… the things that have made our department so special are the same as they have always been. That doesn’t mean that we are the same. We have changed every day since I have been here. But the DNA of the organization, the thing that makes our heart beat, is a maniacal focus on creating the best programs and events imaginable. Not good programs, or a lot of programs, but the absolute best programs.In creating these great programs and events we focus on enriching people’s lives—a higher cause…. These are the macro things that drive the company. They haven’t changed. They’re not changing. I will not witness or permit those changes because that’s what makes the company so special.Tim Cook, CEO of Apple
Quote: I believe that we are living through the early days of a dramatic cultural shift that is bringing us back full circle, and that the world we live and work in now operates in a way that is surprisingly similar to the one our great-grandparents knew. Social media has transformed our world into one great big small town, dominated, as all vibrant towns used to be, by the strength of relationships, the currency of caring, and the power of word of mouth. In order to succeed now an in the future, it’s going to be imperative that we remember what worked in the past.—Gary VanerchukThe Thank You Economy
Quote: People don’t judge you on the basis of your mistakes — they judge you on the manner in which you own up to them. In my experience, most companies do a terrible job of taking blame. They lob press releases. Or they apologize for the inconvenience. Resist that temptation and say you’re sorry like you’re apologizing to a friend. Be good — and your customers will be good right back to you.—Jason Fried(Source: 37signals.com)
If you have fans or followers or customers, no matter what you do, you’ll annoy or disappoint two percent of them. And you’ll probably hear a lot more from the unhappy 2% than from the delighted 98.It seems as though there are only two ways to deal with this: Stop innovating, just stagnate. Or go ahead and delight the vast majority.Sure, you can try to minimize the cost of change, and you might even get the number to 1%. But if you try to delight everyone, all the time, you’ll just make yourself crazy. Or become boring.—Alienating the 2%Seth Godin
The New Mental Model of Marketing (B2B)Stimulus First Second Moment Moment of Truth of Truth Which becomes the next person’s ZMOT 19
Where Are They Searching?• 72% use a search engine• 49% talked with family and friends• 38% shop competitors• 36% sought information from your website• 31% read reviews online• 22% read comments following an article online• 18% became a fan/follower of a brand on social media
Put Someone in ChargeMost brands have someone incharge of ads, market research,in-store displays, etc. But fewhave anyone in charge of cullinginsights from across all theseareas or addressing the ZMOT.However, Sebastian is seeingmore companies puttingsomeone in charge to addressthe strategy and budget forZMOT.
Analyze YOUR Zero MomentsBrands go further by conducting keywordanalysis and reviewing related searches todetermine what people are searching forand what the space is saying about thebrand.Brands should run three search queries: Type their brand name in Google. Then type “[company name] review.” Then type “Best [your category, e.g., photocopier].”
Answer the questions people are askingBrands should get specific and relevant in search advertising byanswering what people are asking for.
Optimize for ZMOTAdvertising on multiple platforms significantlyincreases recall and engagement. In response,brands should optimize their ads for all screens(tablets, smartphones, laptops, etc.).
Be FastWith digital marketing, brands need to be armed, ready, andmobilized to tap into the huge ZMOT opportunity. Sebastianemphasized that speed beats perfection. For example, BettyCrocker launched a recipe application and Kraft launched one sixmonths later. Because Betty Crocker was first to market, it gaineda huge leg up when it came to influencing ZMOT.
Don’t Forget VideoThe second biggest search engine after Google isYouTube. So brands should answer people’sproblems with videos (how-to, case studies,etc.).
Jump in!Test, fail, and adjust. With so much changing soquickly, brands need to jump in to be in on theleading edge.
SMOT Happens Every Day• “During a recent trip to Australia, I literally took the plunge and tried scuba diving. The instructor offered to take some underwater photos for me. I had a great experience and when the photos arrived, I was happy to write a review. Just a few months later, a friend of mine ended up using the same dive company based on my online recommendation.” - Deborah Powsner, The Huffington Post
The New Mental Model of Marketing (B2B)Stimulus First Second Moment Moment of Truth of Truth Which becomes the next person’s ZMOT 39
How To Be Different• Treat every customer like a “regular”• Be what you want to see from a business• Take action to see results• Be the “Purple Cow”
Create a Positive Experience• If a marketer works hard to provide a positive experience when the customer has no choice, the benefit of the doubt that’s earned is worth far more than it costs. Redesign that form, change your attitude, adjust your fees and bend over backwards to be grateful. It’ll be rewarded.- Seth Godin
Customers Expect You to be Real• Quote: Customers want efficiency, but what they desperately need is validation, emotional connection, and often simply a chance to vent. At least the customers that will rave about you do.Al PittampalliMore Efficient Customer Service(Source: sixmonthmba.com)
Customers Expect You to be Real“People don’t judge you on the basis of yourmistakes — they judge you on the manner inwhich you own up to them. In my experience,most companies do a terrible job of takingblame. They lob press releases. Or theyapologize for the inconvenience. Resist thattemptation and say you’re sorry like you’reapologizing to a friend. Be good — and yourcustomers will be good right back to you.”Jason Fried(Source: 37signals.com)
Delight the Vast Majority• If you have fans or followers or customers, no matter what you do, you’ll annoy or disappoint two percent of them. And you’ll probably hear a lot more from the unhappy 2% than from the delighted 98.- Seth Godin
ZMOT Summary• What is your unit’s Stimulus?• What is your unit’s Zero Moment of Truth• What is your unit’s First Moment of Truth• What is your unit’s Second Moment of Truth