MaryAnn Rivers oversees the strategic operations for Entertainment Publications’ flagship product, the Entertainment® book, Entertainment.com, cookie dough and Sally Foster® gift wrap and gift products. Entertainment Publications supports local communities through fund-raising and multichannel marketing of its local and national merchants, online and offline.
1. Please tell us how you got interested in the couponing business, and what has kept you involved in it.
My first marketing experience was a co-op job I had while a student at Central Michigan. It involved selling coupon space on the back of grocery register receipt tape. When Valassis, the leader in advertiser sponsored coupon distribution, recruited on campus my senior year that experience was a perfect fit. They hired me and the rest is history, as they say.
Over the years my learning and passion for promotional marketing continued to grow. It is an exciting, changing and extremely measurable form of marketing. It’s funny because for most of my career advertising was the “cool” side of marketing and couponing or promotions was considered the non-glamorous aspect of marketing. Now the focus is on pay for performance and more people are using coupons than ever before, so finally coupons are “cool”!
2. How did you come to work for Entertainment Publications and what do you for the company?
I joined Entertainment in 2006 after 18 years of sales, marketing and business development roles at Valassis. As the President and CEO of Entertainment Publications, LLC I lead an organization that provides the most recognized and sought-after discounts and promotions products in North America. My responsibilities include strategic operations, sales and partnerships development for Entertainment Publications’ flagship product, the Entertainment® membership book, as well as a diverse range of products, including Entertainment.com online savings membership, custom local coupon and discount products, specialized promotions designed for corporate clients, Sally Foster® gift wrap and gift products, and a line of cookie dough and other gourmet edibles. My primary purpose is to provide the products and services that meet our customers needs and will ultimately drive profitable growth for Entertainment.
3. One might assume that couponing is even more popular in today's economy - is that true? Is it also true specifically with the Entertainment Book?
Coupons have absolutely taken center stage in today’s economic climate, especially this past holiday season. We expect that individuals have been working harder than ever to leverage their coupons and resources to make every dollar go further. With our Entertainment® membership book, families are finding that with careful planning they can still enjoy dining out, shopping and traveling, and in many cases for half the cost. Our various products continue to perform well, and we continue to look for ways to provide our members with promotional offers any time, any way and anywhere they want them.
4. Is there any information out there about gender and couponing? Do women use them more than men?
We’ve done extensive research on this topic and surprisingly there’s no evidence that coupons are used more by women. Our experience is that it’s driven by the merchant offering the discount. If a business is tailored to one gender, than that particular offer will more likely be used by someone of that gender. Because our product offerings are broad and contain a large variety of merchants, we find that our discounts and promotions are used equally by men and women.
5. How has the internet affected the industry?
The Internet has provided the opportunity for consumers to more readily integrate coupons into daily use and to easily share information about discounts with friends and family. For us, entertainment.com is a vital part of the benefits our members realize. By activating their membership online, they are able to access additional discounts and promotions from our extensive network of offers. It allows them to continue to enjoy the benefits of their membership while also discovering new things to do. At the same time, our merchant partners are able to build traffic and increase loyalty among valued customers. With over 4 million registered users, it certainly is a large part of our business.
6. I would imagine most of us know someone who is selling Entertainment Books and other items as a fund-raiser. Tell us about that side of your business, and how much the company contributes to our communities.
Since our founding almost 50 years ago, fundraising has been a vital element of our business model. A critical part of our ongoing success is our ability to provide schools, community groups and other charitable organizations with access to highly attractive products and support services for meeting their fundraising goals. While many of us know someone who has sold or bought an Entertainment® membership book from a fundraiser, we also provide support to organizations looking to raise funds through custom designed discount and promotion products, our Sally Foster line of gift items, cookie dough and other gourmet edible products. Last year alone, we helped over 13,000 schools and almost 14,000 community groups and charitable organizations raise more than $70 million.
7. Getting back to your personal career path, what has been your greatest challenge as a corporate leader? What about being in your current position brings you the greatest joy?
Stepping into a company that had lost its direction was definitely a big challenge. Entertainment had changed hands several times and the various owners had vastly different visions for the business. As a result, the company had lost its way. Change and uncertainty had become the norm, and that’s a tough way for people to work. This quickly became the most rewarding experience of my career, though, as I watched people rally together. In the past year, by getting back to our roots and pulling together, we were able to turn a potentially dire situation into a very successful year for the company. Now we’re solidifying the foundation and looking forward to growing the business.
The success stories are what give me the greatest joy. A great day for me is when I hear from sales people across the country about how they made a school fundraiser extremely successful, or signed a new merchant partner they have been trying to sign for years. I feel very fortunate to work for a business that not only provides for our employees but also provides monetary value to all our partners. Whether we are aiding a local business to grow and thrive, helping a school build a computer lab, or funding a family’s dreams, we’re helping to contribute to local communities every day. Because of what we do, I literally find joy in my job everyday!
8. Who have been your mentors, and what have you learned from them?
It starts with my parents. My Dad taught me the importance of a strong work ethic. My Mom gave me an insatiable desire for learning. Together they provided me with key values that would benefit me throughout my career.
In college I had one particular professor who made me realize what was really important. As so many people do at that time of their life I was prepared to accept a job that provided a great salary, a company car and other perks. It wasn’t something I really wanted to do with my life, though. The advise of “do what you love the money will follow” was priceless. If not for that wise professor I may not have taken the position in promotion and advertising that set me on the path to where I am today.
At Valassis where I grew as a business person and leader, I had several mentors with different styles and perspectives that helped build my leadership values and business skills. One mentor in particular whom I owe so much to is Dave Brandon who just left Dominos to take on the role of Athletic Director for the University of Michigan. Dave has been a mentor to me since I was 22, and he continues to be there for me when I need advice and guidance.
A few key principles I’ve learned from Dave and the other leaders who have inspired me include: carefully selecting the right people for your team – people more talented than you; trusting your people to do what they do best by giving them autonomy and real decision making power; creating an open and collaborative culture that rewards the people who truly perform; getting positive results for lasting business value; not waiting too long to make decisions; and not underestimating the impact of culture when merging two companies following an acquisition.
9. What advice would you give to women who are interested in moving up the corporate ladder?
Early in your career take assignments that may not necessarily be the most attractive or glamorous, but allow you to demonstrate your skills. There are many tools now that can assess your true strengths. I would highly recommend you determine what you are really good at and then match those skills to roles or projects you pursue.
Be willing to work harder than others and you will find yourself being asked to take on bigger and more challenging roles. Don’t underestimate your potential or talent. Women tend to down play their capabilities and can sometimes lack confidence that is necessary to win in business.
Develop a network of mentors who can provide honest feedback and give you encouragement that you need along the way.
How you approach work is as important, if not more important, than what you can do. Skills and experience are certainly necessary yet attitude is a dominant characteristic that people look for in future leaders. How you approach difficult situations, how you respond when things don’t go quite as you had planned, how willing you are to go the extra mile, etc. will be as important to your success as the technical ability and knowledge you bring to the table.
How do you keep a positive attitude? Like anything else, you have to make time and work at it. Read books or listen to tapes that help you to focus on the positive, provide daily encouragement and fill your mind with “positive” reinforcement. Every morning focus on the possibilities and potential of the day rather than getting caught up in “bad news”. Also, surround yourself with people who lift you up as opposed to dragging you down. Both positive and negative attitudes are contagious. Which one do you want to catch?
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