// 3 Marketing to the Mosaic Vol. 32 | No. 10 | October 2019 EDITOR Brendan Read - brendan@dmn.ca PRESIDENT Steve Lloyd - steve@dmn.ca DESIGN / PRODUCTION Jennifer O’Neill - jennifer@dmn.ca Advertising Sales Mark Henry - mark@dmn.ca CONTRIBUTING WRITERS Richard Boire Howard Lichtman Kevin Deveau Bryan Segal Larry Filler Stephen Shaw Jacquelyn Folville Niraj Sinha Ishan Ghosh Sean Taggart Sean Gordon David Yee LLOYDMEDIA INC. HEAD OFFICE / SUBSCRIPTIONS / PRODUCTION:
302-137 Main Street North Markham ON L3P 1Y2
AFP Congress 2019
❯❯4
Raise the Work: theme of AFP Greater Toronto Chapter’s Congress
Phone: 905.201.6600
Customer Centricity
Fax: 905.201.6601 Toll-free: 800.668.1838 home@dmn.ca www.dmn.ca EDITORIAL CONTACT: DM Magazine is published monthly by Lloydmedia Inc. plus the annual DM Industry Guide. DM Magazine may be obtained through paid subscription. Rates: Canada 1 year (12 issues $48) 2 years (24 issues $70) U.S. 1 year (12 issues $60) 2 years (24 issues $100) DM Magazine is an independently-produced publication not affiliated in any way with any association or organized group nor with any publication produced either in Canada or the United States. Unsolicited manuscripts are welcome. However unused manuscripts will not be returned unless accompanied by sufficient postage. Occasionally DM Magazine provides its subscriber mailing list to other companies whose product or service may be of value to readers. If you do not want to receive information this way simply send your subscriber mailing label with this notice to: Lloydmedia Inc. 302-137 Main Street North Markham ON L3P 1Y2 Canada. POSTMASTER: Please send all address changes and return all undeliverable copies to: Lloydmedia Inc. 302-137 Main Street North Markham ON L3P 1Y2 Canada
❯❯7
How to stand out from the crowd
❯❯13
The different approaches to segmentation
❯❯15
How Canadians are unique
❯❯17
Making travel connections Feature
Marketing to the Mosaic ❯❯18
❯❯8
Is your marketing plan really complete?
Decoding the future Interview with Mitch Joel
❯❯9
Reaching recent immigrants
❯❯10
Moving to a Total Market Approach
Personalization
Canada Post Canadian Publications Mail Sales Product Agreement No. 40050803
Twitter: @DMNewsCanada
Customer Segmentation
❯❯11
Events
❯❯6 Events Calendar ❯❯21
Fall Retail Council of Canada forums
Delivering personalization at scale
❯❯12
Personalizing the senior market October 2019
Excellent Execution
❯❯22
Customer support needs video too DMN.ca ❰