Publishers today are looking for ways to differentiate themselves. Over the years, some publishing houses have even evolved their marketing solutions into full-service agencies. Meredith's David Brown is one example of a publisher who is providing its clients with agency-type content services. He will share the opportunities and challenges of taking on these marketing solutions. Speaker: David Brown, evp, Meredith Xcelerated Marketin

1. MXM Overview
A New Approach to Customer Engagement
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.

2. 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
2

3. “ Stop counting the customers you reach…
“
… Start reaching the customers that count

4. The connection between Meredith and MXM
• Meredith is known as expert in • Hired senior agency talent
subscription marketing
• 6 strategic acquisitions across
• Focus on women digital, social, mobile, healthc
are, data analytics and global
• Expertise in food and recipes
• Focused on business
• Expertise in new families
development
• 40 year presence in custom
• Solution development
publishing
• Ensured content and creativity
• Tremendous infrastructure
at the core

5. Best in Class Experts

6. Client Team Philosophy

7. Kraft Foods
Tablet & Mobile
Print Video
Magazines
Database
Analytics
Digital Magazines
Digital Content
Emails

8. Lowe’s Creative Ideas Marketing Engine
PRINT MAGAZINES IDEAS CREATIVAS
Engage and inspire consumers A Spanish language version of
with relevant, achievable projects Creative Ideas that reaches 500,000+
and ideas middleclass Spanish-speaking
• Creative Ideas for Home & Garden households.
• Creative Ideas for Canada
• Creative Ideas for Your New Home
CREATIVE IDEAS TABLET APP
LCI.COM An interactive experience that brings
the magazine to life with exclusive
A redesigned LCI.com makes the
content and a rich digital experience.
user experience intuitive
and SIMPLE! Integration with
Lowes.com is in process, Content
Audit and SEO optimization are key
deliverables IN-STORE BRAND PRESENCE
Extend the Creative Ideas
EMAIL brand in store:
• End cap and in-aisle installations
Drive opt-ins and allow consumers
• Display featured projects from
to select categories of interest:
print/web
• Indoor Spaces • Project inspiration and how-to
• Outdoor Spaces information “take-ones”
• Weekend Projects
• Gardening
VIDEO SOCIAL MARKETING
Inspire customers to complete Social marketing audit—extend
projects with confidence-building efforts to include monitoring and
how-to’s, step-by-step intelligence. Highly successful
instruction and educational outreach through Creator and
content. Influencer blogger network
8

9. 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.

10. Content Catalysts
Deepen Engagement
and Empowerment

11. 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

12. Use the Relative Roles and Strengths of Each
Channel

13. Some Lessons Learned
• Sectors/Clients: • People:
– Focus on the sectors and – Cross-train
clients where you have – Incentivize, sometimes
strength and knowledge double
• Assignments: • Language:
– Focus on the assignments – Clients, not customers
where your infrastructure – New business wins, not
and talent base has an Insertion Orders
advantage
– Relationships, not
• Business models: transactions
– Tension between • Whole-hearted. Not half
advertising sales and fee
based model
hearted.
– New models are
bound to emerge

14. 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