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Recovering from the Recession: a 4-Step Plan Dr. Marjorie Kalter, New York University September 23, 2009

Recovering from the Recession: a 4-Step Plan Dr. Marjorie Kalter, New York University September 23, 2009. Hi, this is Cat Moriarty, editor of Deliver ® magazine and delivermagazine.com. Welcome to the final session in our “Rising Above the Recession ” webinar series.

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Recovering from the Recession: a 4-Step Plan Dr. Marjorie Kalter, New York University September 23, 2009

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  1. Recovering from the Recession: a 4-Step Plan Dr. Marjorie Kalter, New York University September 23, 2009

  2. Hi, this is Cat Moriarty, editor of Deliver® magazine and delivermagazine.com. Welcome to the final session in our “Rising Above the Recession” webinar series. This session features Marjorie Kalter, professor and graduate program director of the Integrated Marketing graduate program at New York University. Marjorie will look at marketing you can measure. Since this is our last installment for this series, I wanted to thank you on behalf of the entire Deliver magazine team for joining us. Whether this is your first session or you’ve attended some or all of the previous four, we hope the lessons offered by our experts help make your marketing stronger than ever during this downturn. 2

  3. And remember: For the best advice on reaching your customers, turn to Deliver and delivermagazine.com, the magazine for marketers. Now, here’s Marjorie … 3

  4. Dr. Marjorie Kalter is a professor and graduate program director at New York University’s M.S. in Integrated Marketing program. Previously, she taught at Columbia University’s MBA program while serving as EVP, account managing director, at Wunderman New York and Paris, overseeing American Express, AT&T, Air France, Groupe Danone and other businesses. She is a member of the board of trustees for the Direct Marketing Educational Foundation, a member of the ECHO board of governors, chair of the DMA Hall of Fame Committee, and a member of the DMA’s iDirect Committee. Her honors include the DMEF Outstanding Educator Award and the DMCNY 4 3

  5. Silver Apple Award. Most recently, she was the keynote speaker at Direct Marketing Days in Copenhagen and Brande, Denmark. Marjorie can be reached at mk99@nyu.edu. 5 3

  6. Today, we will focus on solutions 1. No more business as usual 2. Become the innovator 3. Perform alchemy 4. Steal from the brand guys

  7. For direct marketers, there are problem areas Shift from offline to online Shift from online to social networking Green movement Decrease in mass mailings 7

  8. The recession has affected mail “The magnitude and timing of the current recession are expected to . . . effectively end the prevalence of untargeted, high-volume mail campaigns.” — Direct Mail Trends 2009, Winterberry Report 8

  9. Even smart prophets have been wrong TV: “People will soon get tired of staring at a wooden box” – Darryl Zanuck Radio: “The radio craze will die out in time” –Thomas Edison Computer: “640K will be enough for anybody” –Bill Gates Telephone: “Amazing invention, but who would want to use it?” – A U.S. president 9

  10. We can move mail in the right direction. 10

  11. How to be a winner: Step #1 1. NOT BUSINESS AS USUAL 2. Be the Innovator 3. Perform Alchemy 4. Steal from the Brand Guys

  12. Business as usual 12

  13. Not Business as Usual Brand promise: “MAKE EVERY PENNY COUNT” 13

  14. If you make a brand promise, then keep it 14

  15. How to be a winner:Step #2 1. Not Business As Usual 2. BE THE INNOVATOR 3. Perform Alchemy 4. Steal From the Brand

  16. The classic analysis of competitive forces is a starting point THREAT OF NEW ENTRANTS RIVALRY AMONGST EXISTING COMPETITORS BARGAINING POWER OF SUPPLIERS BARGAINING POWER OF BUYERS THREAT OF SUBSTITUTES 16 Source: Michael Porter, The Five Competitive Forces That Shape Strategy

  17. But the competitive forces have evolved E-MAIL AND SOCIAL MEDIA RIVALRY AMONGST EXISTING MEDIA OPTIONS COST PER ORDER OF E-MAIL VS. POSTAL MAIL CONSUMER AND B2B SHIFT TO ONLINE EMERGING MEDIA 17 Source: Michael Porter, The Five Competitive Forces That Shape Strategy

  18. What else happened? We can start with a traditionalpaid-media campaign 18

  19. But with social networking, we lose control They’re not models—but soft Dove admen from Ogilvy Düsseldorf. 19

  20. Be first to try new methods • Challenge orthodoxies • Embrace discontinuity • Leverage assets and competencies • Meet unarticulated needs Customer = boss Connect and develop for speed to market (1) The GameChanger: P&G (2) Innovation to the Core: 4 lenses 20

  21. Disrupt-o-Meter (3) The Innovator’s Guide to Growth 45 60 30 0 90 Least disruptive Most disruptive 21 Source: The Innovator’s Guide to Growth

  22. “Brands are disappearing online. What is your other choice? The mailbox: Get into the home as part of a daily ritual, and use the newest resources for maximum impact and relevance.” —Cathrine Moriarty, United States Postal Service 22

  23. Mail can be irresistible 23

  24. Mail can be personal 24

  25. Not personalized but personal 25

  26. Mail can be a gift 26

  27. 27

  28. Mail can solve a problem What is the barrier to purchase decision for a grand piano?

  29. And mail is always measurable Source: ANA, “New Study Shows Organizations More Focused On Marketing Accountability,” http://www.ana.net/news/content/1862, September 2009 • That is our historic strength • A new ANA study shows “marketing accountability” as the key goal for senior marketers at 95 companies • Need for cross-functional accountability teams • Need for fluency in the language of finance • Need for sophisticated analytics • Need for predictive modeling 29

  30. Measurability is our competitive advantage 30

  31. How to be a winner:Step #3 1. Not Business As Usual 2. Be the Innovator 3. PERFORM ALCHEMY 4. Steal From the Brand

  32. Case Study:Time, Inc. Consumer Magazine Group Turn Products into Services 32

  33. Offer: Free Subscription Product: Customized combination of 5 magazines (choose from 8 publications) Cost to consumer: Lifestyle information 33

  34. Critical decision: Postal mail or e-mail? 34

  35. Take the test Which delivery channel did subscribers choose: mail or e-mail? 35

  36. The answer is big news 5:1 selected postal mail 36

  37. How to be a winner:Step #4 1. Not Business As Usual 2. Be the Innovator 3. Perform Alchemy 4. STEAL FROM THE BRAND GUYS

  38. Use the components of brand that make direct mail work better The brand guys are using the best practices of direct to make brand advertising work better. 38

  39. IM uses marketing as a core business process to enable a company to achieve its growth objectives Integrated marketing is not just making everything match 39

  40. Visa:Launch of the Black Card 40

  41. Brochure Cover 41

  42. The magazine ad

  43. Website: www.blackcard.com

  44. What does integrated marketing entail? ECHO gives us a model: deliver on Strategy Creative Results To achieve overall business objectives 44

  45. Media Integration: Why Is It Needed? Brand advertisers rate it as their #1 priority Their #2 goal is measurable marketing 45

  46. There are barriers to integrated marketing Agency organization Client organization Old habits Lack of commitment 46

  47. But direct marketers need to lead in making DM central to IM 47

  48. Focus on the solutions Perform alchemy 48

  49. For more information, or if you wish to contact a USPS representative, please click delivermag@usps.com

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