The “Great Marketing Shift”

Implications and Opportunities for Events

Escape the Technology MazeOctober 21-22, 2009Hyatt Fisherman’s Wharf

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Goals of presentation

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Goals of presentation

Key ingredients assembling (at the right time)Tarsus Online Media

How to cause the reaction

1. Water

2. Heat

3. Plumbing

“Push” marketing is unsustainable

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Ingredient #1: the shift

Why is this shift happening?Tarsus Online Media

Ingredient #1: the shift

How is it evolving?

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Ingredient #1: the shift

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Ingredient #1: the shift

So you’re saying there’s a chance?

What does “the shift” have to do with a pregnant woman?

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Ingredient #1: the shift

Welcome to a “search centric” world

How buyers and sellers connect

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Ingredient #1: the shift

Sellers want to follow the conversation of buyers

Marketing Shift: opportunity

So strong is this trend that Intel is shifting marketing spend to follow the conversation. In fact, they are even creating their own social networks and advertising on it.

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Goal #2: Introduce

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Rest in Peace American Newspapers…

Goal #2: Introduce

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Rest in Peace Magazines …

What is the news telling us?

Ingredient #1: the shift

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Twitter valued at $1 Billion... Twitter’s worth has grown by around $772,797 per day... Twitter

has been given an average of $187,356 per day by its investors... new round over 1025 times

the amount of money they raised in its very first round… source www.Mashable.com

Watering the seed

Ingredient #1: the shift

Don’t be afraid, this is actually a really great opportunity!

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Marketing Shift: opportunity

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Light the match, fan the flame:

Leverage “Wikinomics” and “mass collaboration”

+ =

Marketing Shift: opportunity

Tarsus Online MediaThis isn’t for me…

Marketing Shift: opportunity

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This isn’t for me…

Event Marketing: Example #1

Tarsus Online MediaSpecific Example: Bring this to the ground – event marketing

Event Marketing: Example #1

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Event Marketing: Example #1

Event Marketing: Example #1

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ACTION: Created a conversation and buzz on the net

RESULT: News is all over the search engines

Event Marketing: Example #1

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ACTION: Created a conversation and buzz on the net

Event Marketing: Example #2

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Result: 750 signups and a very happy client

My gift for you:

Marketing Shift: opportunity

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Barriers to entry have never been lower: threat or opportunity. Why won’t established media do this?

Legacy baggage

And misplaced focus on the

SELLERS rather than BUYERS

Ingredient #2 Heat: Use MTO discussion to learn and adapt

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Ingredient #2: Heat

Take the conversation back to the office and online

What’s next? What’s under the big top?

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Ingredient #2: Heat

Ingredient #3: Plumbing

Will you hide from the “shift” or evolve and thrive BECAUSE of it?

Ingredient #3: Is your plumbing ready?

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Link to me (any my 4000 level 1 connections):

-- RD Whitneywww.linkedin.com/in/rdwhitney

CEO, Tarsus Online MediaTarsus Group plcwww.Tarsus.com

Email: rwhitney@tarsus.comPhone: 603.925.1160