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Casual Articles - Top of the Mind Awareness in Equine Marketing: Familiarity Breeds Sales
Stupidity: Doing the same thing over and over again and expecting different resultsNo one should be billing themselves as stupid. After all you are operating in a very high-paced world, handling multiple demands on your time, and still producing good work. Yet if you are operating in this mode and are feeling stresse
Most people maintain their own status quo—when they find their service providers to be satisfactory, they are in a comfortable posit
When it comes to learning about a company’s client base, there is rarely anything more effective than a customer satisfaction survey. For decades, these surveys have given customers a chance to voice their concerns and sing the praises of the industries with which they deal. Very few argue against the efficacy of these mini-quizzes, acknowledging
What is Top of the Mind Awareness?
Top of the Mind Awareness, or "TOMA," is being the first supplier a prospective customer thinks of when they think about the horses, equine products, or horse-related services that you offer. Increasing your level of TOMA in your prospects' minds impacts your current sales of horses and services as well as your future sales.
Here are some examples of TOMA at work:
Example 1: You have TOMA of products with which you are familiar.
If someone asks you about farriers, the image or name that pops into your mind is probably that of your own farrier. You are most familiar with your own farrier, so he is on "top of your mind." Your awareness may be so strong that when you hear the general word "farrier," you picture your own farrier's face!
Most people maintain their own status quo—when they find their service providers to be satisfactory, they are in a comfortable positi
Insightful leaders and organizations recognize that training is a valuable tool for personal and professional development and therefore set some sort of an annual training budget.Most everyone I’ve ever talked to has been to both excellent training (hopefully ours!) and training that was, well, not so good. In a perfect world we could connect
Here are some examples of TOMA at work:
Example 1: You have TOMA of products with which you are familiar.
If someone asks you about farriers, the image or name that pops into your mind is probably that of your own farrier. You are most familiar with your own farrier, so he is on "top of your mind." Your awareness may be so strong that when you hear the general word "farrier," you picture your own farrier's face!
Most people maintain their own status quo—when they find their service providers to be satisfactory, they are in a comfortable posit
Conveyor belts are generally used for transportation of light and heavy materials from one place to another. Cotton woven conveyor belts are closely woven cotton fiber in warp and in weft. They are mainly used for conveying light weight materials.As cotton woven conveyor belts are very closely woven, they are extremely tough and highly flexib
Here are some examples of TOMA at work:
Example 1: You have TOMA of products with which you are familiar.
If someone asks you about farriers, the image or name that pops into your mind is probably that of your own farrier. You are most familiar with your own farrier, so he is on "top of your mind." Your awareness may be so strong that when you hear the general word "farrier," you picture your own farrier's face!
Most people maintain their own status quo—when they find their service providers to be satisfactory, they are in a comfortable posit
Your customer may be satisfied with your product or service, but are they satisfied with you? Do they see you as a valuable contributor to their success? Do they believe you understand and care about their needs? Do they see that your focus is to make them more successful? Do they turn to you for advice when new challenges and opportunities aris
Most people maintain their own status quo—when they find their service providers to be satisfactory, they are in a comfortable posit
Ok. You need service. You find the number on the company’s website, or maybe you have some literature from a recent purchase. Or, you have ordered something and are calling in to find a status or ship date. Maybe, you had a request, and were just checking to see if that request had been processed.Do you need to know WHY it did not get done? O
Most people maintain their own status quo—when they find their service providers to be satisfactory, they are in a comfortable position than selecting another and venturing into the unknown. You are a current customer of your farrier and, as long as you are otherwise satisfied, that familiarity helps to keep you a current customer.
Example 2: You have TOMA for products that you have never used!
Think about a type of product that you haven't tried. For example, the first time you think you might try feeding a joint health supplement, do any names come to mind? Cosequin, Corta-Flx, or another brand?
Even though you don't have first-hand familiarity with the product, you probably can think of one or more specific brands. The reason those brands come to the top of your mind is that effective marketing has put them there! You have seen an ad for the brand, or the product package, or heard its name in conjunction with the product's purpose. Odds are, you have been exposed to information about the product i
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