ZMOT is the Stupidest, Most Brilliant Idea Ever!

[ed.brooks]

Larry's ZMOT argument at first makes some sense. ZMOT is a war of attrition. For much of the research period it's more about staying in the game than winning. But then he heads off into yet another "it's all about the conversion" conversation. To me the ZMOT is about what happens BEFORE the conversion.

 

[john.quinn]

The ZMOT folks see traditional advertising as Stimulus because the ZMOT model starts with Stimulus (many times external) – the automotive buying model doesn’t. It starts with recognition of a need (almost always internal).

Ed -- where does "keeping-up with the Jones's" fit into the ZMOT model? That would be an external stimulus, no?

 

[ed.brooks]

Ed -- where does "keeping-up with the Jones's" fit into the ZMOT model? That would be an external stimulus, no?

I'd term it a 'Need Recognition'

 

[ed.brooks]

Ed,

Google's ThinkAuto conference on ZMOT introduced me to John Ross, CEO of Shopper Sciences. There are few people who's words & observations Rock my foundation and throw my work into hyper-drive. IMO, John Ross is to ZMOT, as Dale Pollack is to the Used Car Industry. Were talking rare, world class talent.

Simply put... Of all of the "touch points" A shopper makes in their journey, none influence the final decision more than the visit to the dealership.

...Granted, if your stimulus and ZMOT blows, you'll never see the up, but, from my seat, visibility is a separate marketing task. Once visibility is in place, My John Ross/ZMOT lesson is that if the visit to the dealership is the consumers strongest influencer, then all ZMOT content needs to put all of my shoppers "un-answered worries" to rest (is the sales rep pushy, is the dealer reputable, will the manager be there for me if the car I buy is a junker, what's the warranty, if my credit is fair, will they screw me... Etc)

Thanks so much Joe. Your post caused me to go back and rewatch the video you shared (below).



As you noted John Ross starts at 1:06:00

I absolutely agree the store visit is the absolute most important step in gaining a sale. FMOT trumps ZMOT every time. But again, with shoppers visiting fewer and fewer stores, and only after doing extensive online shopping, your ZMOT game had better be a whole lot better than "not blows". Without a good ZMOT game you'll never have your FMOT opportunity with that customer.

My big John Ross take away was at the end of his presentation at about 1:52:00. Where he talks about how the manipulation of the shopper doesn't work the way it used to. That we need to let the customer have the control they seek. This quote drove it home. "He who rewards me with the information I need, that makes me feel smarter, better, faster - that's gonna earn my dollars."

 

[joe.pistell]

...I absolutely agree the store visit is the absolute most important step in gaining a sale. FMOT trumps ZMOT every time. But again, with shoppers visiting fewer and fewer stores, and only after doing extensive online shopping, your ZMOT game had better be a whole lot better than "not blows". Without a good ZMOT game you'll never have your FMOT opportunity with that customer.

My big John Ross take away was at the end of his presentation at about 1:52:00. Where he talks about how the manipulation of the shopper doesn't work the way it used to. That we need to let the customer have the control they seek. This quote drove it home. "He who rewards me with the information I need, that makes me feel smarter, better, faster - that's gonna earn my dollars."

Ed, Here's how I see it...

ZMOT has 2 tasks.
There is the ZMOT VISIBILITY task, then there is the ZMOT MESSAGE. If no ZMOT visibility, then all else fails.

Once you conquer ZMOT visibility (Local SEO, inventory distribution, vAuto, PPC, Retargeting, Microsites (SEO), etc...), Then you need to win the ZMOT message game.

Here's the Commitment a Dealer must make to create a GREAT ZMOT MESSAGE

1. Strikingly Great Photos
2. Vehicle Comments that sell the car
3. FMOT Comments that address shoppers fears
4. A real Video walk around that nails all of the above!
5. Lastly, but often overlooked, a full and complete record of all of the options & details

This will leverage the ZMOT visibility investment and produce show room ups.

This is my battle plan for 2012.

1. Photo Booth Upgrade underway
2. Vehicle Comment Generator is acceptable (but has room for improvement)
3. Need to work on FMOT comments/content
4. My new walk-around Videographer is in training now
5. Our options data peeps are as good as it gets!

 

[ed.brooks]

ZMOT has 2 tasks.
There is the ZMOT VISIBILITY task, then there is the ZMOT MESSAGE. If no ZMOT visibility, then all else fails.

Once you conquer ZMOT visibility (Local SEO, inventory distribution, vAuto, PPC, Retargeting, Microsites (SEO), etc...), Then you need to win the ZMOT message game.

Here's the Commitment a Dealer must make to create a GREAT ZMOT MESSAGE (i.e. leverage the ZMOT visibility investment and produce show room ups).

1. Strikingly Great Photos
2. Vehicle Comments that sell the car
3. FMOT Comments that address shoppers fears
4. A real Video walk around that nails all of the above!
5. Lastly, but often overlooked, a full and complete record of all of the options & details

This is my battle plan for 2012.

1. Photo Booth Upgrade underway
2. Vehicle Comment Generator is acceptable (but has room for improvement)
3. Need to work on FMOT comments/content
4. My new walk-around Videographer is in training now
5. Our options data peeps are as good as it gets!

This certainly follows the proven marketing strategy of Awareness > Perception > Purchase Intent > Sale

One thing that I see possibly missing (but might be left to the stores) is a strategy to encourage reviews.

 

[Tom White Jr.]

November will forever register in my brain as the month of ZMOT and ZAG...  Both inspiring more opinions than any two topics I can remember... 

 

[ed.brooks]

It looks like Cobalt is now climbing on the ZMOT horse.

Here is a video:



And a blog posting: Google and Cobalt Partner on New Car Shopper Experience Video

...and the foundation remains the 3-step process people use to buy soap powder.

 

[joe.pistell]

It looks like Cobalt is now climbing on the ZMOT horse.


And a blog posting: Google and Cobalt Partner on New Car Shopper Experience Video

...and the foundation remains the 3-step process people use to buy soap powder.

I cannot got over how simple the ZMOT/FMOT/SMOT concept is and how mangled everyone makes it.

Well... it's these same "Rainbow and Unicorn" minds that thought putting your inventory on facebook was brilliant marketing and was gonna sell a lot of cars.

ZMOT is nothing new, its the message inside that everyone misses.

whatever.
let 'em flop around like a fish on a dock.

 

[danoneil]

Was this thread bumped because of the google webinar that was today that talked about this subject?