You Can Become a Trusted Source with Top of Mind Awareness Marketing
As budgets tighten and potential customers must shop more carefully, marketing techniques must adapt. Making sure that your products and services are the first thing potential clients and current clients think of when they recognize a need or a want is key. This concept, known as top of mind awareness (TOMA) marketing, is about improving brand awareness. Creating a structure that keeps your brand name elevated takes a detailed plan.
Brand Awareness Increases Brand Loyalty
Many people struggle with limited time and tight budgets. Your marketing plan can bring your products and services to the top of your clients’ minds by making them convenient. If your products and services are more costly, you can increase the convenience of your offerings by including a payment plan in your marketing literature.
Sharing information about the versatility, cost-effectiveness and accessibility of your products and services will add a layer of comfort to your client’s choices. Today’s citizens are facing a lot of stress and worry. As you focus on top of mind marketing, do your best to make choosing your products and services as the simple, reliable choice.
Names Matter: Top of Mind Awareness Marketing as Title
One of the most obvious methods of top of mind awareness marketing is the placement of a product name as the product itself. With the right placement marketing, your business name can stand in as a title for the product of service itself.
To that end, your marketing plan needs to be designed to incorporate the name directly into the logo. Color choices will also make a difference in your logo design. Consistency in those color choices may limit other packaging choices, but a baseline color for the name of your business in the logo will give you a place to pivot.
Colors that coordinate with your name on the logo will cause it to blend in. Colors that contrast with the name on your logo will make the entire package stand out. As you create the range of your offerings, consider display options that will draw the eye to the shelves where your products stand.
Placement Increases Top of Mind Awareness
Make sure that your marketing plan includes control over placement. Once your products are on the shelf, they need to be highly visible. If your products are edible, your marketing plan might include a launch on end caps.
New products on an end cap with a taste-testing station in front of them will reach potential clients in the store. Posting reviews online will increase the views and range of views on your products. Consistency in the marketing features, listed below, will subtly extend your message:
- Product name font
- Font size and color
- Logo color and size
The percentage of your packaging that’s dedicated to your chosen colors and text will create a memory for potential clients to rely on. Multiple packages, properly displayed, can create an additional visual pattern that clients can look for even while browsing.
Boosting Online Popularity Through Personalities
Of course, there are many products and services that shoppers purchase directly online. Careful placement of your products in the hands of people who are popular in your targeted demographic will increase top of mind awareness success.
If you’re selling fitness products for women over the age of 50, finding a popular fitness instructor on social media to use your product during their workout can create an association between the social media, the action and the product.
You can increase the strength of the association by boosting the number of “pings” that your brand makes in a single placement. If you sell a workout drink powder that balances electrolytes, make sure you also provide your chosen social media personality with a blending bottle with your logo color and name printed on it.
These connections are subtle, and product placement needs to be casual to be effective. If you want to build a stronger connection between the social media personality and their viewers, consider putting a promo at the end of the video and offering a discount to boost your chances of sales.
A strong marketing plan will require several touch points to put your product or service in front of your potential and current clients, often enough to be in front of mind. Memorable reviews, representative personalities and in-person connections will boost your brand in the minds of your clients. Other cost-effective TOMA strategies, like e-newsletters and direct mail campaigns, also produce great results. Contact My Marketing Department 727.888.1200 to help you build your top of mind awareness marketing plan and see what works best for your brand.