TOMA is top of mind awareness. Before we talk about how it works, here's a list of the benefits of TOMA:
- More qualified leads - when the need for your product arises, they remember you!
- Filters out unqualified prospects
- Increases awareness
- Increases word-of-mouth referrals
I started out in marketing as a salesman for ad specialties and eventually started my own ad specialty business. I'm talking about the stuff affectionately known as swag, tchotchkes, promotional products, etc. I learned from an old pro that the really successful distributors didn't sell the mug, pen or shirt, they sold the purpose of the product and what it meant to the buyer. If you wanted to create good will, you chose a higher end item and made a strong presentation. If you wanted to make them say 'wow', you found something different or new. If you wanted them to remember you, you gave them something they would keep with them at the place where they made purchasing decisions like a desktop, car dashboard, kitchen, etc. Naturally, each and every product has a logo, phone number, web site, email or some contact info so that when the day came and they needed to purchase something that the gift giver offered, the gift giver achieved top of mind awareness and they got the call. That is how TOMA works.
TOMA is the fundamental concept behind content marketing and, incidentally, the New Way to Market for Manufacturing. The best manufacturing marketers know that one of the two primary purposes of content is to place their firm top of mind with people in their target audience. What's second purpose? The second purpose is to establish credibility.
The challenge for the manufacturing marketer is to establish TOMA with the ideal prospect or target market. Now, you have to ask yourself the question, "Have I established TOMA with the people in my target audience?" If you cannot or will not answer 'yes' to this question, then the bad news is you have a lot of work to do. The really great news is that there is huge upside potential for manufacturers willing and able to establish TOMA.
Most people (perhaps up to 98%) who respond to a campaign of one sort or the other are not ready to buy or even engage with the firm at that time. However, statistics show that 80% of that group will eventually buy what you are selling. The question is, will they buy from you? If you have TOMA, then the answer is highly likely to be "yes".
How do you get TOMA?
You'll get top of mind awareness when you stop pitching products and start sharing expertise! My book, The New Way to Market for Manufacturing, lays it all out for you to implement and execute a lead generation strategy on steroids.