1. Connecting with the Modern Consumer

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1. Connecting with the Modern Consumer
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Pre-Media 19001950

• Scale
• One to one
• Reach
• Direct
• Local
• Tools
• Yard signs
• Outdoor ads
• Direct mail

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Mass Media 19502003

• 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

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New Media 2003present

• Tools
• Blogs
• Social networks like Friendster, MySpace, and
  Facebook
• Microblogs like Twitter

• Scale
• Many to many
• Reach
• Direct
• Indirect
• Local
• National

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The Crowded Marketing Space
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In 1971, the average American encountered 560
daily advertising messages.
By 1991, that number had increased to over 3,000
per day.
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Analyzing Our Marketing Inconsistencies
As Salespeople, We

• As Consumers, 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

• 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

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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

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97 people interrupted
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To Reach
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The Challenge ofGetting Found
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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.

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The Challenge of Getting Found
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Interruptive Marketing Funnel
Awareness
Consideration
Preference
Purchase
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Permission Based Marketing
Interaction
Involvement
Intimacy
Influence
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• markets are conversations
• talk is cheap
• silence is fatal
• the
• cluetrain
• manifesto

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The New Marketplace
Head
Popularity
The Long Tail
Body
Products
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Practitioner Spotlight Allan Domb, CRS
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Case Study Jeff Brown
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Case Study Jeff Brown
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