Michael J. Best May 18, 2005

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  Other  Where Ad was seen  TV Ad/Promotion  Newspaper Insert  In-Store Display  In-Store Feature Ad  Radio Ad  Other 81.2% 5.2% 27.1% 26.4% 16.5% 4.3% 3.3% 13.5%

Favorite Sweet Onion

 America’s favorite sweet onion  Vidalia  Walla Walla  Texas 1015  Maui  Other 63.1% 6.3% 5.0% 2.8% 4.5%  Resulted in new tag line emphasizing “America’s Favorite Sweet Onion.”

Top of Mind Perceptions

 Perceptions of Vidalia Onions  Sweet  Taste/flavor  Food Related  Onion Rings  Georgia  Onion Rings  Freshness  Mild  Other 30.0% 17.5% 8.8% 7.5% 6.3% 3.8% 3.8% 2.5% 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!

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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

Video removed for presentation on the web.

   

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

Direct Mail

Advantages     Demographic selection Unlimited message length Consistent reproduction Direct response by order or coupon

Direct Mail

Disadvantages     Expensive Difficult to obtain “pure” mailing lists Long lead time Negative reaction to junk mail

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 Radio Newspaper Television Outdoor Direct Mail Company WSKX-FM Savannah Metropolitan Newspaper ABC Savannah Lamar Bill board Your business Cost Exposure $14.00 30 Sec Spot; 6-10 am 676,481 persons $52.50 per sq. In. per week in Travel section 250,000 persons on Sunday $15 - $120 for a 15 Sec. Rotating spot Dependant on Time- slot $500-7,500 per month $1.68/Contact Dependent on location Limited to mailing list

Reaching Consumers

How “best” to reach consumers   Newspaper Insert In-Store Display 30.5% 22.1%  In-Store Promotion  TV ad/promotion  In-Store Feature AD 2.7%  Radio Advertising 0.2%  Other 15.8% 2.8% 19.4%

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 $6.29 (5 oz) $6.95 (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