Blog : Omni-channel marketing

Marketing technology: The challenge of omni-channel orchestration

Marketing technology: The challenge of omni-channel orchestration

The proliferation of marketing technology poses a major challenge

Not so long ago, the ecosystem of marketing technology – commonly known as “martech” – represented a range of a few hundred applications. Today, according to, there are 6,829 marketing platforms. And this figure is probably underestimated since WordPress alone, for example, is surrounded by a universe of 54,000 plug-ins!

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Flèche d’or 2019 award nominees – our three campaigns

Flèche d’or 2019 award nominees – our three campaigns

Each year, the Quebec Marketing Association (formerly the AMR) holds a competition to select the top marketing campaigns created by prominent brands and their agencies. Year after year, Strategies does quite well in the standings. Last year, we were awarded Best omnichannel marketing campaign. The year before, we were honoured as the Agency of the year.

This year, we have three campaigns nominated for an award (out of three submissions) for three of our clients. Check out the videos below to learn more about the nominees.


In order to highlight Kent Nagano’s last season as artistic director, the OSM commissioned Strategies to design an email campaign to launch programming for the upcoming season and begin the season ticket renewal process.

This campaign was highly personalized according to the various client segments. It integrates many interactive content elements, including musical excerpts from featured concerts from the upcoming season that can be listened to directly in the email. The engagement rates for this campaign are truly exceptional, which probably explains part of the nomination of the campaign.


Renault Canada and Europ Auto turned to Strategies to help it better convey the value of “short-term lease” car rental format and in the process help to boost sales. Our agency redesigned  the brand experience and implemented a relationship marketing strategy centered on the freedom and rich travel experiences that a only a car can provide.

The “Discover Authentic Europe”, program showcases destinations that are off the beaten path throughout Europe. Including a welcome series, a renewed e-mail template, destination campaigns and conversational programs geared towards the joys of traveling, this program resulted in higher engagement, increased website traffic and a significant sales increase for Europ Auto.



Levenswater produces a range of small batch craft gins in the Niagara Valley, including Levenswater Spring 34. This unique gin recently won the Best Compound Gin Award at the World Gin Awards. When it secured its first order from the SAQ, Levenswater needed to create awareness for its product in Quebec and quickly sell out inventories in order to stimulate a new order from the corporation. Levenswater turned to Strategies to set up an Influencer Marketing program to reach out to the mixologist community and gin-lovers in Quebec.

Working closely with a group of influencers, online publications and mixologists, we deployed an outreach strategy that generated over 600,000 earned impressions over an eight-week period. Tasting events were held in Montreal’s Frank & Oak stores and recipes were developed and distributed in partnership with several popular bars including the Alt+ hotel’s Les Cousins bar.


These nominations in such a prestigious awards competition is already a great victory for us. We sincerely thank the Jury of the Flèche d’or competition, under the chairmanship of Mélanie Roth, Senior Director, Strategy and Marketing Execution, National Bank for having recognized the quality of our work. Will we be the winners of one or more awards? This is what we will soon find out at the 2019 Awards Gala on June 11, 2019 at the Fairmont Queen Elizabeth. To purchase tickets or for more information, visit the Association Marketing Québec website.


Physical Meets Digital – How to Increase Marketing ROI [VIDEO]

Physical Meets Digital – How to Increase Marketing ROI [VIDEO]

In today’s cluttered always-on marketplace, strong Marketing ROI is often illusive. One of the reasons is that as channels multiply, marketing communication becomes increasingly siloed. Digital on one side, traditional on the other. Same for social media, PR and event marketing.

With some many teams working independently, it’s a challenge to get everyone on the same page, delivering a consistent brand message regardless of the channel.

Now image how hard it is to get these channels to understand how they are connected. And how they need to work together instead of independently in order to have a multiplier effect – not just additive – on results. That’s the true meaning of a synergy.

The secret to synergy is understanding media interaction, what role each channel is best at, and how you can move customers forward in their decision-making process by using media combinations along with the right call to action. But the key is using the right channels at the right time and providing content that speaks to the need and the state of mind of the customer at that point in time when they reach a given journey stage.

The customer journey
A key element of the presentation is the customer journey and how you need to choose the right media combinations at each stage of that journey.
Photo credit Dan Levy @TheDanLevy

I had the pleasure of speaking at the FFWD Advertising and Marketing Week in Toronto on the convergence of physical and digital media. The presentation was held at the TIFF Bell lightbox – an incredible venue in the heart of the city — and was sponsored by Canada Post. This was the kick-off event of the Canada Post DM Education and Awareness Program called We’re Rethinking Direct Mail.

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