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How blogs helped me buy a bicycle and why it matters to marketers like you and I!
Nearly Sold
=Sold
28 November 2007New Delhi
April 10, 2023 © Scenario Communication Partners 2007 2
Changed Realities are about options &
choices.
Marketing and Communication are not the same anymore…
April 10, 2023 © Scenario Communication Partners 2007 3
Broadcast V/s Narrowcast
April 10, 2023 © Scenario Communication Partners 2007 4
Random Clusters V/s Tribes by Choice
April 10, 2023 © Scenario Communication Partners 2007 5
Sales Pitch V/s Conversations
Krishna like, we need to ensure that
NO Gopi feels ignored!
April 10, 2023 © Scenario Communication Partners 2007 6
April 10, 2023 © Scenario Communication Partners 2007 7
The age of reference
April 10, 2023 © Scenario Communication Partners 2007 8
People have an opinion
Word of Mouth Matters
April 10, 2023 © Scenario Communication Partners 2007 9
The marketer understands his product best.
“Bullets are our babies! Not one
should go wasted!!!!”
No ad or press release can replace
this passion.
April 10, 2023 © Scenario Communication Partners 2007 10
I picked up a LA Sovereign bicycle
recently!
April 10, 2023 © Scenario Communication Partners 2007 11
There were options between Hercules, Firefox… I wasn’t even aware of LA at that
time.
April 10, 2023 © Scenario Communication Partners 2007 12
The entire purchase experience, not just the product matters to me!
April 10, 2023 © Scenario Communication Partners 2007 13
Layers of influence, on purchase decisions
Company website
Advertising
Media
BLT
Others
Peer Reviews
Markerter’s view
(Transparent, conversational)
Expert Opinion
www.blogworks.in?
April 10, 2023 © Scenario Communication Partners 2007 14
Search is my new ‘clipping’
April 10, 2023 © Scenario Communication Partners 2007 15
Shree’s blog said “Buy Firefox at your own risk!”
April 10, 2023 © Scenario Communication Partners 2007 16
What I witnessed was remarkable!
For a change, even the marketer had jumped into
the conversations.
April 10, 2023 © Scenario Communication Partners 2007 17
Who is scared of negative comments?
I made an educated decision to buy FIREFOX despite some of those!
April 10, 2023 © Scenario Communication Partners 2007 18
Are you open to feedback? Or on the defensive?
April 10, 2023 © Scenario Communication Partners 2007 19
The difference between SOLD and NEARLY SOLD.
I ended up picking a LA Sovereign
instead.
April 10, 2023 © Scenario Communication Partners 2007 20
Customer focus!
They got back with dealer
numbers in 15 mins.
April 10, 2023 © Scenario Communication Partners 2007 21
Perceived value.
Will find out if I made the right
choice!
April 10, 2023 © Scenario Communication Partners 2007 22
The last mile..
My experience with the dealer
decided it for me!
April 10, 2023 © Scenario Communication Partners 2007 23
Thank you!
…and happy riding!
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