Mapping the remarkable; Julie Anixter & Amy King

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On November 17th 2011 the Direct Marketing Association of Detroit hosted the return of the Educational Seminar. The committed chaired by association president Alex Della Torre, secured Julie Anixter of Maga Design Group/Managing Editor of InnovationExcellence.com and Amy King Vice President of Marketing Services, Entertainment Publications Inc. whom presented this magnificent topic...Mapping the Remarkable

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Mapping the remarkable; Julie Anixter & Amy King

  1. 1. Mapping theREMARKBLE
  2. 2. JULIE ANIXTER, CIOMaga Design Group
  3. 3. HOW TO CREATEREMARKABLE?
  4. 4. REMARKABLE?
  5. 5. Managing Innovation Today © www.RebootPartners.com ©
  6. 6. REMARKABLE?
  7. 7. REMARKABLE?WORTH TALKING ABOUT
  8. 8. HOW DO YOUCREATE AN EXPERIENCETHAT CUSTOMERSTALK ABOUT?
  9. 9. VISUALIZE IT! COLLECTIVELY (WHICH MEANS )
  10. 10. VISUALIZE IT! SEE IT TOGETHERSEE WHERE YOU FIT
  11. 11. CORE METAPHOR
  12. 12. INNOVATION =COURAGE
  13. 13. FAMILY
  14. 14. WWII VeteranPatton s Army/Yankee Division Landed on Normandy WWII Veteran Yankee Division/Patton s Army Purple Heart
  15. 15. CORE METAPHOR
  16. 16. VISUALIZE IT! COLLECTIVELY
  17. 17. EXACTLY HOW DO IPASSIONATELY CONVEYTHE POWER OFVISUALIZAITON WITH MYCLIENT ?
  18. 18. ILLUSTRATORS / GRAPHIC FACILITATION
  19. 19. Everyones a MichelangeloTom Peters, In Search of Excellence
  20. 20. WHY MAPS / MAPPING ?
  21. 21. MAGA DESIGN GROUP
  22. 22. BRANDING
  23. 23. MESSAGIING
  24. 24. As the senior enlisted service members in the U.S. Military we spent much ofour careers preparing, leading, and supporting the force ensuring soldiers,marines, sailors, airmen, and coast guardsmen were ready and able todefend our freedoms. Now we re teaming on the first National Veterans JobFair & Festival on the National Mall. Please join us.
  25. 25. Slide 27FJ2 Im unsure what "delivering" the force means. Perhaps we would be better served with a different description. Finch, 1/11/2011
  26. 26. BECAUSE IT S TIME TO REALIZECurrent Stats15% President Barack ObamaHIRING VETERANS IS SMART FOR BUSINESS
  27. 27. Slide 29FJ1 Im unsure what "delivering" the force means. Perhaps we would be better served with a different description. Finch, 1/11/2011
  28. 28. Slide 30FJ3 Im unsure what "delivering" the force means. Perhaps we would be better served with a different description. Finch, 1/11/2011
  29. 29. The American Freedom Foundation
  30. 30. SCENARIO PLANNING
  31. 31. SCENARIOS
  32. 32. THE GAMIFICATION OF EVERYTHING B
  33. 33. REPORTS: AFTER ACTION FOR HAITI
  34. 34. WE REDUCE 50 PAGE MANUALS
  35. 35. TO ONE-PAGE GAMEBOARDS
  36. 36. RI Communications Welcome Mailing
  37. 37. Solved a Problem called Cancellations Resort EntertainmentMessage Messages Park & Attraction Messages Dining Ranked by Tips Lifestage More Relevant Photos 40
  38. 38. Disney Case Study: Welcome MailerObjectives:Reduce cancellation ratesVia a Pre-Visit Direct Mail: Leverage guest data (lifestyle, dining park preferences etc.) Data drives the content Guest preferences pulls inrelevant content 34,000 versions based on1,000 content elements
  39. 39. REMARKABLE? © www.RebootPartners.com ©
  40. 40. The Big Moo Integrated Direct Marketing can be a BOOK! One of the ways to share your remarkable story is to put your own logo and note the cover of The Big Moo. here s an example
  41. 41. What we veLEARNED
  42. 42. www.magadesign.com Julie@magadesign.com
  43. 43. WHY:TIMES CALL FORBOLDERMEASURES
  44. 44. WHO:REFRAMEWHAT WE DO
  45. 45. WHAT:INVENTORYSKILLS.EXPERIENCEPASSION.CONTACTS
  46. 46. HOW: TO BERELEVANT
  47. 47. www.magadesign.com Julie@magadesign.com
  48. 48. EntertainmentCase Study 59
  49. 49. WHY The Forces at WorkDriving Results for Consumers, Businesses & Communities Consumers Save Consumers purchase Entertainment products $22 Billion to spend less on things they love to do everyday Saved Businesses Grow Merchants and advertising partners grow their $75 Billion businesses, providing incentives to attract new Generated and reward existing customers Communities Benefit Distribution partners raise funds or drive $2.5 Billion revenue to meet their aggressive goals Donated 60
  50. 50. WHY CommitmentConsumer Brand Equity Drives Win/Win Model High brand loyalty with mainstream consumers Ability to attract high value offers competitors Strong, sustainable competitive position 61
  51. 51. WHO The Default BrandEntertainment YesterdayThe Default Brand forEntertainment is The Book . Traditional Print 62 .
  52. 52. WHO NetworkEntertainment TodayLeading consumer digital Digitaland traditional brand platformwith the most recognized andsought-after discounts, couponand promotions products. Traditional Digital Card-Based Print Print 63 .
  53. 53. WHO NetworkMassive Local Content NetworkHighlights56% of local merchants in dining category Top Consumer CategoriesProvide best-in-market offers Auto 50% off or Buy-One-Get-One-Free) Casual Dine Entertainment Loyalty (20% off ongoing) offers Fast CasualLocal Merchants/Advertisers enhance offers Fast Foodthrough paid color placements & inclusions. Fine Dine65% of new merchants signed for participation Health & Beautyin the full Entertainment Promotion Network Retail Services80% merchant retention Sports & Recreation Travel 64
  54. 54. What - InventoryExtending Consumer Memberships TraDigitally FINE DINING CARD (BOGOS) ONLINE SAVINGS PORTAL MOBILE DIRECTORY MOBILE HOTEL BUCKS REDEMPTION ($150 INSTANT SAVINGS)ANNUAL MEMBERSHIP BOOK BONUS CARDS ($30 SAVINGS) FREQUENT VALUES KEY TAG 65
  55. 55. What - ValueGrowing Regional Brand Network Trusted Brand Relationships - Best-in-market offers from 800 of the most recognized regional brands Growing Stores/Doors - Over 60,000 locations - Valid at all participating locations in the markets they operate. 66
  56. 56. What - ValueHundreds of National Brands, Thousands of Locations Best-in-Class Market Offers 10% National Restaurant Brands 44% National Retail & Service Brands 46% National Travel & Leisure Partners 90% of national merchants signed for participation in the full Entertainment Promotion Network 83% merchant retention National brands reach millions of promotionally sensitive buyers National Brands enhance offers through paid, full color placements & inclusions and/or cost per acquisition. 100% track able and measurable investment 67
  57. 57. Provide the most recognized and sought-after HOW Promisecustomer discounts and promotions products in the communities we serveanytime, any way and anywhere consumers want them. DAILY ONLINE MOBILE DEAL VDP STANDARD CARD PRINT PRINT 68
  58. 58. HOW MarketingB-C Entertainment.com Entertainment markets multiple products directly to millions of consumers, through Entertainment.com and affiliate websitesB-C Major Retail Relationships/Presence Entertainment products are sold at over 27,000 stores nationwide at long-term partners top retailers.B-B-C Fundraising Market LeaderNetwork of thousands of schools and community groupswho rely on our brand to meet their goals. 69
  59. 59. Other SuccessfulUses forVisualization 70
  60. 60. Engaging Our Student Fundraisers 71
  61. 61. Annual Content Plan Process Overview Product Content Rough drafts of content plans are reviewed with Product Directors & Sales - Analyze documents from Product VP s to gather feedback Product submits the following to Content - Review company strategy documents & meet accordingly - Approved product plans - Analyze consumer research (including the voice of the customer)* - Content requests/order forms - Analyze market research* - Upcoming product initiatives Local Product & VP Local Dir. s Sales Natl. Strat. Product & VP Strat. GM Natl. Content Plans Sales to reach revenue goals Dir. s Sales - Supplements - Builds strategy to reach revenue Natl. Revenue Plan Content Local Exec. Team - Feedback gathered & content Strat. plans modified Approved Rejected Content plan is considered rough draft as document is modified by GM of National Sales to create plan with opportunity for revenue*Consumer research = PRIZM, Entertainment Choice & Chairperson Post Sales Evaluation and NPS. Market Research = GIS data, Chain Store Guide and Independent Market Research
  62. 62. Merchants Reasons Satisfaction Satisfied merchants are pleased that Entertainment brings customers to their business.
  63. 63. Thank you! 74
  64. 64. OpenForum
  65. 65. CAN WE BEBETTERCOMMUNICATORS?
  66. 66. Every effort to breakthrough the clutter is moreclutter. Mark Crispin Miller NYU Professor The Persuaders
  67. 67. 6. ASKQUESTIONS
  68. 68. HOW TO BEREMARK- ABLE
  69. 69. RELEVANT
  70. 70. www.magadesign.com Julie@magadesign.com
  71. 71. Julie Anixterjulie@magadesign.comAmy Kingaking@entertainment.com 8 2

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