Jay Dunn Apocalypse

Marketing Through The
Apocalypse
Jay Dunn
VP, Marketing, Lane Bryant
Founder, Supergroup
October 13, 2009

Wednesday, October 21, 2009

THE END OF
THE
FREAKIN’
WORLD!

It’s The End of the World as
We Know It.
And I Feel Fine.


I Feel Fine.
Optimistic Marketing Guy
Drinking More Than Ever
Hufﬁn’ Glue Out of a Paper Bag


I Feel Really Fine.
Sales On Deﬁbrulator
Justifying My Existence
Schmoozing CEO w/Twitter


“Twitter” is Latin for ROI


My Budget Cuts Stopped Bleeding
My 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 in
my latest book...

Impact of Recession
2 Millions Job Lost
12.5 Million Unemployed
Unemployment at 8.5% (25 Year High)
If No More Jobs Lost, ‘09 the 4th Worst Since 1939
Typical Unemployment: 20 Weeks
Average Work Week Cut To: 32.3 Hours
9 Million People “Underemployed” - Highest Ever
Temporary Workers at Lowest Level Since 1994

Impact of Recession
1 in 5 Mortgage Holders Upside Down
10% 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 Bankrupt
Santa Claus Now Homeless

Finland Sells
SantaLand!


Impact of Recession
Worldwide Poll:
Most Trusted, Admired, Eligible Marriage Partners:

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

Impact of Recession
Media & Marketing:
2%
Retail Professionals:
1%


State of the Economy

Bleak
According 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


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


Girls Gone Wild
Asked For A $5B Bailout

Stimulation Package

Detroit Can’t Sell This:


Over 5,000 On Backorder


Prettier In Pink


CFOs Allowed To
Drink
At Company
Christmas Parties


State of the Retailer
“Glory Days”
15 Years of Uninterrupted Growth
Inﬂated Home Prices
Available Credit
Low Interest Rates
Unprecedented Consumer Spending
Savings At An All-Time Low

“Glory Days”
New Store Openings
New Concept Launches
Building Online Presence
International Expansion
Retail Grew 12% vs Economy 5%


“Gory Days”
Budget Cuts
Personnel Cuts
Cued Projects Derailed
Pressure To Sell With Less Marketing $
No Scratch For New Initiatives
Bankruptcies


Must-Read Article:
Five Rules For Retailing
In A Recession
by Ken Favaro, Tim Romberger, and David Meer,
Harvard Business Review, 4/09


Five Rules:
1. Go Where The Headroom Is
2. Close The Needs-Offer Gap
3. Go After Bad Costs
4. 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

Find Your “Headroom”


Market Share You Don’t Have
Minus Market Share
You’ll Never Get


Customers loyal neither to you
nor your competitors.

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

Create • Ideate • Innovate
No Cost To Think
No Cost To Reach
New Media Is Resource-Friendly
Experimenting Is Damn Cheap
With Available Tools


UniLever CMO Simon Clift:
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.

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.

Simon Says:
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.

Simon Says:
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.


Simon Says:
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.


Simon Says:
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


What These Are Not:
A Replacement For
A Marketing Strategy
A Replacement For
A Brand Strategy


New Tools Augment
They Do Not Replace

Tactics Not Strategy


What You Must Do:
Build Following On The Social
Network Sites You Choose
Get Found:
Twellow, WeFollow, Just Tweet It -
Lots of Tools To Mark Your Scent
Post Interesting Content

Inﬂuence Over
Reach


SMACKDOWN:
Social
Networking
vs
Ecommerce


Two Types of Social
Networking

Public & Proprietary


Roll Your Own
Social Networking Site


Ecommerce
Is PRODUCT.
Social Media
Is CONTENT.


Drive Trafﬁc With Content:
The Usual Suspects:
New Products
New Features
Store Openings
Mergers/Acquisitions
Expert Advice
How-To
Industry News

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 Email
More 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


Get Started
Create That Great
Piece of Content
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 People
To Destination


Good Content Equals
Good 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

Jay Dunn Apocalypse

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