Last week a friend of mine directed me to a new book that has dramatically focused the way I look at marketing. When I first began reading ZMOT: Winning the Zero Moment of Truth I took it with a grain of salt (to say the least); as it is written by Jim Lecinski, Google’s Managing Director, US Sales & Service and I envisioned a commercial in book form. But reading quickly dismissed that notion. Google is in the business of collecting data and using it to help businesses (including their own) sell product in a more efficient way. ZMOT is simply naming the way we shop today (and should market), whether it is Business to Business or Business to Consumer; whether it is widgets or kitchens the process has evolved with the technology around us. And individual kitchen and bath professionals better adapt.
For years I have been discussing the concept of integrated marketing for your kitchen and bath business. In this blog I have talked about how there is no magic bullet that will singularly drive traffic to your showroom – not TV commercials, not your website, not magazines, not social media sites, not seminars, not anything by itself, but rather a combination, an integrated approach that will move a consumer to close. Let me explain.
The way it was:
We marketed based on three critical moments in the shopping/buying experience
- Stimulus: the consumer is spurred to a product or service by an outside stimulus such as a TV commercial, print ad, seeing his/her neighbor’s new kitchen – something that stimulates the consumer to consider a purchase.
- Shelf (AKA – First Moment of Truth (FMOT)): the consumer goes to the store, sees a great display, speaks with the right sales person, something in the buying experience (at the shelf – the point of decision; the moment of truth) draws the consumer to purchase.
- Experience (AKA – Second Moment of Truth (SMOT)): the consumer has a great experience with his/her purchase and is a customer for life. Contrary, a bad experience sends him/her down a different path the next time.
The way it is:
We have added a fourth critical moment in the shopping/buying experience.
- It begins as the three step did, with a stimulus. But between the stimulus and the FMOT – enter:
- ZERO MOMENT OF TRUTH (ZMOT): Before today’s consumer looks to the shelf, they look to the internet for websites, for blogs, for reviews, for examples, for any information that will help them in their decision making process.
- THEN they move onto the First Moment of Truth,
- followed by the Second Moment of Truth.
84% of Americans Engage in ZMOT Activities Prior to Purchase
The book proves the following stats (among others):
Question: When you were considering purchasing [product] what sources of information did you seek out to help with your decision? (red is ZMOT; green is FMOT)
- 50% – Searched online, used search engine (net)
- 49% – Talked with friends/family about the product
- 41% – Looked at the product package in the store
- 38% – Comparison shopped products online
- 37% – Read brochure/pamphlet about the product in the store
- 36% – Sought information from a product brand/manufacturer website
- 33% – Talked with a salesperson or associate in the store
- 31% – Read product reviews or endorsements online
- 30% – Looked at signage/display about the product in the store
- 22% – Sought information from a retailer/store website
- 22% – Read comments following an article/opinion piece online
- 20% – Talked with a customer service representative on the phone
- 19% – Tried a sample/experienced the product in a store
- 18% – Became a friend/follower/”liked” a brand
The consumer is not only heading to the computer in the den, but to the computer in their pockets, as well.
As the author states “Mobile is an Accelerant – Don’t let anyone tell you mobile is the future. It’s already here. Lorraine Twohill (Google’s Global CMO) gave me a great statistic on this: Two-thirds of us sleep with our mobile phones right beside us. So that’s around 3.3 billion people who have cellphones with them day and night.”
“The way we use those mobile phones will keep changing. With GPS technology, location-based services for local businesses will be off the charts. And who knows what the next killer app will be?”
For the Kitchen and Bath industry, the killer app is The Kitchen & Bath Channel. It was created by kitchen and bath professionals for kitchen and bath professional explicitly to give our subscribers the ZMOT edge! Our vision is that The Kitchen & Bath Channel will become the one stop (online and mobile) for the consumer in every ZMOT (red) statistic above.
I invite you to join us today to take advantage of this marketing revolution BEFORE your competitor does… imagine stealing a customer away from your competitor with the touch of a finger for $300 or less a year! – go ahead and click to learn more…