mapping the remarkable; julie anixter & amy king
DESCRIPTION
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 RemarkableTRANSCRIPT
Mapping theREMARKBLE
JULIE ANIXTER, CIOMaga Design Group
HOW TO CREATE
REMARKABLE?
REMARKABLE?
www.RebootPartners.com ©
©
Managing Innovation Today
REMARKABLE?
REMARKABLE?WORTH TALKING ABOUT
HOW DO YOUCREATE AN EXPERIENCE THAT CUSTOMERS TALK ABOUT?
VISUALIZE IT!COLLECTIVELY
(WHICH MEANS…)
VISUALIZE IT!SEE IT TOGETHER
SEE WHERE YOU FIT
CORE METAPHOR
COURAGEINNOVATION =
FAMILY
WWII VeteranPatton’s Army/Yankee Division
Landed on Normandy
WWII VeteranYankee Division/Patton’s
ArmyPurple Heart
CORE METAPHOR
VISUALIZE IT!COLLECTIVELY
EXACTLY HOW DO I PASSIONATELY CONVEYTHE POWER OF VISUALIZAITON WITH MY CLIENT ?
ILLUSTRATORS / GRAPHIC FACILITATION
“Everyones a Michelangelo”Tom Peters, In Search of Excellence
WHY MAPS / MAPPING ?
MAGA DESIGN GROUP
BRANDING
MESSAGIING
As the senior enlisted service members in the U.S. Military we spent much of our careers preparing, leading, and supporting the force – ensuring soldiers, marines, sailors, airmen, and coast guardsmen were ready and able to defend our freedoms. Now we’re teaming on the first National Veterans Job Fair & Festival on the National Mall. Please join us.
Slide 27
FJ2 I'm unsure what "delivering" the force means. Perhaps we would be better served with a different description.Finch, 1/11/2011
BECAUSE IT’S TIME TO REALIZE
HIRING VETERANS IS SMART FOR BUSINESS
President Barack Obama
Current Stats
15%
Slide 29
FJ1 I'm unsure what "delivering" the force means. Perhaps we would be better served with a different description.Finch, 1/11/2011
Slide 30
FJ3 I'm unsure what "delivering" the force means. Perhaps we would be better served with a different description.Finch, 1/11/2011
The American Freedom Foundation
SCENARIO PLANNING
SCENARIOS
B
THE GAMIFICATION OF EVERYTHING
REPORTS: AFTER ACTION FOR HAITI
WE REDUCE 50 PAGE MANUALS…
TO ONE-PAGE GAMEBOARDS
RI Communications’ Welcome MailingRI Communications’ Welcome Mailing
40
Entertainment Messages
Resort Message
Dining Tips
More Relevant Photos
Solved a Problem called CancellationsSolved a Problem called Cancellations
Park & Attraction Messages Ranked by Lifestage
Objectives:
Reduce cancellation rates
Via a Pre-Visit Direct Mail:
•Leverage guest data (lifestyle, •dining park preferences etc.)
•Data drives the content
•Guest preferences pulls in relevant content
•34,000 versions based on 1,000 content elements
Disney Case Study: Welcome Mailer
www.RebootPartners.com ©
©
REMARKABLE?
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
What we’ve
LEARNED
WHY: TIMES CALL FORBOLDERMEASURES
WHO:REFRAMEWHAT WE DO
WHAT:INVENTORYSKILLS.EXPERIENCEPASSION.CONTACTS
HOW: TO BE
RELEVANT
Entertainment Case Study
59
Driving Results for Consumers, Businesses & Communities
WHY – The Forces at Work
Consumers Save• Consumers purchase Entertainment products
to spend less on things they love to do everyday
Businesses Grow• Merchants and advertising partners grow their
businesses, providing incentives to attract new and reward existing customers
Communities Benefit• Distribution partners raise funds or drive
revenue to meet their aggressive goals
$22BillionSaved
$75Billion
Generated
$2.5Billion
Donated
60
Consumer Brand Equity Drives Win/Win Model
• High brand loyalty with mainstream consumers
• Ability to attract high value offers competitors
• Strong, sustainable competitive position
61
WHY – Commitment
Entertainment YesterdayThe Default Brand for Entertainment is “The Book”.
.
WHO – The Default Brand
TraditionalPrint
62
Entertainment TodayLeading consumer digital and traditional brand platform with the most recognized and sought-after discounts, coupon and promotions products.
.
TraditionalPrint
Card-BasedDigitalPrint
Digital
63
WHO – Network
Massive Local Content NetworkHighlights
• 56% of local merchants in dining category
• Provide best-in-market offers
– 50% off or Buy-One-Get-One-Free)
– Loyalty (20% off ongoing) offers
• Local Merchants/Advertisers enhance offers through paid color placements & inclusions.
• 65% of new merchants signed for participation in the full Entertainment Promotion Network
• 80% merchant retention
Top Consumer Categories
• Auto• Casual Dine• Entertainment• Fast Casual• Fast Food• Fine Dine• Health & Beauty• Retail• Services• Sports &
Recreation• Travel
64
WHO – Network
Extending Consumer Memberships TraDigitally
ANNUAL MEMBERSHIP BOOK
FINE DINING CARD(BOGOS)
BONUS CARDS($30 SAVINGS)
FREQUENT VALUESKEY TAG
HOTEL BUCKS($150 INSTANT SAVINGS)
ONLINE SAVINGS PORTAL
MOBILEDIRECTORY
MOBILEREDEMPTION
What - Inventory
65
• 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.
Growing Regional Brand Network
66
What - Value
Hundreds of National Brands, Thousands of Locations
Best-in-Class Market Offers10% 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
What - Value
Provide the most recognized and sought-after customer discounts and promotions products in the communities we serve anytime, any way and anywhere consumers want them.
MOBILE
VDPPRINT CARD
DAILYDEALONLINE
STANDARD PRINT
HOW – Promise
68
B-C Entertainment.comEntertainment markets multiple products
directly to millions of consumers,through Entertainment.com
and affiliate websites
69
B-C Major Retail Relationships/PresenceEntertainment products are sold at over 27,000 stores nationwide at long-term partners top retailers.
B-B-C Fundraising Market Leader
Network of thousands of schools and community groups who rely on our brand to meet their goals.
HOW – Marketing
Other Successful Uses for Visualization
70
71
Engaging Our Student Fundraisers
Product
Annual Content Plan Process Overview
Product submits the following to Content
- Approved product plans - Content requests/order forms- Upcoming product initiatives
Content
- Analyze documents from Product- Review company strategy
documents & meet accordingly- Analyze consumer research (including the voice of the customer)*- Analyze market research*
*Consumer research = PRIZM, Entertainment Choice & Chairperson Post Sales Evaluation and NPS. Market Research = GIS data, Chain Store Guide and Independent Market Research
Content Plans
Rough drafts of content plans are reviewed with Product Directors & Sales VP’s to gather feedback
Local
Strat.Natl.
Product Dir.’s
VP Local Sales
&
Product Dir.’s
VP Strat. Sales
&GM Natl. Sales
Content- Feedback gathered & content
plans modified
- Supplements to reach revenue goals - Builds strategy to reach revenue
Exec. Team Local
Strat.Approved Rejected
Natl. Revenue Plan
Content plan is considered rough draft as document is modified by GM of National Sales to create plan with opportunity for revenue
Merchants – Reasons Satisfaction• Satisfied merchants are pleased that Entertainment
brings customers to their business.
Thank you!
74
Open Forum
CAN WE BE
BETTERCOMMUNICATORS?
“Every effort to break through the clutter is more clutter.”
Mark Crispin MillerNYU ProfessorThe Persuaders
6. ASK
QUESTIONS
HOW TO BE
REMARK-ABLE
RELEVANT
