The Coop Advertising Program provides suppliers an opportunity to promote their brands in the LCBO Promotional advertising campaigns. Each Promotional Turn has a specific targeted media plan that includes Newspaper Free Standing Inserts (FSI).
The advertising for each Promotion is outlined on the Annual Promotional Calendar.
Free Standing Inserts (FSI)
Newspaper Free Standing Inserts are direct mail marketing tools that elicit a measurable response from customers to visit the LCBO.
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The purpose of Free Standing Inserts is to provide product recommendations as well as inspiring entertaining ideas that enhances the promotion’s theme. FSIs also engage customers in a discovery of the highlighted product categories. FSIs target our primary customers and will for the most part support the Promotional Themes and some special occasions like Holiday, Thanksgiving and Easter. |
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FSIs are successful at:
- Delivering high impact within a newsworthy and credible environment.
- Communicating detailed information.
- Allowing the LCBO to target potential customers based on household incomes and postal codes.
- Providing excellent four-colour reproduction on coated stock.
The current approach has proven to be very successful over the last several years. The LCBO is committed to continuing to find ways to reinvent its advertising. The goal is to maintain customer interest with a strong call to action that will lead to increased customer traffic and sales.
Schedule
| Promotional Turn | Newspaper Free Standing Insert | |
| 2011/12 | ||
| 1 | Hot, New & Trendy | The Trend Report |
| 2 | Australia | Australian Wines |
| 3 | Shake it Up | Cocktails and Ready to Drink |
| 4 | Canadian Summer | Canadian Summer |
| 5 | Beer | We've Got Your Beer |
| 6 | Barbecue | Best for the Barbecue |
| 7 | Ontario | VQA Ontario Wines |
| Canadian International Blends | ||
| Thanksgiving | ||
| 8 | Whisky | Whisky |
| 9 | Holiday I | Holiday Entertaining |
| 10 | Holiday II | Holiday Gifting |
| 11 | Shop & Save | Shop & Save |
| 12 | Cocktail Hour | Cocktail Hour |
| 13 | Italy | Italy |
FSI Circulation Strategy
LCBO Free Standing Inserts are inserted in the home delivery of key daily/regional newspapers in order to cover the Ontario market effectively. All FSI will have a circulation in the range of 500,000 to 750,000 pieces. Each FSI will have a targeted circulation to specific Household Incomes (HHI) and targeted FSA (mailing region) where possible.
The primary newspaper distribution of home delivery includes:
- Toronto Star
- Globe & Mail (Ontario)
- Ottawa Citizen
- London Free Press
- Hamilton Spectator
- Windsor Star
- Kingston Whig-Standard
- Kitchener-Waterloo Record
Where appropriate to extend overall reach, the following newspapers may be included:
- The Toronto Sun
- Ottawa Sun
FSI Rates & Opportunities
Follow this link for rate information.
Product Guidelines
Products that are selected for participation will:
- Up-sell.
- Attract new customers.
- Encourage browsing.
- Engage consumers in a discovery.
- Reduce the risk of purchase.
- Increase consumers knowledge.
- If the end aisle is shared between suppliers, the LCBO will select the most appropriate product that aligns with the FSI promotional positioning. All three suppliers must be prepared to be part of the FSI if selected.
While it is unlikely that all products featured on the Hero Display and 20 end aisles would be featured in a FSI, by agreeing to participate in these Display Programs, a supplier also agrees to participate in and be billed for the thematic FSI if their products are selected.
The LCBO may undertake a Radio advertising campaign for selected promotions throughout the year. LCBO Radio campaigns:
- Generate high awareness of LCBO promotions in the primary markets of Toronto and Ottawa.
- Deliver high frequency of message that drives consumer traffic to LCBO retail outlets.
- Allows the LCBO to target specific demographic by utilizing a mix of station formats.
Additional Advertising Opportunities
For selected key promotions an additional advertising strategy may be developed to heighten awareness and drive traffic. Strategies may include television, outdoor or newspaper ads in major dailies.