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1. Connecting with the Modern Consumer

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

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1. Connecting with the Modern Consumer

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  1. 1. Connecting with the Modern Consumer 15

  2. Pre-Media: 1900–1950 • Scale: • One to one • Reach: • Direct • Local • Tools: • Yard signs • Outdoor ads • Direct mail 16

  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 16

  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 16

  5. The Crowded Marketing Space 17

  6. In 1971, the average American encountered 560 daily advertising messages. By 1991, that number had increased to over 3,000 per day. 17

  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 18

  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 19

  9. 97 people interrupted 19

  10. To Reach 19

  11. The Challenge ofGetting Found 20

  12. 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. 20

  13. The Challenge of Getting Found 21

  14. Interruptive Marketing Funnel Awareness Consideration Preference Purchase 23

  15. Permission Based Marketing Interaction Involvement Intimacy Influence 23

  16. “markets are conversations talk is cheap silence is fatal” the cluetrain manifesto 24

  17. The New Marketplace Head Popularity The Long Tail Body Products 25

  18. Practitioner Spotlight: Allan Domb, CRS 26

  19. Case Study: Jeff Brown 27

  20. Case Study: Jeff Brown 27

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