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 Newspaper ads Printed flyers Homes magazine 18 Database lists Static Web sites campaigns

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

20 The Crowded Marketing Space

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

Analyzing Our Marketing Inconsistencies As Consumers, 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 s Implement pop-up blockers As Salespeople, We: 22 Buy ad time on radio and TV Teach new salespeople to prospect by cold calling Send out “Just Listed” and “Just Sold” cards Buy lists and send out newsletters Buy online ads

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

97 people interrupted 23

To Reach 23

The Challenge of Getting Found 24

The Challenge of Getting Found 24

The Challenge of Getting Found 25 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.

Interruptive Marketing Funnel 26 Awareness Consideration Preference Purchase

Permission Based Marketing 26 Influence Intimacy Involvement Interaction

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

The Long Tail Body Popularity Products Head The New Marketplace 29

Practitioner Spotlight: Allan Domb, CRS 30

Case Study: Jeff Brown 31

Case Study: Jeff Brown 31

Paradigm Shifts to Consider in Our Marketing 1.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. 2.The Cluetrain Manifesto—Markets are conversations. We need to listen to conversations and participate on terms of small communities. 3.The Long Tail—Instead of fighting for attention in a crowded marketplace, turn to power of small communities. 32