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The New Customer: Marketing in the Zero Moment of Truth
1. THE new customer:
marketing in the Zero moment of truth
Ryan Hegreness
Operations Manager
Westminster, CO
linkedin.com/in/hegreness
twitter.com/hegreness
Justin Snasel
Sr. Public Information Officer
Dallas, TX
linkedin.com/in/justinsnasel
twitter.com/jsnasel
2. PRESENTATION TAKEAWAYS
Introduction
- Marketing: A Brief History
- What is the ZMOT?
Why is the ZMOT important?
How Can Recreation Departments Win the ZMOT?
What Tools Can You Use to Win the ZMOT
Conclusion and Q&A
3. MARKETING: A brief history
2000190018001700160015001400 1990 2010
PRE-INDUSTRIAL POST-INDUSTRIAL
PRINT
WORD OF
MOUTH
PRE-DIGITAL DIGITAL
Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
75. “Marketing is actually what other
people are saying about you.
Like it or not, true or not,
what other people say is what
the public tends to believe.”
-Seth Godin
92. EXAMPLE
Mission: The mission of the Arlington Parks and
Recreation Department is to provide quality facilities and
services that are responsive to a diverse community and
sustained with a focus on partnerships, innovation and
environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high
quality of life through great parks and exceptional
recreational opportunities. These services provide a
foundation for the physical, social, economic and
environmental viability and well-being of the community.
93. EXAMPLE
Mission: The mission of the Arlington Parks and
Recreation Department is to provide quality facilities and
services that are responsive to a diverse community and
sustained with a focus on partnerships, innovation and
environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high
quality of life through great parks and exceptional
recreational opportunities. These services provide a
foundation for the physical, social, economic and
environmental viability and well-being of the community.
94. PUTTING IT TO USE
We believe that parks and
recreational opportunities provide
the foundation for the physical,
social, economic and environmental
viability and well-being of a
community….
97. PUTTINGITTOUSE
YMCA FALL VOLLEYBALL
Ages 8-16, Cooper Street Branch
November 1 - December 1
Join us for a fun and exciting recreational volleyball
league. No experience necessary. Practice begins
October 20. League begins November 1.
The cost is just $19 for full members and $75 for program
members. Registration ends September 28.
119. “The greatest danger
for most of us is not
that our aim is too
high and we miss it,
but that it is too low
and we reach it.”
-Michelangelo
flickr.com/photos/sacred_destinations/
121. “The measure of intelligence
is the ability to change.”
― Albert Einstein
“Those who cannot change
their minds cannot change
anything.”
― George Bernard Shaw
130. How can you win
the zero moment of truth?
•Take Inventory of
• Your Customers
• Your Product
• Your Presence
•Improve Your Content
• Visible (Platforms & Promotion)
• Shareable
• Remarkable
•Evolve
• Integrate
• Take Risks
• Monitor & Adapt
131. PRESENTATION TAKEAWAYS
Defining the Zero Moment of Truth
- Marketing: A Brief History
- What is the ZMOT?
Why is the ZMOT important?
How Can Recreation Departments Win the ZMOT?
What Tools Can You Use to Win the ZMOT
Conclusion and Q&A
132. Q&A
Ryan Hegreness
Operations Manager
Westminster, CO
linkedin.com/in/hegreness
twitter.com/hegreness
Justin Snasel
Sr. Public Information Officer
Dallas, TX
linkedin.com/in/justinsnasel
twitter.com/jsnasel