2013 Consumer Marketing Programs @ The Beer Store

The Beer Store Consumer Marketing Programs

THE BEER STORE | YOUR AUDIENCE, YOUR OPPORTUNITY

2

MEDIA OVERVIEW | OUR ONTARIO

40%
North America’s

5th largest
of Canada’s population market

445+ locations across Ontario

OVER

OVER 9MM
transactions per month
+100MM
TRANSACTIONS
PER YEAR

3

MEDIA OVERVIEW | OUR REACH BY REGION

From cottage country to Ontario North East
27 Locations
college towns to big cities, Key Cities: Sudbury,
North Bay, Timmins
The Beer Store has penetration in
every key region of Ontario. Partners Oshawa
33 Locations
can focus their campaigns in specific Key Cities: Oshawa,
Pickering, Orillia,
zones or go all-out with Kawartha Lakes
Ontario-wide promotions.
Peterborough
37 Locations
Key Cities: Peterborough,
Kingston, Trenton

Ontario North West Ottawa GTA East
24 Locations 32 Locations
37 Locations
Key Cities: Thunder Bay, Barrie Key Cities: Ottawa,
Key Cities: Toronto East,
Sault Ste. Marie, Dryden 40 Locations Scarborough, Markham
Cornwall, Brockville
Key Cities: Barrie,
Wasaga Beach, Owen
Sound, Hanover, Orangeville GTA GTA Central
34 Locations
Key Cities: Toronto,
London Kitchener North York, Richmond Hill
39 Locations 35 Locations
Key Cities: London, Key Cities: Kitchener,
Tillsonburg, Brantford Guelph, Oakville, Brampton
GTA West
31 Locations
Windsor Hamilton – Niagara Key Cities: Brampton,
39 Locations Missisauga, Etobicoke
34 Locations
Key Cities: Hamilton,
Key Cities: Windsor,
Burlington, St. Catharines,
Sarnia, Chatham
Niagara Falls

4

MEDIA OVERVIEW | OUR MEN

70% of The Beer Store
shoppers are men ages 19+

AFFLUENT Above average
PROFESSIONAL household income

ACTIVE $88,088

ENJOY
Watch / participate in

sports outdoor activities

LIKE Enjoy
ENTERTAINING
FRIENDS at HOME entertainment

5

MEDIA OVERVIEW | THE BEER STORE SHOPPER

The Family Man The Better Half The Bachelor

35-49 35-49 19-34
Married with children
under 12
Married with children Frequency of visits +
under 12 to TBS is the highest of
all age groups Single or living with
Owns her
partner with no kids
own home

Loves to
make home
improvements
Owns his own home
Enjoys team sports
Loves to and staying active
Enjoys entertaining
make home
friends at home
improvements Attends concerts
and entertainment
events
Loves hockey –
over index by 90%
Active in
Does a pick-up at
Has travelled both for social media
TBS along with the
business and pleasure rest of her errands
in the last year Principal
+
Technology and
grocery shopper media savvy
Enjoys to both
watch + participate
in sports

All demographic information regarding The Beer Store was independently collected and verified by the Print Measurement Bureau (PMB) in 2008.

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A HISTORY OF STRONG PARTNERSHIPS

A number of fantastic brands have seized the opportunity to advertise and engage with customers in The Beer Store.
Below are some of these past partners:

TM/MD

7

THE BEER STORE | Promotional Calendar*

2013
January February March
Football Frenzy Winter Escape Luck of the Irish
Held on February 3rd in New Orleans, the Super Bowl is Whether they hit the slopes or hit the beach at an The Beer Store is one popular place around St. Patrick’s
again set to be the event to see. Big food, big TVs, big all-inclusive, The Beer Store customers know how Day, especially for those who’d rather beat the crowds
entertainment: our customers are looking for it all now to make the winter blues go away. This month, we’ll of bars and prefer the company of just good friends and
so they’ll be ready to host the game of the year. even be showing people how to make the most of a family. They’ll also learn this month that our stouts and
‘staycation’ with tips on pairing different beer with ales aren’t just great for cheering St. Paddy with,
gourmet treats. they’re also great in a number of recipes!

Calendar Themes Calendar Themes Calendar Themes
• Get ready for Super Bowl • Invest in RRSP • St Patrick’s Day
• NFL Playoffs • Valentine’s Day • March Madness NCAA
• Bowl Games • Heart Month • Red Cross Month
• Resolutions • Family Day • National Nutrition Month
• National Non Smoking Week • Plan your March Break

*Themes are subject to change.

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2013
April May June
Batter Up Spring Has Sprung Cheers To Dad
Our customers love playing and watching baseball, It’s time to get outside to tend the garden, tackle Father’s Day is on June 16th (not that anyone needed
so who better to help kick off this sporty season than a bit of landscaping, and fire up the BBQ once more! a reminder!) and it’s a great excuse to treat dads and
The Beer Store? When the guys and girls are getting And once the work is done, The Beer Store customers family men right with thoughtful gifts, special night
together for a quick game in the neighbourhood or to like to relax with patios, pale ales, and pals. Outdoor outs or in, or even a boy’s trip. Promotional partners
watch their favourite team on TV, make yourself a part living and entertainment is definitely in season who sell what men want have a great opportunity with
of the fun by joining us as a promotional partner. this month. The Beer Store.

• Baseball season • Home Reno • Pool Opening • Outdoor entertaining • Fathers’ Day
• Daffodil Month • University year end • Cottage Opening • Mothers’ Day • Summer Entertaining
(Cancer Society) • Golf Season Intro • Camping season • Safe Boating Week • BBQ season
• Earth Month • Sun Protection • May “24” Weekend • Road trips
• Lawn and Garden • US Open Golf
Care Kick-off


9


2013
July August September
Oh Canada! Happy Campers Back to Busy
Long weekends, vacations, road trips, BBQs, and pool There’s no better time to enjoy Ontario parks and lakes The kids are back in school, university students
parties – it’s a month to really enjoy this great nation than August. Our customers are hitting our stores before are hitting the campus again, and professionals
of ours and all the outdoor fun it hosts in July. The they take to the road and the wilderness, and along are recovering from their summer vacations. Our
Beer Store is the first destination thirsty Ontarians with our products, they’re loading up on everything and customers are loading up on organizational products,
go to before kicking off their big plans – so why not anything that will make the summer more enjoyable new clothes and just about anything that makes
join them and become our promotional partner and keep them safe and entertained away from home. this time of the year easier – lend them a hand with
this month? your promotion.

• Summer entertaining • BBQ’s • Camping • Mobile Phones • Labour day • Fall hunting and
• Canada Day • Cottage Life • Cottage Life • PGA Championship • Back to college fishing
• Road trips • Back to school • CNE • Terry Fox Run • Hockey
• Student safety


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2013
October November December
The Beer Leagues The Big Chill Tis The Season
Our unofficial national sport is ramping up again, and The weather is getting cooler but that doesn’t mean The holidays are here, and with them come the hustle
not a moment too soon. Hockey is on our brains and in the fun stops for our customers. In fact, with the and bustle of travelling, out-of-town guests, gift buying,
our blood, and The Beer Store is celebrating it with a holidays coming up, we’re hoping to give them more parties, good food, good drink and the celebratory
full-blown salute to hockey and the fans who love it. ideas for entertaining, pairings for comfort foods, wrap-up of a good year.
We’re also coming together to celebrate Thanksgiving - seasonal decorating, gift giving, and keeping the
and that means lots of great food, drink and company! home cozy.

• Thanksgiving • Fall renovation • Winter’s coming • Holiday entertaining
• Halloween • Cold/Flu prevention • Grey Cup • World Juniors
• Fire prevention week • Oktoberfest • Movember Hockey
• Fall automotive • Remembrance Day • Gift ideas
• Holiday prep


11

PROGRAM DETAILS | IN-STORE PROMO PROGRAM

F/G

C

A/B

D/E

A/B Posters C Counter Cards D/E Cart Sign F/G Wobbler

12

PROGRAM DETAILS | IN-STORE PROMO PROGRAM

In Store Signage Add-Ons
In Store Signage Only available with purchase of at least one other In Store Signage product.

A Posters Duo F Wobblers Duo
Size: 24” x 36” Size: 4” x 6”
890 total, two (2) per store 890 total, two (2) per store, located at counter

B Posters G Wobblers
Size: 24” x 36” Size: 4” x 6”
445 total, one (1) per store 445 total, one (1) per store, located at counter

C Counter Cards
Size: 8 1/2” x 11”
445 total, one (1) per store

D Beer Carts Full Buy
Size: 19 7/8” x 25 7/8”
2,500 Total, six (6) to twelve (12) per store, based on store size

E Beer Carts Half Buy
Size: 19 7/8” x 25 7/8”
1,250 total, three (3) to six (6) per store, based on store size

13

PROGRAM DETAILS | SAMPLING

There are three types of sampling available at The Beer Store.
1. Counter Sampling 2. Take One Distribution 3. Experiential Sampling
Ask about our sampling case studies.

Counter Sampling

Your branded merchandiser inviting consumers to take
a sample-sized product can be placed on or near the
cash counter.

Competitive sampling pricing ranges from .20/unit
(50,000 total quantity) to a low of .07/unit (500,000
total quantity).

Select from our 445+ stores list to match your desired
geographic and demographic profiles. Choose as few
as 50 stores or the entire chain.

Sampling merchandiser to be replenished by a Beer
Store employee as required. Counter sampling is only
available with the purchase of at least one (1) In-Store
Signage product. Detailed by store depletion reports
provided at program end. Merchandiser production and
distribution costs extra.

14


Take One Distribution

Distribute your flyer, pamphlets or coupons from a
branded dispenser available at or near cash counters or
Mix and Match merchandiser. Select an exact location
that best suits your custom program.

Take One Distribution is only available with the
purchase of at least one (1) In-Store Signage product.
Printed materials to be provided or quoted separately.

15


Powered by

Experiential Sampling

Our Experiential Sampling program is available in
96 stores. Available in a variety of product pairings
e.g. chips and salsa, with or without the optional
addition of beer tasting/pairing.

Your custom package includes:
• Profiled Brand Ambassador
• Smart Serve/Food Safety Certified
• Staff Training/Scheduling/Management
• Branded Uniform
• Consumables (cups, napkins, etc)
• TBS Table
• Point of Sale Signage
• Tent cards
• Incremental POS/Contesting/Coupons/Recipes/
Data Capture available

16

PROGRAM DETAILS I Mobile Tour

Powered by

22 Week Mobile Tour includes:

• Interactive Sporting Activities/Sampling
• Tour Stops include 44 TBS Locations
• May through October
• 5 Profiled Staff/Branded Uniforms
• Branded Trailer and Chase Vehicle
• Tents/Key Activity Equipment/AV
• Contra Prizing & Give-Aways
• Point of Sale Signage includes Banners, Back
Walls, Action Flags
• Incremental POS/Radio Remote/Contesting/
Coupons/Data Capture available

17

NEW! PROGRAM DETAILS I TRIPLE PLAY PROGRAM

Reach millions of consumers cost-effectively with our calendar themed multi-brand promotions available throughout the year.
Be one of 3 brands participating in a seasonally themed, bundled promotional package.

• Designated areas for your brand message
• Multi-brand participation means reduced costs
• 4-week program cost from as low as $27,500*
COUNTER SIGNAGE
• Include Promotions, Coupons, Contests, etc.

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IN-STORE POSTERS MILLION QUANTITY BROCHURE
DISTRIBUTION
IMPRESSIONS

*Price subject to change without notice. Please contact sales@3spmedia.com or
your Account Manager for more details.

18

THE BEER STORE | CO-BRANDED PROMOTIONS

There is increasing consumer interest
in purchasing beer in single cans and
taking them home in an 8-pack singles
carrier. Your brand and product
message can be co-branded with our
Mix‘n Match Program and prominently
displayed in the high traffic area near
the carrier merchandiser and singles
can coolers.

19

THE BEER STORE | Mix‘n Match Singles Cans Co-branded signage

The following elements are included in the basic program

Header Poster Insert
One (1) per store
Size: 15 11/16” x 15 11/16”
Printed 4/c on 24pt card
Creative is co-branded with
TBS Mix‘n Match logo

Wobblers Front Poster Insert
Two (2) per store One (1) per store
Located at returns counter Size: 15 13/16” x 35 5/8”
and on singles can cooler Printed 4/c on 24pt card
Size: 4” x 6” Creative is co-branded with
Creative is co-branded with TBS Mix‘n Match logo
TBS Mix‘n Match logo

20

THE BEER STORE | Mix‘n Match Singles Cans Co-branded Available Options

The following elements are available options in addition to the basic program

Tear Away Pad Option
Printed 4/1
Attached to custom branded
backer card below header
Size: 6” x 14” (to be confirmed)
Co-branded Basket Sign Pads replenished when
Printed 4/c depleted by Beer Store staff
Co-branded 8-pack Carrier Option Take one sampling from basket
Printed 4/c on 100,000 carriers (minimum) attached to side of merchandiser
10 week production lead time Standard sampling rates apply
Customers take free carrier home with
singles can purchase

21

Ice Freezer Co-Branded Signage

Ice freezers at the Beer Store are a popular place to pick up extra ice with a beer purchase. Be a part of this prominent store
location with co-branded freezer door clings.

Ice Freezer DOOR CLING

4/c self-adhesive cling adheres to center portion of door

22

PROGRAM DETAILS I MOBILE MARKETING

Powered by

Simple. Effective. Measurable.
Add an integrated mobile campaign to any of our programs for as little as $10,000

CONNECT ENGAGE & MEASURE &
CONVERT OPTIMIZE

23

YOUR MARKETING PARTNERS

Working with The Beer Store has never been easier thanks to the dedicated and experienced marketing professionals
in charge of sales, programming, creative, and execution at 3SP Media.

3SP Media focuses on the development and sales of media and marketing programs at The Beer Store. With 445+ locations across Ontario,
The Beer Store offers a selection of regionally targeted in-store, near-store, mobile and digital opportunities to enhance your marketing plans.

The team at 3SP Media has major consumer product and brand experience that we utilize to provide innovative solutions for media planners,
buyers and marketing professionals. Our goal is to understand your business and brand needs, then develop programs that surpass them.

Once your media buy is confirmed we work with your agency or marketing department to design creative according to your brand guidelines.
After creative approvals we’ll handle all production, logistics and post analysis reporting of your in-store, experiential, and digital campaigns.

We strive to be proactive and flexible in creating programs that fit your budget, timing, and objectives – and we do this with attention to detail
and a dedication to client service.

Contact 3SP Media and get started with The Beer Store today.

Email: sales@3spmedia.com
Call: 416.518.4281
www.3spmedia.com

24

Technical Specifications – In-Store Signage

19 7/8 in

CART SIGN 17.5 in

Finished size:
w 19 7/8” x h 25 7/8”

Viewing area:
w 17 ½” x h 23”

Bleed:

USE THIS
¼” bleed all around the finished size.

SPACE
Required file formats:

25 7/8 in
High resolution PDF and Adobe inDesign, Adobe Photoshop or

23 in
Adobe Illustrator with all links and fonts converted to outlines.

File Specs:
• All image files must be a resolution of 300 dpi FOR A SPECIAL
• All files must use CMYK colours
• Pantone and spot colours must be converted to CMYK process. MESSAGE OR
Delivery Options:
Email files to production@3spmedia.com PRODUCT
MENTION
25


24 in

POSTER 23 in

Finished size:
w 24” x h 36”

Viewing area:
w 23” x h 35”

Bleed:


36 in

35 in

File Specs:
• All image files must be a resolution of 300 dpi
• Pantone and spot colours must be converted to CMYK process.

Delivery Options:
Email files to production@3spmedia.com

26


8.5 in

COUNTER SIGN

Finished size:
w 8.5” x h 11”

Viewing area:
w 7.5” x h 10”

Bleed:


11 in

File Specs:

Delivery Options:

27


WOBBLER
4 in

Finished size:
w 4” x h 6”

Bleed:


6 in

File Specs:

Delivery Options:

28

Technical Specifications – MIX’N Match Co-Branded Signage

Header Poster Insert
15 11/16 in
Finished size:
w 15 11/16” x h 15 11/16””

Bleed:

15 11/16 in

File Specs:

Delivery Options:

29

Technical Specifications – MIX’N Match Co-Branded Signage

15 13/16 in

FRONT Poster Insert

Finished size:
w 15 13/16” x h 35 5/8”

Bleed:

35 5/8 in

File Specs:

Delivery Options:

30

2013 Consumer Marketing Programs @ The Beer Store

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