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

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

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

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

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

Text your response to 22333

What is your greatest

ma

rketing challenge? Type 366348 follow

ed by the text of your response

MARKETING: A brief history

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2010

PRE-INDUSTRIA

L PO

ST-INDUSTRIA

L

PRINT

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

http://ww

w.flickr.com

/photos/vaultboy/ http://w

ww

.flickr.com/photos/ideonexus/

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flickr.com/p

hotos/lo_re_n_zo_/

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flickr.com/p

hotos/62693815@N

03/

http://ww

w.flickr.com

/photos/leunix/

1650

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New

York Public Lib

rary. http

://digita

lgallery.nypl.org

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2010

http://ww

w.flickr.com

/photos/theseanster93

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http://w

ww

.flickr.com/p

hotos/metrolib

raryarchive

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ww

.flickr.com/p

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.flickr.com/p

hotos/roadsid

epictures/

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http://w

ww

.flickr.com/p

hotos/richevenhouse/

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http://w

ww

.flickr.com/p

hotos/photograp

hy_and_design/

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http://w

ww

.flickr.com/p

hotos/kraw

cowicz/

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.flickr.com/p

hotos/jeffrey/

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ww

.flickr.com/p

hotos/lincolnblues/

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http://en.w

ikiped

ia.org/w

iki/File:Pop-up

_ads.jp

g

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http://w

ww

.flickr.com/p

hotos/ba

byb

en/

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2010

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

WHAT IS THE ZERO MOMENT OF TRUTH?

THE TRAD

ITION

AL M

OD

EL

flickr.com/p

hotos/gracelikeriver/

Stimulus

flickr.com/photos/im

pactmatt/

First Mom

ent of Truth

flickr.com/photos/im

pactmatt/

First Mom

ent of Truth

flickr.com/photos/pand

0ra23/

Second M

oment of

Truth

THE TRAD

ITION

AL M

OD

EL

THE NEW

CO

NSUM

ER MEN

TAL M

OD

EL

Why is the zero moment of truth

important?

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

Fact:

As of 2013, the average shopper

consults 10.4 sources prior to m

aking a purchase

Sold: How

do w

e start?

How can you win the zero moment of truth?

Be honest

TAKe inventory of your customers of your product Of your presence

Visible shareable remarkable Make your content

integrate

TAKE RISKS

Monitor & Adapt

Be honest

YOU M

IGHT N

OT BE W

INN

ING

RIGHT N

OW

REA

LITY CH

ECK!

flickr.com/p

hotos/libraria

nmer/

Why? Because “Stim

ulus” used to be easier…

Everything is everywhere…

TAKe inventory of your customers

People choose their new

s sources

People consid

er other friends new

s sources

Your customers are now

well inform

ed

Ask your custom

ers (SurveyMonkey)

Referral Traffic (Google A

nalytics)

TAKe inventory of your product

WOULD YOU BUY WHAT YOU SELL?

Ask for feed

back (SurveyMonkey)

TAKe inventory of your presence

“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

Screenshot of aquatics results

Make your content

visible

Search Ad

vertising (Google A

dw

ords)

Vid

eo Ad

vertising (YouTube Ad

s)

Make your content

shareable

Make Your C

ontent WO

RTH Sharing

Become a “new

s” source

Social media

Influencers now d

etermine w

hat is news…

Do your influencers have your back?

Influencer Marketing

Make your content

remarkable

flickr.com/photos/m

iletbaker/

integrate

1 + 1 = 3

NorthSocial

ARLINGTON AQUATICS C

ASE STUD

Y

TAKE RISKS

“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/

Monitor & Adapt

“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

Monitoring social feedback

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

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

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

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