2015 Retail Innovation Conference opening keynote presented by Ted Rubin

1. We are Marketing in an Age of
Digital Disruption

2. TM
Disruption is Everywhere!

3. TM
What’s the Problem?
Define the problem first.

4. Social Has Made Marketing Hard
andTools Are Making it LookToo Easy.
DON’T FORGETTHE PEOPLE!

5. TM

6. You know what doesn’t work for
a social media strategy?
NOT BEING SOCIAL!

7. We need to start
Looking People in the Eye Digitally.

8. We are super connected, yet
disconnected.

9. When people are not present in a
conversation, there can be no true
connection.

10. Online relationship requires the same
attention as physical relationships.

11. Customers don’t trust brands…
Customers don’t want more products.
Customers do trust people…
Customers do seek NEW experiences.

12. Old marketing was dictation, new
marketing is communication…
Change from Convince Convert to
Converse Convert!

13. A “Brand” is what a business does,
and a “Reputation” is what people
remember and share.

14. If you are only focused on the Money
You risk completely overlooking the People
Just Be Nice!

15. Get to Know your Customers and
Prospects!
If you don’t know who your people are, you might as
well toss your marketing and sales time and money
down the drain.

17. Most consumers are inviting you into their
living room…

19. JetBlue Gets It!
Return on Relationship

20. Duane Lives It!
Return on Relationship

22. Amplify Customer Experience
• Always address them by name
• Find something in their bio and mention it
• Show’em you’re listening to what they’re saying
• Make it personal and authentic
• Find them on all possible channels
• Send a note with a helpful link or photo “just because”
• Take it off-line

23. Find something in their bio and make a
mention of it.
The need for recognition goes beyond just names.

24. Engage/Captivate...
and Make Remarkable

25. Awareness = Revenues
Differentiators = Margins
Authenticity = Loyalty/Advocacy
All Measurable AND = Increased Sales/
Profits.

26. EmpowerYour Employees andThey Will
PowerYour Brand.

27. A brand will become critically valuable to
consumers employees if they invest
their own time resources in it.

29. TM
At the end of the day, these platforms are
built for fun. Have some!

31. Welcome to the ‘Age of Influence,’
where anyone can build an audience
and effect change, advocate brands,
build relationships and make a
difference.
@TedRubin
TedRubin.com
ReturnOnRelationship.com
tedrubin@gmail.com

32. Sponsored
by
#RIC15