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Adapting to Change: Consumer Trends, Retail Strategies, and Media Transformation in 2013

The NTMC Conference in March 2013 explored vital transformation themes affecting consumers, retail, and media dynamics. Key discussions highlighted how tight consumer budgets impact shopping behaviors, the ongoing online competition, and the evolving role of newspapers in advertising. Insights into Walmart's commitment to traditional media, agencies’ struggles with client loyalty, and the challenges facing newspapers in a digital world were shared. Attendees engaged in discussions on strategic marketing, target zones, and innovative approaches to capture consumer attention.

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Adapting to Change: Consumer Trends, Retail Strategies, and Media Transformation in 2013

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Presentation Transcript

  1. Adaptationand Transformation NTMC Conference March, 2013

  2. Today’s Agenda: Transformation • Consumers • Retail • Walmart • Agencies • Newspaper • Novus • Questions 2

  3. Consumers • Economy – belts are still tight • Showcase shopping phenomenon • Instant price comparisons • Virtual shopping “trips” • Media choices explode • Media consumption changes • Influences are global, yet personal (user reviews) • Reward programs proliferate • Sales tax avoidance 3

  4. Retail • Consolidation continues • Online only competition – P & L impact • Showcase shopping phenomenon • Instant price comparisons/price matching = lower margins • Investor scrutiny = SG&A focus • Customer data is rich • Marketing budgets flat to declining • ROI is King • Questioning traditional media mix • “Owned” media 4

  5. Walmart • Walmart has continued to consistently increase and over-perform their commitment to newspapers • They believe in newspapers and the results they can achieve • ROP is the exception • One of the few companies that are holding/increasing their spending with newspapers • Uneven ROI based on pricing differences between properties/page counts/products • Value pricing tiers • Programs not predictable on a publication level 5

  6. Agencies • Resources tight – shared service model growth • Consolidation • Specialists • Looking for competitive advantage • Limited client loyalty • Results driven • Few understand or want to deal with newspaper • Young planners look to replicate their own media consumption patterns 6

  7. Newspapers • Resources tight • Ownership changes = attitude changes • Consolidation • Printing / inserting • Delivery • Circulation declines • Digital • Non-paid products • Revenue challenged 7

  8. Target Marketing • Paid Newspaper • Zones • Minimums • Opt-In • Geography selection • Growth • Zones • Minimums • Total Market Coverage • Move to carrier delivery • USPS impact • Zones • Minimums • Fair share pricing 8

  9. Novus’ Top Ten • Strategic thinking with the consumer and the client in mind • Inclusion in all client interaction • Recognize need to be flexible • CPM pricing for ROP • Rewards for incremental business • Fair share pricing • Responsiveness and proactive communication • Advocacy • Agreements at the ownership level • Accountability 9

  10. Q&A

  11. Thank you.

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