The New Customer: Marketing in the Zero Moment of Truth
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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.

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

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The New Customer: Marketing in the Zero Moment of Truth Presentation Transcript

  • 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. 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 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. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.http://www.flickr.com/photos/ideonexus/ flickr.com/photos/vaultboy/
  • 5. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1450
  • 6. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1556 flickr.com/photos/lo_re_n_zo_/
  • 7. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1605 flickr.com/photos/62693815@N03/
  • 8. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/leunix/ 1650
  • 9. 1400 1500 1600 1700 1800 1900 1990 2000 2010 New York Public Library. http://digitalgallery.nypl.org 1741
  • 10. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/theseanster93 1844
  • 11. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/metrolibraryarchive 1867
  • 12. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/kenningtonfox 1890
  • 13. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/nesster 1893
  • 14. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1895
  • 15. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1904
  • 16. 1400 1500 1600 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/roadsidepictures/ 1930 http://www.flickr.com/photos/richevenhouse/
  • 17. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1941 http://www.flickr.com/photos/photography_and_design/
  • 18. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1954 http://www.flickr.com/photos/krawcowicz/
  • 19. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1970 http://www.flickr.com/photos/jeffrey/
  • 20. 1400 1500 1600 1700 1800 1900 1990 2000 2010 1994
  • 21. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2000 http://www.flickr.com/photos/lincolnblues/
  • 22. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2001 http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
  • 23. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2003
  • 24. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2005
  • 25. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2007 http://www.flickr.com/photos/joshb/
  • 26. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2008
  • 27. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2009
  • 28. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2010
  • 29. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2011
  • 30. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2012 http://www.flickr.com/photos/babyben/
  • 31. 1400 1500 1600 1700 1800 1900 1990 2000 2010
  • 32. WHAT IS THE ZERO MOMENT OF TRUTH?
  • 33. THE TRADITIONAL MODEL
  • 34. Stimulus flickr.com/photos/gracelikeriver/
  • 35. First Moment of Truth flickr.com/photos/impactmatt/
  • 36. First Moment of Truth flickr.com/photos/impactmatt/
  • 37. Second Moment of Truth flickr.com/photos/pand0ra23/
  • 38. THE TRADITIONAL MODEL
  • 39. THE NEW CONSUMER MENTAL MODEL
  • 40. Why is the zero moment of truth important?
  • 41. Fact: As of 2013, the average shopper consults 10.4 sources prior to making a purchase
  • 42. How can you win the zero moment of truth?
  • 43. TAKe inventory of your customers of your product Of your presence
  • 44. MAKE YOUR CONTENT VISIBLE SHAREABLE REMARKABLE
  • 45. integrate
  • 46. TAKE RISKS
  • 47. Monitor & Adapt
  • 48. TAKe inventory of your customers
  • 49. Your customers are now well informed
  • 50. People choose their news sources
  • 51. People consider other friends news sources
  • 52. Ask your customers (SurveyMonkey)
  • 53. Referral Traffic (Google Analytics)
  • 54. TAKe inventory of your product
  • 55. WOULD YOU BUY WHAT YOU SELL?
  • 56. Ask for feedback (SurveyMonkey)
  • 57. TAKe inventory of your presence
  • 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. Screenshot of aquatics results
  • 60. Make your content visible
  • 61. Search Advertising (Google Adwords)
  • 62. Video Advertising (YouTube Ads)
  • 63. Make your content shareable
  • 64. Make Your Content WORTH Sharing
  • 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. 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. 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. PUTTING IT TO USE
  • 69. PUTTING IT TO USE
  • 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. PUTTING IT TO USE
  • 72. Become a “news” source
  • 73. Influencer Marketing
  • 74. 99
  • 75. Make your content remarkable
  • 76. flickr.com/photos/miletbaker/
  • 77. 103
  • 78. integrate
  • 79. 1 + 1 = 3
  • 80. ARLINGTON AQUATICS CASE STUDY
  • 81. TAKE RISKS
  • 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. Monitor & Adapt
  • 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. Monitoring social feedback
  • 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. 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. 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