What are the 4 characteristics of CTAs that convert?
The New Customer: Marketing in the Zero Moment of Truth
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
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
87. 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.
88. 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.
89. 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….
92. 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."
113. “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/
115. “The measure of intelligence
is the ability to change.”
― Albert Einstein
“Those who cannot change
their minds cannot change
anything.”
― George Bernard Shaw
124. 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
125. 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
126. 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