homedesigndigitalmarke/ngsummit.com

The Role of Traditional Media in the Digital Marketplace

Jessica Romm Perez editorial director

Beth Fuchs Brenner chief revenue officer

‘s

game-changing perspective

2

design-bloggers-conference.com 3

THEN

Makes Headlines

6

Inspiring content leading users

to a curated commerce experience NOW

multiple revenue streams •  Magazine revenue – advertising + newsstand sales

•  Digital ad revenue

•  E-commerce

•  Ancillary businesses

NOW

we print

In order for traditional media to succeed in today’s digital marketplace, we must embrace the interplay between each medium.

the media model has changed.

the way consumers consume media has changed.

the way consumers shop has changed.

technology has enabled CHANGE.

design-bloggers-conference.com

What has not changed?

insatiable curiosity for new and cool

an obsession with shopping for home

confusion & intimidation around decorating

design-bloggers-conference.com

what consumers want:

What has not changed?

trusted, reliable reporting

inspirational trend-spotting

decorating advice

shopping made easier

design-bloggers-conference.com

domino delivers all of this and more!

What has not changed?

engagement

influence

customized content

what marketers want:

Points of Difference: Voice & Tone

domino speaks to the “inner” style maven within each reader

The attitude is that of an expert peer who’s not snooty or exclusive, but, rather “in the know” and eager to share…generous

domino strikes a tone of sophistication within reach

Offers fresh take on tradition, new directions within the design establishment, reverence for rebellion and willingness to

embrace risk, rewriting the rules….liberating

She COMES TO US FOR:• Offer access to experts and expert advice • Respect her intelligence and ability to make good choices • Help her decide what is right for her• Help her develop her own sense of style• Make it EASY and FUN to express her OWN sense of style across categories• Foster and support her own creativity through

customization/personalization/limited editions• Celebrate her individuality/nostalgia• Help her to imagine life’s possibilities• Are flexible/versatile• Make her more of an expert (for herself and others) • Recognize that her needs/desires change over time• Don’t force her to have to choose between function and style• Show her how to successfully navigate through all the options/offerings• Help her see HOW she can incorporate the offering into her life• Help her feel and be a smart shopper• Encourage and support “successful” risk taking• Help her embrace categories she is afraid of or disinterested in (i.e. give her a positive reason to be interested)• She can find…........BUY

What is the

domino girl

looking for from us?

Reach our audience daily with

E-mail newsletters and daily editorial

content

Commerce new products,

curated by our editors

Our quarterly magazine is

bigger than ever

These pieces work seamlessly together

How we reinvented ourselves

Our readers want

comfortable spaces

that reflect their

personal style

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Developing personal style

At domino, we pay close attention to style as it related to

shelter, lifestyle, and fashion

Style is definitely

not defined

by one thing

How does the

domino girl

shop for her home?

Artful Spaces

Context

We put the most of the moment trends and home products in context that inspires readers what items will actually look like

in their home

Colorful Choices

A fundamental shift in how we communicate with our audience

Frequency + Tone

Who is our audience?

The Domino Girl Is….

It’s all about

the mix

Blending

styles & pieces

from

different eras and

selling them on

domino.com

Inventive ideas

that make their lives

more beautiful

Bold

Color Choices

Eclectic

Seating

immersion, escape, and fantasy

Lush visuals provide pleasure, fantasy, and escape.

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Even the

bedroom

has a large dose

of personality

Color +

Pattern

Not one voice but many voices

Not one style but many styles

Not a dictator but a navigator

Not one choice but many choices

Not the right choice but the right choice for you

Not “a look” but “your look”

Not exclusive but inclusive

Not what you should do but what you could do

Not what someone else did but what you can do

Not about trade secrets but about trading secrets

Not inspiring OR practical but inspiring AND practical

Not about everything in its place but about a place for everything

Points of Difference Summary

EMAIL 920,000

e-database opt-ins

SOCIAL MEDIA 850,000+ followers

across the four key channels

WEB 800,000 UV’s 3.5 million PV’s

the growing

fan basePRINT

200,000 distribution

$12.99 cover price (newsstand AND subs)

1 billion+ media impressions since 2013 relaunch

Ad revenue up 40% in 2015

E-commerce revenue, transactions & vendor list more than tripled in 2015

Daily e-newsletter list grew by 300% in past 12 months (nearing 1 million)

1 Million Monthly UV’s by May 2016

Over 60% of domino’s fast-growing social media following is on Instagram

…and there’s more!

domino design services

licensing/domino branded products real estate

staging

domino TV show

the second domino book

Print still has an important role

Every channel has it own unique voice

If you build it, they won’t (necessarily) come

Critical to hire experts in field you don’t know:

digital content, data analytics, merchandising & e-commerce, SEO, e-mail marketing, social media

Everyone is a ‘frenemy’ online: sharing is a must

Think iteration, not perfection

Traffic is the key metric – as it grows, all boats rise

Learnings Worth Sharing