10 Quotes by Joseph Jaffe

The four Ps (Product, Price, Place, and Promotion) have been updated with a new model: the six C's of Content, Commerce, Community, Context, Customization, and Conversation.

Avinash Kaushik refers to much of media communications as "faith-based initiatives." In other words, they are often futile attempts to bridge the vast chasm between the two ends of the funnel - exposure and conversion... (p. 5)

It's time to set our sights on the marketing funnel, aka, AIDA. AIDA stands for Awareness, Interest, Desire, and Action. (p.3)... There's something inherently out of whack with the traditional marketing funnel and there are better ways to optimize it (p.7).

If you think about it, shouldn't we be spending more money against qualified prospective buyers versus shots in the dark at bagging a random stranger? Of course we should. It's a complete no-brainer. (p. 8) ... Our cardinal mistake is to forget that it is these four simple truths (or metrics) that keep us in business: 1. Getting more customers to buy from us; 2. More often; 3. To spend more with us in the process; 4. AND to recommend us to their friends (p. 15)

Getting your message in front of the right people in the right place at the right time using the right channels is the right thing to do. But what if the real optimization that needs to take place is from acquisition-led efforts to retention-led ones [retention, consolidation, and referrals]? p. 18

You can be sure that a good percentage of people who saw the movie came across this game online,

There's a demonstration of the essence of the brand, of creativity. In this case, it's not just talking about it, it's actually producing the bottles. The added touch of 'lights-on' and 'lights-off' views is really smart as well. The idea of seeing them in context at a bar or party makes them that much more desirable.

It's the opposite of buying a spread in a newspaper or a slew of 30-second slots on TV, ... Studios need to stop trying to reach the most people and focus on reaching the best people.

It should be a stern wake-up call to agencies. If you're not going to take risks and be creative, consumers are going to do it for you.