Moments of Truth and Irritants in Cultural Enterprises
The article introduces marketing concepts of 'moments of truth' and 'irritants' as tools for cultural enterprises to improve stakeholder relationships. Three key moments are identified: ZeroMOT (pre-decision research phase, often online), FirstMOT (decision and experience), and SecondMOT (word-of-mouth). Irritants are negative reactions when expectations are unmet. The author emphasizes that cultural institutions must recognize these moments across the value chain of knowledge, experience, and storytelling to build reputation and development. The piece is published on Artribune Magazine #51 and promotes newsletters on art market, urban regeneration, and cultural tourism.
Key facts
- Moments of truth and irritants are marketing tools for cultural enterprises.
- ZeroMOT is the pre-decision research phase, often occurring on web and social media.
- FirstMOT is the moment of decision and subsequent experience.
- SecondMOT is word-of-mouth that influences future ZeroMOT.
- Irritants arise when user expectations are not met.
- The article appears in Artribune Magazine #51.
- The author is a chartered accountant and legal auditor specializing in third sector economy and taxation.
- Artribune offers newsletters on art market, urban regeneration, and cultural tourism.
Entities
Institutions
- Artribune
- BBS-pro Ballerini Sanesi professionisti associati
- BBS-Lombard
Locations
- Prato
- Italy
- Milano