Jay Dunn Apocalypse

transcript

Jay DunnVP, Marketing, Lane Bryant

Founder, SupergroupOctober 13, 2009

Marketing Through The

Apocalypse

Wednesday, October 21, 2009

THE END OF THE

FREAKIN’ WORLD!FREAKIN’ FREAKIN’ FREAKIN’ FREAKIN’ FREAKIN’ FREAKIN’

It’s The End of the World as We Know It.

And I Feel Fine.

I Feel Fine.Optimistic Marketing GuyDrinking More Than Ever

Huffin’ Glue Out of a Paper Bag

I Feel Really Fine.Sales On DefibrulatorJustifying My Existence

Schmoozing CEO w/Twitter

“Twitter” is Latin for ROI

My Budget Cuts Stopped BleedingMy Bailout Bailed

I Hear Bongs Are a Hot Market

Will The End of the World Affect My

Email Click-Through Rate?

Not if you’ve properly seeded the

OUTER PLANETS,as described inmy latest book...

2 Millions Job Lost12.5 Million Unemployed

Unemployment at 8.5% (25 Year High)If No More Jobs Lost, ‘09 the 4th Worst Since 1939

Typical Unemployment: 20 WeeksAverage Work Week Cut To: 32.3 Hours

9 Million People “Underemployed” - Highest EverTemporary Workers at Lowest Level Since 1994

Impact of Recession

1 in 5 Mortgage Holders Upside Down10% Home Owners Might Miss Next Payment

$5,729 Average Credit Card Balance$2 Trillion of Cut Credit Lines in 2009$25.8 Billion in Lost Wages in January

20% of CFOs Plan To Cut or Freeze Wages in ’09$102.4 Billion Drop in Consumer Spend - Dec. ’08

Retail Vacancy Rate - Highest in 17 Years

Impact of Recession

Iceland Goes BankruptImpact of Recession

Santa Claus Now Homeless

Finland Sells SantaLand!

Impact of RecessionWorldwide Poll:

Most Trusted, Admired, Eligible Marriage Partners:

Doctors: 16%Educators: 14%Science: 10%Entertainers: 3%

Impact of RecessionMedia & Marketing:

Retail Professionals:1%

State of the Economy

BleakAccording To A Great American

Philosopher:

“More than any other time in history, mankind faces a crossroads.

One path leads to despair and utter hopelessness.

The other, to total extinction.Let us pray we have the

wisdom to choose correctly.”Woody Allen

It’s So Bad...What’s Wrong In America?

Girls Gone Wild Asked For A $5B Bailout

Stimulation PackageWednesday, October 21, 2009

Detroit Can’t Sell This:

What’s Wrong In America?

Over 5,000 On Backorder

Prettier In Pink

What’s Wrong In America?CFOs Allowed To

Drink At Company

Christmas Parties

15 Years of Uninterrupted GrowthInflated Home Prices

Available CreditLow Interest Rates

Unprecedented Consumer SpendingSavings At An All-Time Low

State of the Retailer“Glory Days”

New Store OpeningsNew Concept LaunchesBuilding Online PresenceInternational Expansion

Retail Grew 12% vs Economy 5%

State of the Retailer“Glory Days”

Budget CutsPersonnel Cuts

Cued Projects DerailedPressure To Sell With Less Marketing $

No Scratch For New InitiativesBankruptcies

State of the Retailer“Gory Days”

Must-Read Article:

Five Rules For RetailingIn A Recession

by Ken Favaro, Tim Romberger, and David Meer, Harvard Business Review, 4/09

1. Go Where The Headroom Is2. Close The Needs-Offer Gap

3. Go After Bad Costs4. Cluster Stores

5. Retool Core Processes

Five Rules for Retailing in a Recession by Ken Favaro, Tim Romberger, and David Meer, HBR.org, 4/09

Five Rules:

Find Your “Headroom”

Market Share You Don’t HaveMinus Market Share

You’ll Never Get

Customers loyal neither to younor your competitors.

Taking 20% they spend today to 30% represents a net gain even when their spending drops 25%.

Create • Ideate • InnovateNo Cost To ThinkNo Cost To Reach

New Media Is Resource-FriendlyExperimenting Is Damn Cheap

With Available Tools

Brands aren't simply brands anymore. They are the center of a maelstrom of

social and political dialogue made possible by digital media. Marketers who do not recognize that -- and adapt their

marketing -- are in grave peril.

UniLever CMO Simon Clift:

Jack Neff, AdAge.com: April 14, 2009

Simon Says:Another 5 Rules For Marketing

1. Listening to consumers is more important than talking at them. We may be ahead of our competitors, but we're most

definitely behind consumers. The consumer is not a moron, she's the

person defining your brand.Jack Neff, AdAge.com: April 14, 2009

2. You can't hide the corporation behind the brand anymore - or even fully

separate the two. Welcome to radical transparency, where bad corporate behavior will damage your

brands, and vice versa.Jack Neff, AdAge.com: April 14, 2009

3. PR is a primary concern for every CMO and brand manager. If "marketing" and "PR" are not the same department, tear down the wall. Spend time deciding whether PR

is underleveraged in your organization.

4. Cause marketing isn't about philanthropy, it's about "enlightened self-

interest." Don't be ashamed of your profit motive, because great branding and doing good are increasingly one and the same.

5. The volume and quality of your earned media will be directly proportional to the impact and quality of your product and

ideas.

Hype You Can Believe In:

Hype You Can Believe In:The “Blended” Opportunity:Blogs • Online Magazines • Trade Sites • Fan Sites

• Twitter • Facebook • MySpace • Delicious • Digg • Flickr

Combined With Your Own Marketing Strategy Vehicles

The Toolbox

What These Are:Tools To Build Traffic & Drive Customers to Destinations

Through New Media & Social Networking

A Replacement For A Marketing Strategy

What These Are Not:

A Replacement For A Brand Strategy

New Tools AugmentThey Do Not Replace

Tactics Not Strategy

Build Following On The Social Network Sites You Choose

What You Must Do:

Get Found:Twellow, WeFollow, Just Tweet It - Lots of Tools To Mark Your Scent

Post Interesting Content

Influence Over Reach

SMACKDOWN:

Social Networking

vsEcommerce

Two Types of Social Networking

Public & Proprietary

Roll Your OwnSocial Networking Site

EcommerceIs PRODUCT. Social Media

Is CONTENT.

New ProductsNew Features

Store OpeningsMergers/Acquisitions

Expert AdviceHow-To

Industry News

Drive Traffic With Content:

The Usual Suspects:

Nothing But Headlines& Deals Will Fail.

Personality Sells

People Follow People They Find Interesting

Who Does It Well?

Growth: 2007-2008

Social Networks & Blogs More Popular Than EmailMore than two-thirds (67%) of global online population visits social

networks and blogs, and participation in these “member communities” is now the fourth most popular online category

Growth: 2007-2008

Use The Tools

Create That GreatPiece of Content

Get Started

Something Relevant, Like...

Seed Multiple Sites w/Ping.fm

Over 30 Social Networking Sites!

Select Your Sites

Selected Networks

Twhirl Is a Twitter Interface

Twhirl Pushes To Ping.fm

Enter Ping.fm Key

Post InTwhirl

Hit Send

Ping.fm Pushes To Twitter

Ping.fm Pushes To Facebook

Ping.fm Pushes To Delicious

Push Content To Where Your People Are

Drive Your PeopleTo Destination

Good Content EqualsGood Response

Unexpected Result:Chippendale Response Hits

Record Levels!

Nick Becomes Worldwide Internet Sensation!

New Tools For A New Customer Landscape

“Push/Pull” Replaced by “Engage”

Brand Conversation is Happening - With or Without You

Confident Enough To Sit On The Sidelines?

Best Customers Sustain Your Business Through

Hard Times.New Customers Pull

You Through The Apocalypse

Quote of the Year:

“It Ain’t Rocket Surgery”

Inbound Marketing Summit, October 2009

Connect with Jay:Supergroup.ning.com

Twitter/Facebook/FriendFeed

@JayDunnOnline