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Back to the Future: How Digital Marketing Could Resurrect Main Street

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Retail brick and mortar transformation buyer consumer customer sales advertising Back to the Future Digital Marketing Resurrect Main Street

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Back to the Future: How Digital Marketing Could Resurrect Main Street

  1. 1. Back to the Future How Digital Marketing Could Resurrect Main Street Dave Sutton February 6, 2019 @TOPRIGHTPARTNER /TOPRIGHT/IN/MARKETINGSCIENTISTS
  2. 2. Back to the Future
  3. 3. Retail Experiences Before the Internet
  4. 4. Retail Experiences Before the Internet Personable: they knew your kids’ names Trusted: they knew what you needed Local: they knew your neighbors Knowledgeable: they knew their category Social: they enjoyed seeing you
  5. 5. Marketing Was Uniform, Persuasive, Transactional ... Broadcast
  6. 6. Back to the Future Part II
  7. 7. Uniform, Persuasive, Transactional … still?
  8. 8. Minority Report (2002) Did Hollywood get it right?
  9. 9. Retail Challenges (2019) Over Levered with Underutilized Assets Losing the Human Touch Inauthentic and Interruptive Marketing Customers Opt Out, Block Out, Tune Out Data Privacy, Security, Liability
  10. 10. Transforming Customer Experiences • Simplicity • Clarity • Alignment • Story • Strategy • Systems
  11. 11. Lost in Transformation
  12. 12. It’s time to interrupt marketing and resurrect Main Street! “New Study Highlights How Much People Dislike Digital Ads” “Digital Data Gives Billboard Owners More Reason to Love a Good Traffic Jam” “For Advertisers, Algorithms Lead to Unexpected Exposure on Hate Sites” “Advertisers are Second Only to Hackers in Americans’ List of Online Baddies”
  13. 13. Marketing, Interrupted • Conversational Commerce • Emotional Relevance • Shared Value • Predictive Connectivity • Genuine Purpose
  14. 14. Conversational Commerce
  15. 15. Candy Shop Meets Facial Recognition Personalized choices and recommendations Strengthens customer relationship (authentically) Shift from “May I help you” to “I can help you”
  16. 16. How to get it wrong • Be impersonal • Be intrusive • Be overeager
  17. 17. Emotional Relevance
  18. 18. Cosmetics Counter Meets Augmented Reality Try before you buy from anywhere Creates a real experience of emotion and connection Shift from “Let me show you” to “See for yourself”
  19. 19. How to get it wrong • Be disruptive • Be transactional • Be emotional for emotion’s sake
  20. 20. Shared Value
  21. 21. High Fashion Meets the Sharing Economy Easy and affordable access to high-demand apparel Creates access where there was none Shift from “Buy and Return” to “Borrow and Shine”
  22. 22. How to get it wrong • Be inauthentic • Be over polished • Be unware of unintended consequences
  23. 23. Predictive Connectivity
  24. 24. Preppy Togs Meet Predictive Modeling Dynamic personalized messages for specific customers Opens the brand up to new audiences Shift from “Usual Suspects” to “Predictive Audiences”
  25. 25. • Be undisciplined • Be creepy • Be interruptive How to get it wrong
  26. 26. Genuine Purpose
  27. 27. Outdoor Apparel Meets Social Responsibility Telling an authentic, aligned brand story that empowers the company and its customers Creates authentic and dynamic relationships with customers Shift from “Doing Good” to “Being Good”
  28. 28. How to get it wrong • Be self-righteous • Be too topical or trendy • Be disingenuous
  29. 29. Resurrecting Main Street
  30. 30. Conversational Commerce: From “May I help you” to “I can help you” Emotional Relevance: From “Let me show you” to “See for yourself” Shared Value: From “Buy and Return” to “Borrow and Shine” Predictive Connectivity: From “Usual Suspects” to “Predictive Audiences” Genuine Purpose: From “Doing Good” to “Being Good”
  31. 31. "Director Steven Spielberg fashions a near-future that feels distinctly ours—organic, market-driven and teeming with as much danger as promise.” -Colin KennedyMinority Report (2002)
  32. 32. Contact Me Dave Sutton President and CEO TopRight, LLC Mobile: 404-229-0234 Email: dave@toprightpartners.com @TOPRIGHTPARTNER /TOPRIGHT/IN/MARKETINGSCIENTISTS

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