This presentation goes through the various moments of truth, including Zero Moment of Truth coined by Google, to the First, Second, and the Ultimate Moment of Truth. This presentation discuss what it takes to win each of these important moments. This presentation is part of the course "Influencing Consumers' Decisions: How to Make Them Pick You". Learn more about this class and other resources at http://CuriousMarketeer.com For a limited time / quantity: Get this full course for $7 only (over 75% off). Use the following link for this special offer: http://bit.ly/1w7rmGN

1. Moments of Truth
© 2014 Jeannie Chan. All Rights Reserved. 1

2. Four important moments
Zero
moment
of truth
First
moment
of truth
Second
moment
of truth
Ultimate
moment
of truth
© 2014 Jeannie Chan. All Rights Reserved. 2

3. First moment of truth
• Coined by P&G
• “the 3-7 seconds after a shopper first encounters a product on
a store shelf”
• These precious moment converts a browser to a buyer
• This is the moment where you win or lose that sale!
• This moment aligns with the Purchase phase in the consumer
decision journey.
© 2014 Jeannie Chan. All Rights Reserved. 3

4. Winning the FMOT
• Packaging or product page content should
be impactful.
• Consumers are close to purchase, we
need to provide consumers clear reasons-to-
buy.
© 2014 Jeannie Chan. All Rights Reserved. 4

5. Second moment of truth
• Also coined by P&G
• In this moment, the consumer can actually fully experience
your product.
• Did you deliver on your brand promise?
• In this moment, he or she is either satisfied or dissatisfied with
your product. A happy or unhappy consumer is made.
• This moment aligns with the Post Purchase phase in the
consumer decision journey – and this moment determines if a
Loyalty Loop may be created
© 2014 Jeannie Chan. All Rights Reserved. 5

6. Winning the SMOT
• Create a truly wonderful product.
• Deliver what you promised – don’t overpromise.
• Manage consumer expectation. Consider
providing how-to videos / guides.
• Ensure that you have effective consumer care,
including social media channels, to address
consumer questions.
© 2014 Jeannie Chan. All Rights Reserved. 6

7. Zero moment of truth
• Coined by Google
• The internet has changed consumer
behaviors
• There is often a research moment
• This moment aligns with the Active
Evaluation phase of the consumer decision
journey
© 2014 Jeannie Chan. All Rights Reserved. 7

8. ZMOT example
• Consumer looking for something to prevent bad breath
• Consumer goes to mouthwash aisle and search on
mobile phone on best mouthwash
• Consumer types on mouthwash for bad breath in
search engine and an article suggested tongue
scraper as a solution
• Consumer decides to buy a tongue scraper and leaves
the mouthwash aisle
© 2014 Jeannie Chan. All Rights Reserved. 8

9. Winning the ZMOT
• Have web content that is search engine
optimized
• Consider paid search as part of your
marketing mix
• Consider seeding your content to other
websites or blogs to strengthen online
presence
© 2014 Jeannie Chan. All Rights Reserved. 9

10. Ultimate moment of truth
• Coined by Brian Solis
• “that moment where people who convert an
experience into discoverable content in any one of
the countless social platforms people use to stay
connected these days”
• Someone has such a pleasant post-purchase
experience, s/he was compelled to share it
• This becomes someone else’s ZMOT
© 2014 Jeannie Chan. All Rights Reserved. 10

11. Winning the UMOT
• Create something worth sharing
• CRM tactics to nudge someone to share
• Be present in the various social channels where
your consumers connect
• Listen to what your consumers are sharing socially
• Participate in conversations as appropriate
© 2014 Jeannie Chan. All Rights Reserved. 11

12. Moments of Truth
Zero
moment
of truth
First
moment
of truth
Second
moment
of truth
Ultimate
moment
of truth
© 2014 Jeannie Chan. All Rights Reserved. 12