Jonathan Yaffe is the CEO and Co-founder of AnyRoad, a data and analytics platform that powers experiential marketing efforts for many of the Fortune 2000 companies.
In this episode, Jonathan and I discuss how his career started at RedBull and how it evolved into founding AnyRoad. Jonathan believes that experiential marketing is a pillar of any effective marketing strategy. He says, “experiential programs really change consumer behavior, which leads to revenue growth and increases of brand love.”
Listen to the full episode to learn more about why experiences matter so much in today’s environment and why brands are looking at experiential programs to build long-term brand loyalty and ultimately increase a customer’s lifetime value.
In this episode, you’ll learn:
- The value of leaning into the experience
- What makes personalization so powerful
- Focus on lifetime value instead of conversion rates
Key Highlights:
- [01:38] Working for RedBull
- [02:43] Transforming from product to experience
- [05:35] Examples of incorporating experience in brand
- [08:32] Changes in the experiential marketing space
- [12:54] What makes the personalized experience so powerful
- [15:01] Getting better at capturing and using data
- [17:40] How data is being collected today
- [19:35] What to do with data once you’ve got it
- [23:35] An experience that defines Jonathan makes him who he is today
- [26:56] Jonathan’s advice to his younger self
- [28:55] What marketers should be learning more about
- [30:16] The brands and organization Jonathan follows
- [33:51] The biggest threat and opportunity for marketers
Resources Mentioned:
- AnyRoad
- Jonathan Yaffe, CEO and Co-founder
- Red Bull
- Marie Kondo
- REI Bike Riding Course
- Kentucky Bourbon Trail
- CHEEZ-IT online store and Chobani merch drops
- Red Bull Flutag Event – Red Bull in San Fran
- Warby Parker expanding to stores (NRF)
- Allbirds expanding to store experiences
- Lululemon and Nike with retail experiences but not about commerce
- Alibaba building shopping malls (CNBC)
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Connect with the Guest:
- Jonathan’s LinkedIn: https://www.linkedin.com/in/yaffe/
- Jonathan’s Twitter: https://twitter.com/whereisyaffe
- AnyRoad’s Twitter: https://twitter.com/anyroad
Connect with Marketing Today and Alan Hart:
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- https://www.linkedin.com/in/alanhart
- http://twitter.com/themktgtoday
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- https://www.linkedin.com/company/marketing-today-with-alan-hart/
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.