The New Customer: Marketing in the Zero Moment of Truth
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Transcript of The New Customer: Marketing in the Zero Moment of Truth
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THE new customer:marketing in the Zero moment of truth
Ryan Hegreness, CPRPMarketing & Enterprise Development Manager
linkedin.com/in/hegreness twitter.com/hegreness
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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
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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
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WHAT IS THE ZERO MOMENT OF TRUTH?
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THE TRADITIONAL MODEL
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Stimulus
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First Moment of Truth
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First Moment of Truth
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THE TRADITIONAL MODEL
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THE NEW CONSUMER MENTAL MODEL
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Why is thezero moment of truth
important?
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Fact:
As of 2013, the average shopper consults 10.4 sources prior to making a purchase
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How can you winthe zero moment of truth?
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TAKe inventoryof your customersof your product Of your presence
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MAKE YOUR CONTENTVISIBLESHAREABLEREMARKABLE
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integrate
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TAKERISKS
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Monitor& Adapt
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TAKe inventory of your customers
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Your customers are now well informed
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People choose their news sources
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People consider other friends news sources
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Ask your customers (SurveyMonkey)
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Referral Traffic (Google Analytics)
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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 feedback (SurveyMonkey)
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TAKe inventory of your presence
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“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
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Screenshot of aquatics results
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Make your content
visible
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Search Advertising (Google Adwords)
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Video Advertising (YouTube Ads)
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Make your content
shareable
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Make Your Content WORTH Sharing
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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.
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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.
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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….
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PUTT
ING I
T TO U
SE
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PUTT
ING I
T TO U
SE
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PUTT
ING I
T TO U
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."
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PUTT
ING I
T TO U
SE
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Become a “news” source
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Influencer Marketing
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99
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Make your content
remarkable
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flickr.com/photos/miletbaker/
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103
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integrate
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1 + 1 = 3
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ARLINGTON AQUATICSCASE STUDY
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TAKERISKS
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“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/
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Monitor& Adapt
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“The measure of intelligence is the ability to change.”
― Albert Einstein
“Those who cannot change their minds cannot change anything.”
― George Bernard Shaw
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Monitoring social feedback
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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
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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
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Q&ARyan Hegreness, CPRP
Marketing & Enterprise Development ManagerCity of Arlington Parks & Recreation Department
!linkedin.com/in/hegreness twitter.com/hegreness