michael j. best may 18, 2005. what is ‘top of mind’ awareness ‘top of mind’ awareness is...
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Michael J. Best
May 18, 2005
Cente
r for
Ag
ribu
si
ness and Economic D
evelopment
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
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
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
Your best prospects are always:• Your current best customers, and• Other people that look like them.
‘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
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
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 Advertising – Delivers
information Promotion – Involves
generating consumer response Publicity – inexpensive or free
advertising
Advertising
Newspaper Radio Television Direct Mail Outdoor or Billboard Internet
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
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
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
Advantages Demographic selection High frequency Immediate Sound reinforcement Quick flexibility
Disadvantages Restrictive message length Need for repetition Short recall factor Cluttered placement
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 MailAdvantages
Demographic selection Unlimited message length Consistent reproduction Direct response by order or coupon
Direct Mail Expensive Difficult to obtain “pure” mailing lists Long lead time Negative reaction to junk mail
Disadvantages
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
Media Company Cost Exposure
Radio WSKX-FM
Savannah
$14.00 30 Sec Spot; 6-10 am
676,481 persons
Newspaper Metropolitan Newspaper
$52.50 per sq. In. per week in Travel section
250,000 persons on Sunday
Television ABC Savannah $15 - $120 for a 15 Sec. Rotating spot
Dependant on Time- slot
Outdoor Lamar Bill board $500-7,500 per month
Dependent on location
Direct Mail Your business $1.68/Contact Limited to mailing list
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
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
Promotional Technique Effectiveness Ratings
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
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
Hot Sauce Packaging Examples
$6.95 (5 oz)$6.29 (5 oz) $7.59 (4 oz)
Jams and Jelly Packaging Examples
$4.50 (16 oz) $5.25 (10 oz)
$5.00 (9.9 oz)
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
Publicity
Newspaper or Magazine Articles News Reports
“Adding Value to Georgia’s Agricultural Economy Through Research and Extension”
www.caed.uga.edu
College of Agricultural & Environmental Sciences
The University of Georgia
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