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Marketing in the Zero Moment of Truth Economy

Kelly Hugunin - Best BuyDane Hartzell - Bolin Marketing

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Housekeeping

MN AMA Conference Hash Tag #BeyondTheBuzz

Kelly Hugunin @KHugunin

Dane Hartzell @ItsDane

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The BookA Top Ten Marketing Book You Should Have Read.

- Advertising Age

www.ZeroMomentOfTruth.com

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Our Perspective

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Awareness

Consideration

Conversion

OLD MODEL NEW MODEL

Give people the tools and a storyThey will tell your story

Social Media Impact on the Funnel

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Talk to Talk with

Interrupting Engaging

Mass One-to-one to many

Tried & True Test and learn

The Evolving Face of Marketing

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TargetConsumers

AwareConsumers

IncentedConsumers

RepeatConsumers

Start here…

…AND here.

Energized Awareness

PotentialAdvocates

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Value of Quantity v Quality

25M Impressions

Brieeeee: 253 followers

Angel: 1,109 followers

750M Impressions

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Awareness Zero Moment of Truth[Consideration]

FirstMoment of Truth

[Shelf]

SecondMoment of Truth

[Experience]

Which becomes the next person’s zero moment of truth

The Moments of Truth

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Awareness Zero Moment of Truth[Consideration]

FirstMoment of Truth

[Shelf]

SecondMoment of Truth

[Experience]

Which becomes the next person’s zero moment of truth

…or initial awareness trigger

The Moments of Truth

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Awareness Zero Moment of Truth[Consideration]

FirstMoment of Truth

[Shelf]

SecondMoment of Truth

[Experience]

Which becomes the next person’s zero moment of truth

…or initial awareness trigger

The Moments of Truth

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ZMOT Orchestration

ADVOCACY

ENGAGEMENT

LOYALTY

AWARENESS

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ZMOT Real World Challenges

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QR Code Usage

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Sales Associate Opportunity

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Virtual Concierge

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Content to Fuel ZMOTBusiness Challenge:

Ignite Health and Fitness Category driving awareness and engagement with female consumer

Solution:

BlogHer ‘Inspiration to Fitness’ Program

• 150+ pieces of highly relevant, engaging content in both the Blogher environment AND in the BestBuy.com environment

• 27 Million Impressions = Good Awareness

• Over 10K Comments = Great Engagement

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ZMOT Content Benefits Business

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Graco: Eliminate In-store Purchase Barriers

AWARENESS

ENGAGEMENT

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AuditCreate Baseline

ExecuteTactics

MeasureAnd Optimize

Define The Business

Objective

DevelopStrategies

Plan/Measure/Optimize

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What’s Your ZMOT Opportunity?

Conversation Velocity or Share of Voice?

Sentiment?

Both?Audit

Create Baseline

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Measure

© BOLIN MARKETING 2011

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Measure

LaminateWilsonart

Smart option

high definition

Baseline

Post Campaign

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Questions?

Kelly HuguninEmail: kelly.hugunin@gmail.comTwitter: @KHugunin

Dane Hartzell DHartzell@BolinMarketing.comTwitter: @ItsDane