ASSIGNMENT 12.2

MOMENT OF TRUTHTRUNG HIEU

MOMENT OF TRUTH

version

MOT is the happened-more-than-one moment when consumers recognize

their unmet need & feel so extreme that they could change their

behaviors/attitudes just to satisfy their unmet need.

Busy women don’t have much time for making up and they need to look beautiful, fresh when going to work and

meeting people. However, they have to re-makeup for a few times during the day as their makeup wears down

Disabled people realize that their disability is only because their mind tell them so. After that they feel motivated &

encouraged and they want to do things normal people can doEXAMPLE

definition

MOT comes from daily consumers’ lives observation

MOMENT OF TRUTH

version

How to find it easier?

Category

truth

Brand

truth

Consumer

truthor MOT

Deeply understand about the

category you’re tapping in and

your own brand value

propositions.

So when we are looking for

MOT, we surely know which one

is the best moment of consumer

that our brand will deliver its

values to the fullest.

1st

2nd

MOMENT OF TRUTHdefinition

Google & P&G version

ZERO MOT

1st MOT

2nd MOT

3rd MOT

Prospect recognizes need & goes online to

gather information for potential purchase

Prospect has a-hah moment when confronted

with the product and related alternatives, often

in real life

Customer has bought & used your brand or

product. The resulting experience (hopefully)

supports your re-purchase promise

Customer becomes a true fan & give back to

your brand with content & social media

engagement

This is the whole

journey of how

consumers

recognize their

needs and find

sources to build up

their desire to satisfy

those needs

ASSIGNMENT 12.1

THANK YOUTRUNG HIEU