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 Remarkable

1. Mapping the
REMARKBLE

2. JULIE ANIXTER, CIO
Maga Design Group

3. HOW TO CREATE
REMARKABLE?

4. REMARKABLE?

5. Managing Innovation Today
©
www.RebootPartners.com ©

6. REMARKABLE?

7. REMARKABLE?
WORTH TALKING ABOUT

8. HOW DO YOU
CREATE AN EXPERIENCE
THAT CUSTOMERS
TALK ABOUT?

9. VISUALIZE IT!
COLLECTIVELY
(WHICH MEANS )

10. VISUALIZE IT!
SEE IT TOGETHER
SEE WHERE YOU FIT

13. CORE METAPHOR

14. INNOVATION =
COURAGE

15. FAMILY

16. WWII Veteran
Patton s Army/Yankee Division
Landed on Normandy
WWII Veteran
Yankee Division/Patton s
Army
Purple Heart

17. CORE METAPHOR

18. VISUALIZE IT!
COLLECTIVELY

19. EXACTLY HOW DO I
PASSIONATELY CONVEY
THE POWER OF
VISUALIZAITON WITH MY
CLIENT ?

20. ILLUSTRATORS / GRAPHIC FACILITATION

21. Everyones a Michelangelo
Tom Peters, In Search of Excellence

22. WHY MAPS / MAPPING ?

24. MAGA DESIGN GROUP

25. BRANDING

26. MESSAGIING

27. 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.

28. 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

29. BECAUSE IT S TIME TO REALIZE
Current Stats
15%
President Barack Obama
HIRING VETERANS IS SMART FOR BUSINESS

31. 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

33. 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

34. The American Freedom Foundation

35. SCENARIO PLANNING

36. SCENARIOS

37. THE GAMIFICATION OF EVERYTHING
B

38. REPORTS: AFTER ACTION FOR HAITI

39. WE REDUCE 50 PAGE MANUALS

40. TO ONE-PAGE GAMEBOARDS

42. RI Communications Welcome Mailing

43. Solved a Problem called Cancellations
Resort Entertainment
Message Messages
Park &
Attraction
Messages
Dining
Ranked by
Tips
Lifestage
More Relevant Photos
40

44. Disney Case Study: Welcome Mailer
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

47. REMARKABLE?
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www.RebootPartners.com ©

48. 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

55. What we ve
LEARNED

56. www.magadesign.com Julie@magadesign.com

57. WHY:
TIMES CALL FOR
BOLDER
MEASURES

58. WHO:
REFRAME
WHAT WE DO

59. WHAT:
INVENTORY
SKILLS.EXPERIENCE
PASSION.CONTACTS

60. HOW: TO BE
RELEVANT

61. www.magadesign.com Julie@magadesign.com

62. Entertainment
Case Study
59

63. WHY The Forces at Work
Driving Results for Consumers, Businesses & Communities
Consumers Save
Consumers purchase Entertainment products
$22
Billion
to spend less on things they love to do everyday Saved
Businesses Grow
Merchants and advertising partners grow their
$75
Billion
businesses, providing incentives to attract new
Generated
and reward existing customers
Communities Benefit
Distribution partners raise funds or drive
$2.5
Billion
revenue to meet their aggressive goals
Donated
60

64. WHY Commitment
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

65. WHO The Default Brand
Entertainment Yesterday
The Default Brand for
Entertainment is The Book .
Traditional
Print
62
.

66. WHO Network
Entertainment Today
Leading consumer digital
Digital
and traditional brand platform
with the most recognized and
sought-after discounts, coupon
and promotions products.
Traditional Digital Card-Based
Print Print
63
.

67. WHO Network
Massive Local Content Network
Highlights
56% of local merchants in dining category Top Consumer Categories
Provide best-in-market offers Auto
50% off or Buy-One-Get-One-Free) Casual Dine
Entertainment
Loyalty (20% off ongoing) offers Fast Casual
Local Merchants/Advertisers enhance offers Fast Food
through paid color placements & inclusions. Fine Dine
65% of new merchants signed for participation Health & Beauty
in the full Entertainment Promotion Network Retail
Services
80% merchant retention
Sports &
Recreation
Travel
64

68. What - Inventory
Extending Consumer Memberships TraDigitally
FINE DINING CARD
(BOGOS)
ONLINE SAVINGS PORTAL
MOBILE
DIRECTORY
MOBILE
HOTEL BUCKS REDEMPTION
($150 INSTANT SAVINGS)
ANNUAL MEMBERSHIP BOOK
BONUS CARDS
($30 SAVINGS)
FREQUENT VALUES
KEY TAG
65

69. What - Value
Growing Regional Brand Network
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.
66

70. What - Value
Hundreds of National Brands, Thousands of Locations
Best-in-Class Market Offers
10% 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

71. Provide the most recognized and sought-after
HOW Promise
customer discounts and promotions products in the communities we serve
anytime, any way and anywhere consumers want them.
DAILY
ONLINE MOBILE
DEAL
VDP STANDARD
CARD
PRINT PRINT
68

72. HOW Marketing
B-C Entertainment.com
Entertainment markets multiple products
directly to millions of consumers,
through Entertainment.com
and affiliate websites
B-C Major Retail Relationships/Presence
Entertainment 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.
69

73. Other Successful
Uses for
Visualization
70

74. Engaging Our Student Fundraisers
71

75. Annual Content Plan Process Overview
Product Content
Rough drafts of content plans are
reviewed with Product Directors & Sales
- Analyze documents from Product VP s to gather feedback
Product submits the following to Content
- Review company strategy
documents & meet accordingly
- Approved product plans
- Analyze consumer research (including the voice of the customer)*
- Content requests/order forms
- Analyze market research*
- Upcoming product initiatives
Local Product & VP Local
Dir. s Sales
Natl. Strat. Product & VP Strat.
GM Natl. Content Plans
Sales to reach revenue goals Dir. s Sales
- Supplements
- Builds strategy to reach revenue
Natl. Revenue
Plan Content
Local
Exec. Team - Feedback gathered & content
Strat. plans modified
Approved Rejected
Content plan is considered rough draft as document is modified by GM of National Sales to create plan with opportunity for revenue
*Consumer research = PRIZM, Entertainment Choice & Chairperson Post Sales Evaluation and NPS. Market Research = GIS data, Chain Store Guide and Independent Market Research

76. Merchants Reasons Satisfaction
Satisfied merchants are pleased that Entertainment
brings customers to their business.

77. Thank you!
74

78. Open
Forum

79. CAN WE BE
BETTER
COMMUNICATORS?

80. Every effort to break
through the clutter is more
clutter.
Mark Crispin Miller
NYU Professor
The Persuaders

81. 6. ASK
QUESTIONS

82. HOW TO BE
REMARK-
ABLE

83. RELEVANT

84. www.magadesign.com Julie@magadesign.com

85. Julie Anixter
julie@magadesign.com
Amy King
aking@entertainment.com
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