Leverage - Page 13


indicates the most people. Thus, a red area near the top of the graph means that most people were influenced by this factor. The further to the right the red appears the closer to the ZMOT the consumer was. The first set of heat maps indicates the media used by consumers to make a purchase. As you can see most of the traditional, and even digital opportunities, have little or no influence over the ZMOT for a restaurant. It appears that their decision on where to purchase (ZMOT #1) is driven by Friends and Family. ZMOT #2 is driven by the actual merchandising in the restaurant. From a practical marketer’s perspective, this means that the opportunity is driven by a social strategy while the actual purchase is driven by merchandising within the location.

purchase funnel? What is the activation rate from one landing page compared to another? What is our actual cost per sale? How many leads have we gotten from this influencer or that? How are we managing the abandonment recovery process? When was the last time a restaurant inquired as to how many people that searched them on a map actually went to the store versus those that did not.

Of course, this assumes that there is only one Zero Moment Of Truth for a restaurant. In fact there are two. The first moment is when they decide which restaurant to walk into. The second moment is when they decide what, if anything, they will order. Are there statistics regarding how many people searched a restaurant, looked at a website or hit a landing page, and then visited or purchased? Has anyone looked at calculating the abandonment rate of consumers that walk-in, look at the menu, and walk out without ordering? Or even walked up to the door but did not walk in.

We believe that many of the ZMOT strategies employed in the digital world easily and efficiently transfer to a brand with physical locations.

What we mean in practical terms:

Drivers: Google has done significant research with-in the category of restaurants looking at the Zero Moment Of Truth. Below are heat maps which graphically display the drivers of behavior in making purchase decisions. As you will see, there are two clear ZMOTs: choice about restaurant and choice of what to order. Reading these heat maps is fairly easy. The bottom (x-axis) defines the time period. They are (reading from left to right): 7-12 months before the purchase, 4-6 months prior, 2-3 months prior, 1 month, 3 weeks, 2 weeks, 2 weeks, 1 week, 4-6 days, 2-3 days, and Day of Purchase. The y-axis or vertical axis displays the Degree of Interest with 1 being the lowest (at the bottom of the graph) and 10 being the highest (at the top of the graph). The relative indication is the color of an area. The colors indicate the relative frequency of consumers. Dark Blue means very few people and Red


The social media community is a wide open opportunity for the competitor that wants to leverage a paid ad strategy.