Jay Dunn Apocalypse
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Transcript of Jay Dunn Apocalypse
Jay DunnVP, Marketing, Lane Bryant
Founder, SupergroupOctober 13, 2009
Marketing Through The
Apocalypse
Wednesday, October 21, 2009
THE END OF THE
FREAKIN’ WORLD!FREAKIN’ FREAKIN’ FREAKIN’ FREAKIN’ FREAKIN’ FREAKIN’
Wednesday, October 21, 2009
Wednesday, October 21, 2009
It’s The End of the World as We Know It.
And I Feel Fine.
Wednesday, October 21, 2009
I Feel Fine.Optimistic Marketing GuyDrinking More Than Ever
Huffin’ Glue Out of a Paper Bag
Wednesday, October 21, 2009
I Feel Really Fine.Sales On DefibrulatorJustifying My Existence
Schmoozing CEO w/Twitter
Wednesday, October 21, 2009
“Twitter” is Latin for ROI
Wednesday, October 21, 2009
My Budget Cuts Stopped BleedingMy Bailout Bailed
I Hear Bongs Are a Hot Market
Wednesday, October 21, 2009
Will The End of the World Affect My
Email Click-Through Rate?
Wednesday, October 21, 2009
Not if you’ve properly seeded the
OUTER PLANETS,as described inmy latest book...
Wednesday, October 21, 2009
Wednesday, October 21, 2009
2 Millions Job Lost12.5 Million Unemployed
Unemployment at 8.5% (25 Year High)If No More Jobs Lost, ‘09 the 4th Worst Since 1939
Typical Unemployment: 20 WeeksAverage Work Week Cut To: 32.3 Hours
9 Million People “Underemployed” - Highest EverTemporary Workers at Lowest Level Since 1994
Impact of Recession
Wednesday, October 21, 2009
1 in 5 Mortgage Holders Upside Down10% 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
Impact of Recession
Wednesday, October 21, 2009
Iceland Goes BankruptImpact of Recession
Santa Claus Now Homeless
Finland Sells SantaLand!
Wednesday, October 21, 2009
Impact of RecessionWorldwide Poll:
Most Trusted, Admired, Eligible Marriage Partners:
Doctors: 16%Educators: 14%Science: 10%Entertainers: 3%
Wednesday, October 21, 2009
Impact of RecessionMedia & Marketing:
2%
Retail Professionals:1%
Wednesday, October 21, 2009
State of the Economy
BleakAccording To A Great American
Philosopher:
Wednesday, October 21, 2009
“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
It’s So Bad...What’s Wrong In America?
Wednesday, October 21, 2009
Girls Gone Wild Asked For A $5B Bailout
Stimulation PackageWednesday, October 21, 2009
Detroit Can’t Sell This:
What’s Wrong In America?
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 At Company
Christmas Parties
Wednesday, October 21, 2009
15 Years of Uninterrupted GrowthInflated Home Prices
Available CreditLow Interest Rates
Unprecedented Consumer SpendingSavings At An All-Time Low
State of the Retailer“Glory Days”
Wednesday, October 21, 2009
New Store OpeningsNew Concept LaunchesBuilding Online PresenceInternational Expansion
Retail Grew 12% vs Economy 5%
State of the Retailer“Glory Days”
Wednesday, October 21, 2009
Budget CutsPersonnel Cuts
Cued Projects DerailedPressure To Sell With Less Marketing $
No Scratch For New InitiativesBankruptcies
State of the Retailer“Gory Days”
Wednesday, October 21, 2009
Wednesday, October 21, 2009
Must-Read Article:
Five Rules For RetailingIn A Recession
by Ken Favaro, Tim Romberger, and David Meer, Harvard Business Review, 4/09
Wednesday, October 21, 2009
1. Go Where The Headroom Is2. Close The Needs-Offer Gap
3. Go After Bad Costs4. 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
Five Rules:
Wednesday, October 21, 2009
Find Your “Headroom”
Wednesday, October 21, 2009
Market Share You Don’t HaveMinus 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
Find Your “Headroom”
Wednesday, October 21, 2009
Customers loyal neither to younor 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
Find Your “Headroom”
Wednesday, October 21, 2009
Create • Ideate • InnovateNo Cost To ThinkNo Cost To Reach
New Media Is Resource-FriendlyExperimenting Is Damn Cheap
With Available Tools
Wednesday, October 21, 2009
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.
UniLever CMO Simon Clift:
Jack Neff, AdAge.com: April 14, 2009
Wednesday, October 21, 2009
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
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
Simon Says:Another 5 Rules For Marketing
Wednesday, October 21, 2009
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
Simon Says:Another 5 Rules For Marketing
Wednesday, October 21, 2009
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
Simon Says:Another 5 Rules For Marketing
Wednesday, October 21, 2009
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
Simon Says:Another 5 Rules For Marketing
Wednesday, October 21, 2009
Hype You Can Believe In:
Wednesday, October 21, 2009
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
The Toolbox
Wednesday, October 21, 2009
What These Are:Tools To Build Traffic & Drive Customers to Destinations
Through New Media & Social Networking
Wednesday, October 21, 2009
A Replacement For A Marketing Strategy
What These Are Not:
A Replacement For A Brand Strategy
Wednesday, October 21, 2009
New Tools AugmentThey Do Not Replace
Tactics Not Strategy
Wednesday, October 21, 2009
Build Following On The Social Network Sites You Choose
What You Must Do:
Get Found:Twellow, WeFollow, Just Tweet It - Lots of Tools To Mark Your Scent
Post Interesting Content
Wednesday, October 21, 2009
Influence Over Reach
Wednesday, October 21, 2009
SMACKDOWN:
Social Networking
vsEcommerce
Wednesday, October 21, 2009
Two Types of Social Networking
Public & Proprietary
Wednesday, October 21, 2009
Roll Your OwnSocial Networking Site
Wednesday, October 21, 2009
Wednesday, October 21, 2009
Wednesday, October 21, 2009
EcommerceIs PRODUCT. Social Media
Is CONTENT.
Wednesday, October 21, 2009
New ProductsNew Features
Store OpeningsMergers/Acquisitions
Expert AdviceHow-To
Industry News
Drive Traffic With Content:
The Usual Suspects:
Wednesday, October 21, 2009
Nothing But Headlines& Deals Will Fail.
Personality Sells
People Follow People They Find Interesting
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
Who Does It Well?
Wednesday, October 21, 2009
Growth: 2007-2008
Social Networks & Blogs More Popular Than EmailMore 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
Growth: 2007-2008
Wednesday, October 21, 2009
Growth: 2007-2008
Wednesday, October 21, 2009
Use The Tools
Wednesday, October 21, 2009
Create That GreatPiece of Content
Get Started
Something Relevant, Like...
Wednesday, October 21, 2009
Wednesday, October 21, 2009
Seed Multiple Sites w/Ping.fm
Over 30 Social Networking Sites!
Wednesday, October 21, 2009
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 PeopleTo Destination
Wednesday, October 21, 2009
Good Content EqualsGood Response
Wednesday, October 21, 2009
Unexpected Result:Chippendale Response Hits
Record Levels!
Wednesday, October 21, 2009
Nick Becomes Worldwide Internet Sensation!
Wednesday, October 21, 2009
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
Best Customers Sustain Your Business Through
Hard Times.New Customers Pull
You Through The Apocalypse
Wednesday, October 21, 2009
Quote of the Year:
“It Ain’t Rocket Surgery”
Inbound Marketing Summit, October 2009
Wednesday, October 21, 2009
Connect with Jay:Supergroup.ning.com
Twitter/Facebook/FriendFeed
@JayDunnOnline
Wednesday, October 21, 2009