the new customer: marketing in the zero moment of truth
DESCRIPTION
Presented by Ryan Hegreness and Justin Snasel at the NRPA 2013 National Congress.TRANSCRIPT
THE new customer:marketing in the Zero moment of truth
Ryan Hegreness, CPRPMarketing & Enterprise Development Manager
linkedin.com/in/hegreness twitter.com/hegreness
PRESENTATION TAKEAWAYSIntroduction - 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
MARKETING: A brief history
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PRE-INDUSTRIAL POST-INDUSTRIAL
PRINTWORD OF MOUTH PRE-DIGITAL DIGITAL
Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
http://www.flickr.com/photos/vaultboy/http://www.flickr.com/photos/ideonexus/
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New York Public Library. http://digitalgallery.nypl.org
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http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
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WHAT IS THE ZERO MOMENT OF TRUTH?
THE TRADITIONAL MODEL
flickr.com/photos/gracelikeriver/
Stimulus
flickr.com/photos/impactmatt/
First Moment of Truth
flickr.com/photos/impactmatt/
First Moment of Truth
THE TRADITIONAL MODEL
THE NEW CONSUMER MENTAL MODEL
Why is thezero moment of truth
important?
Fact:
As of 2013, the average shopper consults 10.4 sources prior to making a purchase
How can you winthe zero moment of truth?
TAKe inventoryof your customersof your product Of your presence
MAKE YOUR CONTENTVISIBLESHAREABLEREMARKABLE
integrate
TAKERISKS
Monitor& Adapt
TAKe inventory of your customers
Your customers are now well informed
People choose their news sources
People consider other friends news sources
Ask your customers (SurveyMonkey)
Referral Traffic (Google Analytics)
TAKe inventory of your product
WOULD YOU BUY WHAT YOU SELL?
Ask for feedback (SurveyMonkey)
TAKe inventory of your presence
“Marketing is actually what otherpeople are saying about you.
!
Like it or not, true or not, what other people say is what the public tends to believe.”
-Seth Godin
Screenshot of aquatics results
Make your content
visible
Search Advertising (Google Adwords)
Video Advertising (YouTube Ads)
Make your content
shareable
Make Your Content WORTH Sharing
EXAMPLEMission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
EXAMPLEMission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
PUTTING IT TO USE
We believe that parks and recreational opportunities provide the foundation for the physical, social, economic and environmental viability and well-being of a community….
PUTT
ING I
T TO U
SE
PUTT
ING I
T TO U
SE
PUTT
ING I
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SE
YMCA FALL VOLLEYBALLAges 8-16, Cooper Street BranchNovember 1 - December 1
Join us for a fun and exciting recreational volleyball league. No experience necessary. Practice begins October 20. League begins November 1.
The cost is just $19 for full members and $75 for program members. Registration ends September 28."
PUTT
ING I
T TO U
SE
Become a “news” source
Influencer Marketing
99
Make your content
remarkable
flickr.com/photos/miletbaker/
103
integrate
1 + 1 = 3
ARLINGTON AQUATICSCASE STUDY
TAKERISKS
“The 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.”
-Michelangeloflickr.com/photos/sacred_destinations/
Monitor& Adapt
“The measure of intelligence is the ability to change.”
― Albert Einstein
“Those who cannot change their minds cannot change anything.”
― George Bernard Shaw
Monitoring social feedback
How can you winthe zero moment of truth?
•Take Inventory of • Your Customers • Your Product • Your Presence
•Improve Your Content • Visible (Platforms & Promotion) • Shareable • Remarkable
•Evolve • Integrate • Take Risks • Monitor & Adapt
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
Q&ARyan Hegreness, CPRP
Marketing & Enterprise Development ManagerCity of Arlington Parks & Recreation Department
!linkedin.com/in/hegreness twitter.com/hegreness