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Famous Business Strategies
Either simply a looker-on or a player in the world of business, you see millions piling into the accounts of world's most famous businessmen and naturally the question pops "How?", wondering what is the alchemy they've discovered? Yet,...
How To Sustain With An Online Home Business!
Doing home business online is very popular. There are many, many homebusiness websites that compete for customers. Get quick rich schemes are praised and offered daily in the internet. The other side of the coin is: Many websites disappear as well...
Innovation Management – the power of decision makers
One of the most important aspects of creativity and innovation is access to decision makers. One of the fastest killers of creativity and innovation is the inability of innovators to get products off the ground – and when people see that their...
The Four Cultures of Employee Retention
Despite fluctuating economic times and increased globalization of American jobs, most employers are finding it hard to keep good workers. The reality of today's job market is that workers are expecting more from their employers and are not afraid to...
What Is Drop Shipping? The Perfect Solution
Drop shipping one of the greatest business innovations since products. Seriously, don't laugh! I'm not joking! With what other service can you use another company's products, their warehouse, their shipping department, and have them provide...
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Top of the Mind Awareness in Equine Marketing: Familiarity Breeds Sales
One of the large challenges you face as an equine marketer is
achieving what marketing professionals call "top of the mind
awareness" of your horses and business.
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
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,
Associated Websites
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 in several ways and
many times. Your mind has associated that brand with the idea of
"joint supplement," and stored it away in your memory.
How to Build Your Horse Business by Building TOMA:
Familiarity builds positive associations. In one psychological
study, each subject was shown a random squiggly line. When the
person was later presented with a set of squiggly line patterns
and asked which they liked the best, most chose the line that
they had seen before.
It works for squiggly lines, for products, and for business and
brand names: The more familiarity, the more likely that
something is preferred.
Think of ways to create TOMA with your prospective customers,
put those strategies into practice, and become your prospects'
instinctive first choice!
About the author:
For more articles, information, and tips on horse business
topics and equine marketing, subscribe to the Equine Business
Edge, the free newsletter for horse-related business owners and
the equine industry, at http://www.equinnovation.com/newsletter.
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