Slide1: Michael J. Best
May 18, 2005
What is ‘Top of Mind’ Awareness: What is ‘Top of Mind’ Awareness ‘Top of Mind’ Awareness is owning the space that your product or service occupies between your potential customer’s ears. That way, when they’re ready to buy, they think of your product first.
Creating ‘Top of Mind’ Awareness: Creating ‘Top of Mind’ Awareness Today’s Consumers Have Changed
They’re skeptical
They’re cautious
They’re tired of selling and sales pressure
They’re busy
They’re confused
Maintaining ‘Top of Mind’ Awareness: Maintaining ‘Top of Mind’ Awareness Get in at the beginning of the consumer’s decision making process, when the consumer is gathering facts relating to her/his problem or need.
Stay There
Keep in touch through the mail, phone, email.
Identify your best prospects
Identifying Your Best Prospects: Identifying Your Best Prospects Your best prospects are always:
Your current best customers, and
Other people that look like them.
‘Top of Mind’ Awareness (a Georgia Case): ‘Top of Mind’ Awareness (a Georgia Case) Vidalia Onions Awareness - Recalled advertising for Vidalia Onions
Yes 13.5%
No 81.2%
Other 5.2%
Where Ad was seen
TV Ad/Promotion 27.1%
Newspaper Insert 26.4%
In-Store Display 16.5%
In-Store Feature Ad 4.3%
Radio Ad 3.3%
Other 13.5%
Favorite Sweet Onion: Favorite Sweet Onion America’s favorite sweet onion
Vidalia 63.1%
Walla Walla 6.3%
Texas 1015 5.0%
Maui 2.8%
Other 4.5%
Resulted in new tag line emphasizing “America’s Favorite Sweet Onion.”
Top of Mind Perceptions: Top of Mind Perceptions Perceptions of Vidalia Onions
Sweet 30.0%
Taste/flavor 17.5%
Food Related 8.8%
Onion Rings 7.5%
Georgia 6.3%
Onion Rings 3.8%
Freshness 3.8%
Mild 2.5%
Other 20.0%
Keeping Your Product in the “Top of Mind’ of Your Customers: Keeping Your Product in the “Top of Mind’ of Your Customers Advertising – Delivers information
Promotion – Involves generating consumer response
Publicity – inexpensive or free advertising
Advertising : Advertising Newspaper
Radio
Television
Direct Mail
Outdoor or Billboard
Internet
What Advertising Can Do: What Advertising Can Do Remind customers and prospects about the benefits of your product or service
Establish and maintain your distinct identity
Enhance your reputation
Encourage existing customers to buy more of what you sell
Attract new customers
Slowly build sales to boost your bottom line
Promote your business to customers, investors and others
What Advertising Can’t Do: What Advertising Can’t Do Create an instant customer base
Cause an immediate sharp increase in sales
Solve cash flow or profit problems
Substitute for poor or indifferent customer service
Sell useless or unwanted products or services
Newspaper: Newspaper Advantages
Broad mkt coverage
Immediate
Short lead time
Flexible ad size
Visibility of product
Color
Use of coupons
People believe what they read! Disadvantages
Inconsistent reproduction
One day life span
Limited demographics
“Lost in the Crowd”
Lack of movement & sound
Radio: Radio Advantages
Demographic selection
High frequency
Immediate
Sound reinforcement
Quick flexibility Disadvantages
Restrictive message length
Need for repetition
Short recall factor
Cluttered placement
Television: Television Advantages
Use of sight, sound, motion, & color
Mass coverage
Immediate
Demographic selection Disadvantages
Short exposure
Expensive production
Expensive to air
Cluttered placement
Viewing time drops as income increases Video removed for presentation on the web.
Direct Mail: Direct Mail Advantages Demographic selection
Unlimited message length
Consistent reproduction
Direct response by order or coupon
Direct Mail: Direct Mail Expensive
Difficult to obtain “pure” mailing lists
Long lead time
Negative reaction to junk mail Disadvantages
Outdoor: Outdoor Advantages
Reaches large audience
Long-term exposure
Color & graphics
Forms include billboards, posters, illuminated signs, moving vehicle signs, bench ads Disadvantages
Limited message length
Expensive to produce & place
Difficult to obtain the best locations
Legal restrictions for use
Examples of Advertising Costs and Exposure in Southeast Georgia: Examples of Advertising Costs and Exposure in Southeast Georgia
Reaching Consumers: How “best” to reach consumers
Newspaper Insert 30.5%
In-Store Display 22.1%
In-Store Promotion 15.8%
TV ad/promotion 2.8%
In-Store Feature AD 2.7%
Radio Advertising 0.2%
Other 19.4% Reaching Consumers
Know Who Your Target Market Is: Know Who Your Target Market Is Where and when does my target market look for information?
What is the most effective means of reaching my target market?
i.e., television, radio, print material, etc..
What type of packaging are they expecting?
Promotion: Promotion
Promotional Technique Effectiveness Ratings: Promotional Technique Effectiveness Ratings
Product Promotion -- Packaging: Product Promotion -- Packaging Have a beautiful product, including jar and label
Use expensive beautiful glass
Go to trade shows to show product as well as find out what the competition is doing
Make your product presentation count-90%of the purchases of niche products is based on product presentation.
Packaging: Packaging First Line of Promotion is Product Packaging and is your silent salesperson
Evaluate your target market and create a package that is consistent with their expectations- i,e. single jar or 3-pack,
Packaging should reflect a product’s desired personality (Tennessee Toe Jam)
Packaging Considerations (size, plastic glass, dressy)
Selling a 8 oz. Jar of Jelly for $6.95, it needs to be packaged accordingly
Packaging Examples: Packaging Examples
Hot Sauce Packaging Examples: Hot Sauce Packaging Examples $6.95 (5 oz) $6.29 (5 oz) $7.59 (4 oz)
Jams and Jelly Packaging Examples: Jams and Jelly Packaging Examples $4.50 (16 oz) $5.25 (10 oz) $5.00 (9.9 oz)
Signage Is Also Important: Signage Is Also Important Information that should be included on your sign:
Location
Business hours
Special Promotions
Seasonal Products
Other attractions
Sign should reflect the stands personality
Signage Examples: Signage Examples
Publicity: Publicity Newspaper or Magazine Articles
News Reports
“Adding Value to Georgia’s Agricultural Economy Through Research and Extension” : “Adding Value to Georgia’s Agricultural Economy Through Research and Extension”
www.caed.uga.edu
College of Agricultural & Environmental Sciences
The University of Georgia