28 November 2007
New Delhi

Nearly Sold

=
Sold

How blogs helped me buy a bicycle and why it matters to
marketers like yo...
Marketing and Communication are not the same anymore…

Changed Realities are
about options & choices.

January 7, 2014

© ...
Broadcast V/s Narrowcast

January 7, 2014

© Scenario

3
Random Clusters V/s Tribes by Choice

January 7, 2014

© Scenario

4
Sales Pitch V/s Conversations

Krishna like, we need
to ensure that NO
Gopi feels ignored!

January 7, 2014

© Scenario

5
January 7, 2014

© Scenario

6
The age of reference

January 7, 2014

© Scenario

7
People have an opinion
Word of Mouth
Matters

January 7, 2014

© Scenario

8
The marketer understands his product best.
“Bullets are our babies!
Not one should go
wasted!!!!”
No ad or press release
c...
I picked up a LA
Sovereign bicycle
recently!
January 7, 2014

© Scenario

10
There were options between Hercules, Firefox… I
wasn’t even aware of LA at that time.

January 7, 2014

© Scenario

11
The entire purchase experience, not just the
product matters to me!

January 7, 2014

© Scenario

12
Layers of influence, on purchase decisions
Expert Opinion

Peer Reviews

Company website
Advertising
Media
BLT
Others

Mar...
Search is my new ‘clipping’

January 7, 2014

© Scenario

14
Shree’s blog said “Buy Firefox at your own risk!”

January 7, 2014

© Scenario

15
What I witnessed was remarkable!

For a change, even
the marketer had
jumped into the
conversations.
January 7, 2014

© Sc...
Who is scared of negative comments?

I made an educated
decision to buy
FIREFOX despite
some of those!

January 7, 2014

©...
Are you open to feedback? Or on the defensive?

January 7, 2014

© Scenario

18
The difference between SOLD and NEARLY SOLD.

I ended up picking a
LA Sovereign
instead.
January 7, 2014

© Scenario

19
Customer focus!

They got back with
dealer numbers in
15 mins.
January 7, 2014

© Scenario

20
Perceived value.

Will find out if I
made the right
choice!
January 7, 2014

© Scenario

21
The last mile..

My experience with
the dealer decided
it for me!
January 7, 2014

© Scenario

22
Thank you!

…and happy riding!

January 7, 2014

© Scenario

23
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Case Study: Nearly sold is not equal to sold

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How blogs helped me buy a bicycle and what it means for marketers

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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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