Campaigns

Why

bySotirisBaratsas
What is your ZMOT?
This was the Traditional 3-step
mental model of Marketing!
FMOT was coined by P&G in 2005
The customer gets a
stimulus about a product
(TV, advertisement, article,
image, word of mouth, etc.)
Then he goes to the store and ask the
salesperson. He watches a
demonstration and he experiences the
First Moment of Truth with the product.
Then he purchases the product, he
goes home and starts using it. This way
he experiences what the product is like
and the second moment of truth.

Now the number of sources used by
any shopper for an average shopping
occasion has almost doubled
from 5.2 to 10.4 sources used.
Source: Google, 2012
bySotirisBaratsas
What is your ZMOT?
This model has changed! And that’s because
consumerbehavior
has changed!

bySotirisBaratsas
What is your ZMOT?
This is the New Mental
Model of Marketing!
ZMOT was coined by Google in 2012
So, before the consumer goes to the shop to ask for a
product, he/she googles about it, searches on Facebook,
looks for videos on YouTube, reads the reviews, etc.
This is the ZERO MOMENT OF TRUTH with a product, person,
service, shop, company, organization, etc.

It means that the first impression a
potential customer has about you
is not created in your office!
It’s created in your Facebook
page. Or your site. Or your twitter
profile.
bySotirisBaratsas
3Whatdoesthismeanforme?
So, how do they look
Do they pass the right message

bySotirisBaratsas
Areal-caseexample
21,70%
60,20%
34,00% 34,50%
22%
26,90%
For what do you know
AIESEC about? AIESEC develops young
people’s leadership through
diverse and impactful
international exchanges.
However, more people know
the organization for Trips
Abroad rather than Leadership
Development.
Why is that?
Source: AIESEC in Greece Brand Audit 2012-2013

Areal-caseexample
The program’s target audience is young
people. So, the main channel used for
promotion is facebook and that’s usually
where a visitor experiences the Zero
Moment of Truth with the brand.
These are some posts from the FB pages.

Areal-caseexample
If this is the first time
someone notices the brand,
how can they NOT think
it facilitates trips abroad?

Consistent

ListenBefore you talk
 What is the Perception about our
programs?
 What about our competitors?
 What is the differentiator?
1

HAVE
A GOAL
You need to know where you want to go!
What are you trying to reach?
That’s the only way to achieve it!
2

Define
The Target
 Who is our audience?
 Define personas
 Acquire the needs (Do I cover some
needs?)
3

DefineThe CHANNELs
 What is the most
effective way to reach the
people we want?
 Where can I find them?
4

Keith Weed, CMO,
Unilever

FIND
The RIGHT
MESSAGE
 How are we going to attract the people
we want?
 What is the most effective way to
reach them?
5

Create
ATTRACTIVE
CONTENT
6

bySotirisBaratsas
+1 Content is the king
Content is everything you create: posts, images, blog posts, texts, videos, etc.
*
6 Create
ATTRACTIVE
CONTENT

6

How to create
effective campaigns

What kind of people
do you want to
attract? Define their
persona as much as
possible!

What will attract the
target audience you’ve
chosen?
What kind of message do
you want to pass? Why do
you need more than one
post to do it?
Is it too direct or a bit
more mild?

Define all the messages
that will be in the
campaign. Make sure that
every message amplifies
the collective message you
want to pass with your
campaign!

Choose how you will
present your messages.
It can be with an image,
video, article, newsletter,
etc. Visual Content works
a lot!

Make every post follow a
certain pattern! Make sure to
emphasize on the main
message!
Create the template so that it
easy for someone to edit it
and make posts for this
campaign.
Make sure the final design
represents your brand.
Take into account if you are
gonna use “boosted
advertisement” on facebook
for your campaign.

Make the posts on a regular
basis. Don’t keep the
campaign for more than 2-3
weeks.
During the campaign
evaluate the performance
and decide if you need to
make changes, or create new
campaigns to support your
goal setting.

When you decide the essence of the campaign give them the opportunity
to create the messages.

When you decide the essence of the campaign give them the opportunity
to create the messages.
You can create the template, but it’s cooler if the members create the
posts.

When you decide the essence of the campaign give them the opportunity
to create the messages.
You can create the template, but it’s cooler if the members create the
posts.
Have a tracking tool where they can see the schedule for each campaign
and make them responsible for the delivery.

When you decide the essence of the campaign give them the opportunity
to create the messages.
You can create the template, but it’s cooler if the members create the
posts.
Have a tracking tool where they can see the schedule for each campaign
and make them responsible for the delivery.
Have them evaluate the performance of the posts (apps on podio) and
decide if they need to do something different or more intense.

What to expect

Any

Who am I
I’m a Marketing junkie.
Α constant generator of concepts & ideas.
A Leadership enthusiast. A seeker of creativity.
A FastCompany addict. A Powerpoint architect.
A tech-freak.
You know where to find me!
Chief Marketing Officer @AIESECinATHENS
Creative Marketing Manager @AIESECinGREECE
Student @Athens University of Economics & Business
Sotiris Baratsas
sotirisbaratsas
Sotiris Baratsas
Slideshare.net/sotbar7

.thankU