The “Great Marketing Shift” Implications and Opportunities for Events Escape the Technology Maze October 21-22, 2009 Hyatt Fisherman’s Wharf

Tarsus Online Media Goals of presentation

Tarsus Online Media Goals of presentation

Key ingredients assembling (at the right time) Tarsus Online Media How to cause the reaction Water Heat Plumbing

Water

Heat

Plumbing

“ Push” marketing is unsustainable Tarsus Online Media Ingredient #1: the shift

Why is this shift happening? Tarsus Online Media Ingredient #1: the shift

How is it evolving? Tarsus Online Media Ingredient #1: the shift

Tarsus Online Media Ingredient #1: the shift So you’re saying there’s a chance?

What does “the shift” have to do with a pregnant woman? Tarsus Online Media Ingredient #1: the shift

Welcome to a “search centric” world How buyers and sellers connect Tarsus Online Media Ingredient #1: the shift

Sellers want to follow the conversation of buyers Marketing Shift: opportunity So strong is this trend that Intel is shifting marketing spend to follow the conversation. In fact, they are even creating their own social networks and advertising on it. Tarsus Online Media

Goal #2: Introduce Tarsus Online Media Rest in Peace American Newspapers…

Goal #2: Introduce Tarsus Online Media Rest in Peace Magazines …

What is the news telling us? Ingredient #1: the shift Tarsus Online Media Twitter valued at $1 Billion... Twitter’s worth has grown by around $772,797 per day... Twitter has been given an average of $187,356 per day by its investors... new round over 1025 times the amount of money they raised in its very first round… source www.Mashable.com

Watering the seed Ingredient #1: the shift Don’t be afraid, this is actually a really great opportunity! Tarsus Online Media

Marketing Shift: opportunity Tarsus Online Media Light the match, fan the flame: Leverage “Wikinomics” and “mass collaboration” + =

Marketing Shift: opportunity Tarsus Online Media This isn’t for me…

Marketing Shift: opportunity Tarsus Online Media This isn’t for me…

Event Marketing: Example #1 Tarsus Online Media Specific Example: Bring this to the ground – event marketing

Event Marketing: Example #1 Tarsus Online Media

Tarsus Online Media Event Marketing: Example #1

Event Marketing: Example #1 Tarsus Online Media ACTION : Created a conversation and buzz on the net RESULT: News is all over the search engines

Event Marketing: Example #1 Tarsus Online Media ACTION : Created a conversation and buzz on the net

Event Marketing: Example #2 Tarsus Online Media Result : 750 signups and a very happy client My gift for you :

Marketing Shift: opportunity Tarsus Online Media Barriers to entry have never been lower: threat or opportunity. Why won’t established media do this? Legacy baggage And misplaced focus on the SELLERS rather than BUYERS

Barriers to entry have never been lower:

threat or opportunity. Why won’t established media do this?

Legacy baggage

And misplaced focus on the SELLERS rather than BUYERS

Ingredient #2 Heat: Use MTO discussion to learn and adapt Tarsus Online Media Ingredient #2: Heat Take the conversation back to the office and online

What’s next? What’s under the big top? Tarsus Online Media Ingredient #2: Heat

Ingredient #3: Plumbing Will you hide from the “shift” or evolve and thrive BECAUSE of it? Ingredient #3: Is your plumbing ready? Tarsus Online Media Link to me (any my 4000 level 1 connections): -- RD Whitney www.linkedin.com/in/rdwhitney CEO, Tarsus Online Media Tarsus Group plc www.Tarsus.com Email: rwhitney@tarsus.com Phone: 603.925.1160