The new customer marketing in the zero moment of truth - presentation for npra - low2

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The new customer marketing in the zero moment of truth - presentation for npra - low2

  1. 1. THE new customer: marketing in the Zero moment of truth Ryan Hegreness, CPRP twitter.com/hegreness Marketing & Enterprise Development Manager linkedin.com/in/hegreness Justin Snasel twitter.com/jsnasel Electronic Media Specialist linkedin.com/in/justinsnasel
  2. 2. 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
  3. 3. QUESTIONS? Text your question to 22333. Begin text with 53759 then type your question. OR Tweet with the hashtag #NRPAZMOT
  4. 4. Text your response to 22333 250,000 – 500,000 100,000 – 250,000 50,000 –100,000 10,000 – 50,000 < 10,000 909509 909508 909507 909506 909505 909504 What size population do you serve? 500,000 +
  5. 5. Text your response to 22333 2 909493 1 909213 0 906184 7+ 909498 6 909497 5 909496 4 909495 How many marketing staff (30+ hrs/wk) does your department have? 3 909494
  6. 6. Text your response to 22333 What is your greatest marketing challenge? Type 366348 followed by the text of your response
  7. 7. 1600 1700 PRE-INDUSTRIAL 1500 PRINT 1800 1900 PRE-DIGITAL 1990 2010 DIGITAL 2000 POST-INDUSTRIAL MARKETING: A brief history 1400 WORD OF MOUTH Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
  8. 8. 1400 1500 1600 http://www.flickr.com/photos/ideonexus/ 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/vaultboy/
  9. 9. 1400 1450 1500 1600 1700 1800 1900 1990 2000 2010
  10. 10. 1400 1500 1556 1600 1700 1800 1900 1990 2000 2010 flickr.com/photos/lo_re_n_zo_/
  11. 11. 1400 1500 1600 1605 1700 1800 1900 1990 2000 2010 flickr.com/photos/62693815@N03/
  12. 12. 1400 1500 1600 1650 1700 1800 1900 1990 2000 2010 http://www.flickr.com/photos/leunix/
  13. 13. 1400 1500 1600 1700 1741 1800 1900 1990 2000 2010 New York Public Library. http://digitalgallery.nypl.org
  14. 14. 1400 1500 1600 1700 1800 1900 1844 1990 2000 2010 http://www.flickr.com/photos/theseanster93
  15. 15. 1400 1500 1600 1700 1800 1900 1867 1990 2000 2010 http://www.flickr.com/photos/metrolibraryarchive
  16. 16. 1400 1500 1600 1700 1800 1900 1890 1990 2000 2010 http://www.flickr.com/photos/kenningtonfox
  17. 17. 1400 1500 1600 1700 1800 1900 1893 1990 2000 2010 http://www.flickr.com/photos/nesster
  18. 18. 1400 1500 1600 1700 1800 1900 1895 1990 2000 2010
  19. 19. 1400 1500 1600 1700 1800 1900 1904 1990 2000 2010
  20. 20. 1400 1500 1600 http://www.flickr.com/photos/roadsidepictures/ 1700 1800 1900 1930 1990 2000 2010 http://www.flickr.com/photos/richevenhouse/
  21. 21. 1400 1500 1600 1700 1800 1900 1941 1990 2000 2010 http://www.flickr.com/photos/photography_and_design/
  22. 22. 1400 1500 1600 1700 1800 1900 1954 1990 2000 2010 http://www.flickr.com/photos/krawcowicz/
  23. 23. 1400 1500 1600 1700 1800 1900 1990 1970 2000 2010 http://www.flickr.com/photos/jeffrey/
  24. 24. 1400 1500 1600 1700 1800 1900 1990 1994 2000 2010
  25. 25. 1400 1500 http://www.flickr.com/photos/lincolnblues/ 1600 1700 1800 1900 1990 2000 2000 2010
  26. 26. 1400 1500 1600 1700 1800 1900 1990 2000 2001 2010 http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
  27. 27. 1400 1500 1600 1700 1800 1900 1990 2000 2003 2010
  28. 28. 1400 1500 1600 1700 1800 1900 1990 2000 2005 2010
  29. 29. 1400 1500 http://www.flickr.com/photos/joshb/ 1600 1700 1800 1900 1990 2000 2010 2007
  30. 30. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2008
  31. 31. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2009
  32. 32. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2010
  33. 33. 1400 1500 1600 1700 1800 1900 1990 2000 2010 2011
  34. 34. 1400 1500 http://www.flickr.com/photos/babyben/ 1600 1700 1800 1900 1990 2000 2010 2012
  35. 35. 1400 1500 1600 1700 1800 1900 1990 2000 2010
  36. 36. Text your response to 22333 80-100% 909499 0-20% 909503 20-40% 909502 What percent of your marketing / advertising budget is spent on “pre-industrial” mediums? 60-80% 909500 40-60% 909501
  37. 37. WHAT IS THE ZERO MOMENT OF TRUTH?
  38. 38. THE TRADITIONAL MODEL
  39. 39. Stimulus flickr.com/photos/gracelikeriver/
  40. 40. First Moment of Truth flickr.com/photos/impactmatt/
  41. 41. First Moment of Truth flickr.com/photos/impactmatt/
  42. 42. Second Moment of Truth flickr.com/photos/pand0ra23/
  43. 43. THE TRADITIONAL MODEL
  44. 44. THE NEW CONSUMER MENTAL MODEL
  45. 45. Why is the zero moment of truth important?
  46. 46. Text your response to 22333 0-2 145068 12+ 168326 9-11 168321 How many sources does someone check before making a purchase? 3-5 145089 6-8 145090
  47. 47. Fact: As of 2013, the average shopper consults 10.4 sources prior to making a purchase
  48. 48. Sold: How do we start?
  49. 49. How can you win the zero moment of truth?
  50. 50. Be honest
  51. 51. TAKe inventory of your customers of your product Of your presence
  52. 52. Make your content Visible shareable remarkable
  53. 53. integrate
  54. 54. TAKE RISKS
  55. 55. Monitor & Adapt
  56. 56. Be honest
  57. 57. flickr.com/photos/librarianmer/ REALITY CHECK! YOU MIGHT NOT BE WINNING RIGHT NOW
  58. 58. Why? Because “Stimulus” used to be easier…
  59. 59. Everything is everywhere…
  60. 60. TAKe inventory of your customers
  61. 61. People choose their news sources
  62. 62. People consider other friends news sources
  63. 63. Your customers are now well informed
  64. 64. Ask your customers (SurveyMonkey)
  65. 65. Referral Traffic (Google Analytics)
  66. 66. TAKe inventory of your product
  67. 67. WOULD YOU BUY WHAT YOU SELL?
  68. 68. Ask for feedback (SurveyMonkey)
  69. 69. TAKe inventory of your presence
  70. 70. “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
  71. 71. Screenshot of aquatics results
  72. 72. Make your content visible
  73. 73. Search Advertising (Google Adwords)
  74. 74. Video Advertising (YouTube Ads)
  75. 75. Make your content shareable
  76. 76. Make Your Content WORTH Sharing
  77. 77. Become a “news” source
  78. 78. Social media
  79. 79. Influencers now determine what is news…
  80. 80. Do your influencers have your back?
  81. 81. Influencer Marketing
  82. 82. Make your content remarkable
  83. 83. flickr.com/photos/miletbaker/
  84. 84. integrate
  85. 85. 1+1=3
  86. 86. NorthSocial
  87. 87. ARLINGTON AQUATICS CASE STUDY
  88. 88. TAKE RISKS
  89. 89. -Michelangelo “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.” flickr.com/photos/sacred_destinations/
  90. 90. Monitor & Adapt
  91. 91. “The measure of intelligence is the ability to change.” ― Albert Einstein “Those who cannot change their minds cannot change anything.” ― George Bernard Shaw
  92. 92. Monitoring social feedback
  93. 93. How can you win the zero moment of truth? • Be Honest • Take Inventory of • Your Customers • Your Product • Your Presence • Make Your Content • Visible (Platforms & Promotion) • Sharable • Remarkable • Integrate • Take Risks • Monitor & Adapt
  94. 94. 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
  95. 95. Text your response to 22333 List two or three things you learned today that you will do / implement. Type 535759 followed by the text of your response
  96. 96. Justin Snasel Electronic Media Specialist linkedin.com/in/justinsnasel twitter.com/jsnasel Q&A With Ryan and Justin Ryan Hegreness, CPRP Marketing & Enterprise Development Manager linkedin.com/in/hegreness twitter.com/hegreness

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