6 Musts of Marketing for Top-of-Mind Awareness

Coming up with the content of this short articlecompany? Which are part of your goals for the next
originally cost $500,000. And it was worth every6 months? Which can you make part of your goals?
penny...If you want top-of-mind awareness so your
So don't take it lightly!customers think of you before your competitors, these
If you apply this simple knowledge, it could easily beare things you'll seriously want to consider.
worth twice the original $500,000 to your bottom lineBut... Just doing each one independently only has so
(or 1,000X if you're ambitious enough).much power. A notable difference about the way
First, a demonstration.top-of-mind companies do these things is that they do
Think of a cough medicine. First one that comes tothem with consistency.
mind.Their consistency comes in three areas: Design,
NyQuil?Message, and Timing.
What about an American car company?Design. This one is easy. Make sure everything from
Ford?your website to your customer literature to your
A soft drink company?business cards to your direct mail pieces have a similar
Coca-Cola?look and feel. Do not do these things completely
Pizza delivery?independently from each other. Make sure you use the
Dominoes?same graphics and templates to ensure that your
I'll bet your answer was the same that I gave on 3 outimage is consistent in customers' and prospects' minds.
of 4.Message. This one is a little more difficult. You want to
That's the power of top-of-mind awareness.make sure everything you do reflects your core
These companies dominate their markets, becausemessage, your Unique Selling Proposition (USP). For a
when their customers and potential customers need avery thorough and complete set of instructions on how
solution that they provide, their name comes up first.to develop and implement your company's USP, go to
Sure, not everyone chooses them. But many - if notthis page I wrote: Resource: Create a Unique Selling
most - do. So their sales soar.Proposition to Differentiate your Business and Increase
Not too long ago, there was a company that wasProfits. That gives you everything you need to know -
determined to find out what was consistent betweenand is an invaluable resource.
companies that had top-of-mind awareness. As youTiming. This one just requires some organization and
can imagine, if you know what systems thesededication. You need to set up systems within your
companies use to gain that level of awareness, youbusiness to make sure you're touching on each of the
can duplicate those systems in your company and"6 Musts of Marketing for Top-of-Mind Awareness" on
your sales increases will be practically guaranteed.a regular basis - weekly, monthly, bi-monthly. Whatever
So they did their research - about $500,000 worth of itis appropriate to your business. But do it, and do it
- and here's what they came up with.regularly. Because repetition will make it more
These are the "6 Musts of Marketing for Top-of-Mindsuccessful than trying each thing once or just doing it
Awareness."when you "remember."
1. Personal Contact with customersSo here's what to do today - set up a goal. Do it. If
2. Company Literature describing products andyou have 3 of the 6, start by implementing a 4th. If you
serviceshave 2, do a 3rd. If you have 5, do the 6th. But always
3. An ongoing Public Relations programbe moving forward. And keep in your sights the goal
4. Consistent and ongoing Customer Educationthat you'll be doing all 6 within a set length of time.
5. Consistent and ongoing AdvertisingThen you can experience the real benefit of
6. Regular use of Direct Marketingtop-of-mind awareness in your industry.
How many of these have you implemented in your