Top5 Reasons Business Fail Relating to Marketing ROI

Tara Thurber is joined by CEO & Founder of Rubelli Digital, Joseph Rubelli. Together, they discuss Joseph's professional background, his favorite marketing campaigns and his Top5 Reasons why Businesses Fail Relating to marketing ROI. Tune in today for amazing ideas that will shakeup your marketing strategies!

Joseph Rubelli Bio:  Joseph Rubelli has spent his career building brands, helping businesses grow, and telling stories that resonate with audiences.

After years of working in sales, marketing, and business across Europe and EMEA in the beauty & fashion industry for global brands like Lancer, Sephora and LVMH Group, he combined his experience in corporate with a passion for storytelling and communication to found Rubelli Digital in 2020. He brings his expertise in digital marketing and PR to help business owners and service providers transform their businesses into strong digital brands.

Click To Conversion Free Masterclass IG: @Josephrubelli @rubellidigitalmarketing

Transcript

Tara Thurber: 0:00

Hey everyone, welcome back to Top5 brought to you by DefineTalent. We are a results driven service working with clients to connect them with quality talent as well as working to make an impact within the recruiting industry. We talk straight about today's professional world with real world professionals, experts in recruitment, job seekers and business owners alike. Have a question for us. Send it in and you might spur our next conversation. I'm Tara Thurber, co founder and director of talent partnerships here at DefineTalent And joining me today is Joseph Rubelli, founder and digital strategy expert at Rubelli Digital. Rubelli Digital is a result driven boutique agency that offers full service creative social media capabilities. Hey, Joseph, how are you today?

Joseph Rubelli: 0:50

Very well, how are you? Thank you for having me.

Tara Thurber: 0:53

No problem excited to have you as our guest today. Why don't we just jump right into this Joseph and if you don't mind sharing a little bit about yourself your professional background and give us a little bit about what Rubelli Digital is.

Joseph Rubelli: 1:07

Absolutely. So my name is Joseph. I am the founder and CEO of Rubelli Digital, I started my marketing career now 20 years ago, and I started in Italy. I worked in Milan, I worked in London, and I moved from Italy. I was born in Italy and moved from Italy to London when I was 20. I started working in sales in the beauty industry, I was working in the store and I was part of a program for executives that allow you to do many different roles within the company. So I grew up in the role and then I moved to London. And I started working initially as a sales coordinator. And then I was working on SAS coding with with this company which was a startup skincare at the time. And then I grew into a marketing role. I was a marketing executive, then I became a social media executive, then social media manager and influencer marketing manager and then I became a manager. And then I one of my last corporate job. I was a social media director during the pandemic.

Tara Thurber: 2:08

Okay.

Joseph Rubelli: 2:08

So I did many different jobs and all within the beauty and fashion industry. But in the last few years, I'd be working more with real estate service based businesses and I started Rubelli Digital. During the pandemic, it was a time where everybody was looking for solutions driven marketing and extremely strong ROI because, of course, we had a lot of challenges during COVID. And I put together strategies, and, you know, a series of implementation that really worked. And I relocated to the US a couple of years ago, and I started to work with my agency in the US. And now we are a team of four. And it has been a great overall journey. Not an easy journey, but a very exciting journey.

Tara Thurber: 2:55

Well, just your professional path in general seems like a pretty awesome journey, to say the least. And then to come to the US starting your own boutique agency and growing. It must be so exciting, too. I know. You know, during COVID, it was a tough time. It was definitely a tough time. But pushing through and getting to where you're at today. I mean, kudos to you, and congratulations on that growth.

Joseph Rubelli: 3:21

Thank you. Thank you, I appreciate it. And yes, you have been a learning curve. I think when you build your brand, the line and I did it in a way that was a bit different. I was coming from a corporate background, so everything was in place where it needed to be. And I will just have to show up. When you work in and you run your own business, you have to show up every day, even on the days that you really don't feel like it. So I started to build my social media presence online after I quit my corporate job. And I wanted to build a community of other business owners and startups and I build a community at 45,000 people on social media. And then I started a podcast where I will interview different leaders and they allow me to build authority within the brand. And all of those steps were little but they allow me to gain the credibility and authority that I have today in the industry. And I feel this is something that is very important to remember is never a one size fits all. It is never really an overnight success. It's a step of different action that you take day by day to really lead you to where you want to be.

Tara Thurber: 4:29

I love that a lot. I love exactly how you put all that. So I want to dive in a little bit in regards to marketing ROI. Would you be able to briefly explain what marketing ROI means and why it is crucial for businesses?

Joseph Rubelli: 4:48

Absolutely. So marketing ROI is really the return of investment that you have when you are investing money within your marketing. And the reason why as an agency we focus a lot on conversion marketing lead generation is because when I was working in corporate and I was in sales, before I went to marketing, my first question would be like, okay, great, but how is this bringing any revenue? Whatever strategy they might have, it was always about the revenue, and why the revenue is not the only thing, it is one of the most important things. And I always say, it does not really matter what type of marketing you do, if it doesn't bring you any return, which could be traffic, it could be lead generation, it could be sales, you really are not maximizing your opportunity with marketing. So ROI is really making sure that everything you share, whether there is an email, whether it is a post on Instagram, or a video on Tiktok is really moving the needle of your customer journey from discovery to purchase. And one of the key parts of my services that I really highlight the importance of creating an ecosystem. Funnily enough, I had a meeting today, where I was talking to these very big corporation, they had a full marketing team, that they have a person that does TikTok, they have a person that has an Instagram, they have a person that does Threads, you know, all the socials are covered, but none of the social is linked. And when you go through, the way they manage them is very much content focused rather than return of investment focused. So why the two things are very different, they should be complimentary.

Tara Thurber: 6:28

Right.

Joseph Rubelli: 6:28

So I set it to work with them to really make sure that we connect all the dots. And it is one of the most difficult part for businesses because often what happens you have different type of content that gets created. And the way you create content is an interpretation that everybody has differently.

Tara Thurber: 6:49

Right.

Joseph Rubelli: 6:49

And often when I talk to different, they talk to me about content marketing, like they are content creators or influencers, which is a different type of job compared to having a business that you market it online. And I think that's one of the biggest misconception there.

Tara Thurber: 7:05

It's so interesting when it comes down to it, because you can have all the channels and be putting stuff out there. But you're right, it all needs to kind of come together to show a relationship to build that environment for that one particular business. And if you're going in, if you're it's not all inter connected, and it's going in all different directions, then what is the point I'm putting it even out there? Right?

Joseph Rubelli: 7:32

Correct. I always bring this example. When you are thinking about a social media strategy for a business and never invested in social media, the first thing they will tell you is that they are looking to increase the brand awareness, right? So really, what they're telling you is they are looking to get more attention towards the brand. And why this is the first step towards the next part, it is really important to do that, what happens often they will get the attention, they will get the likes, they will get the followers, they will get the views, they will get the engagement, but then they forget about the retention, okay, how many of these people that I am captivating online, I am actually converting? So I always say the strategy has to be a very good hybrid between attention and retention. It has to be a great balance between the two.

Tara Thurber: 8:22

Right. And often what happens you have two different types of scenarios that I work with, I have people with very big following 500 to a million to two million, they had a great presence online, but their revenue is not coming from social media. And they cannot really work on the conversion. It's just not converting as much as they should be. Because what happens, they build a very strong community, they have the engagement. But what happens is their page became a commodity for their followers, they go there, they consume the content, they get the information, but they don't move to the next stage of the customer journey because they get everything they need on social. So that's it. That's done. Right.

Joseph Rubelli: 9:07

Exactly you become a commodity there. So that's the that's the biggest challenge. And the second type of client I work with is someone that is clueless when it comes to social media. So they need to start from zero. And they are probably doing their own marketing and they are thinking okay, where the heck do I start? What's the next step for me? There's so many

Tara Thurber: 9:24

Right (laughs). platforms so many reel do I need to dance? Do I need to lip sync? What do I need to do? And I'm like, No, you don't have to do any of that. We need to work on something that works with you need to work with the platform, not for the platform. Okay, I like that a lot. I like that a lot. Do you? Do you get a lot of companies that come to you that already know who their ideal client is? Or is it do you get clients that come to you that are just like I have this service or I have this product and how do I start making revenue?

Joseph Rubelli: 10:04

I had both.

Tara Thurber: 10:05

Yeah.

Joseph Rubelli: 10:05

Through the years and I have to say, usually, the people that don't know, the ideal client that they are looking to speak to are the same people that think they have no competitors. And when it comes to the people there, they know who they're speaking to, really, my job is to come there and help them to fine tune the messaging, because you might have an idea who your demographic is or who your client avatar might look like. When you posted the content, the content is not, it doesn't have the right messages. So for example, I'm targeting millennials, with a service based business. And I am using a copywriting that is just not really speaking to them in a way that is understood and perceived.

Tara Thurber: 10:51

Right.

Joseph Rubelli: 10:52

In a way, there's way too corporate. So people feel like, Oh, my God, that's not the right stage for this. And they might be but the messaging the communication channels are not optimized in line to make them feel like they are the right stage of business for them to invest. So they move on.

Tara Thurber: 11:08

Very interesting how that is. And then, kind of going into my next question here. According to recent research, statistics show that influence marketing is expected to be worth $24 billion by the end of the year. What are your thoughts on this tactic? Is Go ahead, answer that one. First. We'll start there.

Joseph Rubelli: 11:30

Influencer marketing is a very powerful tool, however, the ways to do influencer marketing are plenty. And I feel even though this has been an avenue of marketing that has been happening for a long time, people still don't really optimize it to the way it should be. So, when it comes to influencer marketing, you want to make sure that the creators you are working with the right people for your business. Now, something that a lot of people do not

Tara Thurber: 11:56

For your business. understand what you feel as a marketer is that their main job of a content creator or influencer is that they need to sell content. That's what they offer, they sell content and they sell a space in their page to brands in light to advertise a product that the brand wants to sell to their demographic because that's who they want to speak to. So that's a direct channel to consumer compared to a magazine a few years ago, where you will have an advert there, but you will not know how many people actually look at that or how many people actually convert. So influence marketing is brilliant. However, the way influence marketing is changing is through a different approach. We went from the very salesy approach, I love this product, this is what I'm obsessed with, you should buy it to more about It can be tricky it sounds (laughs)! It's almost the storytelling of the brand. It's using influencer marketing as a way to tell the story of the company from a different angle. And you know, you have company like, Tiffany's or company like they've been in the business for a long time. But they haven't really invested in influencer marketing before, they are starting to do it now in a way that is like Okay, great. Let me show you what we are about through this person. So I think what's happening is we going from the classical message copy and paste that every content creator requested from last week to something that requires a bit of a bit more strategy and I work with many different content creators, content creators are great but, you know, you need to find the good ones and people that really understand the brand's strategy overall and they put some effort on what they create and you need to give a good creative freedom to the person like to make them feel that the content they created is aligned what they usually do but is also aligned with the company which is why there needs to be a system in place what happens if you choose the wrong influencer and you kind of put all this money with businesses that have a small budget or are trying things what happens then if that doesn't work and you're sinking your money into this how do businesses find their way out?

Joseph Rubelli: 14:23

I will share a simple example of this because I work with content creators and influencers with small budget and so that way based on the campaign you're you're looking to work with you want to divide your strategy into different sizes of influences. So if you want to gain awareness, you want to go with the bigger numbers. So the bigger the content creator the more reach there will have and so therefore, if your main goal is to get awareness for the brand or to get attention, those are the people you need to work with. You want them to create some content that is predominantly video that you can use or repurpose on an ad later on.

Tara Thurber: 15:03

Okay.

Joseph Rubelli: 15:04

And then if you instead are looking for attention, and you say, okay, great, we have the attention, but we need to start the conversion, you can start to work with content creators that are a little bit smaller, we're talking, you know, 50, to 100k, those usually are the one that have the community that is the most invested. They're the one that are bringing the conversion, they're bringing the lead. So you can track that in different ways. I've done this in the over the years, many different ways, I did this through a link where the person will use the link, and sometimes they get permission. They're not again, it was a marketing isn't affiliate marketing. So you should pay as a company, the content of the campaign that the person is with, because usually what happens is I mean, I as an agency, we work with brands, and I have to partner in my agency that I work with, and we create content for them what we do, we create campaigns together.

Tara Thurber: 15:59

Okay.

Joseph Rubelli: 15:59

And then the campaigns is involving a set amount of placements, which are the set amount of posts. And that's what you pay for. And you can also add to it a link where the person can share this link through their community. So you can track the conversion of that account. And that's usually the best way to work with content creators, again, 50 to 100k 200k, those are the ones that will convert the most the one over a million are great for attention, but not brilliant for retention.

Tara Thurber: 16:28

Okay, that's understandable. So then, in looking at well established companies that have existed for decades, that are reluctant to change marketing tactics, or try new channels, what is your advice to a young marketer dealing with generation gaps and trying to, I don't want to say recreate the wheel, but expand?

Joseph Rubelli: 16:55

Yeah, so this is a great question. Because this has been a significant part of my job for a long time. Because when I started working on social media, social media was really new. So I remember going to my boss and say, I think we should make an effort to invest time and energy into this, because that's what is going to generate revenue with. And I remember preparing a whole case study and and whole business case to show them how to do it. What happens, and the advice I will give to any young marketer that is looking to work with bigger companies, is to focus less on the metrics, or social media, which I call the vanity metrics, the lives the followers, the engagement, you want to really talk about the real marketing behind it, how do you take that person from discovery to purchase in the customer journey? So focus on how is this post is going to generate more revenue for the business? Or if it's not revenue? How is it going to generate more leads? So if you create an Instagram strategy? How is this post gonna increase the traffic to the website? So instead of talking about awareness, you can say, okay, great, you can you know, I've been in rooms before with younger social media managers talking about percentages of awareness for the company awareness is not quantifiable because awareness doesn't really pay the bills, what really you can switch that is, okay, great, this strategy will increase, there is a forecast that he will increase traffic by 50% on the website. So that's how you can quantify and really understand what language the person who is in front of you speaks, if the person is all about numbers, you need to make the case about that.

Tara Thurber: 18:42

The numbers talk(laughs).

Joseph Rubelli: 18:43

Exactly. At the end of the day, numbers speak. And even in marketing, posting on Instagram is not marketing, you need a strategy that involves posting on it, you know, I always bring this example in my community, there's a difference between content marketing and marketing content. Content marketing is the content that is moving the needle from discovery to purchase on social media. Marketing content, is making sure that the content that you create and is distributed in a way that is actually bringing the return of investment when a company wants and that's where the expertise comes in. It's all about creating the video, it's about making sure that what you're doing is effectively moving that needle that we mentioned before.

Tara Thurber: 19:24

It's very interesting how it kind of is in two different ways. But being able to create campaigns and build or have that ROI. It's really important for businesses to understand the two different aspects that we that you just brought up there where it's marketing content or content marketing, right? So what and you know, let me ask you a question like this too. For smaller businesses and startups what happens if maybe they've got a strategy, but they don't have a budget to put into content marketing? Is there any advice you would give some of the smaller businesses that really have like zero to no budget?

Joseph Rubelli: 20:12

Absolutely. Like if you're doing your marketing, the best way to market your business is to really make sure you're showing up on social media. And instead of talking about what you sell, predominantly talk about why you started and how are you taking the person from point A to point B, making sure you are the face of what you're selling the product because realistically, what happens, especially in platforms, such as Instagram, or Facebook, they are very emotional platform, people build a connection with the person in that screen. And that person becomes a medium between what they sell in and who they sell it to. And so what happens there is, if you're able to document your journey as an entrepreneur, and show what you are working on in taking the audience, along with you, people will feel invested. And that's how you're going to warm them up to ultimately purchase. Don't feel ashamed to sell a product. I think that's another problem. I feel like a lot of times, small entrepreneurs to do their own marketing. They don't want to sound salesy, so they never talk about the product. And they get the engagement because they create a lot of educational content, and it's great, but then it doesn't sell. So it's a lot of time that you put into something that is not bringing you anything back, other than great vanity metrics, if you will. So you want to make sure that the way you invest that time was social, it's super valuable. I actually did recently a masterclass where I teach my community how to spend less time on social media more time in their business. And it's all about understanding this pattern, and what type of content they should be putting out there and when. So it's a whole 60 minutes social media training that I do and is completely free. So it's like it gives a lot of perspective. And I talk about this all the time, I started to post significantly less this year, because I started to focus more on business development, and why I post less the amount of leads and sales that comes from my social media is exactly the same as it was last year, because the strategy's right. So it's really about replaces recipe strategy, I always mentioned that it's very important.

Tara Thurber: 22:26

I like that a lot. Because there is a lot of stress

Joseph Rubelli: 22:27

Yeah, exactly. And it's really about opening a under it. And to come up with a strategy and maybe you launch that strategy, and maybe it fails. But talking about that conversation. That's the whole point of social is I'm gonna journey talking about that. And from what I gather, too, when we bring you an example, if you allow me to. think about social media, it's tied to emotions, it's that feeling behind it, that you want your audience to feel. So instead of it just being print in a newspaper or a magazine, it's really showing up and bringing that emotion to it in order to create engagement.

Tara Thurber: 23:08

Yeah.

Joseph Rubelli: 23:16

Of a client of mine works in accounting and bookkeeping, very different industry to market on social media. So we work together on a strategy. And my client is a millennial, but she's very introverted. Very, very good at what she does very knowledgeable, but she's not one of those people that would jump on camera and talk to the audience. Because her style. When we work together on the strategy, we

Tara Thurber: 23:37

Right. work on a strategy where she posts three times a week, and she shows up predominantly on LinkedIn, and Instagram. And the first question I asked you as Okay, great, what do you feel more comfortable in terms of content to create? Because everybody's different. Some people like to jump on camera and do a video, some people like to write a blog, some people like to post a picture and put a caption on it, you need to understand what makes you feel comfortable, and what you can do a lot of it without getting burnout. So she said I love writing. And I said, brilliant. So we're going to start with a writing. So I said, Why don't we do a blog per week, and we pick a topic, and this is the topic that we're going to talk about on the page. For the whole week. This is the topic we're gonna use. So I said, the way we're going to distribute this information will be different. We're going to use the blog and then we're going to create an infographic where we're going to talk about the key points of that blog. And we're going to open up conversation on the comments by using a very engaging caption, and then you can jump on stories. And she is, again one on one of those people that will never speak on story. So what we set out to do is I want you to film yourself while you're working while you're typing on the phone. When you type it on the phone. When you're tapping on the laptop, you put your phone on the side and you start recording on a time lapse. Then you say that and you take the information of the blog that you paraphrase them and you post them on stories, then you ask the audience what they think. And in reality, what happens is we have a 20% creation, which is the blog and 80% distribution, because the content is the same, this allow her to be consistent. And this allows her to be present in a way that feels right to her. It is not working for the platform, when you are working with a platform. That's a very simple example of how we develop a strategy or Rubelli together to make sure that the person feel comfortable, but also that the marketing works. Hopefully that makes sense. Yeah, no, and I, I love it. I love how you it's kind of it's specialized, it's individualized and specialize per the type of client, the person behind it, which I think is really important, because you need to make sure that you're tied to the product or the business itself that you're trying to put out there. So that you show up authentically, Exactly and the way we share content, usually. And I always say this the way when I work with strategies, and when I create strategy with clients, the way I create the content, is to target each part of the customer journey, the customer journey for every one of us, depending on the industry, but pretty much is always the same. It's like page one, I don't really know I have a problem. I don't know, I need a solution.

Joseph Rubelli: 26:18

Right?

Tara Thurber: 26:18

So it's what I call problem awareness content, stage number two, I know I have a problem, I don't really know what this solution is. So that's consideration content, that's where you have your educational tutorial content. Stage number three is like great. I know I have a problem. I know what the solution is, I don't really know where to buy it from. So that's why you said to look at the reviews, and you start to look at the different type of people that work with that person to understand whether you can be one of those person too is stage number four. Okay, great. Now I know what I want, I'm ready to invest. Can I trust this person? So that's where you go through the whole journey again, you're like, Okay, great. So I feel like this is the right person for me. And that's where the content has to this is what I mean, by taking the person from discovery to purchase. Right.

Joseph Rubelli: 27:04

You're selling through your content at different stages. And when people find you, they might be one of those four stages, but you've given them some pay for each one of them in a way that makes sense to them at that time. And that's where, you know, strategy comes in, because that's what I help clients to do to make sure that each piece of content has a purpose.

Tara Thurber: 27:24

That's fantastic, Joseph, it's very eye opening. For me, when we think about how businesses can fail relating to all of this because they're not listening, they're not paying attention. So it's very interesting and it sounds to that the types of businesses are the range. So to be able, for you to be able to share all this information is is very valuable, because a lot of businesses engage socially in so many different ways. And by opening up the ideas or the strategies behind it, I feel it can hit everybody in a different way in order to help them. I want to kind of jump in with a fun question here really quickly. As a marketer, I'm sure you've probably analyzed hundreds of advertising campaigns. What is one campaign that stood out to you perhaps one of those jingles that you can't quite get out of your head and I don't know if I want to share it, because then it's going to be stuck in my head. But tell me something fun.

Joseph Rubelli: 28:37

I wouldn't sit so in terms of you wouldn't be a jingle but it was I'm going to bring to the example number one is the Dunkin Donuts and Ben Affleck collaboration for the Superbowl. I love the way that was done. I thought that was creative, different. And we should they've shown a pot of Ben Affleck that you wouldn't necessarily see.

Tara Thurber: 28:59

Yeah.

Joseph Rubelli: 29:00

And there was a different personality that can now and he was quite interesting. And there was also that celebrity status with J. Lo I thought that was really fun and creative. I did a whole brand analysis on my page about that campaign. And I broke it down on why did they decide to use Ben Affleck and the idea was that they were trying to appeal to make Dunkin Donuts more of a fun brand. And also moving away from donuts because now they rebranded to Dunkin.

Tara Thurber: 29:28

Just Dunkin'.

Joseph Rubelli: 29:29

Yeah. And the second one, it's in fashion. I'm a huge fashion fan. I love fashion. And I think the way Mary Kate and Ashley Olsen marketed the Row recently for their fashion week in Paris was phenomenal because they did a whole strategy campaign where you will go as an influencer to their fashion to the fashion show, but you were not allowed to take pictures or share anything on social media. It was completely blackout, you are not allowed to have any phones.

Tara Thurber: 30:02

Wow.

Joseph Rubelli: 30:02

And what this did was triggered a lot of PR.

Tara Thurber: 30:06

Yeah.

Joseph Rubelli: 30:07

PR generate sales.

Tara Thurber: 30:08

Yeah.

Joseph Rubelli: 30:09

Also keeping the exclusivity of the brand because they are looking to be an exclusive brand, someone that is listening who doesn't know what the role is the role is the brand created the Mary Kate from Mary Kate and Ashley Olsen. The concept that they have a few years ago was to create a perfect t shirt. And from there, they created a whole brand where the unique selling point is the material you have 100% cotten 100% cashmere, very particular high end material, super high quality, and also captivating a style that is very significant to them, which is something that went from very gaudy to what nowadays define quiet luxery. And what happens with this campaign, and the reason why I thought it was genius is because in a world where everything you do doesn't really count, unless you share it. Is sort of trigger the question to every person that obviously make a lot of money out of creating content, if you're not sharing it on social media, were you even there? That's the whole question that they wanted to create around the and I thought that was a thought provoking angle that made a lot of people talk created a lot of buzz and marketed the brand through the old PR strategy, because they had a lot of press through that. Because there was a way it went completely the opposite direction of any brands. We have Tarte cosmetics, which is a beauty brands that spent millions of dollars to send people to the Middle East to have a great time and create a lot of content in Dubai. And then we have the Row, which is sending 10 influencer 20 to a fashion week and then not allowed their phone. So what is left for them to share? So I thought that was very interesting. And I like things that are contrary is something that is completely different. And I thought you know, if you look at the way the Road works, and the brand, the way they do it, they ultimately are competing with Hermes, they want to be the new Hermes. So they want to be associated to that. Like they have a bag now that became the seat bag. And now the sisters are really upset about it. Because the bread, the the the bag is getting a lot of press, but he's losing the acquisition of the brand. So they might discontinue that back.

Tara Thurber: 32:20

Wow.

Joseph Rubelli: 32:21

That's how they are. You know, it's really about that. And I thought that's a very refreshing angle to me. And I thought that campaign really caught my attention because he was just interesting.

Tara Thurber: 32:32

But all of those are very interesting. And it's almost taking a step back and being able to get creative, but making an impact in a different way. It just it's to me, it's very interesting. I want to go do more research on it now.

Joseph Rubelli: 32:48

Yeah, you go check it out. There was a big conversation around this. And one last one I want to share if you allow me to

Tara Thurber: 32:54

Yeah.

Joseph Rubelli: 32:55

A bit different is when we look at the world of collaboration between brands, right? We seen a collaboration that I thought was really interesting was Adidas and Gucci together completely different. Why do they do it? Well, Adidas is ultimately looking to captivate a newer demographic, someone who has more power than then someone who is a Gen Z belonging to a specific socio economic demographic. So what they did was, well, why don't we partner with Gucci, why don't we do something that is very different, very unique, and we are putting the price up really high, we increasing a price. So this will open the door to then create a new collection in the future there will be a higher price. So Gucci was at the same time looking to have more of a athletic wear, type of customer because they spend a lot of time and money to create a lot of athletic wear and a lot of you know sportswear and stuff so what they set out to do they combined together so Gucci could have that athletic wear consumer and Adidas could raise their price in a way that felt organic, even though he wasn't because it was related to a campaign.

Tara Thurber: 34:07

Wow. The sky's the limit. I feel like there's so many different ideas. Coming in differently, is really something that allows businesses to step outside of that, that comfort zone, where it's the monotony of the day to day and opening up the doors to a different audience. And that is where growth happens. It's not dumping more money into their current strategy, but thinking outside of the box, and opening up to more to a different audience in order to create growth.

Joseph Rubelli: 34:46

Mm hmm. Yeah, absolutely. And it's really about the way you communicate. And if someone wants to see I talk about communication through visual branding, for example, quite a lot of my page talks about how hollows can make a huge impact in your messaging and stuff like that on my page, you're more than welcome. If you're listening to check that out, I do a series called visual branding, where I take each color of the palette and I explain how does that affect your sale and your sales page? So it's really interesting.

Tara Thurber: 35:14

We'll definitely have to share that when we post this podcast.

Joseph Rubelli: 35:17

Yes!

Tara Thurber: 35:19

So Joseph, please, please, please share your Top5 Reasons Businesses Fail Relating to Marketing ROI.

Joseph Rubelli: 35:27

Right. Number one is creating content. And, you know, briefing their social media team to create content like content creators, they are focusing on content, they're not focusing on business strategy, they are separating the two. The second reason why they fail is they don't stick to strategy for long enough to make it work. I always say when you're testing something new, you need to give at least six months to that to have enough data for you to then optimize it and repeat what works anything before that is just a trial it's not a strategy. Number three is definitely been behind. When it comes to the way the platform work. If you are looking to do a digital marketing strategy, you need to be willing to get updates and make sure that you are on top of the game when it comes to what's going on within that platform.

Tara Thurber: 36:20

Right.

Joseph Rubelli: 36:21

And another one is spreading yourself too thin and be present everywhere in every single platform and just repurpose what you have every way in the in the hope that something is going to stick. It's better to be in less platform, and with a strategy that is connecting all of them together rather than going everywhere and just doing copy and pasting. And then another one, I will say it's usually the way people look at marketing is very much is like mono channel instead of being omni channel, right? It's really that lack of ecosystem that we mentioned before, making sure that all the points are connected, to get up from your email, to your podcasts, from your podcasts, to your social everything should be connected.

Unknown: 37:14

I love all of these only because it gives people and businesses. It's shedding light on different things that companies are doing and maybe not succeeding in. And so being able to take the reasons that businesses can fail for that. Taking that and shifting it to then find success. And I think with everything that you've shared today, Joseph, there's definitely some businesses out there that will find success in a different way. And I just I really value everything that you've brought to the table today because I think it's important for companies to understand what can work and what can't work, but it's really a matter of just showing up and making that strategy and having that and pushing forward.

Joseph Rubelli: 38:07

Yeah, absolutely. I can bring if you allow me an example.

Tara Thurber: 38:11

Please.

Joseph Rubelli: 38:12

Of a good ecosystem that I think we all fell for less once Apple is the best at doing this. Because you will go and either you start with an iMac or with an iPhone, then they get you into the iCloud so all your data is in the iCloud. And so what happens the next person that you do will be an Apple product because you want to be linked to the iCloud.

Tara Thurber: 38:34

Yup.

Joseph Rubelli: 38:34

iCloud is the magnet to everything in the ecosystem because all your information is there. You don't want to be bothered to change everything. So you go with the iMac, then you go on iPhone. And then well I want some headphones, I might as well get the airport's because they're connected, my phone is just easy. And then Okay, great. I can't see very well, I need something bigger. But I already have a Mac and I don't want to get anything else. Maybe again, iPad, there we go. They got you into the ecosystem.

Tara Thurber: 38:59

(laughs)

Joseph Rubelli: 39:02

And it's just a you know, and it's just brilliant to me, because you know, I am a huge Apple fan. And I'm happy to be in their ecosystem. But if I was gonna go to like, I went with a friend the other day in Chelsea in New York City, we went to the Google store and I said, I could never go Google I can't be bothered to change everything. I might as well stick with Apple.

Tara Thurber: 39:19

(laughs)

Joseph Rubelli: 39:19

You know, it's like, but it's just it is like, this is what I mean. And marketing can do this, you actually have and it happens, you know, if we do an example of digital products it can be I have that podcast that I love and I cannot have enough of it. I just want to listen to it. From the podcasts, you can get the person to join your email list. So they get their email with the last episode on their inbox, rather than go through Spotify and get it there and then so they're gonna be there and then you can repurpose the next week on Instagram or LinkedIn as a video whatever is good. So the ecosystem can be easy and super straightforward or very complicated and everything in between is just metric testing, optimizing and repeating.

Tara Thurber: 40:03

I love this and I could probably keep picking your brain for longer. But thank you. We will stop here and I appreciate you Joseph. I would love to share links to Rubelli Digital and anything else that we can share with our audience. When we go live, I'll make sure to get that in there. And thank you, thank you so very much for joining us today. Thank you. It was a pleasure. Thank you so much. We are DefinedTalent at DefinedLogic service coming to you at Top5. Make it a great day.