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Case Study: Nearly sold is not equal to sold

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Case Study: Nearly sold is not equal to sold

  1. 1. 28 November 2007 New Delhi Nearly Sold = Sold How blogs helped me buy a bicycle and why it matters to marketers like you and I!
  2. 2. Marketing and Communication are not the same anymore… Changed Realities are about options & choices. January 7, 2014 © Scenario 2
  3. 3. Broadcast V/s Narrowcast January 7, 2014 © Scenario 3
  4. 4. Random Clusters V/s Tribes by Choice January 7, 2014 © Scenario 4
  5. 5. Sales Pitch V/s Conversations Krishna like, we need to ensure that NO Gopi feels ignored! January 7, 2014 © Scenario 5
  6. 6. January 7, 2014 © Scenario 6
  7. 7. The age of reference January 7, 2014 © Scenario 7
  8. 8. People have an opinion Word of Mouth Matters January 7, 2014 © Scenario 8
  9. 9. The marketer understands his product best. “Bullets are our babies! Not one should go wasted!!!!” No ad or press release can replace this passion. January 7, 2014 © Scenario 9
  10. 10. I picked up a LA Sovereign bicycle recently! January 7, 2014 © Scenario 10
  11. 11. There were options between Hercules, Firefox… I wasn’t even aware of LA at that time. January 7, 2014 © Scenario 11
  12. 12. The entire purchase experience, not just the product matters to me! January 7, 2014 © Scenario 12
  13. 13. Layers of influence, on purchase decisions Expert Opinion Peer Reviews Company website Advertising Media BLT Others Markerter’s view www.blogworks.in January 7, 2014 (Transparent, conversational) © Scenario ? 13
  14. 14. Search is my new ‘clipping’ January 7, 2014 © Scenario 14
  15. 15. Shree’s blog said “Buy Firefox at your own risk!” January 7, 2014 © Scenario 15
  16. 16. What I witnessed was remarkable! For a change, even the marketer had jumped into the conversations. January 7, 2014 © Scenario 16
  17. 17. Who is scared of negative comments? I made an educated decision to buy FIREFOX despite some of those! January 7, 2014 © Scenario 17
  18. 18. Are you open to feedback? Or on the defensive? January 7, 2014 © Scenario 18
  19. 19. The difference between SOLD and NEARLY SOLD. I ended up picking a LA Sovereign instead. January 7, 2014 © Scenario 19
  20. 20. Customer focus! They got back with dealer numbers in 15 mins. January 7, 2014 © Scenario 20
  21. 21. Perceived value. Will find out if I made the right choice! January 7, 2014 © Scenario 21
  22. 22. The last mile.. My experience with the dealer decided it for me! January 7, 2014 © Scenario 22
  23. 23. Thank you! …and happy riding! January 7, 2014 © Scenario 23

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