The last posting on the Kitchen Marketing blog talked about the Zero Moment of Truth (ZMOT) – that moment in the shopping/buying cycle when your customer finds you on their mobile device or computer and determines that you are going to get their business.
The shopping/buying cycle, and therefore the marketing cycle now has four components –
- Research (Zero Moment of Truth)
- Shelf (First Moment of Truth)
- Experience (Second Moment of Truth)
The Zero Moment of Truth has become an all-important factor in the shopping cycle; without your ability to be found at the ZMOT, there is no Shelf, no sale and therefore no Experience. But what drives your customer to the ZMOT? What is the best Stimulus? Where can the kitchen and bath professional invest their marketing dollars and expect the greatest return from their Integrated Marketing Plan? According the studies done by Google™, these are the stimuli to which consumers respond:
- 37% Saw advertisements on television
- 31% Received mail at home from a brand/manufacturer (e.g., catalogue, brochure)
- 29% Saw an ad in a newspaper/newspaper insert
- 28% Read newspaper articles/reviews/information
- 27% Read magazine articles/reviews/information
- 24% Looked at/read magazine advertisements
- 23% Read information in an email received from a brand/manufacturer
- 22% Noticed advertising while browsing online
- 22% Received mail at home from a store/retailer (e.g., catalogue, brochure)
- 21% Watched a TV show that featured the product
- 16% Saw an ad on an outdoor billboard
These figures underscore the importance of developing an Integrated Marketing Plan for your kitchen and bath showroom. With consumers still requiring a stimulus to get them in the shopping mode, you cannot expect your website, Facebook page, Twitter account or other online venture to stimulate business by itself! Your online and mobile presence is your representation at the Zero Moment of Truth – not your way to stimulate consumers into the buying mode.
In fact, one additional figure from the book ZMOT: Winning the Zero Moment of Truth that I found quite telling is that “83% of moms say they do online research after seeing TV commercials for products that interest them”. As you plan your marketing and advertising, consider that TV commercials stimulate 37% of the general audience, but 83% of moms – that female demographic for which we are searching.
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