With marketers moving from media-driven to consumer-driven advertising, the focus on shelf impact and FMOT is clearly getting stronger and more important. Procter & Gamble coined the term First Moment of Truth and defines it as the 3 to 7 seconds a consumer takes to notice a product on a store shelf. How important is FMOT becoming? P&G has 50 people focused exclusively on initiatives related to it.
Consider, too, that with 70% of in-store purchases based on impulse,
more brand stewards are recognizing that packaging needs to do a better
job through great eye-catching shapes and graphics that bring the
consumer to the package. So if you add some packaging
enhancements—shiny overlacquers, holograms, lenticulars, foil stamps,
and microelectromechanical (MEM) devices that blink and talk to the
consumer—you would seem to have it made.
