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1. Connecting with the Modern Consumer

1. Connecting with the Modern Consumer. 16. Pre-Media: 1900 – 1950. Scale: One to one Reach: Direct Local Tools: Yard signs Outdoor ads Direct mail. 17. Mass Media: 1950 – 2003. Scale: One to many Reach: Direct Local National Tools: Billboard ads TV and radio ads

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1. Connecting with the Modern Consumer

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  1. 1. Connecting with the Modern Consumer 16

  2. Pre-Media: 1900–1950 • Scale: • One to one • Reach: • Direct • Local • Tools: • Yard signs • Outdoor ads • Direct mail 17

  3. 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 Web sites • E-mail campaigns 18

  4. New Media: 2003–present • Scale: • Many to many • Reach: • Direct • Indirect • Local • National • Tools: • Blogs • Social networks like Friendster, MySpace, and Facebook • Microblogslike Twitter 18

  5. The Crowded Marketing Space 20

  6. In 1971 the average American encountered 560 daily advertising messages. By 1991 that number had increased to over 3,000 per day. 20

  7. 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 Analyzing Our Marketing Inconsistencies • As Consumers, We: As Salespeople, We: • 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 22

  8. Direct Mail Response Averages • 3.42 percent for a house list • 1.38 percent for a prospect list • *according to the Direct Marketing Association for direct mail campaigns that used letter-sized envelopes 23

  9. 97 people interrupted 23

  10. To Reach 23

  11. The Challenge ofGetting Found 24

  12. The Challenge of Getting Found 24

  13. The Challenge of Getting Found • Efforts to make Web site organically place or rank higher can be described as search engine optimization or SEO. • Paying to have your Web site placed is search engine marketing or SEM. 25

  14. Interruptive Marketing Funnel Awareness Consideration Preference Purchase 26

  15. Permission Based Marketing Interaction Involvement Intimacy Influence 26

  16. “markets are conversations talk is cheap silence is fatal” the cluetrain manifesto 27

  17. The New Marketplace Head Popularity The Long Tail Body Products 29

  18. Practitioner Spotlight: Allan Domb, CRS 30

  19. Case Study: Jeff Brown 31

  20. Case Study: Jeff Brown 31

  21. Paradigm Shifts to Consider in Our Marketing • Permission-based marketing—Communicate with people in manner they will accept and provide them with content on their terms and at times when they want it. • The Cluetrain Manifesto—Markets are conversations. We need to listen to conversations and participate on terms of small communities. • The Long Tail—Instead of fighting for attention in a crowded marketplace, turn to power of small communities. 32

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