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
Ryan Hegreness, C
PRP M
arketing &
Enterprise D
evelopm
ent Ma
nager
linkedin.com
/in/hegreness tw
itter.com/hegreness
Justin Snasel Electronic M
edia
Specia
list linked
in.com/in/justinsna
sel tw
itter.com/jsna
sel
PRESENTATION TAKEAWAYS
Defining the Zero Mom
ent of Truth
- Marketing: A
Brief History
- What is the ZM
OT?
Why is the ZM
OT im
portant? How
Can Recreation Departm
ents Win the ZM
OT?
What Tools C
an You Use to Win the ZM
OT
Conclusion and Q
&A
QUESTIONS? Text your question to 22333.
Begin text with 53759 then
type your question. O
R Tw
eet with the hashta
g #N
RPAZM
OT
Text your response to 22333
What size popula
tion d
o you serve? < 10,000
10,000 – 50,000
50,000 –100,000
100,000 – 250,000
250,000 – 500,000
500,000 +
909504 909505 909506 909507 909508 909509
Text your response to 22333
How m
any m
arketing sta
ff (30+ hrs/w
k) does your
departm
ent have? 0
1
2
3
906184 909213 909493 909494
4
5
6
7+
909495 909496 909497 909498
Text your response to 22333
What is your greatest
ma
rketing challenge? Type 366348 follow
ed by the text of your response
MARKETING: A brief history
2000 1900
1800 1700
1600 1500
1400 1990
2010
PRE-INDUSTRIA
L PO
ST-INDUSTRIA
L
WO
RD OF
MO
UTH PRE-DIG
ITAL
DIGITA
L
Source for History Slid
es: http://w
ww
.slidesha
re.net/Hub
Spot/the-evolution-of-ad
vertising-how-consum
ers-won-the-w
ar-for-their-a
ttention
http://ww
w.flickr.com
/photos/vaultboy/ http://w
ww
.flickr.com/photos/ideonexus/
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1600 1500
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2010
1450
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1556
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flickr.com/p
hotos/lo_re_n_zo_/
1605
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2010
flickr.com/p
hotos/62693815@N
03/
http://ww
w.flickr.com
/photos/leunix/
1650
2000 1900
1800 1700
1600 1500
1400 1990
2010
New
York Public Lib
rary. http
://digita
lgallery.nypl.org
1741
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2010
http://ww
w.flickr.com
/photos/theseanster93
1844
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2010
http://w
ww
.flickr.com/p
hotos/metrolib
raryarchive
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2010
http://w
ww
.flickr.com/p
hotos/kenningtonfox
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http://w
ww
.flickr.com/p
hotos/nesster
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1904
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http://w
ww
.flickr.com/p
hotos/roadsid
epictures/
1930
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2010
http://w
ww
.flickr.com/p
hotos/richevenhouse/
1941
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http://w
ww
.flickr.com/p
hotos/photograp
hy_and_design/
1954
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2010
http://w
ww
.flickr.com/p
hotos/kraw
cowicz/
1970
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2010
http://w
ww
.flickr.com/p
hotos/jeffrey/
1994
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2000
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2010
http://w
ww
.flickr.com/p
hotos/lincolnblues/
2001
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2010
http://en.w
ikiped
ia.org/w
iki/File:Pop-up
_ads.jp
g
2003
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2010
2005
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2007
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http://w
ww
.flickr.com/p
hotos/joshb/
2008
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2009
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2010
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2011
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2012
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2010
http://w
ww
.flickr.com/p
hotos/ba
byb
en/
2000 1900
1800 1700
1600 1500
1400 1990
2010
Text your response to 22333
What percent of your m
arketing / advertising bud
get is spent on “pre-industrial” m
edium
s? 80-100%
60-80%
40-60%
909499 909500 909501
20-40%
0-20% 909502
909503
WHAT IS THE ZERO MOMENT OF TRUTH?
THE TRAD
ITION
AL M
OD
EL
flickr.com/p
hotos/gracelikeriver/
Stimulus
flickr.com/photos/im
pactmatt/
First Mom
ent of Truth
flickr.com/photos/im
pactmatt/
First Mom
ent of Truth
flickr.com/photos/pand
0ra23/
Second M
oment of
Truth
THE TRAD
ITION
AL M
OD
EL
THE NEW
CO
NSUM
ER MEN
TAL M
OD
EL
Why is the zero moment of truth
important?
Text your response to 22333
How m
any sources does
someone check before
making a purchase?
0-2
3-5
6-8
145068 145089 145090
9-11
12+ 168321 168326
Fact:
As of 2013, the average shopper
consults 10.4 sources prior to m
aking a purchase
Sold: How
do w
e start?
How can you win the zero moment of truth?
Be honest
TAKe inventory of your customers of your product Of your presence
Visible shareable remarkable Make your content
integrate
TAKE RISKS
Monitor & Adapt
Be honest
YOU M
IGHT N
OT BE W
INN
ING
RIGHT N
OW
REA
LITY CH
ECK!
flickr.com/p
hotos/libraria
nmer/
Why? Because “Stim
ulus” used to be easier…
Everything is everywhere…
TAKe inventory of your customers
People choose their new
s sources
People consid
er other friends new
s sources
Your customers are now
well inform
ed
Ask your custom
ers (SurveyMonkey)
Referral Traffic (Google A
nalytics)
TAKe inventory of your product
WOULD YOU BUY WHAT YOU SELL?
Ask for feed
back (SurveyMonkey)
TAKe inventory of your presence
“Ma
rketing is actually wha
t other people are sa
ying about you.
Like it or not, true or not, w
hat other people say is what
the public tends to believe.”
-Seth G
odin
Screenshot of aquatics results
Make your content
visible
Search Ad
vertising (Google A
dw
ords)
Vid
eo Ad
vertising (YouTube Ad
s)
Make your content
shareable
Make Your C
ontent WO
RTH Sharing
Become a “new
s” source
Social media
Influencers now d
etermine w
hat is news…
Do your influencers have your back?
Influencer Marketing
Make your content
remarkable
flickr.com/photos/m
iletbaker/
integrate
1 + 1 = 3
NorthSocial
ARLINGTON AQUATICS C
ASE STUD
Y
TAKE RISKS
“The greatest danger for m
ost of us is not that our aim
is too high and w
e miss it,
but that it is too low
and we reach it.”
-Michelangelo
flickr.com/p
hotos/sacred
_destinations/
Monitor & Adapt
“The measure of intelligence is
the ability to change.”
― A
lbert Einstein
“Those who cannot change their m
inds cannot change anything.”
― G
eorge Bernard Shaw
Monitoring social feedback
How can you win the zero moment of truth?
• Be Honest • Ta
ke Inventory of • Your C
ustomers
• Your Product
• Your Presence • M
ake Your Content
• Visib
le (Platform
s & Prom
otion) • Sha
rab
le • Rem
arkab
le • Integrate • Take Risks • M
onitor & A
dap
t
PRESENTATION TAKEAWAYS
Defining the Zero Mom
ent of Truth
- Marketing: A
Brief History
- What is the ZM
OT?
Why is the ZM
OT im
portant? How
Can Recreation Departm
ents Win the ZM
OT?
What Tools C
an You Use to Win the ZM
OT
Conclusion and Q
&A
Text your response to 22333
List two or three things you
learned today that you
will d
o / implem
ent.
Type 535759 followed by
the text of your response
Q&A With Ryan and Justin
Justin Snasel Electronic M
edia Specialist linkedin.com
/in/justinsnasel
twitter.com
/jsnasel
Ryan Hegreness, CPRP
Marketing &
Enterprise Developm
ent Manager
linkedin.com/in/hegreness
twitter.com
/hegreness