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 trendy advertising. It means your model is actually synonymous with a services or products within the minds of consumers, and it may be a strong benefit.
What Is High-of-Thoughts Consciousness?
Let’s play a bit of 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 reveal what top-of-mind consciousness (TOMA) is within the advertising 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 had been to ask our readers about their most well-liked methods to speak with colleagues, we’d get solutions comparable to Slack, Google Hangouts or perhaps a challenge administration resolution like Wrike or Trello.
TOMA is so vital as a result of it will probably correlate immediately with gross sales and advertising metrics like market share, buyer loyalty, model fairness and lots of different KPIs. And it may also be a contributory issue to profitable repeat enterprise, producing constructive public relations and dominating a product class in your area of interest.
To grasp 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. With a purpose to change into acknowledged, you need to construct consciousness of what your model represents, what your values are and the way you serve clients.
Recognition not solely comes from visible advertising efforts with logos and promoting but additionally outreach, customer support and a repute for high quality.
2. Model Recall
Being acknowledged isn’t sufficient for manufacturers, nonetheless. It’s akin to an acquaintance remembering your face however not your identify. The perfect is to realize model recall in affiliation with specific prompts or stimuli. For 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 might be remembered and recalled are those who ship a superior buyer expertise along with a high quality services or products. Some causes that clients could instantly consider your model in a given scenario embody a simple buying resolution or simplified shopping for course of. Glad clients breed loyalty and might change into referral sources.
The place’s the Worth in Being High of Thoughts?
The advantage of being the primary model that involves clients’ minds is evident in and of itself. Nonetheless, at a extra granular degree, top-of-mind consciousness can assist your model:
- Construct belief: All issues being equal, customers go together with what they belief. In case your model worth has made a reliable impression via service, high quality or expertise, you’ve already acquired a leg up on the competitors. TOMA builds belief in an natural method.
- Heighten model consciousness: There isn’t a ceiling to model consciousness. Turning into high of thoughts can assist your plans to increase into new markets, territories or verticals.
- Generate loyal clients: Once you change into a top-of-mind model with a buyer, you’ve principally cultivated a buyer for all times. Except an antagonistic occasion impacts their notion of your model, that buyer will place your online business above others.
How You Can Create TOMA With Advertising and marketing
We’ve spent deal speaking concerning the virtues of top-of-mind consciousness, however the query stays: “How precisely do manufacturers create TOMA?”
There isn’t a one motion that can launch your model to the entrance of consumers’ minds. Moderately it’s the sum of your advertising efforts that cumulatively construct model consciousness, recall, belief and loyalty. Among the greatest methods to driving TOMA embody:
Content material Advertising and marketing
Content material advertising 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 priceless belongings in constructing TOMA. For example, if a financial institution has a useful homebuying 101 information, clients could return to them after studying the content material with a purpose to begin the mortgage course of.
Advertising and marketing Analysis
Your online business wants to grasp its audience completely. It is advisable to know the wants, needs, preferences and purchasing-decision drivers of your clients just like the again of your hand. When you’ve got this intelligence, you possibly can refine your advertising efforts in ways in which resonate with this audience.
A model will not be merely a emblem. Branding additionally encompasses making a set of values, a model id, a tagline, a coloration scheme and a unified advertising presence, amongst different obligations. Nonetheless, when all of the items match collectively, your model can change into a strong 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, photos 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 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 need to be lively on. Numerous different advertising campaigns you’re working also needs to finally orient towards creating top-of-mind consciousness, together with electronic mail campaigns, junk mail campaigns, TV promoting campaigns and inbound advertising campaigns.
How Do I Know After I’ve Turn into High of Thoughts?
At present, companies don’t benefit from a metric that may peer immediately into clients’ minds and skim their ideas. Nonetheless, there are just a few broadly used metrics that could possibly sign when 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 consequence of consciousness. The extra loyal clients you foster, the larger their word-of-mouth advertising potential. If you happen to begin seeing a rise in both the quantity and/or number of referral sources, your TOMA efforts is perhaps working.
- Market share: Any uptick in market share is trigger for celebration. Which means your advertising is working and also you’re beating opponents. The next market share additionally interprets on to a larger means to sway potential clients – not simply your audience.
- Search: TOMA is perhaps a results of extra clients trying to find your model at the side of a specific services or products. A rise in branded natural search queries could also be particularly illustrative of profitable model consciousness efforts.
TOMA is not only for the most important and the very 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’ve got any ideas on TOMA or efficient methods for driving recall and consciousness? Tell us within the feedback!
Editor’s Observe: Up to date June 2022.