ACCM 2009 Keynote Introduction

Welcome To ACCM 2009 ,[object Object],[object Object],NEIL O’KEEFE

Welcome To New Orleans The Crescent City

New Orleans History Wars And Disasters Jean Lafitte - 1805 Great New Orleans Conflagration -1788 Hurricane Katrina - 2005 Battle of New Orleans -1814

Another Long History: Catalog And Multichannel Merchants Montgomery Ward “Modern” Mail Order Catalog 1872 Ben Franklin 1 st Catalog 1772 AT&T Toll Free 800 Numbers 1972

Another Long History: Catalog And Multichannel Merchants Montgomery Ward Online - 2009 2004 1983 1994

Today Everyone Is A Multichannel Merchant ,[object Object],[object Object],[object Object]

Everywhere In Marketing The Lines Are Blurring BETWEEN MEDIA… Radio DVD Streaming Web Audio/Video TV Podcasting … AND BETWEEN MARKETING DISCIPLINES Product Mgt. Advertising Catalog Brand Mgt. Direct Mktg. Customer Relationship Mgt. BETWEEN CHANNELS… Telephone Mobile Cable/DSL/Satellite Broadcast 3G/WiMAX

Direct Marketing: A Multichannel Process No Longer A Single Industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Prevailing Trends In A Paradigm Shift ,[object Object],[object Object],[object Object],[object Object],Overall, advertising and marketing budgets are down significantly

Each Direct Marketing Channel Is Large Together They’re A Powerhouse DRIVING $2.0578 TRILLION ANNUAL US SALES Source: The Power of Direct Marketing 2008-2009 Edition Direct Marketing Association Direct Mail (Catalog) Direct Mail (Non-Catalog) Other Insert Media DR Radio Internet Marketing (Non-email) Commercial Email DR Magazine DR Television Telephone Marketing DR Newspaper $166.1 B $363.8 B $547.7 B $154.7 B $481.5 B $155.3 B $28.0 B $90.2 B

2008 Direct Marketing Expenditures $176.9 Billion With $11.63 ROI (Average) Internet Marketing Email Marketing Catalog Telephone Marketing $21.3 Billion 1.8% CAGR $ 7.28 $35.2 Billion 1.4% CAGR $ 15.55 $24.1 Billion 13.4% CAGR $ 19.94 $42.5 Billion < 1% CAGR $ 8.55 $ 0.6 Billion 17.7% CAGR $ 45.06 2008-13 Growth (Projected) Source: The Power of Direct Marketing 2008-2009 Edition Direct Marketing Association 2008 ROI (Average) Direct Mail (Non-catalog)

Mobile Platform Will Further Enable Every Direct Marketing Channel ,[object Object],[object Object],[object Object],[object Object],MOBILE POST EMAIL PHONE CABLE DR MEDIA CATALOG INSERT WEB CONTACT CENTER DIRECT MAIL … X n DIRECT ORDER FUND- RAISING GENERATE LEADS RETAIL PURCHASE SOCIAL MEDIA

Nonprofit Fundraisers Lead The Way With Mobile Giving $5 Donation Text KIDS to 90999 $5 Donation Text HUMANE to 20222

DMA Provides National Advocacy On Issues That Matter Most To Marketing DMA GOVERNMENT AFFAIRS

Viability Of The US Postal Service: Key Issue For All Multichannel Marketers Source: United States Postal Service

More And More Issues Arising In State Capitals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AOL Amazon AT&T Comcast eHarmony Experian IAC Intuit United Online VeriSign Yahoo!

Giving Consumers Choices Builds A Bridge Of Trust For Marketers

Hot Issue For Marketing Behavioral Advertising ,[object Object],[object Object],[object Object],“ They invite legislation if they don’t do a good job at self-regulation .” FTC Commissioner Jon Leibowitz, NY Times, Feb. 14, 2009

Multichannel Merchant Strategic Advisory Board

Thanks To This Year’s ACCM Program Advisory Committee ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Today’s Keynote Speaker Claire Spofford

Profitability in Times of Turmoil: Appleseed’s And Orchard Brand’s Measure for Success ,[object Object],[object Object],[object Object]

Energy Break In The Exhibit Hall ,[object Object],[object Object],[object Object]

ACCM 2009 Keynote Introduction

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