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The “Great Marketing Shift” Implications and Opportunities for Events Escape the Technology Maze October 21-22, 2009 Hyatt Fisherman’s Wharf
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The “Great Marketing Shift”
Implications and Opportunities for Events
Escape the Technology MazeOctober 21-22, 2009Hyatt Fisherman’s Wharf
Tarsus Online Media
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: [email protected]: 603.925.1160
