Next up in our Aligned speaker series is Keith Lehman, Head of Digital and Social Content at Hill’s Pet Nutrition. Hill’s Pet Nutrition has a long history of not only working with traditional retailers but veterinarians and shelters across the country.
At Aligned 2018, Keith will share how Hill’s Pet Nutrition built relationships with these varied accounts to drive sales while working towards a shared mission of improving the lives of pets and their owners. The session will cover how other brands can identify non-traditional partnerships and how they can enhance your brand story. Read more about his session.
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Why are local retailers and businesses important to telling the Hill’s Pet Nutrition story?
Keith: A first-hand product recommendation from a friend, family member, or even someone online can make or break a sale. The fact is, the zero moment of truth is when you are handing over cash to someone who has used products, heard from actual customers and is an expert on what you are purchasing. The retailers we work with are so passionate about the products they sell that they investigate, use, and then recommend the products they carry and sell. When our products stand the test, our retailers are able to recommend these products based on their specific strengths and consumer input. They can be the most trusted resource for consumers making a confusing purchase decision.
What do you see as the future of retail marketing?
Keith: Entrepreneurs who use tools and technology to grow will see success. Brick and mortar alone aren’t enough anymore (we all know that) and there are too many tools and plugins available to shut out “order online – pick up in-store.” Retail marketers have to start leaning on their suppliers and manufacturers to help carry the burden of getting products sold. Also… no more sign holders on the side of the road – we need to be smarter and more targeted.
What are you most excited for at this year’s Aligned Conference?
Keith: Honestly – I am looking forward to talking with the small business owners and hearing from them what their challenges are. I am kind of tired of hearing from large corporate CEO/COOs that give canned answers (no offense). I am looking for this event to be transparent and meaningful for everyone involved.
What was the best career advice you were given or personal motto you live by?
Keith: I thought about this question a lot over the last few days. I have received so much advice over the span of my career – I put much of it to practice daily. So, my personal motto is to apply what I have learned and never let anyone tell me I can’t do something. I dare you to try.
Who is your favorite local business?
Keith: My local music store – I love going there and meeting new musicians. The problem with nearly all local music stores is their unsustainability. My big fear is they won’t be around in two to three years.