PROFILE

Max Goldberg

President, Max Goldberg & Associates

Max is president of Max Goldberg & Associates (MGA), a consultancy that assists companies from the Fortune 500 to start-ups, formulate branding and business strategies, create marketing plans and build promotional alliances. Clients include: Paramount Pictures, DreamWorks, Walt Disney, Warner Bros., New Line Cinema, MBNA, Music Choice Europe, Mommy & Me, New Line Home Entertainment, Vivendi Universal Interactive, and other companies in North America, Europe and Japan.

Prior to forming MGA, Max was Vice President, Integrated Marketing for Walt Disney Internet Group, where he was responsible for branding DIG, database marketing, media, research, e-commerce enhancements, promotional alliances, loyalty programs, sponsorships affiliate programs and e-commerce strategies.

He moved to Disney Internet Group from Walt Disney Home Entertainment where spent six years as Vice President, Promotions. At WDHE he directed consumer and account specific retail tie-ins for new Walt Disney Company home entertainment releases, as well as the company’s extensive DVD/video library. Additionally, he originated WDHE’s presence on the Internet, creating both its consumer and business-to-business websites.

Prior to joining Disney, he served as Vice President, Corporate Sponsorship and Promotion for Universal Studios Hollywood and Senior Vice President, Sales and Marketing for Ice Capades.

Max began his career in marketing as Regional Marketing Director for Ringling Bros. and Barnum & Bailey Circus and then served as Director of Marketing for The American Freedom Train and Western Manager for the Arbitron Ratings Company.

Max is a past Chairman of the Promotion Marketing Association. He founded PMA’s Star Power Entertainment Marketing Conference and served two terms as chairman of both its Southern California Chapter and Entertainment Council. He chaired PMA’s national marketing conference. He has been honored as Marketing Professional of the Year by The Marketing Agencies Association Worldwide. Max has served on numerous corporate advisory boards and the advisory council of George Washington University’s School of Media and Public Affairs.

He is a wish grantor for the Make-A-Wish Foundation of Los Angeles, a mentor to small businesses and a volunteer in other community service activities.

He and wife, Lisa, live in Los Angeles with their daughter, Hannah and son, Jacob.

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  • Posted on: 05/23/2017

    Can offline word-of-mouth be used to drive business results?

    The study from Engagement Labs points to the seamless experience consumers expect from retailers. Whether online or in-store, consumers have expectations that retailers need to meet. Some of them are basic: have items in-stock, make items easy to find, provide a fun shopping experience, make the checkout process easy and have knowledgeable help nearby to navigate the shopping experience. Retailers can generate word of mouth by exceeding consumer expectations, tying into causes and surprising consumers (in a good way). It's all about making the shopping experience easy, enjoyable and worthwhile.
  • Posted on: 05/22/2017

    Will pop-up only malls catch on?

    I'd like to flip the question around: Will non-traditional pop-up stores help save malls? There is a benefit here for mom-and-pop stores to learn retail while providing malls with infusions of fresh ideas. Pop-up only malls could catch on if they offer a wide selection of retailers and those retailers provide a level of service that consumers expect.
  • Posted on: 05/22/2017

    How should self-checkout be incentivized?

    Retailers want consumers to use self-checkout but need to make traditional checkout available to those who want to use it. It's a matter of servicing customers. Should retailers try to force customers into self checkout, look for a number of customers to take their business elsewhere.
  • Posted on: 05/17/2017

    Did Starbucks turn its POS outage into a win?

    Retailers and consumers need to consistently update their software. Starbucks handled the outage very well, meeting the situation with humor and its trademark strong customer service. Once again, Starbucks shows the retail community how to properly handle an unexpected, bad situation.
  • Posted on: 05/16/2017

    Are digital CX initiatives being lost on Baby Boomers?

    Why should we be surprised that different market segments require different go-to-market strategies? It's always been this way. Use of mobile devices is no different. Retailers need to devise strategies to attract and interact with targeted customer segments if they are going to drive sales, just as they use different advertising vehicles to get consumers into their stores.
  • Posted on: 05/16/2017

    Will Walmart’s next-gen store fly with shoppers?

    Walmart's next-gen store sounds positively 2000, featuring changes that will make tech-savvy shoppers yawn with excitement. Buy an online-only item at a kiosk and pick it up in-store two days later. The features mentioned may excite some shoppers, but they won't draw Millennials or Gen Z.
  • Posted on: 05/15/2017

    Will consumers decide meal kits just aren’t worth buying?

    Grocers can combat meal kits by making it easier to shop their stores and by providing recipe ideas and bundling the ingredients. It takes too long to shop a full-service grocery store. Grocers should tie coupons, loyalty cards and checking out to mobile phones. There are a myriad of potential solutions. Many time-starved consumers are willing to pay more for the convenience of meal kits. Grocers can beat this threat through creativity and education.
  • Posted on: 05/15/2017

    Will mobile wallets replace plastic loyalty cards?

    Most retail loyalty cards are tied to a phone number. I haven't carried a physical card for shopping in years. That said, linking loyalty programs to mobile phones makes sense. It won't be a game changer, but it will make life simpler.
  • Posted on: 05/12/2017

    Do customer reviews suffer from a herd mentality?

    Retailers mess with consumer reviews at their own peril. Like them or not, consumer reviews are valuable to shoppers. And who's to say that the CU Boulder study is accurate?
  • Posted on: 05/10/2017

    Is facial recognition a viable solution for reducing shoplifting?

    Some privacy issues may be raised, but facial recognition will help retailers reduce shoplifting. If it's solely being used to spot known shoplifters, retailers should not have to divulge the technology to consumers. If retailers are also using facial recognition to identify loyal shoppers, consumers should know.
  • Posted on: 05/10/2017

    Are pricing bots a boon or bane for consumers?

    Boon or bane, price bots are here to stay. From the dawn of competitive retail, merchants have shopped each other's stores. Bots allow retailers and consumers to search hundreds if not thousands of stores' prices in seconds. If retailers start to use bots and AI to dynamically price individual consumers, which most consumers don't like, customers can take their business to a different merchant who is only a click away.
  • Posted on: 05/09/2017

    Will next day delivery make Target an omnichannel force?

    The program is definitely a response to market conditions. With this program, Target once again shows that it is a follower, not a retail leader. By the time they roll it out Amazon and Walmart will still be far ahead, having added other features to their delivery programs. Target also lags the market in keeping its stores stocked and in lower pricing, both areas that management claims it will fix with its new $7 billion spending plan. The company lacks a clear vision and risks getting caught in the middle by faster, more nimble, lower-priced competitors.
  • Posted on: 05/08/2017

    Can Walmart dash past Amazon with its own product replenishment system?

    Some consumers might enjoy the convenience of this Walmart system, others will be creeped out by its Big Brother-like data gathering. Then there is the accuracy factor. Can a tag really tell how much toothpaste I'm using each time I brush, or how many times underwear can be washed before it wears out? Personally, I think this patent crosses a privacy line that I don't want to have crossed.
  • Posted on: 05/08/2017

    Will personalized meal plans increase Peapod’s order sizes?

    DinnerTime and Peapod make a good match. One plans meal solutions while the other can deliver the ingredients. With many meal solution options in the marketplace this match should benefit both companies.
  • Posted on: 05/08/2017

    Do consumers want experiential rewards?

    Consumers are bored with transactional rewards. Experiential rewards offer a break from the routine, are attention-getting and reset consumers' minds towards participating loyalty programs. More retailers should offer them. It takes some creativity to bring experiential rewards to a traditionally transactional program, but if the rewards are creative and reinforce the retail brand's core story, they can pay off in increased customer loyalty and may garner some great publicity.

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