Some time ago, Google created a theory about the typical customer journey, based around what they call ‘moments of truth’ – and it incorporates the ‘7-11-4 ‘rule.
In the Google eBook Winning the Zero Moment of Truth the author Jim Lecinski explains how the traditional 3-step “mental model of marketing” has expanded to include a new stage. He says it used to go something like this:
- Stimulus. Dad is watching a football game and sees an ad for digital cameras. He thinks, “That looks good.”
- Shelf. He goes to his favourite electronics store, where he sees a terrific display for that same digital camera. The packaging is great. A young sales guy answers all his questions. He buys the camera.
- Experience. Dad gets home and the camera records beautiful pictures of his kids, just as advertised. A happy ending
But these days there’s a ‘zero moment of truth’ (ZMOT) added into the mix (usually after the stimulus) – and it’s crucial in the race to win the customer’s business. During this vital stage, your customer will need access to seven hours of content or interaction, across eleven touch points, in four separate locations before they commit to a sale.
We gave you a general introduction to Google’s theory in our blog Get the 101 on 7-11-4 and improve your customer engagement and we’ve since shared ways you can build trust and win business with seven hours of content.
Now, let’s find the eleven touchpoints that make your brand present in the moments that matter.
What are the moments that matter?
Before we begin, let’s clear something up
When we refer to the ‘moments that matter’ in relation to the ‘7-11-4 ‘rule, we don’t mean mantlepiece photograph moments – the big sports wins, unforgettable holidays, graduations or wedding days. The moments we’re talking about are actually far more ordinary. Some might even say boring, bog standard or mundane.
The eleven touchpoints that provide the drumbeat to ZMOT happen over tea cups and cereal bowls, in waiting rooms and airport departure lounges, during ad breaks and lunch breaks, in traffic jams and at bus stops, while stuck on the delayed 17.42 from London Paddington, in queues and – dare we say it – even on loos.
Basically, they usually happen in the micro-moments where not much else is going on, so your brand has a captive audience. People are busy but their days are filled with countless tiny windows of opportunity for your business to build familiarity, cultivate a need or aspiration for your products/services – and persuade them to buy.
Potential touchpoints between you and your customer
Your eleven ‘touchpoints’ could be ANY of the places your customers visit in order to learn more about products and services like yours. Alternatively, they could occur randomly, as if by accident.
Here are some examples of touchpoints:
Reviews – a future customer could end up on your website after reading a review, where you can continue engaging with them via online chat (another touchpoint!)
Surveys – incentivise responses and then make sure you carry on the conversation by contacting customers to address their answers in a positive way that leverages the earlier touchpoint
Engaging content on Instagram, Facebook and other social media channels – research what your audience is interacting with and what’s trending so that your posts win likes and shares
Social media advertising – sophisticated algorithms allow you to get a good ROI by targeting the precise demographic you’re after, at the right time
Media coverage – PR professionals can get your brand in the press and on air, creating yet another touchpoint
Newsletters – rich, readable content keeps customers subscribed and gives you a chance to reach out on a regular basis
Email campaigns – master the art of the enticing subject line and back it up with juicy content and/or offers once they click ‘open’. Take advantage of automation software to make it easier for to keep track of what you sent to who
Podcasts – worm your way into their ears as they work, rest and play
Direct mail – in a world where doormats and letterboxes are often empty, stylish and sustainably-produced mailings create a tangible touchpoint that stands out. Think beyond the standard letter…
Events and exhibitions – face to face interaction is so powerful in a world where most touchpoints happen virtually and will really get your brand remembered
Community involvement – local marketing strategies provide your team with plenty of opportunities to get their face known and build trust among new leads
Well, this list is by no means exhaustive and contains more than eleven touchpoints, which just goes to show that it could be easier than you think to make those connections happen and start to see them working hard for your business.
Many hands make light work of touchpoints
Now that you have no shortage of ideas for touchpoints, you might be wondering how to make it all happen!
Brevity’s team of marketing and PR experts can help your business to develop content and implement activities that will lead to meaningful touchpoints on your customer’s journey.
Our approach centres around 5 Mandala Marketing Principles, including: Personality, People Power, Performance, Personalisation and Positivity. Google’s 7-11-4 rule allows you to maximise your ‘Performance’ potential because it gives your brand prominence in the zero moment of truth.
Keep visiting our blog and follow us on social media for more information about the Mandala Marketing Principles and further tips on how to make the 7-11-4 rule work for your business. You can also listen to our podcast here, or simply contact us to discuss your requirements.
Take this test to discover how well your company measures up against the Brevity Mandala Marketing Principles – and how ‘exit-ready’ it is. We’ll send you a report featuring insight and tips that will improve your business performance today – and attract the right acquirers when the time comes to sell.