ZMOT and FMOT: Why should you care?

ZMOT and FMOT are two new marketing concepts.

ZMOT stands for Zero Moment of Truth. This is when your potential customers are doing research about buying your product.

FMOT stands for First Moment of Truth. This is when consumers are standing in front of the product, actually looking at it.

I suggest you pay close attention to Zero Moment of Truth: when customers are doing their research. Purchasing behaviors have shifted dramatically and most customers now starting their shopping experience online. What they find when they go online can either point them to your product or away from it.

I manage a staff of publicists and one reason our PR business is doing well is because of our clients’ concern for Zero Moment of Truth. They want as much media coverage as possible because they want to populate the new marketing touch points with credible, third-party endorsements. Posting traditional media coverage to your blog, website and your social media channels is your best opportunity to share your messaging with people during the ZMOT phase of their shopping experience.

People are smart. They can spot the difference between self-serving promotional copy and a real news article pretty quickly. When someone sees a trustworthy expert making favorable comments about your product in the news, it creates a shortcut in their decision to buy.

Sometimes Zero Moment of Truth and First Moment of Truth happen almost instantaneously. More and more when people are at the store … they whip out their smart phones or use a QR code to pull up a product … and decide on the spot whether they should purchase from you or your competition.

The good news is that you can orchestrate ZMOT to build awareness, and we can help you by supplying credible media coverage. Everyone knows how powerful a nice story in the media can be. Linking that story to all your marketing touch points is a news story on steroids. It puts the story right in front of your customers at the exact time they are thinking of purchasing.

Your greatest influence over ZMOT is to meet your buyers with messages they trust. If you need more media to bulk up your online “first impression”, call me at 952-697-5269. I can show you how other companies are using us to build a substantial online presence using favorable media coverage.

P.S. You should also know that when we arrange media coverage, our clients pay per story and not by the hour. We have been selling PR using our nationally trademarked Pay Per Interview Publicity® business model for more than 20 years.

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 20 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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