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