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Canadian Tire - Start To Christmas
Transcript of Canadian Tire - Start To Christmas
Brand Positioning Goals
Campaign Creativity Level
From Start to
Increase retail sales and grow basket size
Connect with customers on a more emotional level
Focus on unique gifts available
Ensure to help consumers from “Start to Christmas”
Focus on holiday and Canadian culture
Vs. Walmart who promotes all seasons
Not only B2C but also C2B and C2C
1. Connect with consumers on emotional level
2. Dive into hard product sell component
Gift generator tool
Accessed broad range of media
From Canadian Tire & individuals
Tips are both fun & functional
Includes instructional, inspirational, and sharable
Integrated same message across all media platforms
Connected with customers on an emotional level
Increase in Revenue & Basket Size
Was thoroughly there from Start to Christmas
Canadian Tire had made Retail Revenue up to approximately $2,901,000 in their fourth quarter of the 2012 year.
light automotive parts
strong convenience sales
Increased shipments in categories such as:
Living & Fixing
Expand brand awareness and target market reach
Anticipate consumer behaviour throughout holiday season
Age demographic of 35-54
Everyday Canadian with moderate level of disposable income
Specifically Mom & Dad
Picture Retrieved from: http://www.ottawavalleymoms.com/2012/12/share-your-ugly-christmas-tree-be-entered-to-win-a-200-canadian-tire-gift-card/
Become a credible brand for the Christmas and Winter season.
Differentiate from big brand retailers
The Bay, BestBuy, Rona, Walmart
A Presentation by :
Jackyln Choong, Jenny Luo, Caitlin MacFayden, Yasir Nomani, Michelle Park, Vernija Ravindran, and Nikita Vaya
Today we will be talking about...
- Campaign Objectives
- Target Audience
- Positioning Goals
- Media Choices
- Campaign Effectiveness
- Integrated Media Platforms
Successful customer engagement throughout integrated media platforms
Increased awareness for potential future Christmas campaigns
Success in alignment with Canadian culture
Binudin, M. (2012). Social campaign - "From Start to Christmas" Turning branded ocntent into purchase intent - Canadian Tire. Retrieved October 27, 2013, from http://marabinudin.com/work.php
Canadian Tire Corporation. (2012, December). Canadian tire Corporation: A Family of companies Annual Report 2012. Retrieved October 27, 2013, from http://corp.canadiantire.ca/EN/Investors/FinancialReports/Annual%20Reports%20Library/CTC_AR_2012.pdf
Harris, R. (2012, November 14). CANADIAN TIRE MIXES EMOTION AND HUMOUR FOR CHRISTMAS. Retrieved October 27, 2012, from MARKETING: Advertising, Media and PR in Canada: http://www.marketingmag.ca/uncategorized/canadian-tire-mixes-emotion-and-humour-for-christmas-65819