The New Customer: Marketing in the Zero Moment of Truth

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Presented by Ryan Hegreness and Justin Snasel at the NRPA 2013 National Congress.

Published in: Marketing, Business, Technology
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The New Customer: Marketing in the Zero Moment of Truth

  1. 1. THE new customer: marketing in the Zero moment of truth Ryan Hegreness, CPRP Marketing & Enterprise Development Manager linkedin.com/in/hegreness twitter.com/hegreness
  2. 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. 3. MARKETING: A brief history PRE-INDUSTRIAL POST-INDUSTRIAL 1400 1500 1600 1700 1800 1900 1990 2000 2010 WORD OF PRINT 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
  4. 4. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.http://www.flickr.com/photos/ideonexus/ flickr.com/photos/vaultboy/
  5. 5. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1450
  6. 6. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1556 flickr.com/photos/lo_re_n_zo_/
  7. 7. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1605 flickr.com/photos/62693815@N03/
  8. 8. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/leunix/ 1650
  9. 9. 1400 1500 1600 1700 1800 1900 1990 2000 2010 New York Public Library. http://digitalgallery.nypl.org 1741
  10. 10. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/theseanster93 1844
  11. 11. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/metrolibraryarchive 1867
  12. 12. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/kenningtonfox 1890
  13. 13. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/nesster 1893
  14. 14. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1895
  15. 15. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1904
  16. 16. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/roadsidepictures/ 1930 http://www.flickr.com/photos/richevenhouse/
  17. 17. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1941 http://www.flickr.com/photos/photography_and_design/
  18. 18. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1954 http://www.flickr.com/photos/krawcowicz/
  19. 19. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1970 http://www.flickr.com/photos/jeffrey/
  20. 20. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1994
  21. 21. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2000 http://www.flickr.com/photos/lincolnblues/
  22. 22. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2001 http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
  23. 23. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2003
  24. 24. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2005
  25. 25. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2007 http://www.flickr.com/photos/joshb/
  26. 26. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2008
  27. 27. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2009
  28. 28. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2010
  29. 29. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2011
  30. 30. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2012 http://www.flickr.com/photos/babyben/
  31. 31. 1400 1500 1600 1700 1800 1900 1990 2000 2010
  32. 32. WHAT IS THE ZERO MOMENT OF TRUTH?
  33. 33. THE TRADITIONAL MODEL
  34. 34. Stimulus flickr.com/photos/gracelikeriver/
  35. 35. First Moment of Truth flickr.com/photos/impactmatt/
  36. 36. First Moment of Truth flickr.com/photos/impactmatt/
  37. 37. Second Moment of Truth flickr.com/photos/pand0ra23/
  38. 38. THE TRADITIONAL MODEL
  39. 39. THE NEW CONSUMER MENTAL MODEL
  40. 40. Why is the zero moment of truth important?
  41. 41. Fact: As of 2013, the average shopper consults 10.4 sources prior to making a purchase
  42. 42. How can you win the zero moment of truth?
  43. 43. TAKe inventory of your customers of your product Of your presence
  44. 44. MAKE YOUR CONTENT VISIBLE SHAREABLE REMARKABLE
  45. 45. integrate
  46. 46. TAKE RISKS
  47. 47. Monitor & Adapt
  48. 48. TAKe inventory of your customers
  49. 49. Your customers are now well informed
  50. 50. People choose their news sources
  51. 51. People consider other friends news sources
  52. 52. Ask your customers (SurveyMonkey)
  53. 53. Referral Traffic (Google Analytics)
  54. 54. TAKe inventory of your product
  55. 55. WOULD YOU BUY WHAT YOU SELL?
  56. 56. Ask for feedback (SurveyMonkey)
  57. 57. TAKe inventory of your presence
  58. 58. “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
  59. 59. Screenshot of aquatics results
  60. 60. Make your content visible
  61. 61. Search Advertising (Google Adwords)
  62. 62. Video Advertising (YouTube Ads)
  63. 63. Make your content shareable
  64. 64. Make Your Content WORTH Sharing
  65. 65. 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.
  66. 66. 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.
  67. 67. 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….
  68. 68. PUTTING IT TO USE
  69. 69. PUTTING IT TO USE
  70. 70. PUTTING IT TO USE 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."
  71. 71. PUTTING IT TO USE
  72. 72. Become a “news” source
  73. 73. Influencer Marketing
  74. 74. 99
  75. 75. Make your content remarkable
  76. 76. flickr.com/photos/miletbaker/
  77. 77. 103
  78. 78. integrate
  79. 79. 1 + 1 = 3
  80. 80. ARLINGTON AQUATICS CASE STUDY
  81. 81. TAKE RISKS
  82. 82. “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/
  83. 83. Monitor & Adapt
  84. 84. “The measure of intelligence is the ability to change.” ― Albert Einstein “Those who cannot change their minds cannot change anything.” ― George Bernard Shaw
  85. 85. Monitoring social feedback
  86. 86. 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
  87. 87. 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
  88. 88. Q&A Ryan Hegreness, CPRP Marketing & Enterprise Development Manager City of Arlington Parks & Recreation Department ! linkedin.com/in/hegreness twitter.com/hegreness ! ryan.hegreness@arlingtontx.gov

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