
Ozone Park factory in Queens, New York, unlike most of its competitors
that have moved their production to China in the last two decades.
Started by Morris Worksman in 1898 and now owned by Jeff Mishkin (the
husband of Worksman's granddaughter Barbara) the company has been
churning out industrial and consumer cycles for 113 years, the last two
of which have actually seen double digit growth.
The owners say that their bet to keep the company in the U.S. is paying
off as more consumers are becoming conscientious shoppers choosing
American-produced goods to support the economy.
More Info.
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SalesBuilder NewsLetter
SalesBuilder Subscribers -
Monday Sales Letter -
Monday,
Jan.16, 2012
Brought to you by MEDIACOM div. of Media Communications Group
NEWS |
EVENTS |
LEAD-OF-THE-WEEK |
DATABASES |
ESSENTIALS |
LINKS
Brand Selling vs Ad
Asking | Without Advertising - Nothing Happens!
The Five Best
Marketing Ideas
1. Focus Your Advertising On Your Most Profitable Clients.
How valuable are each of your customers? Many companies are surprised to
find that a small percentage of their clients represent the majority of
their profits. The top 5 percent of your customers may bring in 50% of
your profits, or more. Customers at the bottom may actually be costing
you money.
The key is to find which clients or type of clients are the most
profitable, and to use your companies advertising budget to go after
them. Don’t spend your time, effort, and money to bring in unprofitable
clients.
You want to allocate your companies advertising budget according to how
profitable each group of customers is. If one group represents 50% of
your profits, then you should be spending 50% of your companies
advertising budget on them.
2. Make High Quality Presentations To The Most Profitable Clients -
Repeatedly.
Once you know what group of customers or prospects are the most
profitable, direct your companies advertising to them on a regular
basis. The key to success with your companies advertising is to build
recognition and trust over time. Identify the profitable prospects, and
stay in contact with them.
3. To Win Business From A Very Strong Competitor, Position Your
Company As The Logical, Second Choice To That Competitor.
When a customer is happy with their current service provider, [and you
believe that you can’t win the business], position your company as the
second choice in the market. While your other competitors are making big
promises and saying negative things about the strong competitor, you are
praising them. After all, the client is happy.
When the client needs a backup or a replacement, you are perfectly
positioned to take the business. The way to win the big jobs is to win
the small ones first, and do great work.
And – stay in contact. Don’t leave the field because they didn’t give
you the business. This is a long-term marketing strategy, and it works.
4. Keep Your Existing Clients Happy. Aim Your Advertising At Them.
Ask For Feedback And Referrals. Follow Up And Stay In Contact.
Your existing customers are your best prospects. They are loyal, and
they know how you do business. They buy more, and they cost you less.
Customer retention is the most important thing any business can do.
Advertise to your existing customers first.
5. Consistent Advertising = Familiarity = Trust = Customers. Be
Consistent.
People will only do business with you if they trust you. Remember this:
trust takes time. Create a strong company advertising program within a
sustainable budget and stick to it. Your companies’ name will become
familiar to the prospect, and you will get the business. There are no
shortcuts to building trust.
Why Marketing Fails
Marketing is a process that every business must conduct. But if
management lacks the necessary commitment to the marketing plan, it is
sure to fail.
If clear objectives and goals are not set, and a sustainable company
advertising budget is not committed, marketing will fail. Unrealistic
expectations will doom your efforts. Poor research, planning, and
targeting will kill your marketing. And if management thinks that
marketing [and selling] are unimportant or undignified, the program is
destined to fall short of success.
Powerful Information for Media Ad Departments
NEWS
LCBO breaks Switch it Up campaign
The LCBO of Toronto has begun a digital campaign
called "Switch it Up." The initiative, aimed
primarily at men between the ages of 25 and 35,
consists of 27 videos posted online at Switchitup.ca.
The videos are intended to advise consumers on ways
to plan "post-holiday get-togethers" involving guys
staying home. Visitors to the site first select a
series of options involving a choice of three
invitees, settings and activities. The site then
plays the appropriate video, which viewers are also
encouraged to share with friends. "Our aim is to
spice up an otherwise dreary January by injecting
some new, fun ideas for entertaining during
traditional guys' get-togethers," said Kerri Dawson,
marketing director at the LCBO. "It's an opportunity
for male consumers to break their routines and
create a social occasion with new drink ideas that
are all available in one stop at the LCBO." The
campaign, developed by Cossette of Toronto, also
makes use of in-store quick-response codes, online
advertising and social media activities. The effort
will run until Feb. 5.
Van Houtte signs four spokespeople
GMCR Canada has signed a series of endorsement
agreements for its Van Houtte coffee brand. The
company has signed four spokespeople who will be
associated with the brand in different parts of the
country. The Ontario endorsee is James Chatto,
author, food critic and head judge for Gold Medal
Plates. In Alberta the company has signed Kelly
Doody, a writer and owner of a public relations
firm. In British Columbia the company has signed
chocolatier and pastry chef Wendy Boys, owner of
Vancouver-based dessert and chocolate company
Cocolico. The Quebec endorsee is Marc-André Royal,
chef and owner of restaurant Le St-Urbain and
catering firm La Bête à pain. Each will participate
in various branding events as well as social media
activities and blogging. "By acting as personalities
for the Van Houtte brand, our ambassadors can share
their expertise and passion for coffee based on
their respective visions and professions," said
Isabelle Pasquet-Geairon, marketing vice-president
at GMCR Canada. "This will give consumers yet
another way to get more out of their coffee culture.
This initiative is in keeping with our innovative
process that has led to a revamp of our visual
identity and the launch of our Coffee Profiles."
Manulife Financial readies new campaign
Manulife Financial will begin a new television
advertising campaign this month for its CoverMe line
of insurance products. The two executions, developed
by Northern Lights Direct of Toronto, promote the
company's Flexcare health and dental insurance and
its CoverMe Guaranteed Issue life insurance.
"Manulife Financial has an incredible brand," said
agency president Ian French. "These new DRTV
campaigns will continue to build it and drive market
share."
Media Dimensions promotes Orticello
Toronto-based Media Dimensions has promoted Eric
Orticello to the position of Vice President. During
his time at the agency, he has been steadfast in his
resolve to ensure client campaigns are strategically
aligned in both design and execution, and employ
Media Dimensions' proprietary Fourth Dimension of
value creation. Eric's responsibilities will
continue to include managing all agency accounts and
client communications, as well as overseeing new
business development and strategic alignments.
Desjardins General Insurance conducts contest
Desjardins General Insurance is conducting a contest
promotion as part of its sponsorship of the Montreal
International Auto Show. During the event, visitors
to the company's booth can play a game called
"Made-to-Measure Parking." The grand prize winner
will be the player who parks the most cars during a
time limit with the fewest collisions. The game can
also be played online at StationnementSurMesure.com.
"We're delighted to partner again this year with the
Montreal International Auto Show and to provide
show-goers with a fun and educational virtual
driving game," said Pierre Dansereau, vice-
president of sales and customer dervice at
Desjardins General Insurance. "Participants can test
their driving skills and have a chance to win a
prize. We'll also be offering information on our new
integrated vehicle financing package."
Ghersi joins La Presse
La Presse of Montreal has appointed Julie Ghersi to
the position of multi-platform promotion director.
She will manage, develop and supervise promotional
activities involving the newspaper's print, online
and mobile properties. She has previously worked at
Cossette, Mediavision and Quebecor Media.
CBC retains M2 Universal for three more years
The Canadian Broadcasting Corporation has awarded M2
Universal a three-year contract to manage media
strategy and buying for its English-language
services. The agency has handled this assignment
since 2007. "The team at M2 Universal is thrilled to
build on our partnership with the CBC at such an
innovative time for the brand," said Sara Hill,
president of M2 Universal. "While any new business
win is exciting, it is especially rewarding when an
incumbent client, managing such an iconic brand as
the CBC, values your team as a trusted partner to
build on its 75-year history and help drive
long-term goals." M2 Universal is a division of
MacLaren McCann Canada.
Rogers introduces Sportsnews promotional channel
Rogers Communications of Toronto has launched a
"barker channel" called Sportsnews that will
promotes the sports services and content available
on Rogers Cable. The channel will be offered for
free to Rogers digital cable customers in Ontario
and Atlantic Canada. "Sportsnews is the first cable
service of its kind in Canada," said Anthony
Antonelli, senior director of sports and on demand
services at Rogers Communications. "It's where
customers can learn about our sports programming as
well as what's happening in the world of sports 24/7
and right at their fingertips. Whether you're at a
sports bar with friends, the gym, or at home in
front of your big screen TV, Sportsnews will keep
you up-to-date with the day's key match-ups,
headlines, scores, stats and breaking news through a
real-time Twitter feed."
Koodo Mobile conducts Friends with Benefits contest
Toronto-based mobile provider Koodo Mobile has begun
an online contest promotion called "Friends with
Benefits." The game, which is being conducted via
Facebook, promotes the company's new national usage
plans. The contest makes use of Facebook's current
city settings to measure the distance between
players and their friends. Players participate in
various activities to collect kilometres in an
effort to win prizes including a trip for two to
anywhere in Canada, $5,000 in cash, or smartphones
from Apple, RIM and Samsung. "Our Canada-wide plans
gave Koodo customers the freedom to call anyone in
Canada," said Nathan Roth, digital marketing manager
at Koodo Mobile. "We wanted to take that one step
further by giving one lucky winner a trip to visit
anywhere in Canada, with a little help from their
social network."
Media Dimensions promotes Orticello
Toronto-based Media Dimensions has promoted Eric
Orticello to the position of Vice President. During
his time at the agency, he has been steadfast in his
resolve to ensure client campaigns are strategically
aligned in both design and execution, and employ
Media Dimensions' proprietary Fourth Dimension of
value creation. Eric's responsibilities will
continue to include managing all agency accounts and
client communications, as well as overseeing new
business development and strategic alignments.
TC Media become full owner of Reseau Select
TC Media of Montreal has become the sole shareholder
of Réseau Sélect, operator of an advertising network
for French-language weekly publications. Réseau
Sélect represents 150 publications produced
independently or owned by TC Media. The various
independent weekly paper publishers that were
shareholders of Réseau Sélect have been voluntarily
redeemed by the company, but they will remain
members of the network as clients. "This change
allows us to merge the Réseau Sélect operations with
those of the TC Media internal sales network, which
gives our national clients a more complete service
offering," said Serge Lemieux, TC Media's
vice-president of the newspaper division for Quebec
and Ontario. "Our clients will now be able to run
campaigns that include our own community papers, but
also a larger pool of French-language papers in
Canada that serve complementary territories." TC
Media has appointed of François Laferrière to the
position of general manager of Réseau Sélect. He was
previously general manager of network sales and
business development for the Quebec and Ontario
newspaper division of TC Media. Prior to that, he
was was the owner of Journal Le Nord.
Kia Canada of Mississauga
Kia Canada of Mississauga has signed-on as the
official vehicle sponsor of the 2012 Fulda
Challenge, a six-day arctic athletic competition
that will take place from Jan. 12 to 17. As part of
the sponsorship, one of the events will be skiing
behind a Kia Sportage. Kia will also supply 10
Sportage EX and 12 Sorento EX and SX vehicles for
use in various events and for the transportation of
athletes, press and supplies. Kia Canada will also
collaborate with Bradford Productions to create a
one-hour documentary about the Fulda Challenge which
will air on TSN and TSN2 later this year. "Winters
in the Yukon are grueling and Canadians need
reliable vehicles that will perform to the highest
of standards, even in the harshest of climates,"
said Robert Staffieri, director of marketing at Kia
Canada. "The 2012 Fulda Challenge presents a unique
opportunity to really showcase our vehicles
abilities, specifically the Sportage and Sorento,
and we're confident that they will not only meet and
exceed the demands of this extreme decathlon, but
also in everyday life." Kia Canada has also sign-on
as a sponsor of Major League Soccer team the
Montreal Impact. This is the third Canadian soccer
team the automaker has sponsored. "We are excited to
partner up with the Montreal Impact, which allows us
to whole-heartedly support the MLS in Canada as the
exclusive automotive sponsor of all three Canadian
teams," said Staffieri. "To celebrate our
partnership with the Montreal Impact there was no
better vehicle choice than the all-new 2012 Rio
5-Door - with its athletic stance and sporty
design."
EVENTS
Montreal RV Show
March 8, 2012 - March 11, 2012
4141 Pierre-De Coubertin Ave.
Montreal, H1V 3N7
Public show
Manitoba RV Show & Sale
March 8, 2012 - March 11, 2012
375 York Ave.
Winnipeg, R3C 3J3
Public show
Mom, Pop & Tots Fair
March 9, 2012 - March 10, 2012
7515 - 118 Ave.
Edmonton, T5B 4X4
Trade show with conference
Atlantic Outdoor Sports & R.V. Show
March 9, 2012 - March 11, 2012
200 Prospect Rd.
Halifax, B3T 1P2
Public show
Thornbury Winter Antiques Show
March 10, 2012 - March 11, 2012
827502 Grey Rd. 40
Thornbury, N0H 1A0
Public show
BC Log Home, Timber Frame, & Country Living Show
March 10, 2012 - March 11, 2012
1190 Cornell St.
Abbotsford, V2T 6H5
Public show
The Travel & Vacation Show
March 10, 2012 - March 11, 2012
55 Colonel By Dr.
Ottawa, K1N 9J2
Trade show
17th Annual Medical Devices 2012
March 11, 2012 - March 13, 2012
7100 River Rd., Ste. 2
Richmond, V6X 1X5
Canada and US Western Midstream Summit
March 13, 2012 - March 14, 2012
120 9th Ave. SE
Calgary, T2G OP3
Conference
Montreal Job & Training Fair
March 14, 2012 - March 15, 2012
1001 Place Jean-Paul-Riopelle
159 Saint-Antoine W 9th Fl.
Montreal, H2Z 1H2
Public show
Toronto Sportsmens Show
March 14, 2012 - March 18, 2012
Constitution Hall Level 100 North Building
255 Front St., W N Bldg.
Toronto, M5V 2W6
Trade show
Edmonton Boat & Sportsmen's Show
March 15, 2012 - March 18, 2012
7515 - 118 Ave.
Edmonton, T5B 4X4
Public show
Association for Asian Studies - AAS Annual Meeting
March 15, 2012 - March 18, 2012
Contact Show Management for Exact Location
Toronto
Trade show with conference
Canada Blooms
March 16, 2012 - March 25, 2012
Exhibition Pl.
100 Princes Blvd.
Toronto, M6K 3C3
Public show
Canadian Bead Oasis Show - Toronto, Spring
March 16, 2012 - March 18, 2012
Contact Show Management for Exact Location
Toronto
Public show
Nuphilex Coin and Stamp Show - Spring
March 16, 2012 - March 18, 2012
420 Sherbrooke W. Hwy. 2
Montreal, H3A 1B4
Public show
Autorama - Winnipeg
March 16, 2012 - March 18, 2012
Contact Show Management for Exact Location
Winnipeg
Public show
National Home Show
March 16, 2012 - March 25, 2012
Contact Show Management for Exact Location
Toronto
Trade show
United States and Canadian Academy of Pathology
March 17, 2012 - March 23, 2012
1055 Canada Place
Vancouver, V6C 0C3
Trade show
Ottawa Go Green Expo
March 17, 2012 - March 18, 2012
55 Colonel By Dr.
Ottawa, K1N 9J2
Trade show with conference
Prairie Regional Trade Show
March 17, 2012
503 Ruth St. W
P.O. Box 6010
Saskatoon, S7M 0G7
Trade show with conference
21st Century Flea Market - Mar
March 18, 2012
3250 Commercial Dr., 16th Ave.
Vancouver, V5N 4E4
Public show
2012 CGA Operations Conference
March 18, 2012 - March 20, 2012
1919 Saskatchewan Dr.
Regina, S4P 4H2
Conference
Western Canada Business Forum
March 19, 2012 - March 21, 2012
1 Centennial Drive
P.O. Box 249
Kananaskis, T0L 2H0
Conference
Social Media for Government
How To Engage Your Employees And Citizens
March 19, 2012 - March 22, 2012
1 Rideau St.
Ottawa, K1N8S7
Conference
Buildex Edmonton
March 20, 2012 - March 21, 2012
7515 - 118 Ave.
Edmonton, T5B 4X4
Trade show with conference
IPC Conference on Electronics Assembly
March 20, 2012 - March 22, 2012
300 Jarvis St.
Toronto, M5B 2C5
Trade show with conference
Canadian Manufacturing Week 2012
March 20, 2012 - March 22, 2012
650 Dixon Rd.
Toronto, M9W 1J1
Trade show
Strategic Recruiting & Employer Branding Canada
March 20, 2012 - March 21, 2012
Contact Show Management for Exact Location
Toronto
Conference
Registrant Regulation Compliance Strategies Summit
2012
March 21, 2012 - March 22, 2012
108 Chestnut St.
Toronto, M5G 1R3
Conference
NAPP Canada Job Fair - Hamilton
March 21, 2012
1 Summer's Ln.
Hamilton, L8P 4Y2
Public show
SalesBuilder
Lead
of the Week
Quick Glance
at Canadian and US advertisers:
Canada
US
Petro-Canada
150 6th Ave SW
PO Box 2844
Calgary, T2P 3E3 AB
Canada
URL: www.petro-canada.ca
Email: investor@petro-canada.ca
Phone: (403) 296-8000
Fax: (403) 296-3030
Year Founded 1976
Employees 6,088
Business Description Oil & Gas Refining Sales
Industry Group Gasoline & Lubricants
NAICS Primary 324110 – Petroleum Refineries
NAICS Secondary
447190 – Other Gasoline Stations
SIC Primary 2911 – Petroleum Refining
SIC Secondary
5541 – Gasoline Service Stations
Affiliated Advertisers
Suncor Energy Inc. (Calgary, AB, Canada)
Expenditures
Total Expenditures $95,866,400
Co-op. MDF, Specialty Funds - Vary
Please contact for more information
Advertising Media
Bus. Publs.
Exhibits/Trade Shows
Premiums, Novelties
Cable T.V., Newspapers
Foreign
Product Samples
Catalogs & Directories
Multimedia
Special Events Mktg.
Co-op Adv.
Network Radio
Spot Radio
Consumer Mags.
Network T.V.
Spot T.V.
D.M. to Bus. Estab.
Newsp. Distr. Mags.
Weekly Newsp.
D.M. to Consumers
Outdoor (Posters, Transit)
Yellow Page Adv.
Daily Newsp.
Point of Purchase
Personnel
Chm Thomas Edward Kierans
CFO-Petro Canada & Exec VP E.F.H. Roberts
Treas Wayne R. Pennington
Exec VP Boris J. Jackman
Exec VP Peter S. Kallos pkallos@petro-canada.ca
Sr VP-Oil Sands Neil J. Camarta ncamarta@petro-canada.ca
Sr VP-Ops-Tech Gordon Carrick
Sr VP-Ops-Germany Youssef Ghoniem
Sr VP-Corp Rel Andrew Stephens
VP & Controller Michael C. Barkwell
VP-Mktg Philip Churton
VP-Fin Gerhard Kinast
VP-Retail Sls Svc-Ops Frederick Scharf
VP & Fin IBU Helen Wesley
Competitors
ALON USA ENERGY, INC.
Enterra Energy Trust
Newfield Exploration Company
Sunoco Inc.
Apache Corporation
EOG Resources, Inc.
Nexen Inc.
TALISMAN ENERGY INC.
BP plc
Ergon, Inc.
Noble Energy, Inc.
Tesoro Corporation
Burlington Resources, Inc.
Exxon Mobil Corporation
Occidental Petroleum Corporation
Total S.A.
Canadian Natural Resources Ltd.
Frontier Oil Corporation
Patterson-UTI Energy, Inc.
TRANSCANADA CORPORATION
Chevron Corporation
Hess Corporation
Penn West Petroleum Ltd.
TransGlobe Energy Corporation
Citgo Petroleum Corporation
Holly Corporation
Petroleo Brasileiro S.A.
United Refining Company
ConocoPhillips
Husky Energy, Inc.
Pioneer Natural Resources Company
Unocal Corporation
Crown Central LLC
Imperial Oil Limited
RaceTrac Petroleum, Inc.
Valero Energy Corporation
Devon Energy Corporation
Koch Industries, Inc.
Royal Dutch Shell plc
Western Refining, Inc.
THE DOW CHEMICAL COMPANY
LyondellBasell Industries
Shell Canada Limited
XTO Energy Inc.
E.I. du Pont de Nemours & Company
Marathon Oil Corporation
Sinclair Oil Corporation
YPF S.A.
EnCana Corp.
Murphy Oil Corporation
Suncor Energy Inc.
Brands
Certigard
Paraflex
Petro-Pass
Puredrill Ia-35lv
Cycloflex
Petro-Canada
Puredrill Ht-40
DATABASES
Co-op, MDF Sales/Prospect Online Retail Databases
Staff Pics
Canada-USA-Leads
Canada Leads
USA Leads
Ad Ideas
Co-op Ends
Editorial
Theme Parks
SalesBuilder Essentials
Selling Co-op
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Links
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Events Canada/USA
Consumer Products
Consumer Reports
MEDIACOM
(Media
Communications Group)
Tel: 416-879-9230
Email: info@mcgdata.com
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