Marketing Through The
Apocalypse
Jay Dunn
VP, Marketing, Lane Bryant
Founder, Supergroup
June 11, 2009

THE END OF
THE
FREAKIN’
WORLD!

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

That’s Right, I Feel Fine.
I’m An Optimistic Marketing Guy
Drinking More Than Ever
Huffin’ Glue Out of a Paper Bag

Oh Yeah, 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

CRMC Exclusive!
Top-Secret Video of
My Last Marketing
Budget Meeting

Holy Sh*t!
I Know Exactly What
You’re Thinking...

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

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

What’s Wrong In America?
Detroit Can’t Sell This:

Over 5,000 On Backorder

Prettier In Pink

What’s Wrong In America?
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

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

State of the Retailer
“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”

Find Your “Headroom”
Market Share You Don’t Have
Minus Market Share
You’ll Never Get
Five Rules for Retailing in a Recession by Ken Favaro, Tim Romberger, and David Meer, HBR.org, 4/09

Find Your “Headroom”
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%.
Five Rules for Retailing in a Recession by Ken Favaro, Tim Romberger, and David Meer, HBR.org, 4/09

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.
Jack Neff, AdAge.com: April 14, 2009

Simon Says:
Another 5 Rules For Marketing
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

Simon Says:
Another 5 Rules For Marketing
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.
Jack Neff, AdAge.com: April 14, 2009

Simon Says:
Another 5 Rules For Marketing
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.
Jack Neff, AdAge.com: April 14, 2009

Simon Says:
Another 5 Rules For Marketing
5. The volume and quality of your earned
media will be directly proportional to the
impact and quality of your product and
ideas.
Jack Neff, AdAge.com: April 14, 2009

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?

Shoot When The Ducks Are Flying
March ’08 - March ’09
Delicious: 1.8M, +2115%
Ning: 5.6M, +283% (1M SoNets/#2 Growth)
Twitter: 14M, +2,565 %
Digg: 36M, +71.5%
MySpace: 55M, -11.4%
Facebook: 91M, +195% (4th Largest/US)

Growth: 2007-2008

Growth: 2007-2008

Growth: 2007-2008

Use The Tools

Get Started
Create That Great
Piece of Content
Something Relevant, Like...

Blago Wins
“World’s Best Haircut”

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!

Blago 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

Connect with Jay:
Supergroup.ning.com
Twitter/Facebook/
FriendFeed
@JayDunnOnline