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
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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
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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
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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
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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
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Text your response to 22333
What is your greatest
ma
rketing challenge? Type 366348 follow
ed by the text of your response
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MARKETING: A brief history
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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
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New
York Public Lib
rary. http
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lgallery.nypl.org
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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
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WHAT IS THE ZERO MOMENT OF TRUTH?
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THE TRAD
ITION
AL M
OD
EL
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flickr.com/p
hotos/gracelikeriver/
Stimulus
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flickr.com/photos/im
pactmatt/
First Mom
ent of Truth
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flickr.com/photos/im
pactmatt/
First Mom
ent of Truth
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flickr.com/photos/pand
0ra23/
Second M
oment of
Truth
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THE TRAD
ITION
AL M
OD
EL
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THE NEW
CO
NSUM
ER MEN
TAL M
OD
EL
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Why is the zero moment of truth
important?
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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
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Fact:
As of 2013, the average shopper
consults 10.4 sources prior to m
aking a purchase
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Sold: How
do w
e start?
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How can you win the zero moment of truth?
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Be honest
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TAKe inventory of your customers of your product Of your presence
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Visible shareable remarkable Make your content
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integrate
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TAKE RISKS
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Monitor & Adapt
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Be honest
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YOU M
IGHT N
OT BE W
INN
ING
RIGHT N
OW
REA
LITY CH
ECK!
flickr.com/p
hotos/libraria
nmer/
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Why? Because “Stim
ulus” used to be easier…
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Everything is everywhere…
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TAKe inventory of your customers
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People choose their new
s sources
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People consid
er other friends new
s sources
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Your customers are now
well inform
ed
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Ask your custom
ers (SurveyMonkey)
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Referral Traffic (Google A
nalytics)
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TAKe inventory of your product
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WOULD YOU BUY WHAT YOU SELL?
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Ask for feed
back (SurveyMonkey)
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TAKe inventory of your presence
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“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
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Screenshot of aquatics results
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Make your content
visible
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Search Ad
vertising (Google A
dw
ords)
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Vid
eo Ad
vertising (YouTube Ad
s)
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Make your content
shareable
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Make Your C
ontent WO
RTH Sharing
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Become a “new
s” source
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Social media
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Influencers now d
etermine w
hat is news…
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Do your influencers have your back?
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Influencer Marketing
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Make your content
remarkable
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flickr.com/photos/m
iletbaker/
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integrate
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1 + 1 = 3
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NorthSocial
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ARLINGTON AQUATICS C
ASE STUD
Y
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TAKE RISKS
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“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/
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Monitor & Adapt
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“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
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Monitoring social feedback
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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
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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
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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
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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