We humans have thousands upon thousands of messages thrown at us daily: radio, television, billboards, printed materials, the Internet, and so forth. That’s a lot of information to sift through, yet we unconsciously process the memorable bits and often subliminally tuck them away for future use. Many studies have proven that information stored subliminally will often affect conscious behavior, so the marketer’s goal is to keep the messages flowing into consumers both on the conscious and unconscious level.
The human brain typically recalls the most recent information stored first. This is why we re-fresh ourselves by reading our notes prior to taking an exam, giving a presentation, and so forth. Recent information in: recent information available.
When applied to marketing, marketers refer to this process as Top of Mind Advertising and why great marketers build and apply a variety of strategies and tactics to stay within the upper consciousness of their market audience. Some tactics are applied to target the audience with a repetitive snippet of information while other tactics will be more intensive and on a much larger scale. Marketing is very much like baking a loaf of bread: there is an appropriate order of ingredients and the precise amount of each. Much time is invested in the proper preparation, but there is also a waiting period for results. The idea of marketing is to create awareness, build momentum, and attract the right audience. It’s up to the sales team to seal the deal!
Don’t approach your advertising under the strategy that doing only one or two things will suffice to drive traffic and create sales. It simply will not have the effect that you need to create a conscious awareness with public. Apply all of the marketing tools and vehicles in your efforts to reinforce your product or services in the minds of the public and to ensure that consumers know what you are offering, that you have what they want, and that your doors are open and ready for business. By keeping a continuous presence in the marketplace, you are strengthening consumer awareness and creating that much needed top of mind advertising.
Gain the competitive edge over your competition by ensuring that your presence in the marketplace is well-recognized by your targeted audience. Don’t just rely upon newspaper or the Internet. Grab all of the marketing possibilities and wrap them in a carefully designed series of tactics that are mapped out in a precise, systematic flow for maximum results. By using all of the tools available to you, you are helping to ensure that you are at the forefront of your target market: the very people who want the service or product that you are selling.
Today’s challenge: examine your efforts and tactics for making certain that when someone mentions the product or service you provide that your name automatically pops up at the top of the list.
Happy marketing! Again, share your experiences with my readers, ask questions, and feel free to add your comments to this post.