The New Customer: Marketing in the Zero Moment of Truth
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Presented at the 2015 National Parks and Recreation Conference in Las Vegas, Nevada by Ryan Hegreness and Justin Snasel.
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The New Customer: Marketing in the Zero Moment of Truth
- 1. THE new customer: marketing in the Zero moment of truth Ryan Hegreness Operations Manager Westminster, CO linkedin.com/in/hegreness twitter.com/hegreness Justin Snasel Sr. Public Information Officer Dallas, TX linkedin.com/in/justinsnasel twitter.com/jsnasel
- 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 2000190018001700160015001400 1990 2010 PRE-INDUSTRIAL POST-INDUSTRIAL PRINT WORD 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
- 9. New York Public Library. http://digitalgallery.nypl.org 1741 2000190018001700160015001400 1990 2010
- 17. 1941 2000190018001700160015001400 1990 2010 http://www.flickr.com/photos/photography_and_design/
- 33. WHAT IS THE ZERO MOMENT OF TRUTH?
- 40. THE NEW CONSUMER MENTAL MODEL
- 46. Why is the zero moment of truth important?
- 50. Fact: As of 2013, the average shopper consults 10.4 sources prior to making a purchase
- 52. It’s not that they review. It’s where they review.
- 53. HOW CAN RECREATION DEPARTMENTS WIN THE ZMOT?
- 54. Sold: How do we start?
- 55. How can you win the zero moment of truth?
- 56. TAKe inventory of your customers of your product Of your presence
- 58. EVOLVE INTEGRATE TAKE RISKS MONITOR & ADAPT
- 59. YOU MIGHT NOT BE WINNING RIGHT NOW REALITY CHECK! flickr.com/photos/librarianmer/
- 60. Why? Because “Stimulus” used to be easier…
- 63. TAKe inventory of your customers
- 64. Your customers are now well informed
- 65. People choose their news sources
- 66. People consider other friends news sources
- 67. Ask your customers (SurveyMonkey)
- 70. Referral Traffic (Google Analytics)
- 71. TAKe inventory of your product
- 72. WOULD YOU BUY WHAT YOU SELL?
- 73. Ask for feedback (SurveyMonkey)
- 74. TAKe inventory of your presence
- 75. “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
- 79. Screenshot of aquatics results
- 83. Search Advertising (Google Adwords)
- 84. Video Advertising (YouTube Ads)
- 90. Make Your Content WORTH Sharing
- 92. 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.
- 93. 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.
- 94. 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….
- 95. PUTTINGITTOUSE
- 96. PUTTINGITTOUSE
- 97. PUTTINGITTOUSE 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.
- 98. PUTTINGITTOUSE
- 99. Become a “news” source
- 104. Influencer Marketing
- 105. 105
- 109. 109 REMARKABLE PROGRAMMING BUBBLE SOCCER FOOTGOLF ZOMBIE APOCALYPSE SURVIVAL CAMP
- 113. integrate
- 114. 1 + 1 = 3
- 118. TAKE RISKS
- 119. “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/
- 120. Monitor & Adapt
- 121. “The measure of intelligence is the ability to change.” ― Albert Einstein “Those who cannot change their minds cannot change anything.” ― George Bernard Shaw
- 130. 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
- 131. 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
- 132. Q&A Ryan Hegreness Operations Manager Westminster, CO linkedin.com/in/hegreness twitter.com/hegreness Justin Snasel Sr. Public Information Officer Dallas, TX linkedin.com/in/justinsnasel twitter.com/jsnasel