Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
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
Nächste SlideShare
Wird geladen in …5
×

Case Study: Nearly sold is not equal to sold

2.353 Aufrufe

Veröffentlicht am

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

Veröffentlicht in: Business, Technologie
  • Als Erste(r) kommentieren

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

×