Marketing Through The
                              Apocalypse
                                                      Jay D...
THE END OF
                     THE
                   FREAKIN’
                   WORLD!
Wednesday, October 21, 2009
Wednesday, October 21, 2009
It’s The End of the World as
                           We Know It.
                              And I Feel Fine.




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


W...
I Feel Really Fine.
                    Sales On Defibrulator
                    Justifying My Existence
                 ...
“Twitter” is Latin for ROI




Wednesday, October 21, 2009
My Budget Cuts Stopped Bleeding
          My Bailout Bailed
   I Hear Bongs Are a Hot Market




Wednesday, October 21, 20...
Will The End of the
                       World Affect My
                      Email Click-Through
                     ...
Not if you’ve
                    properly seeded the
                    OUTER PLANETS,
                      as describe...
Wednesday, October 21, 2009
Impact of Recession
                     2 Millions Job Lost
                 12.5 Million Unemployed
          Unemployme...
Impact of Recession
         1 in 5 Mortgage Holders Upside Down
     10% Home Owners Might Miss Next Payment
          $5...
Impact of Recession
                                  Iceland Goes Bankrupt
                                Santa Claus No...
Impact of Recession
                   Worldwide Poll:
   Most Trusted, Admired, Eligible Marriage Partners:

            ...
Impact of Recession
                                Media & Marketing:
                                       2%
         ...
State of the Economy

                              Bleak
                 According To A Great American
                 ...
“More than any other time in
         history, mankind faces a crossroads.
            One path leads to despair and
     ...
What’s Wrong In America?
                              It’s So Bad...




Wednesday, October 21, 2009
Girls Gone Wild
                       Asked For A $5B Bailout




                              Stimulation Package
Wedne...
What’s Wrong In America?
                              Detroit Can’t Sell This:




Wednesday, October 21, 2009
Over 5,000 On Backorder




Wednesday, October 21, 2009
Prettier In Pink




Wednesday, October 21, 2009
What’s Wrong In America?
                              CFOs Allowed To
                                    Drink
         ...
State of the Retailer
                                  “Glory Days”
 15 Years of Uninterrupted Growth
       Inflated Home...
State of the Retailer
                                  “Glory Days”
                New Store Openings
             New C...
State of the Retailer
                                  “Gory Days”
                Budget Cuts
               Personnel C...
Wednesday, October 21, 2009
Must-Read Article:
           Five Rules For Retailing
               In A Recession
                          by Ken Fava...
Five Rules:
              1. Go Where The Headroom Is
              2. Close The Needs-Offer Gap
                   3. Go ...
Find Your “Headroom”




Wednesday, October 21, 2009
Find Your “Headroom”
   Market Share You Don’t Have
       Minus Market Share
        You’ll Never Get

  Five Rules for R...
Find Your “Headroom”
              Customers loyal neither to you
                  nor your competitors.

            Tak...
Create • Ideate • Innovate
                     No Cost To Think
                    No Cost To Reach
               New M...
UniLever CMO Simon Clift:
         Brands aren't simply brands anymore.
         They are the center of a maelstrom of
   ...
Simon Says:
          Another 5 Rules For Marketing
         1. Listening to consumers is more
    important than talking ...
Simon Says:
          Another 5 Rules For Marketing
      2. You can't hide the corporation behind
          the brand any...
Simon Says:
          Another 5 Rules For Marketing
    3. PR is a primary concern for every CMO
    and brand manager. If...
Simon Says:
          Another 5 Rules For Marketing
           4. Cause marketing isn't about
      philanthropy, it's abo...
Simon Says:
          Another 5 Rules For Marketing
      5. The volume and quality of your earned
      media will be dir...
Hype You Can Believe In:




Wednesday, October 21, 2009
Hype You Can Believe In:
         The “Blended” Opportunity:
          Blogs • Online Magazines
           • Trade Sites •...
The Toolbox




Wednesday, October 21, 2009
What These Are:
               Tools To Build Traffic & Drive
                Customers to Destinations
                 Th...
What These Are Not:
                              A Replacement For
                              A Marketing Strategy
   ...
New Tools Augment
                              They Do Not Replace

                         Tactics Not Strategy


Wedne...
What You Must Do:
             Build Following On The Social
              Network Sites You Choose
                      ...
Influence Over
                             Reach

Wednesday, October 21, 2009
SMACKDOWN:
                    Social
                 Networking
                     vs
                 Ecommerce


Wed...
Two Types of Social
                                 Networking

                    Public & Proprietary


Wednesday, Oct...
Roll Your Own
                              Social Networking Site




Wednesday, October 21, 2009
Wednesday, October 21, 2009
Wednesday, October 21, 2009
Ecommerce
                              Is PRODUCT.
                               Social Media
                          ...
Drive Traffic With Content:
                              The Usual Suspects:
                                 New Products...
Nothing But Headlines
                                & Deals Will Fail.
                                 Personality Sell...
Who Does It Well?




Wednesday, October 21, 2009
Who Does It Well?




Wednesday, October 21, 2009
Who Does It Well?




Wednesday, October 21, 2009
Who Does It Well?




Wednesday, October 21, 2009
Growth: 2007-2008




              Social Networks & Blogs More Popular Than Email
     More than two-thirds (67%) of glo...
Growth: 2007-2008




Wednesday, October 21, 2009
Growth: 2007-2008




Wednesday, October 21, 2009
Use The Tools




Wednesday, October 21, 2009
Get Started
                          Create That Great
                          Piece of Content
           Something Re...
Wednesday, October 21, 2009
Seed Multiple Sites w/Ping.fm




                              Over 30 Social Networking Sites!


Wednesday, October 21, ...
Select Your Sites



                                   Selected Networks




Wednesday, October 21, 2009
Twhirl Is a Twitter Interface




Wednesday, October 21, 2009
Twhirl Pushes To Ping.fm




                                            Enter Ping.fm Key




Wednesday, October 21, 2009
Post InTwhirl

                                              Hit Send




Wednesday, October 21, 2009
Ping.fm Pushes To Twitter




Wednesday, October 21, 2009
Ping.fm Pushes To Facebook




Wednesday, October 21, 2009
Ping.fm Pushes To Delicious




Wednesday, October 21, 2009
Push Content To Where
                             Your People Are




Wednesday, October 21, 2009
Drive Your People
                               To Destination




Wednesday, October 21, 2009
Good Content Equals
                                Good Response




Wednesday, October 21, 2009
Unexpected Result:
                         Chippendale Response Hits
                              Record Levels!




Wed...
Nick Becomes Worldwide
                                 Internet Sensation!




Wednesday, October 21, 2009
New Tools For A New Customer
              Landscape
     “Push/Pull” Replaced by “Engage”
    Brand Conversation is Happe...
Best Customers Sustain
                  Your Business Through
                        Hard Times.
                   New ...
Quote of the Year:
                “It Ain’t Rocket Surgery”



    Inbound Marketing Summit, October 2009
Wednesday, Octo...
Connect with Jay:
                              Supergroup.ning.com

                               Twitter/Facebook/
    ...
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Jay Dunn Apocalypse

  1. 1. Marketing Through The Apocalypse Jay Dunn VP, Marketing, Lane Bryant Founder, Supergroup October 13, 2009 Wednesday, October 21, 2009
  2. 2. THE END OF THE FREAKIN’ WORLD! Wednesday, October 21, 2009
  3. 3. Wednesday, October 21, 2009
  4. 4. It’s The End of the World as We Know It. And I Feel Fine. Wednesday, October 21, 2009
  5. 5. I Feel Fine. Optimistic Marketing Guy Drinking More Than Ever Huffin’ Glue Out of a Paper Bag Wednesday, October 21, 2009
  6. 6. I Feel Really Fine. Sales On Defibrulator Justifying My Existence Schmoozing CEO w/Twitter Wednesday, October 21, 2009
  7. 7. “Twitter” is Latin for ROI Wednesday, October 21, 2009
  8. 8. My Budget Cuts Stopped Bleeding My Bailout Bailed I Hear Bongs Are a Hot Market Wednesday, October 21, 2009
  9. 9. Will The End of the World Affect My Email Click-Through Rate? Wednesday, October 21, 2009
  10. 10. Not if you’ve properly seeded the OUTER PLANETS, as described in my latest book... Wednesday, October 21, 2009
  11. 11. Wednesday, October 21, 2009
  12. 12. 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 Wednesday, October 21, 2009
  13. 13. 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 Wednesday, October 21, 2009
  14. 14. Impact of Recession Iceland Goes Bankrupt Santa Claus Now Homeless Finland Sells SantaLand! Wednesday, October 21, 2009
  15. 15. Impact of Recession Worldwide Poll: Most Trusted, Admired, Eligible Marriage Partners: Doctors: 16% Educators: 14% Science: 10% Entertainers: 3% Wednesday, October 21, 2009
  16. 16. Impact of Recession Media & Marketing: 2% Retail Professionals: 1% Wednesday, October 21, 2009
  17. 17. State of the Economy Bleak According To A Great American Philosopher: Wednesday, October 21, 2009
  18. 18. “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 Wednesday, October 21, 2009
  19. 19. What’s Wrong In America? It’s So Bad... Wednesday, October 21, 2009
  20. 20. Girls Gone Wild Asked For A $5B Bailout Stimulation Package Wednesday, October 21, 2009
  21. 21. What’s Wrong In America? Detroit Can’t Sell This: Wednesday, October 21, 2009
  22. 22. Over 5,000 On Backorder Wednesday, October 21, 2009
  23. 23. Prettier In Pink Wednesday, October 21, 2009
  24. 24. What’s Wrong In America? CFOs Allowed To Drink At Company Christmas Parties Wednesday, October 21, 2009
  25. 25. 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 Wednesday, October 21, 2009
  26. 26. State of the Retailer “Glory Days” New Store Openings New Concept Launches Building Online Presence International Expansion Retail Grew 12% vs Economy 5% Wednesday, October 21, 2009
  27. 27. 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 Wednesday, October 21, 2009
  28. 28. Wednesday, October 21, 2009
  29. 29. Must-Read Article: Five Rules For Retailing In A Recession by Ken Favaro, Tim Romberger, and David Meer, Harvard Business Review, 4/09 Wednesday, October 21, 2009
  30. 30. 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 Wednesday, October 21, 2009
  31. 31. Find Your “Headroom” Wednesday, October 21, 2009
  32. 32. 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 Wednesday, October 21, 2009
  33. 33. 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 Wednesday, October 21, 2009
  34. 34. Create • Ideate • Innovate No Cost To Think No Cost To Reach New Media Is Resource-Friendly Experimenting Is Damn Cheap With Available Tools Wednesday, October 21, 2009
  35. 35. 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 Wednesday, October 21, 2009
  36. 36. 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 Wednesday, October 21, 2009
  37. 37. 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 Wednesday, October 21, 2009
  38. 38. 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 Wednesday, October 21, 2009
  39. 39. 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 Wednesday, October 21, 2009
  40. 40. 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 Wednesday, October 21, 2009
  41. 41. Hype You Can Believe In: Wednesday, October 21, 2009
  42. 42. 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 Wednesday, October 21, 2009
  43. 43. The Toolbox Wednesday, October 21, 2009
  44. 44. What These Are: Tools To Build Traffic & Drive Customers to Destinations Through New Media & Social Networking Wednesday, October 21, 2009
  45. 45. What These Are Not: A Replacement For A Marketing Strategy A Replacement For A Brand Strategy Wednesday, October 21, 2009
  46. 46. New Tools Augment They Do Not Replace Tactics Not Strategy Wednesday, October 21, 2009
  47. 47. 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 Wednesday, October 21, 2009
  48. 48. Influence Over Reach Wednesday, October 21, 2009
  49. 49. SMACKDOWN: Social Networking vs Ecommerce Wednesday, October 21, 2009
  50. 50. Two Types of Social Networking Public & Proprietary Wednesday, October 21, 2009
  51. 51. Roll Your Own Social Networking Site Wednesday, October 21, 2009
  52. 52. Wednesday, October 21, 2009
  53. 53. Wednesday, October 21, 2009
  54. 54. Ecommerce Is PRODUCT. Social Media Is CONTENT. Wednesday, October 21, 2009
  55. 55. Drive Traffic With Content: The Usual Suspects: New Products New Features Store Openings Mergers/Acquisitions Expert Advice How-To Industry News Wednesday, October 21, 2009
  56. 56. Nothing But Headlines & Deals Will Fail. Personality Sells People Follow People They Find Interesting Wednesday, October 21, 2009
  57. 57. Who Does It Well? Wednesday, October 21, 2009
  58. 58. Who Does It Well? Wednesday, October 21, 2009
  59. 59. Who Does It Well? Wednesday, October 21, 2009
  60. 60. Who Does It Well? Wednesday, October 21, 2009
  61. 61. 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 Wednesday, October 21, 2009
  62. 62. Growth: 2007-2008 Wednesday, October 21, 2009
  63. 63. Growth: 2007-2008 Wednesday, October 21, 2009
  64. 64. Use The Tools Wednesday, October 21, 2009
  65. 65. Get Started Create That Great Piece of Content Something Relevant, Like... Wednesday, October 21, 2009
  66. 66. Wednesday, October 21, 2009
  67. 67. Seed Multiple Sites w/Ping.fm Over 30 Social Networking Sites! Wednesday, October 21, 2009
  68. 68. Select Your Sites Selected Networks Wednesday, October 21, 2009
  69. 69. Twhirl Is a Twitter Interface Wednesday, October 21, 2009
  70. 70. Twhirl Pushes To Ping.fm Enter Ping.fm Key Wednesday, October 21, 2009
  71. 71. Post InTwhirl Hit Send Wednesday, October 21, 2009
  72. 72. Ping.fm Pushes To Twitter Wednesday, October 21, 2009
  73. 73. Ping.fm Pushes To Facebook Wednesday, October 21, 2009
  74. 74. Ping.fm Pushes To Delicious Wednesday, October 21, 2009
  75. 75. Push Content To Where Your People Are Wednesday, October 21, 2009
  76. 76. Drive Your People To Destination Wednesday, October 21, 2009
  77. 77. Good Content Equals Good Response Wednesday, October 21, 2009
  78. 78. Unexpected Result: Chippendale Response Hits Record Levels! Wednesday, October 21, 2009
  79. 79. Nick Becomes Worldwide Internet Sensation! Wednesday, October 21, 2009
  80. 80. 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? Wednesday, October 21, 2009
  81. 81. Best Customers Sustain Your Business Through Hard Times. New Customers Pull You Through The Apocalypse Wednesday, October 21, 2009
  82. 82. Quote of the Year: “It Ain’t Rocket Surgery” Inbound Marketing Summit, October 2009 Wednesday, October 21, 2009
  83. 83. Connect with Jay: Supergroup.ning.com Twitter/Facebook/ FriendFeed @JayDunnOnline Wednesday, October 21, 2009

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