Presented by Ryan Hegreness and Justin Snasel at the NRPA 2013 National Congress.

1. THE new customer:
marketing in the Zero moment of truth
Ryan Hegreness, CPRP
Marketing & Enterprise Development Manager
linkedin.com/in/hegreness twitter.com/hegreness

2. PRESENTATION TAKEAWAYS
Introduction
- 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

3. MARKETING: A brief history
PRE-INDUSTRIAL POST-INDUSTRIAL
1400 1500 1600 1700 1800 1900 1990 2000 2010
WORD OF PRINT
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

4. 1400 1500 1600 1700 1800 1900 1990 2000 2010
http://www.http://www.flickr.com/photos/ideonexus/ flickr.com/photos/vaultboy/

5. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1450

6. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1556
flickr.com/photos/lo_re_n_zo_/

7. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1605
flickr.com/photos/62693815@N03/

8. 1400 1500 1600 1700 1800 1900 1990 2000 2010
http://www.flickr.com/photos/leunix/
1650

9. 1400 1500 1600 1700 1800 1900 1990 2000 2010
New York Public Library. http://digitalgallery.nypl.org
1741

10. 1400 1500 1600 1700 1800 1900 1990 2000 2010
http://www.flickr.com/photos/theseanster93
1844

11. 1400 1500 1600 1700 1800 1900 1990 2000 2010
http://www.flickr.com/photos/metrolibraryarchive
1867

12. 1400 1500 1600 1700 1800 1900 1990 2000 2010
http://www.flickr.com/photos/kenningtonfox
1890

13. 1400 1500 1600 1700 1800 1900 1990 2000 2010
http://www.flickr.com/photos/nesster
1893

14. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1895

15. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1904

16. 1400 1500 1600 1700 1800 1900 1990 2000 2010
http://www.flickr.com/photos/roadsidepictures/
1930
http://www.flickr.com/photos/richevenhouse/

17. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1941
http://www.flickr.com/photos/photography_and_design/

18. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1954
http://www.flickr.com/photos/krawcowicz/

19. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1970
http://www.flickr.com/photos/jeffrey/

20. 1400 1500 1600 1700 1800 1900 1990 2000 2010
1994

21. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2000
http://www.flickr.com/photos/lincolnblues/

22. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2001
http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg

23. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2003

24. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2005

25. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2007
http://www.flickr.com/photos/joshb/

26. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2008

27. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2009

28. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2010

29. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2011

30. 1400 1500 1600 1700 1800 1900 1990 2000 2010
2012
http://www.flickr.com/photos/babyben/

31. 1400 1500 1600 1700 1800 1900 1990 2000 2010

32. WHAT IS THE
ZERO MOMENT OF TRUTH?

33. THE TRADITIONAL MODEL

34. Stimulus
flickr.com/photos/gracelikeriver/

35. First Moment
of Truth
flickr.com/photos/impactmatt/

36. First Moment
of Truth
flickr.com/photos/impactmatt/

37. Second
Moment of
Truth
flickr.com/photos/pand0ra23/

38. THE TRADITIONAL MODEL

39. THE NEW CONSUMER MENTAL MODEL

45. Why is the
zero moment of truth
important?

49. Fact:
As of 2013, the average shopper
consults 10.4 sources prior to
making a purchase

52. How can you win
the zero moment of truth?

53. TAKe inventory
of your customers
of your product
Of your presence

54. MAKE YOUR CONTENT
VISIBLE
SHAREABLE
REMARKABLE

55. integrate

56. TAKE
RISKS

57. Monitor
& Adapt

58. TAKe inventory
of your customers

59. Your customers are now well informed

60. People choose their news sources

61. People consider other friends news sources

62. Ask your customers (SurveyMonkey)

65. Referral Traffic (Google Analytics)

66. TAKe inventory
of your product

67. WOULD YOU BUY WHAT YOU SELL?

68. Ask for feedback (SurveyMonkey)

69. TAKe inventory
of your presence

70. “Marketing is actually what other
people are saying about you.
!
Like it or not, true or not,
what other people say is what
the public tends to believe.”
-Seth Godin

74. Screenshot of aquatics results

76. Make your content
visible

78. Search Advertising (Google Adwords)

79. Video Advertising (YouTube Ads)

84. Make your content
shareable

85. Make Your Content WORTH Sharing

87. EXAMPLE
Mission: 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.

88. EXAMPLE
Mission: 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.

89. 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….

90. PUTTING IT TO USE

91. PUTTING IT TO USE

92. PUTTING IT TO USE
YMCA FALL VOLLEYBALL
Ages 8-16, Cooper Street Branch
November 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."

93. PUTTING IT TO USE

94. Become a “news” source

98. Influencer Marketing

99. 99

100. Make your content
remarkable

101. flickr.com/photos/miletbaker/

103. 103

107. integrate

108. 1 + 1 = 3

109. ARLINGTON AQUATICS
CASE STUDY

112. TAKE
RISKS

113. “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.”
-Michelangelo
flickr.com/photos/sacred_destinations/

114. Monitor
& Adapt

115. “The measure of intelligence
is the ability to change.”
― Albert Einstein
“Those who cannot change
their minds cannot change
anything.”
― George Bernard Shaw

116. Monitoring social feedback

124. How can you win
the 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

125. 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

126. Q&A
Ryan Hegreness, CPRP
Marketing & Enterprise Development Manager
City of Arlington Parks & Recreation Department
!
linkedin.com/in/hegreness twitter.com/hegreness
!
ryan.hegreness@arlingtontx.gov