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The New Customer: Marketing in the Zero Moment of Truth

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Presented at the 2015 National Parks and Recreation Conference in Las Vegas, Nevada by Ryan Hegreness and Justin Snasel.

Published in: Marketing

The New Customer: Marketing in the Zero Moment of Truth

  1. 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. 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 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
  4. 4. http://www.flickr.com/photos/vaultboy/http://www.flickr.com/photos/ideonexus/ 2000190018001700160015001400 1990 2010
  5. 5. 1450 2000190018001700160015001400 1990 2010
  6. 6. 1556 2000190018001700160015001400 1990 2010 flickr.com/photos/lo_re_n_zo_/
  7. 7. 1605 2000190018001700160015001400 1990 2010 flickr.com/photos/62693815@N03/
  8. 8. http://www.flickr.com/photos/leunix/ 1650 2000190018001700160015001400 1990 2010
  9. 9. New York Public Library. http://digitalgallery.nypl.org 1741 2000190018001700160015001400 1990 2010
  10. 10. http://www.flickr.com/photos/theseanster93 1844 2000190018001700160015001400 1990 2010
  11. 11. http://www.flickr.com/photos/metrolibraryarchive 1867 2000190018001700160015001400 1990 2010
  12. 12. http://www.flickr.com/photos/kenningtonfox 1890 2000190018001700160015001400 1990 2010
  13. 13. http://www.flickr.com/photos/nesster 1893 2000190018001700160015001400 1990 2010
  14. 14. 1895 2000190018001700160015001400 1990 2010
  15. 15. 1904 2000190018001700160015001400 1990 2010
  16. 16. http://www.flickr.com/photos/roadsidepictures/ 1930 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/richevenhouse/
  17. 17. 1941 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/photography_and_design/
  18. 18. 1954 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/krawcowicz/
  19. 19. 1970 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/jeffrey/
  20. 20. 1994 2000190018001700160015001400 1990 2010
  21. 21. 1998 2000190018001700160015001400 1990 2010
  22. 22. 2000 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/lincolnblues/
  23. 23. 2001 2000190018001700160015001400 1990 2010 http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
  24. 24. 2003 2000190018001700160015001400 1990 2010
  25. 25. 2005 2000190018001700160015001400 1990 2010
  26. 26. 2007 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/joshb/
  27. 27. 2008 2000190018001700160015001400 1990 2010
  28. 28. 2009 2000190018001700160015001400 1990 2010
  29. 29. 2010 2000190018001700160015001400 1990 2010
  30. 30. 2011 2000190018001700160015001400 1990 2010
  31. 31. 2012 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/babyben/
  32. 32. 2000190018001700160015001400 1990 2010
  33. 33. WHAT IS THE 
 ZERO MOMENT OF TRUTH?
  34. 34. THE TRADITIONAL MODEL
  35. 35. flickr.com/photos/gracelikeriver/ Stimulus
  36. 36. flickr.com/photos/impactmatt/ First Moment of Truth
  37. 37. flickr.com/photos/impactmatt/ First Moment of Truth
  38. 38. flickr.com/photos/pand0ra23/ Second Moment of Truth
  39. 39. THE TRADITIONAL MODEL
  40. 40. THE NEW CONSUMER MENTAL MODEL
  41. 41. Why is the
 zero moment of truth
 important?
  42. 42. Fact: As of 2013, the average shopper consults 10.4 sources prior to making a purchase
  43. 43. It’s not that they review. It’s where they review.
  44. 44. HOW CAN RECREATION DEPARTMENTS WIN THE ZMOT?
  45. 45. Sold: How do we start?
  46. 46. How can you win
 the zero moment of truth?
  47. 47. TAKe inventory of your customers
 of your product Of your presence
  48. 48. MAKE YOUR CONTENT VISIBLE
 SHAREABLE
 REMARKABLE
  49. 49. EVOLVE INTEGRATE
 TAKE RISKS
 MONITOR & ADAPT
  50. 50. YOU MIGHT NOT BE WINNING RIGHT NOW REALITY CHECK! flickr.com/photos/librarianmer/
  51. 51. Why? Because “Stimulus” used to be easier…
  52. 52. Everything is everywhere…
  53. 53. TAKe inventory
 of your customers
  54. 54. Your customers are now well informed
  55. 55. People choose their news sources
  56. 56. People consider other friends news sources
  57. 57. Ask your customers (SurveyMonkey)
  58. 58. Referral Traffic (Google Analytics)
  59. 59. TAKe inventory
 of your product
  60. 60. WOULD YOU BUY WHAT YOU SELL?
  61. 61. Ask for feedback (SurveyMonkey)
  62. 62. TAKe inventory
 of your presence
  63. 63. “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
  64. 64. Screenshot of aquatics results
  65. 65. Make your content
 visible
  66. 66. Search Advertising (Google Adwords)
  67. 67. Video Advertising (YouTube Ads)
  68. 68. Make your content
 shareable
  69. 69. Make Your Content WORTH Sharing
  70. 70. 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.
  71. 71. 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.
  72. 72. 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….
  73. 73. PUTTINGITTOUSE
  74. 74. PUTTINGITTOUSE
  75. 75. 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.
  76. 76. PUTTINGITTOUSE
  77. 77. Become a “news” source
  78. 78. Influencer Marketing
  79. 79. 105
  80. 80. Make your content
 remarkable
  81. 81. flickr.com/photos/miletbaker/
  82. 82. 109 REMARKABLE PROGRAMMING BUBBLE SOCCER FOOTGOLF ZOMBIE APOCALYPSE SURVIVAL CAMP
  83. 83. integrate
  84. 84. 1 + 1 = 3
  85. 85. ARLINGTON AQUATICS CASE STUDY
  86. 86. TAKE
 RISKS
  87. 87. “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/
  88. 88. Monitor
 & Adapt
  89. 89. “The measure of intelligence is the ability to change.” ― Albert Einstein “Those who cannot change their minds cannot change anything.” ― George Bernard Shaw
  90. 90. Monitoring social feedback
  91. 91. 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
  92. 92. 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
  93. 93. 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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