Traditional media is losing its influence and grip. Advertisers and marketers are seeking alternatives that are more targeted, cost-effective & measurable.
Media fragmentation has affected traditional marketing methods. Newspapers are in rapid decline, with total print advertising revenue down 9.4% year-over-year in 2007 alone, the biggest revenue drop since 1950, according to the Newspaper Association of America. Other technologies including Digital Video Recorders are enabling many consumers to bypass television advertising.

To combat this problem, advertisers are experimenting with alternative media strategies to reach their consumers. Digital networks, In-store promotions, mobile marketing, behavioural marketing are growing channels of consumer engagement. Spending on alternative media grew 21.7% from 2002 to 2007.

In a 2007 study by ChoiceStream, 70% of consumers expressed interest in receiving personalized and direct advertising and promotions.
The most important buyers and potential buyers of your products and services are hard to find and difficult to reach. Counter Connection targets consumers at the transaction level hand delivering customized offers and promotions to each consumer. Over 80% of the consumers read their Counter Connection offers with the average redemption rates ranging from 3% to 8%. This corresponds to six times that of traditional mass couponing methods.

The Transition from Mass Marketing to Micro Marketing is well on its way!
Today the consumer has and wants access to choice in both product and media selection. No longer do consumers strive to be part of the crowd (the mass market) but rather seek to be engaged on an individual level. The fundamental attribute of the Counter Connection offer is a one-to-one (micro marketing) engagement at the transaction level. With each and every transaction on the network, the relationship between your brand and the consumer will develop.

The Hard to Find Consumers are Here!
Case Study analysis has determined that the customers purchasing on the Counter Connection network are likely to be affluent consumers age 40+ with a higher level of education. They tend to work in the management, financial, cultural and social science fields with varied responsibilities. They likely travel more both personally and professionally, spend more on education, packaged goods, personal care and leisure.

“Our label (Aquarius Records) has been around since the late 60's. We've sold millions of records in Canada, but the new Sum 41 CD marks the first time we have ever debuted at #1 on the album sales charts. It's also the first time we have ever worked with RT7 to support our CD launch. Coincidence? No way! We are very pleased to find a new way to target our marketing message. Thanks RT7.”

Erik Hodgson
Director of Marketing
Aquarius Records