Transcript Slide 1
1. Connecting with the Modern Consumer 15 Pre-Media: 1900–1950 Scale: • One to one Reach: • Direct • Local Tools: • Yard signs • Outdoor ads • Direct mail 16 Mass Media: 1950–2003 Scale: • One to many Reach: • Direct • Local • National Tools: • • • • • Billboard ads TV and radio ads Newspaper ads Printed flyers Homes magazine • Database lists • Static websites • E-mail campaigns 16 New Media: 2003–present Scale: • Many to many Reach: • • • • Direct Indirect Local National Tools: • Blogs • Social networks like Friendster, MySpace, and Facebook • Microblogs like Twitter 16 The Crowded Marketing Space 17 In 1971, the average American encountered 560 daily advertising messages. By 1991, that number had increased to over 3,000 per day. 17 Analyzing Our Marketing Inconsistencies As Consumers, We: As Salespeople, We: • • • • • • • • Rely on DVRs to skip commercials Subscribe to services w/commercial-free music Maintain private telephone numbers and place ourselves on Do-Not-Call list Throw out junk mail Use spam filters and delete unread e-mails Implement pop-up blockers • • • Buy ad time on radio and TV Teach new salespeople to prospect by cold calling Send out “Just Listed” and “Just Sold” cards Buy e-mail lists and send out newsletters Buy online ads 18 Direct Mail Response Averages • 3.40 percent for a house list • 1.28 percent for a prospect list *according to the Direct Marketing Association for direct mail campaigns that used letter-sized envelopes 19 97 people interrupted 19 To Reach 19 The Challenge of Getting Found 20 The Challenge of Getting Found • Efforts to make website organically place or rank higher can be described as search engine optimization or SEO. • Paying to have your website placed is search engine marketing or SEM. 20 The Challenge of Getting Found 21 Interruptive Marketing Funnel Awareness Consideration Preference Purchase 23 Permission Based Marketing Interaction Involvement Intimacy Influence 23 “markets are conversations talk is cheap silence is fatal” the cluetrain manifesto 24 Popularity The New Marketplace Head The Long Tail Body Products 25 Practitioner Spotlight: Allan Domb, CRS 26 Case Study: Jeff Brown 27 Case Study: Jeff Brown 27