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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
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
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
http://www.flickr.com/photos/vaultboy/http://www.flickr.com/photos/ideonexus/
2000190018001700160015001400 1990 2010
1450
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1556
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flickr.com/photos/lo_re_n_zo_/
1605
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flickr.com/photos/62693815@N03/
http://www.flickr.com/photos/leunix/
1650
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New York Public Library. http://digitalgallery.nypl.org
1741
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/theseanster93
1844
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/metrolibraryarchive
1867
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http://www.flickr.com/photos/kenningtonfox
1890
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http://www.flickr.com/photos/nesster
1893
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1895
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1904
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http://www.flickr.com/photos/roadsidepictures/
1930
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/richevenhouse/
1941
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/photography_and_design/
1954
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/krawcowicz/
1970
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/jeffrey/
1994
2000190018001700160015001400 1990 2010
1998
2000190018001700160015001400 1990 2010
2000
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/lincolnblues/
2001
2000190018001700160015001400 1990 2010
http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
2003
2000190018001700160015001400 1990 2010
2005
2000190018001700160015001400 1990 2010
2007
2000190018001700160015001400 1990 2010
http://www.flickr.com/photos/joshb/
2008
2000190018001700160015001400 1990 2010
2009
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2010
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2011
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2012
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http://www.flickr.com/photos/babyben/
2000190018001700160015001400 1990 2010
WHAT IS THE 

ZERO MOMENT OF TRUTH?
THE TRADITIONAL MODEL
flickr.com/photos/gracelikeriver/
Stimulus
flickr.com/photos/impactmatt/
First Moment
of Truth
flickr.com/photos/impactmatt/
First Moment
of Truth
flickr.com/photos/pand0ra23/
Second
Moment of
Truth
THE TRADITIONAL MODEL
THE NEW CONSUMER MENTAL MODEL
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
Why is the

zero moment of truth

important?
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
Fact:
As of 2013, the average shopper
consults 10.4 sources prior to
making a purchase
The New Customer: Marketing in the Zero Moment of Truth
It’s not that they review. It’s where they review.
HOW CAN RECREATION DEPARTMENTS
WIN THE ZMOT?
Sold: How do we start?
How can you win

the zero moment of truth?
TAKe inventory
of your customers

of your product
Of your presence
MAKE YOUR CONTENT
VISIBLE

SHAREABLE

REMARKABLE
EVOLVE
INTEGRATE

TAKE RISKS

MONITOR & ADAPT
YOU MIGHT NOT BE WINNING RIGHT NOW
REALITY CHECK!
flickr.com/photos/librarianmer/
Why? Because “Stimulus” used to be easier…
The New Customer: Marketing in the Zero Moment of Truth
Everything is everywhere…
TAKe inventory

of your customers
Your customers are now well informed
People choose their news sources
People consider other friends news sources
Ask your customers (SurveyMonkey)
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
Referral Traffic (Google Analytics)
TAKe inventory

of your product
WOULD YOU BUY WHAT YOU SELL?
Ask for feedback (SurveyMonkey)
TAKe inventory

of your presence
“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
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
Screenshot of aquatics results
The New Customer: Marketing in the Zero Moment of Truth
Make your content

visible
The New Customer: Marketing in the Zero Moment of Truth
Search Advertising (Google Adwords)
Video Advertising (YouTube Ads)
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
Make your content

shareable
Make Your Content WORTH Sharing
The New Customer: Marketing in the Zero Moment of Truth
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.
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.
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….
PUTTINGITTOUSE
PUTTINGITTOUSE
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.
PUTTINGITTOUSE
Become a “news” source
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
Influencer Marketing
105
Make your content

remarkable
flickr.com/photos/miletbaker/
The New Customer: Marketing in the Zero Moment of Truth
109
REMARKABLE PROGRAMMING
BUBBLE SOCCER
FOOTGOLF
ZOMBIE APOCALYPSE SURVIVAL CAMP
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
integrate
1 + 1 = 3
ARLINGTON AQUATICS
CASE STUDY
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
TAKE

RISKS
“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/
Monitor

& Adapt
“The measure of intelligence
is the ability to change.”
― Albert Einstein
“Those who cannot change
their minds cannot change
anything.”
― George Bernard Shaw
Monitoring social feedback
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
The New Customer: Marketing in the Zero Moment of Truth
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
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
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

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