The document discusses catalog industry statistics, consumer profiles, competitors, and strategies for 2007. The key objectives are to drive the core catalog business by increasing circulation and revenue, exploit new opportunities by launching new catalogs, increase the brand's relevance, and leverage the Institute. Tactics to achieve the objectives include increasing circulation through list purchases and advertising, optimizing the website, leveraging promotions, expanding shipping options, and launching new catalogs targeting enthusiasts, boomers, and women. Testing various catalogs, seasons, and offers is also outlined. Revenue forecasts for 2007 show growth across categories.
Lands’ End: High Quality Guaranteed – For Products and Email MarketingYes Lifecycle Marketing
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In Lands’ End’s long history, the brand has never been one to shy away from changing with the times and trying new things, especially when it comes to marketing. Prior to 2013, Lands’ End generated consistent revenue through a solid email program that included transactional messages and marketing that incorporated segmentation strategies based on customer attributes, purchase history, and behavior. Lands’ End has enhanced its email program even further since coming on board with Yesmail, the email service provider within Yes Lifecycle Marketing—campaigns have become more targeted and automated.
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The most successful digital leaders are those Marketers who know how to navigate the existing landscape and opportunities to acquire and connect with customers. As new tech and channels emerge, others opportunities emerge even more quickly for connecting existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and help your business grow. This fast-paced session will help you keep up-to-speed with the latest industry strategies, insights, trends, and predictions for successful current and future digital marketing tactics.
Lands’ End: High Quality Guaranteed – For Products and Email MarketingYes Lifecycle Marketing
Lands’ End has a rich heritage: it started in a Chicago basement office as a mail-order company for yachting gear in 1963. Since then, the retailer has evolved into a multichannel lifestyle leader with operations across the world. What hasn’t changed over the past five decades has been Lands’ End’s commitment to high-quality and timeless style, excellent service, and putting customers first.
In Lands’ End’s long history, the brand has never been one to shy away from changing with the times and trying new things, especially when it comes to marketing. Prior to 2013, Lands’ End generated consistent revenue through a solid email program that included transactional messages and marketing that incorporated segmentation strategies based on customer attributes, purchase history, and behavior. Lands’ End has enhanced its email program even further since coming on board with Yesmail, the email service provider within Yes Lifecycle Marketing—campaigns have become more targeted and automated.
Leading US Apparel Brands on Social Media in June 2014Unmetric
Top retail brands Gap, Forever 21, H&M, Nike, Talbots, Banana Republic and Puma went head to head in June with social media campaigns. Here's how they did.
The most successful digital leaders are those Marketers who know how to navigate the existing landscape and opportunities to acquire and connect with customers. As new tech and channels emerge, others opportunities emerge even more quickly for connecting existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and help your business grow. This fast-paced session will help you keep up-to-speed with the latest industry strategies, insights, trends, and predictions for successful current and future digital marketing tactics.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
The most successful digital leaders are those Marketers who know how to navigate the existing landscape and opportunities to acquire and connect with customers. As new tech and channels emerge, others opportunities emerge even more quickly for connecting existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and help your business grow. This fast-paced session will help you keep up-to-speed with the latest industry strategies, insights, trends, and predictions for successful current and future digital marketing tactics.
Marketing Strategy…… KEY CONCEPTS to review for ETS exam….authors boards
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals. --- AMA
Product is the platform for attracting customers.
All organizations are in the business of attracting customers.
Can the above two statements be challenged?
Is marketing selling OR does it reduce the need for selling?
Discussion Topic: Challenge the above statements, using your own experiences as reference.
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Engage in market analysis to gain an advantage over the competition with these Strategies To Make Your Brand Unforgettable PowerPoint Presentation Slides. Lay a solid foundation for the establishment of a successful brand name by taking the aid of this successful business marketing PPT slideshow. Take advantage of these product positioning PPT templates to build a customer-centric business approach to reach the right target market and audience. Identify the issues faced by your organization against customer retention and acquisition with the help of these brand management PPT slides. Include buyer persona and customer insights in the brand-building PPT presentation to set your company apart from the competitors. To illustrate the market landscape and business overview in an attractive yet informative format, utilize these brand positioning PPT layouts. Use our creative social media branding strategy PPT graphics to elaborate on the benefits of a compelling marketing strategy. Download this brand awareness PPT deck to convey your company’s vision, mission, and goals clearly and concisely. https://bit.ly/3ucrvbZ
This is the marketing plan my team and I created for a student marketing competition to revitalize the cosmetics department. I chose this to showcase both my marketing knowledge, analysis, and my ability to write professionally and strategically. It\'s a group project, but I functioned as an editor for the entire thing. I had a very heavy hand in writing the strategies section and completely wrote the budget/financial analysis sections. I also did the concept mockup in the appendices.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
The most successful digital leaders are those Marketers who know how to navigate the existing landscape and opportunities to acquire and connect with customers. As new tech and channels emerge, others opportunities emerge even more quickly for connecting existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and help your business grow. This fast-paced session will help you keep up-to-speed with the latest industry strategies, insights, trends, and predictions for successful current and future digital marketing tactics.
Marketing Strategy…… KEY CONCEPTS to review for ETS exam….authors boards
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals. --- AMA
Product is the platform for attracting customers.
All organizations are in the business of attracting customers.
Can the above two statements be challenged?
Is marketing selling OR does it reduce the need for selling?
Discussion Topic: Challenge the above statements, using your own experiences as reference.
Comvita and Marketo: Natural Health gets Savvy - Kylie Glover Marketo
Kylie Glover, Vice President of Marketing for Comvita, shares her company's customer experience using Marketo's marketing automation software and discusses how it enabled Comvita to nurture prospective leads and build strong relationships with their audience.
Strategies To Make Your Brand Unforgettable Powerpoint Presentation SlidesSlideTeam
Engage in market analysis to gain an advantage over the competition with these Strategies To Make Your Brand Unforgettable PowerPoint Presentation Slides. Lay a solid foundation for the establishment of a successful brand name by taking the aid of this successful business marketing PPT slideshow. Take advantage of these product positioning PPT templates to build a customer-centric business approach to reach the right target market and audience. Identify the issues faced by your organization against customer retention and acquisition with the help of these brand management PPT slides. Include buyer persona and customer insights in the brand-building PPT presentation to set your company apart from the competitors. To illustrate the market landscape and business overview in an attractive yet informative format, utilize these brand positioning PPT layouts. Use our creative social media branding strategy PPT graphics to elaborate on the benefits of a compelling marketing strategy. Download this brand awareness PPT deck to convey your company’s vision, mission, and goals clearly and concisely. https://bit.ly/3ucrvbZ
This is the marketing plan my team and I created for a student marketing competition to revitalize the cosmetics department. I chose this to showcase both my marketing knowledge, analysis, and my ability to write professionally and strategically. It\'s a group project, but I functioned as an editor for the entire thing. I had a very heavy hand in writing the strategies section and completely wrote the budget/financial analysis sections. I also did the concept mockup in the appendices.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
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2. 2
Category stats
• Channel: catalog industry is ~$143 billion business; 90 billion is consumer, 53 billion is B-to-
B. Sales in DR have grown ~10% yoy, double that of retail and is expected to grow 7%
annually over the next 5 years.
• Consumer: consumer profiles for catalog (as distinct from all of direct) are wealthy. Our
largest segment (%) comes from “Summit Estates”, with net worth $2mm+, is married, has
school age kids and lives in “city and surrounds”. This is a different profile from our typical
Brand b direct consumer
• Competition: We have no direct competitor in the catalog industry. Our closest competitors
are Brookstone, firstSTREET, Frontgate, Sport’s preferred living and Sharper image...we will
have apparel catalog competition
• Multi-channel Synergies:
– -Consumers who receive catalogs are more likely to become multi-buyers online
resulting in 15% more transactions and spend 16% more than those who don’t receive a
catalog
-Of all catalog orders, 43% are processed via telephone and 33% are completed online
– Source: DMA multi-channel marketing report 2005, DMA state of the industry and e-commerce report 2004
3. 3
On to 2007: Key Objectives and Strategies
Objective 1: Drive the core business
• Increase circulation
• Increase revenue of existing books
• Leverage consumer insight
• Use catalogs as vehicle to disseminate loyalty programs
Objective 2: Exploit new opportunities
Launch new books
Objective 3: Increase brand relevance
• Provide education to consumers
• Test new product ideas
Objective 4: Leverage Institute
• Leverage Institute “content”
• Utilize trainer network
4. 4
Objective 1: Drive the core business
Opportunity:
Grow catalog business and
expand our relationship
with existing consumers
Goal 1:
X million in revenue
across all books
Strategies:
1. Increase circulation
2. Increase revenue of existing
books
3. Leverage consumer insight
4. Use catalogs as vehicle to
disseminate loyalty programs
5. 5
Strategy 1: Increase Circulation
Tactics:
1. Analyze house file to find like names
2. Participate in co-op databases to add names
3. Purchase more lists
4. Mail to X and Enthusiasts names
5. Test and expand print advertising
6. Purchase keywords
Rationale:
We maximize what’s working and apply this model to bigger
universe of names...our universe gets bigger
6. 6
Tactic: Analyze house file to find like names
Description:
• Develop analysis of catalog buyers to determine what characteristics they share
– Develop models based on our current catalog customers
– Use model to activate names within our inactive and requestor files
Consumer / Customer Target:
• Direct customers who are catalog shoppers
• Launch Date / In Market Date: March, 2007
Budget: $X
Description Q1 Q2 Q3 Q4
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Activation Modeling
30000
Cross functional team requirements: brand b – specifically marketing analyst
ROI: 4.5
7. 7
Strategy 2: Increase revenue of existing books
Tactics:
1. Optimize website to improve performance in search engines
2. Leverage promotions and special offers
3. Test and expand email campaigns
4. Expand shipping options
5. Include catalog in all product orders
Rationale:
Leverage what we already own and sweeten the deal for consumers. Use our
expertise in DR media to drive more volume
8. 8
Strategy 3: Leverage consumer insight
Tactics:
1. House file analysis
2. Book analysis
3. Testing matrix-books and seasonality
Rationale:
Find out who’s buying, what they are buying and when they buy.
Allows us to match up consumers with what they need, when they
need it.
9. 9
Objective 2: Exploit new opportunities
Opportunity:
Cast a wider net
Goal 2:
Diversify catalog portfolio
Strategies:
1. Launch new books
10. 10
Strategy 1: Launch new books
Tactics:
1. Enthusiast book
2. Boomer book
3. Women book
Rationale:
Enthusiast segments have much in common.
Will have the ability to target and analyze brand a consumers.
Will target boomers with a brand they know and trust
Get our feet wet with female segment-learn from this
11. 11
Priorities
1. Participate in co-op database
2. Optimize website for search
3. Catalog in every package sent
4. House file analysis
5. Expand shipping options
6. Testing matrix and seasonality
7. Test and expand email
8. Launch women’s catalog
9. Launch boomer catalog
10. Purchase more lists
11. Leverage special offers
12. Purchase keywords
13. Print advertising
14. Utilize trainer network
15. Launch enthusiast catalog
16. Develop educational copy
17. Offer relevant product to our customers
12. 12
Testing 2007
Testing
New Books Enthusiast Women Boomer
Seasonality Apparel
Spring vs.
Holiday
Prospect
Winter vs.
Holiday
Brand B
Winter vs.
Holiday
Brand A
Winter vs.
Holiday
Book Vs. Book Brand A vs. Brand B Holiday
Offers 12 months SAC vs. 6 months SAC
Customer loyalty-rewards
Free shipping
Tiered offers/discounts
13. 13
Catalog Revenue Forecast 2007
0
2
4
6
8
10
12
14
16
Brand A Brand B apparel Prospect btob enthus women Boomer
2006 2007
Brand A Brand B Apparel Prospect B to B Enthusiast Women Boomer Total
2006 4.4 2.2 0.94 0.51 4 0 0 0 12.05
2007 3.87 5.09 1.88 2.05 6.4 0.84 2.25 1.21 22.38
totals 8.27 7.29 2.82 2.56 10.4 0.84 2.25 1.21 35.64
14. 14
Circulation, Revenue, Cost and ROI- detail
2006 Brand A Brand B Apparel Prospect B to B total or average
Circ (millions) 1.80 0.90 0.50 0.50 0.25 3.95
Reponse Rate 0.59 0.59 1.50 0.25 0.40 0.67
AOV ($) 411.00 411.00 125.00 411.00 4000.00
Cost/book ($) 0.72 1.10 1.10 0.90 1.10 0.98
Cost ($) 1.30 0.99 0.55 0.45 0.22 3.51
ROI ($) 3.38 2.22 1.71 1.14 21.82 6.05
Revenue (millions) 4.40 2.20 0.94 0.51 4.00 12.05
2007 Brand A Brand B Apparel Prospect B to B Enthusiasts Women Boomers tot or avg
Circ (millions) 1.60 2.10 1.00 2.00 0.40 0.80 0.50 0.50 8.90
Response rate 0.59 0.59 1.50 0.25 0.40 0.60 1.50 0.59 0.75
AOV ($) 411.00 411.00 125.00 411.00 4000.00 300.00 300.00 411.00
Cost/book (S) 0.70 1.05 1.05 0.75 1.05 1.00 1.10 0.72 0.93
Cost($) 1.12 2.10 1.05 1.50 0.42 0.80 0.55 0.36 7.90
ROI ($) 3.46 2.42 1.78 1.36 22.85 1.05 4.09 3.36 5.05
Revenue (millions) 3.87 5.09 1.88 2.05 6.40 0.84 2.25 1.21 23.59
15. Catalog Production + Drop
Calendar 2006-2007
Jan
2006
Feb March April May June July August Sept Oct Nov Dec
Jan
2007
Feb March April May June July August Sept Oct Nov Dec
drop1 drop2
drop2
Production Apparel Fall
Production B to B Holiday
drop 1
drop 1
drop 2
drop 2
drop 2
drop 3
drop 3
Production Prospect Holiday
Production Brand A Holiday
Production Brand B Holiday
Pro Winter
Brand B Winter
B to B Winter
Boomer Winter
Prospect
Winter
B to B Winter
Brand B Spring
Boomer Winter
Enthusiast Spring
Apparel Spring
Brand B Holiday
Brand A Holiday
drop1 drop2 drop3
Apparel Holiday
Prospect Holiday
drop1 drop2
B to B-Fall
Enthusiast Holiday
Women Holiday
= Drops
= Production schedule;
Brand
Brand
B to B
Apparel
Boomers
Enthusiasts
Prospect
Women
Brand A Winter
Editor's Notes
If we can activate 2.5% of our older names (4million) and they respond at slightly less than typical (.45%) and have a lower average order of $300 then we can see a typical ROI of 4.5