Jaffe Juice: Speaking

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.

To get you started, here is my recent TedxWestportLibrary talk on "Retinkering Marketing" (and rethinking libraries):

My primary signature keynote presentations are loosely based on my three four books, "Life after the 30-second spot", "Join the Conversation", "Flip the Funnel: How to use existing customers to gain new ones" and now, "Z.E.R.O.: Zero paid media as the new marketing model."

I also speak on Innovation and specifically the intersection of Madison & Mountain View (collaboration with startups, companies becoming more entrepreneurial)

Here are few presentation blurbs and related multimedia:

Z.E.R.O. Paid Media as the New Marketing Model

A perfect storm is comingâ¦in fact it may already be here. A combination of forces that could very well cause the bottom to fall out the media model. To prepare for this scenario, consider a new marketing model in which the optimal paid media budget would be zero. In this bold and provocative keynote, 4-time author and thought leader, Joseph Jaffe will outline the Z.E.R.O. Manifesto of how brands can move from being tenants to landlords and successfully adopt and activate the 4-pronged approach of Zealots, Entrepreneurship, Retention and Owned Assets. Jaffe will introduce a 10-point action plan based on his Marketing BowTie framework designed to help brands get to a 50/50 split between âdirectâ investment and âindirectâ expenditure before 2020. Be a heroâ¦commit to Z.E.R.O.

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 âflipped funnelâ 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 âgetting more from lessâ has become your new mandate, you wonât want to miss a new approach which presents the possibility of doubling your revenues whilst halving your budget in the process.

Marketing as a (customer) service

Marketing is no longer a spectator sportâ¦itâs a contact sport. Think Roller Derby. And amidst all this chaos, the opportunities and roles for brands have never been more profound and relevant. Call it customer experience or customer service 2.0. Or flip the words and just call it servicing customers. Either way, weâre talking about a return to not just customer centricity but in fact customer authenticity. Over the next decade, companies will be held accountable and judged no longer by âwhat they sayâ, but in fact âwhat they doâ; no longer by the âpromises they makeâ, but by the âpromises they keepâ. And in this scenario, marketingâs role will be one of collaboration, partnership and unification. In this closing keynote, thought leader and bestselling author Joseph Jaffe, will introduce the true C.O.S.T. of marketing as a service. Heâll outline the shift from campaigns to commitments to platforms and how social media can play an indelible role in âflipping the funnelâ and in doing so, transforming marketing from an uninvited guest to a welcome and invaluable one.

The REAL Role of Social Media

Hey Social Media? New Media called â they want their Bubble back. Weâre currently operating in a time where the signal to noise ratio for all things social media is off the charts (and not in a good way). But perhaps the problem is our short memories as we look to teach an old, tired dog new tricks with a mission critical opportunity and imperative: the ability to build real, authentic and tangible relationships between brands, employees and the customers and communities they serve. In this presentation by thought leader and bestselling author Joseph Jaffe, heâll outline what he believes is the real role of social media, the rise of ânon mediaâ; together with the importance of combining a proven, classic and fundamental account planning discipline to the game changing possibilities that social media brings to the table.

Madison & Mountain View:

Today startups seems to be all the rage and arguably the next big thing. Only they aren't. As in they always WERE the big thing. So how should brands be thinking about partnering with startups? Or should they be collaborating at all in the first place? And what's in it for the startups? Perhaps the best place to begin as the point at which these two diametrically worlds come together: marketing.

Change the Game (or go home)

Einstein once defined insanity as doing the same thing over and over again expecting a different result. If thatâs the case, then the antidote would be âproductive originalityâ i.e. doing things differently to get a result. Besides, being a definition of âcreativityâ itself, âproductive originalityâ is just the beginning. The prime directive should be Transformational Change. Metamorphosis. Building a better mousetrap. A complete reinvention of the customer journey, customer experience and ultimately go to market strategy. Not only can it be done for any company, itâs already being done by some. In this provocative keynote, thought leader and bestselling author Joseph Jaffe will outline the brand evolution from campaign to commitments to platforms that flip the funnel, activate advocacy and profoundly differentiate brands from their commoditized competitors.

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, âwith whom?â And the answer is an unequivocal, âour customersâ. 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 â 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 youâll find out for yourself!

The new customer service

This is no longer your grandfatherâs 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 â efficiently and effectively â from the inside-out. Using a revolutionary âflipped funnelâ methodology, author and thought leader Joseph Jaffe will introduce and outline how customer service 2.0 â and its umbrella parent, customer experience â 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 âwhat comes nextâ i.e. the rise of âconversational marketingâ. The central message is simple: There are literally millions of alive, flawed, human, passionate, influential and authentic conversations going on around you right now: isnât 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 â and only if â certain principles, pathways and philosophies are put into practice.

Getting more from less using the power of innovation

Itâs a double-whammy â a catch-22. You see the world changing in front of your eyes â 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) â and all the while, spinning out of control at the same time. Youâre 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 hereâs the good news â investing in âcommitment-basedâ marketing and coping during a recession are not mutually exclusive. In fact, theyâre interconnected. By âjoining the conversationâ through leveraging the power of community, dialogue and partnership, youâll quickly find yourselves on the right side of the âpunchâ â 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 â93 colorsâ) such as interactive, experiential marketing, long form content, communal marketing, gaming, and on-demand viewing. Youâll 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: