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 16 Database lists Static websites campaigns

New Media: 2003 – present 16 Scale: Many to many Reach: Direct Indirect Local National Tools: Blogs Social networks like Friendster, MySpace, and Facebook Microblogs like Twitter

17 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. 17

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: 18 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 3.40 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 19

97 people interrupted 19

To Reach 19

The Challenge of Getting Found 20

The Challenge of Getting Found 20 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.

The Challenge of Getting Found 21

Interruptive Marketing Funnel 23 Awareness Consideration Preference Purchase

Permission Based Marketing 23 Influence Intimacy Involvement Interaction

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

The Long Tail Body Popularity Products Head The New Marketplace 25

Practitioner Spotlight: Allan Domb, CRS 26

Case Study: Jeff Brown 27

Case Study: Jeff Brown 27