P&G is known for coining the terms FMOT and SMOT - or first and second moments of truth, respectively. The FMOT happens when the consumer makes the decision to purchase your brand, likely at the retailer shelf. Are you winning there?
The SMOT occurs when the consumer actually uses your brand and experiences its promise first hand. Are you winning there?
And so the twin tests of keeping the consumer front and center - are you winning at FMOT and SMOT.
Well I would submit that there's a new MOT in town and it has to do with the legions of consumers engaging in live product reviews - on video for all to see. YouTube is home to hundreds of product review videos that are nothing more than the consumer trying out the product live and pontificating on their impressions in the moment. What I'm calling LMOT, or Live Moment of Truth. Sort of like the SMOT, but with much wider reach.
Important to keep in mind as these reviewer are probably pretty influential and their experiences at their Moment of Truth will influence whether other consumers will bother to invest in experiencing their own. You can argue that this would just live under your influencers strategy, but I really do think we're seeing a new "voyeuristic" type of product experience - you need to think like these people to ensure what and how they experience lives up to what you're intending.
So, are you winning there?