On this weblog, we’re speaking about TOMA.
No, we don’t imply the nickname for the scenic central Wisconsin city of Wautoma — we’re speaking about “high of thoughts consciousness.”
TOMA, because it’s in any other case abbreviated, is a vital idea in fashionable advertising and marketing. It means your model is actually synonymous with a services or products within the minds of shoppers, and it may be a robust benefit.
What’s top-of-mind consciousness?
Let’s play slightly recreation of phrase affiliation. If we are saying “smartphone,” you would possibly immediately assume “Apple.”
Music streaming? Spotify.
Cloud-based CRM? Salesforce.
This train helps exhibit what top-of-mind consciousness (TOMA) is within the advertising and marketing world: an automated hyperlink made within the buyer’s thoughts between one model and a specific services or products.
True high of thoughts is when that buyer thinks a few particular model when requested a common or unprompted query about that market area of interest. For instance, if we have been to ask our readers about their most popular methods to speak with colleagues, we would get solutions resembling Slack, Google Hangouts or perhaps a mission administration answer like Wrike or Trello.
TOMA is so essential as a result of it could possibly correlate immediately with key metrics, like gross sales, market share, buyer loyalty and lots of different KPIs.
To know how a model can change into high of thoughts, let’s dig a bit deeper into the pillars of TOMA.
1. Model recognition
To be high of thoughts, your model first must be acknowledged. Model recognition and model consciousness go hand in hand. In an effort to change into acknowledged, you should construct consciousness of what your model represents, what your values are and the way you serve clients.
Recognition not solely comes from visible advertising and marketing efforts with logos and promoting but additionally outreach, customer support and a status for high quality.
2. Model recall
Being acknowledged isn’t sufficient for manufacturers, nevertheless. It’s akin to an acquaintance remembering your face however not your identify. The perfect is to attain model recall in affiliation with explicit prompts or stimuli. As an example, McDonald’s is synonymous with the nonsense musical phrase “ba-da-ba-ba-bah.”
Attaining model recall means investing in and increase your model relentlessly and creatively. Viral content material can plant the seed of recall with potential clients.
3. Superior buyer expertise
The manufacturers which are remembered and recalled are people who ship a superior buyer expertise along with a top quality services or products. Some causes that clients could instantly consider your model in a given state of affairs embody a simple buying resolution or simplified shopping for course of. Happy clients breed loyalty and might change into referral sources.
The place’s the worth in being high of thoughts?
The good thing about being the primary model that involves clients’ minds is obvious in and of itself. Nonetheless, at a extra granular stage, top-of-mind consciousness may also help your model:
- Construct belief: All issues being equal, shoppers go along with what they belief. In case your model has made a reliable impression via service, high quality or expertise, you’ve already received a leg up on the competitors. TOMA builds belief in an natural manner.
- Heighten model consciousness: There’s no ceiling to model consciousness. Turning into high of thoughts can help your plans to increase into new markets, territories or verticals.
- Generate loyal clients: While you change into a top-of-mind model with a buyer, you’ve mainly cultivated a buyer for all times. Until an opposed occasion impacts their notion of your model, that buyer will place what you are promoting above others.
How one can create TOMA with advertising and marketing
We’ve spent a superb deal speaking concerning the virtues of top-of-mind consciousness, however the query stays: “How precisely do manufacturers create TOMA?”
There isn’t any one motion that may launch your model to the entrance of shoppers’ minds. Reasonably it’s the sum of your advertising and marketing efforts that cumulatively construct model consciousness, recall, belief and loyalty. Among the finest methods to driving TOMA embody:
Content material advertising and marketing
Content material advertising and marketing is a helpful passive conduit for creating TOMA. Weblog posts, case research, white papers, eBooks, buyer testimonials, video and different content material sorts are all beneficial belongings in constructing TOMA. As an example, if a financial institution has a useful homebuying 101 information, clients could return to them after studying the content material with a view to begin the mortgage course of.
Advertising and marketing analysis
What you are promoting wants to grasp its audience completely. You should know the wants, needs, preferences and purchasing-decision drivers of your clients just like the again of your hand. When you could have this intelligence, you possibly can refine your advertising and marketing efforts in ways in which resonate with this audience.
A model just isn’t merely a brand. Branding additionally encompasses making a set of values, a model identification, a tagline, a colour scheme and a unified advertising and marketing presence, amongst different obligations. Nonetheless, when all of the items match collectively, your model can change into a robust instrument for driving elevated model consciousness and top-of-mind associations.
Social media promoting
Social media is a fertile floor for increase consciousness. That is for a few causes: For one, pictures and different visible content material thrive on social media platforms like Fb and Twitter, which is conducive to branding efforts. Additionally, digital social media content material can create TOMA in a single fell swoop.
Nonetheless, this may be for higher or worse, so assume via your social media advertising and marketing technique — e.g., Quizno’s will perpetually be TOMA when a shopper thinks of disfigured, sub-loving singing rat-hamsters(?).
Advertising and marketing campaigns
Social media is just one channel you ought to be lively on. Numerous different advertising and marketing campaigns you’re operating must also in the end orient towards creating top-of-mind consciousness, together with e mail campaigns, unsolicited mail campaigns, TV promoting campaigns and inbound advertising and marketing campaigns.
How do I do know after I’ve change into high of thoughts?
At the moment, companies don’t benefit from a metric that may peer immediately into clients’ minds and browse their ideas. Nonetheless, there are a couple of broadly used metrics that could possibly sign should you’re efficiently creating consciousness and while you change into high of thoughts. These can embody:
- Referral sources: As talked about, buyer loyalty is a desired final result of consciousness. The extra loyal clients you foster, the larger their word-of-mouth advertising and marketing potential. If you happen to begin seeing a rise in both the quantity and/or number of referral sources, your TOMA efforts is likely to be working.
- Market share: Any uptick in market share is trigger for celebration. Meaning your advertising and marketing is working and also you’re beating opponents. A better market share additionally interprets on to a larger skill to sway potential clients — not simply your audience.
- Search: TOMA is likely to be a results of extra clients looking for your model along side a specific services or products. A rise in branded natural search queries could also be particularly illustrative of profitable model consciousness efforts.
TOMA isn’t just for the most important and one of the best manufacturers on the market. Every enterprise has its personal area of interest market or audience. Even native small companies can construct top-of-mind consciousness.
Do you could have any ideas on TOMA or efficient methods for driving recall and consciousness? Tell us within the feedback!