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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. 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 Web sites

    • 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

      • Microblogslike 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


    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


    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


    97 people interrupted

    19


    To Reach

    19


    The Challenge ofGetting Found

    20


    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


    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


    The New Marketplace

    Head

    Popularity

    The Long Tail

    Body

    Products

    25


    Practitioner Spotlight: Allan Domb, CRS

    26


    Case Study: Jeff Brown

    27


    Case Study: Jeff Brown

    27


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