What Is Top-of-Mind Awareness?
Top-of-mind awareness occurs when a customer automatically associates a product or service with a business. For example, most people probably associate cola with either Pepsi or Coca-Cola. Although there are dozens of different cola brands available on the market, Pepsi and Coca-Cola have dominated this market to achieve top-of-mind awareness with their customers. This same principle applies to all other products and services. When a business’s target audience automatically associated its products or services with its brand, the business has achieved top-of-mind awareness. So, how can you achieve and maintain top-of-mind awareness with your business’s customers?
Increase Brand Recognition
Brand recognition and top-of-mind awareness are closely related. When customers are exposed to your business’s brand elements — name, logo, saying, colors, song/music, etc. — on a regular basis, they’ll naturally think of your business the next time they want to buy a product or service it offers.
Here are some ways to increase your business’s brand recognition and achieve greater top-of-mind awareness:
- Add brand elements to all marketing materials.
- Stick with a cohesive branding strategy that uses the same brand elements.
- Use targeted marketing channels to reach customers with your brand elements.
- Encourage customers to like and follow your business on social media.
- When selling products, use branded materials for boxes and packaging.
Reward Loyalty
You can also maintain top-of-mind awareness by rewarding customers for their loyalty. Statistics show that 71% of customers who participate in loyalty rewards programs say that it’s meaningful and helpful to their relationship with businesses. A simple loyalty rewards program encourages customers to choose your business again in the future. And when customers return for subsequent purchases, it helps to create top-of-mind awareness.
Offer Superior Products or Services
The quality of your business’s products or services will affect its ability to achieve top-of-mind awareness with its customers. If your products or services are inferior to your competitors, it’s unlikely that customers will continue buying from your business. Instead, they’ll choose a competitor from which to buy. A strong brand marketing strategy that builds top-of-mind awareness requires high-quality products or services that are superior to your competitors.
Would you like to build or deepen awareness with your existing or targeted new audience? Green Vine marketing offers integrated marketing campaigns that link targeting with tactics to position your offer in front of the right audience to build awareness about, influence attitudes toward and instill belief in your brand. Call us today. (720) 295 – 8463.
