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. 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. 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. QUESTIONS? Text your question to 22333. Begin text with 53759 then type your question. OR Tweet with the hashtag #NRPAZMOT
- 4. Text your response to 22333 250,000 â 500,000 100,000 â 250,000 50,000 â100,000 10,000 â 50,000 < 10,000 909509 909508 909507 909506 909505 909504 What size population do you serve? 500,000 +
- 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. Text your response to 22333 What is your greatest marketing challenge? Type 366348 followed by the text of your response
- 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
- 13. 1400 1500 1600 1700 1741 1800 1900 1990 2000 2010 New York Public Library. http://digitalgallery.nypl.org
- 15. 1400 1500 1600 1700 1800 1900 1867 1990 2000 2010 http://www.flickr.com/photos/metrolibraryarchive
- 26. 1400 1500 1600 1700 1800 1900 1990 2000 2001 2010 http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
- 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 âpre-industrialâ mediums? 60-80% 909500 40-60% 909501
- 37. WHAT IS THE ZERO MOMENT OF TRUTH?
- 44. THE NEW CONSUMER MENTAL MODEL
- 53. Why is the zero moment of truth important?
- 54. 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
- 59. Fact: As of 2013, the average shopper consults 10.4 sources prior to making a purchase
- 62. Sold: How do we start?
- 63. How can you win the zero moment of truth?
- 64. Be honest
- 65. TAKe inventory of your customers of your product Of your presence
- 67. integrate
- 68. TAKE RISKS
- 69. Monitor & Adapt
- 70. Be honest
- 71. flickr.com/photos/librarianmer/ REALITY CHECK! YOU MIGHT NOT BE WINNING RIGHT NOW
- 72. Why? Because âStimulusâ used to be easierâŠ
- 75. TAKe inventory of your customers
- 76. People choose their news sources
- 77. People consider other friends news sources
- 78. Your customers are now well informed
- 79. Ask your customers (SurveyMonkey)
- 82. Referral Traffic (Google Analytics)
- 83. TAKe inventory of your product
- 84. WOULD YOU BUY WHAT YOU SELL?
- 85. Ask for feedback (SurveyMonkey)
- 86. TAKe inventory of your presence
- 87. âMarketing 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.â -Seth Godin
- 91. Screenshot of aquatics results
- 95. Search Advertising (Google Adwords)
- 96. Video Advertising (YouTube Ads)
- 102. Make Your Content WORTH Sharing
- 103. Become a ânewsâ source
- 104. Social media
- 107. Influencers now determine what is newsâŠ
- 108. Do your influencers have your back?
- 109. Influencer Marketing
- 117. integrate
- 118. 1+1=3
- 119. NorthSocial
- 124. TAKE RISKS
- 126. -Michelangelo âThe 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.â flickr.com/photos/sacred_destinations/
- 127. Monitor & Adapt
- 128. âThe measure of intelligence is the ability to change.â â Albert Einstein âThose who cannot change their minds cannot change anything.â â George Bernard Shaw
- 137. How can you win the zero moment of truth? âą Be Honest âą Take Inventory of âą Your Customers âą Your Product âą Your Presence âą Make Your Content âą Visible (Platforms & Promotion) âą Sharable âą Remarkable âą Integrate âą Take Risks âą Monitor & Adapt
- 138. 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
- 139. 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
- 140. 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