Post written by Kat McDaniel, Chief Innovator at MEDiAHEAD | Marketing Portal Guru | Variable Data Promoter | Analytics Advocate | Explorer
Quick! Name a soft drink.
Chances are you thought of Coke or Pepsi. These beverage giants have spent millions in advertising. Why?
Because they have a goal of being top of mind among consumers from age five to ninety-five. And they’ve been very successful at doing it.
Top-of-mind-awareness (or TOMA) is a traditional measure of marketing effectiveness. It strongly correlates to brand preference, which correlates to increased market share.
Here are five ways to achieve “top of mind” awareness in your product marketplace:
1. Find your unique selling proposition.
Consider what makes your company special. Is it market niche? Exceptional service? Highly targeted products and services? Clearly articulate this to your prospects. Make this value proposition simple and easy to remember.
2. Be proactive.
While a one-time advertising blitz can get your message out quickly to a large number of prospects, TOMA requires a drip marketing approach — a consistent delivery of messaging over time. Keep it coming.
3. Use consistent branding.
Everything from your customer literature to your e-newsletters should have consistent messaging and similar look and feel. One brand, one message.
4. Use multiple touches and multiple channels.
Stay in front of your audience using multiple channels over time. Awareness is based on repetition.
5. Be useful.
Frequency doesn’t have to mean being annoying. You want your customers to perceive you as a provider of useful information rather than an intrusive pest. Communicate frequently, but give your audience genuine value each time.
Never before have consumers had so many choices. TOMA should be a top goal of your marketing efforts.
It will help customers notice you in a noisy marketplace, all while increasing customer retention and response rates.