Whether you're interested in a bit of inspiration, motivation, degradation or deprecation, I'll keep you on your toes and challenge you to face change head-on with a healthy dose of insight, foresight and prescription.
My primary signature keynote presentations are loosely based on my three books, "Life after the 30-second spot", "Join the Conversation" and hot off the press, "Flip the Funnel: How to use existing customers to gain new ones."
Here are few presentation blurbs:
Flip the Funnel: How to use existing customers to gain new ones
What if we got it all wrong? What if we've been going about marketing completely the wrong way? In this provocative keynote, Joseph Jaffe will outline how retention can become the new acquisition for businesses today and in doing so, literally transform the way companies go to market and establish a critical competitive edge and advantage. Using his new “flipped funnel” methodology, Jaffe will outline the notion of customer experience, introduce the 10 new rules of customer service and present a social media-powered customer activation model that harnesses the true potential and impact of customer-generated word-of-mouth, reviews and referrals. If “getting more from less” has become your new mandate, you won’t want to miss a new approach which presents the possibility of doubling your revenues whilst halving your budget in the process.
Retention is the new acquisition
For too long loyalty, customer service and relationship marketing have been thought of as passive, reactionary and/or defensive tactics. No more. In a world that is becoming ever more transparent, networked and dynamic, listening and responding has become a cultural imperative. But the real question is, “with whom?” And the answer is an unequivocal, “our customers”. In fact if you think about it, without our customers we have no business; we have no budget to invest in acquisition or awareness efforts. If this is in fact the case, why do we continue to throw good money after bad wooing strangers with no overt or explicit affinity towards our brand? Why do we relatively ignore our lifeblood – our customers? What would happen if we turn conventional business practices on its head and in doing so, elevate CRM, loyalty and retention marketing to head of the class; from back to front office; give it its deserved seat at the strategic planning table? What might the result be? Flip the funnel and you’ll find out for yourself!
The new customer service
This is no longer your grandfather’s customer service. With the explosive and exponential advances and evolution in technology innovation and adoption, companies have limitless opportunities to connect with their customers in unprecedented ways. No longer considered to be a cost center, but indeed a strategic imperative capable of building the business – efficiently and effectively – from the inside-out. Using a revolutionary “flipped funnel” methodology, author and thought leader Joseph Jaffe will introduce and outline how customer service 2.0 – and its umbrella parent, customer experience – can become a powerful 1-2 punch capable of profoundly differentiating a brand from its competitors, establishing powerful relationships with customer evangelists and influencers and more importantly, arming this base with tools, techniques and incentives to spread word-of-mouth, recommendations and referrals to social networks, trusted peers and communities.
Join the Conversation
Continuing the conversation (literally) about how new forms of marketing are transforming the way brands are introduced, nurtured and strengthened, Jaffe introduces “what comes next” i.e. the rise of “conversational marketing”. The central message is simple: There are literally millions of alive, flawed, human, passionate, influential and authentic conversations going on around you right now: isn’t it time you joined in? The fact remains, all the marketing communication, media, messaging and advertising in the world can only get you so far. At worst, breaking down the door (there will be repercussions!) At best, getting a foot in the door. After which, conversation takes over. Through the power of community, dialogue and partnership, marketing can be a conversation; a welcome guest in the homes, experiences and lives of our consumers, if – and only if – certain principles, pathways and philosophies are put into practice.
Getting more from less using the power of innovation
It’s a double-whammy – a catch-22. You see the world changing in front of your eyes – consumer empowerment, democratization of creativity and content production, loss of control, reduction of trust in a new social media playing field dominated by new phenomena (microblogging, lifestreaming), new players (Facebook, Twitter), new products (Amazon.com Kindle), marketplaces (iPhone App Store) and technologies (Nintendo Wii) – and all the while, spinning out of control at the same time. You’re under increasing and unprecedented pressure to increase sales or at the very minimum maintain status quo, amidst never-ending budget cuts and scrutiny. Innovation and Experimentation are vital and yet seemingly out of reach. Well here’s the good news – investing in “commitment-based” marketing and coping during a recession are not mutually exclusive. In fact, they’re interconnected. By “joining the conversation” through leveraging the power of community, dialogue and partnership, you’ll quickly find yourselves on the right side of the “punch” – the 1-2 punch of growing your business and differentiating your brand from your competitors.
Life After the 30-Second Spot
Centered around his first book. Jaffe discusses the demise of the 30-second spot as the primary communications vehicle and in its place, the rise of bold alternatives to traditional advertising (the “93 colors”) such as interactive, experiential marketing, long form content, communal marketing, gaming, and on-demand viewing. You’ll be introduced to new models such as E.P.I.C., R.E.A.C.H., C.O.S.T. and R.U.E., amidst a cacophony of real-world illustrations and pragmatic and prescriptive advice on how to win in a world where the only constant is change.
There are plenty of other presentations as well, including - but not limited to:
- Integrating Interactive into the Integrated Mix
- The New Consumer
- Web 2.0 (uggh)
- New Marketing for a New Consumer
Of course, there are also custom presentations should you so desire.
You'll probably want to see me in action as well. Here are a few clips to keep you busy:
You can also check out my web video show, Jaffe Juice TV, for a bit more juice.
In 2009, some of my speaking engagements included (some private events not shown):
- Google Client event (Sao Paulo, Brazil and Mexico City, Mexico)
- ANA Senior Marketing Think Tank (Dallas, TX)
- ANA Marketing Accountability Forum (New York City, NY)
- PRSA Conference (San Diego, CA)
- Coca-Cola Workshop (Moscow, Russia)
- ADMA Forum (Sydney, Australia)
- Satmetrix Client Forum (San Francisco, CA)
In 2008, some (private events not shown) of the conference/events I spoke at included:
- Richmond Events/Digital Forum Keynote (London, United Kingdom)
- Association of Canadian Advertisers Annual Conference (Toronto, Canada)
- SNCR Forum Keynote (Napa, CA)
- Danish Post Conference & Award Show (Copenhagen, Denmark)
- Televisa Corporate Offsite/Conference (Mexico City, Mexico)
- ANA Integration Conference (New York City, NY)
- Weekend Media Festival September (Rovinj, Croatia)
- ExactTarget Conference (Indianapolis, IN)
- DMA Keynote (Las Vegas, NV)
- Evenpro Seminar (Caracas, Venezuala)
My bio which you can download here: Download Joseph Jaffe Bio February 2010
Some headshots:
If you'd like to inquire about availability and terms, please drop me an e-mail: jaffe [at] getthejuice[dot] com
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