With a world of information at our fingertips online, customers are entering the purchasing journey at different stages. There are more customer touchpoints now than ever, as the industry is digitizing the customer journey. These moments have a significant influence on brand perception and customer experience. Each of these instances should be treated as a moment of truth. The multiple moments a customer comes into contact with your brand are called a customer touchpoints. These new tools, alongside multifunctional teams working together earlier in the Innovation Process, will help Brands deliver better holistic designs across all touchpoints.Let’s discuss the process of selling a car. New techniques such as neurometrics, biometrics and psychometric tools can measure consumers' emotional (or "gut-feel") response to communication, design, products, packages and multi-sensory experiences. In the past, Market Researcher focussed on qualitative and quantitative measures which rely on subjective, rational, often overly articulated consumer responses. It is a really exciting time for Product & Packaging Designers as new tools are being developed to assess all touchpoints. TMOT - was the product experience so good they want to tell their friends and even write about their experience ? SMOT - on unboxing, do you delight your consumer ? Where will they store it ?How easy is it to use ? Do you deliver a delightful, memorable experience, each and every time, including last usage ? How will they dispose of the product ? Will they remember it ? ZMOT - how is your product going to be advertised ? Through what channels ? What is the insight ? What is the Unique Selling Point ? What claims are going to be made ? Does your experience look new and different ? Does your new experience fit with your Brand ? Does your new experience appeal at an emotional level and drive your consumer to want to buy it ?įMOT - how is your experience going to be sold ? Through what channels ? How will it be transported & delivered to retailers ? How will it be stacked and sited versus competition ? If sold in retail, does the product stand out ? Is it is easy to find ? Does it represent good value versus competition ? If picked up, is it easy to understand ? We need to think more holistically and work together with our commercial partners earlier in the process. What does this mean for Product & Package Designers ? In 2006, Pete Blackshaw (ex P&G) coined the expression TMOT ("Tee Mot" - Third Moment of Truth) as "where the product experience catalyzes an emotion, curiosity, passion, or even anger to talk about the brand". Lafley used the term FMOT ("Eff Mot" - First Moment of Truth) defined as the moment "when consumers stand in front of store shelf and decide whether to buy a P&G brand, or a competing product".Ī.G Lafley also used the term SMOT ("Ess Mot" - Second Moment of Truth) defined as "when consumers use a product and it delivers a delightful and memorable experience - or not and then decides whether to buy it again". It was in a 2002 letter to shareholders, that Procter & Gamble CEO, A.G. ZMOT also covers traditional marketing avenues (TV advertising, print, direct marketing etc). It's a moment where marketing happen, where information happens, and where consumers makes choices that affect the success and failure of nearly every brand in the world". Google and other internet marketers talk about "it's the new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. ZMOT ("Zee or Zed Mot" - Zero Moment of Truth) refers to "when consumers research a product or are made aware of the product".
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