First Moment of Truth (FMOT)

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First Moment of Truth (FMOT)

This term was coined by P&G in 2005. FMOT refers to the 3 to 5 seconds when a shopper notices an item in a retail environment (invariably due to the packaging interrupting the shoppers’ attention to prompt brand recognition) and makes a decision as to whether or not they purchase the item. The model comprises of three points of contact that are key to maintaining that brand or product preference in that moment. The first contact point is a stimulus such as a TV commercial; a mention on a radio station; a magazine Lift-Out; Youtube video; an email; a banner ad etc. The second contact point involves the consumer visiting the store or searching the web to locate the product or service The third contact point is the moment the consumer locates the product either in the store or online. Regardless of whether there is only one brand or a range of brands, the consumer faces the First Moment of Truth. The buying decision that they make will be influenced by their in-store or online experience. According to Lecinski, consumers spend seven seconds in front of the shelf before they decide which brand to buy. It’s really important to gain the consumer’s attention at this critical moment. Once the consumer makes their choice and buys the selected product, that person will go home to start using it. That moment of experience is called the Second Moment of Truth (SMOT), and it will determine the consumer’s brand perception and future buying decisions. A good usage experience will most likely result in the consumer choosing the same brand when it comes time to upgrade and speak favourably of the product or service in conversation or online reviews. Source: Digital metrics playbook. Measuring your online branding strategies by Enrique Quevedo; Daniel Besquin and Michelle Read

See: Zero Moment of Truth (ZMOT) Second Moment of Truth (SMOT)

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