11 superior Moments of Fact Advertising and marketing cartoon – Marketoonist

In 2005, A.G. Lafley, CEO of the world’s largest advertiser, Procter & Gamble, launched the idea of “moments of reality” to the advertising world.  As he wrote within the P&G Annual Report that 12 months:

“The perfect manufacturers persistently win two moments of reality. The primary second happens on the retailer shelf, when a client decides whether or not to purchase one model or one other. The second happens at residence, when she makes use of the model — and is delighted, or not.”

P&G shortly adopted up with the thought of a 3rd second of reality centered on post-purchase phrase of mouth.  Later, in 2011, Google VP (and P&G alum) Jim Lecinski coined the thought of the zero second of reality, when shoppers realized they want one thing and do pre-purchase analysis (usually, in fact, by Googling it).

Twenty years after A.G. Lafley launched the idea, moments of reality nonetheless carry an amazing quantity of affect in how we take into consideration advertising.  Entrepreneurs now create elaborate buyer journey maps oriented round these and different “moments that matter” in a client’s path to buy and focus their advertising on “successful” these moments.

So why does buyer expertise nonetheless so usually fall flat?  Regardless of having extra instruments, expertise, and information than ever, the precise buyer expertise not often lives as much as the potential.  These days, I’ve been giving a brand new keynote speak on this matter titled “The Buyer Journey to Nowhere” (right here’s a recap and video of a latest one).  

Buyer journey mapping has skilled us to consider shoppers primarily as patrons on a linear path to buy, somewhat than as advanced human people with ever-changing wants who don’t take into consideration our manufacturers almost as a lot as we predict they do. 

It’s simple for entrepreneurs to develop “Funnel Imaginative and prescient” — dropping sight of the particular client as a result of we’re so centered on the basic linear advertising phases of Consciousness, Trial, Repeat, and Loyalty.  

I’ve at all times like HBS professor Theodore Levitt’s warning to keep away from Advertising and marketing Myopia.  As he famously stated, 

“Folks don’t wish to purchase a quarter-inch drill. They need a quarter-inch gap.”

Listed below are a number of associated cartoons I’ve drawn through the years:

“If advertising saved a diary, this may be it.”

– Ann Handley, Chief Content material Officer of MarketingProfs

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