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September 30, 2014

SMX East Liveblog: Making Moments Matter

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The sales funnel has exploded. However, the pieces of the funnel are still highly relevant. You need to be there in the consideration phase. You need to streamline the purchase process so it’s frictionless. You need to work to maintain retention and get fanatical loyalty.

Speaker: Jeffrey K. Rohrs, VP, Marketing Insights, ExactTarget (@jkrohrs)

A photographer used his last dollars to buy an underwater camera. One day he woke up and found thousands of dollars in his bank account. What happened in between these two events? He took photos of dogs underwater. He built a career and cottage industry from a moment that everyone overlooked. See underwater dogs by Seth Casteel.

Ask “what are my underwater dogs?”

Rohrs talks about how to:

  1. Optimize Known Moments
  2. Undercover Hidden Moments
  3. Create New Moments

We can do these things because of mobile, connectivity, social and data. All marketing is now direct thanks to these devices. We know 77% of TV viewers are watching with a phone in their hand. Assuming people want to interact with brands, you need to give them something to do with you. Make the sale. Build your audience. Increase brand loyalty.

1. Optimize Known Moments


Tap into something already happening. Bridging the physical and digital world with a simple tag that makes apparent a trend happening online.


Coke reversed an 11 year sales slide with the “Share a Coke with” campaign.

Test and try known moments again to see if they might work today.

2. Uncover Hidden Moments

The most watched coin toss in the U.S. is the Super Bowl. Papa Jones looked at the coin toss as a sponsorship opportunity. They looked where no one else had looked and got hundreds of thousands of new subscribers.

Delta Airlines is experimenting with things to sell more business class seats. So they looked at influencers flying with them and thought those people might be incentive to get people to buy tickets. See the Delta Innovation Class campaign on LinkedIn. It’s still early to know if this works but it’s innovative thinking.

3. Create New Moments

He shows a video of Meat Pack’s Hijack app:

Small Business Saturday by AmEx created more than a moment, but a day. 41 states declared Small Business Saturday an official day last year.

He has one more example in New England BioLabs Inc’s smart freezers. Connected devices and data and social info can come together for sales and transforming a business.

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