DPS: Publishers as Agencies with Meredith

Presented by Meredith Xcelerated Marketing. All information contained herein, including pricing, program terms and creative, is proprietary and confidential to Meredith Corporation, its subsidiaries or its affiliates. Copyright © 2012 Meredith Corporation.

MXM Overview

A New Approach to Customer Engagement

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Just the Facts

• 700+ US (1,500 Global) person direct and digital marketing agency

– Offices in USA, Canada, UK, Europe, Australia, China, Singapore

• Backed by leading US media company, Meredith Corporation

• 40 years experience creating custom content and relationship marketing platforms

• Ideal infrastructure – Insights, analytics, interactive and social

media expertise all in-house and comes bundled with communications development

• Leaders at multi-channel consumer engagement– We conceive and create content as a

versatile strategic asset with potential to live on- and offline

Stop counting the customers you reach…

… Start reaching the customers that count““

The connection between Meredith and MXM

• Meredith is known as expert in subscription marketing

• Focus on women

• Expertise in food and recipes

• Expertise in new families

• 40 year presence in custom publishing

• Tremendous infrastructure

• Hired senior agency talent

• 6 strategic acquisitions across digital, social, mobile, healthcare, data analytics and global

• Focused on business development

• Solution development

• Ensured content and creativity at the core

Best in Class Experts

Client Team Philosophy

Digital Content

Digital Magazines

VideoPrintMagazines

Emails

Tablet & Mobile

Kraft Foods

Database Analytics

EMAIL

Drive opt-ins and allow consumers to select categories of interest:

• Indoor Spaces

• Outdoor Spaces

• Weekend Projects

• Gardening

IN-STORE BRAND PRESENCE

Extend the Creative Ideas brand in store:• End cap and in-aisle installations• Display featured projects from

print/web• Project inspiration and how-to

information “take-ones”

IDEAS CREATIVAS

A Spanish language version of Creative Ideas that reaches 500,000+ middleclass Spanish-speaking households.

PRINT MAGAZINES

Engage and inspire consumers with relevant, achievable projects and ideas

• Creative Ideas for Home & Garden

• Creative Ideas for Canada• Creative Ideas for Your New Home

LCI.COM

A redesigned LCI.com makes the user experience intuitive and SIMPLE! Integration with Lowes.com is in process, Content Audit and SEO optimization are key deliverables

CREATIVE IDEAS TABLET APP

An interactive experience that brings the magazine to life with exclusive content and a rich digital experience.

Lowe’s Creative Ideas Marketing Engine

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VIDEO

Inspire customers to complete projects with confidence-building how-to’s, step-by-step instruction and educational content.

SOCIAL MARKETING

Social marketing audit—extend efforts to include monitoring and intelligence. Highly successful outreach through Creator and Influencer blogger network

CMOs’ Changing Needs

• Situation:– Data explosion– Social media– Proliferation of channels and devices– Shifting consumer demographics

• Proactive CMOs are trying to:– Understand individuals, as well as markets – Focused on relationships, not just transactions– Inside out branding – Ensure ROI measures are in place, and improving

• Roadmap:– Understand and deliver value to empowered customers– Create lasting relationships with those customers– Measure marketing’s contribution to the business in relevant,

quantifiable terms.

Content Catalysts Deepen Engagement and Empowerment

Advantages that “Media-led” Marketing Services Companies Have

• Subject matter expertise that’s sustainable• Existing client relationships to build from• Innovation in channels driven by advertising

revenue• Shared interest in performance driven strategies• Audience development = CRM

Use the Relative Roles and Strengths of Each Channel

Some Lessons Learned

• Sectors/Clients:– Focus on the sectors and

clients where you have strength and knowledge

• Assignments:– Focus on the assignments

where your infrastructure and talent base has an advantage

• Business models:– Tension between

advertising sales and fee based model

– New models are bound to emerge

• People:– Cross-train – Incentivize, sometimes

double

• Language:– Clients, not customers– New business wins, not

Insertion Orders– Relationships, not

transactions

• Whole-hearted. Not half hearted.

Who We Are: One to Watch and Talk About

The first major agency unit housed within a print publisher is coming of

age. Meredith Xcelerated Marketing extended beyond custom

publishing for clients into social media, mobile, customer-relationship

management and data and analytics. The agency unit also boasts one

of the hottest mobile shops in its artillery with The Hyperfactory.

—Advertising Age, January 24, 2011

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