Top of the Mind Awareness in Equine Marketing: Familiarity Breeds Sales
One of the large challenges you face as an equine marketer is achieving what marketing professionals call “top of the mind awareness” of your horses and business.
What is Top of the Mind Awareness?
Top of the Mind Awareness, or “TOMA,” is being the first supplier a prospective customer thinks of when they think about the horses, equine products, or horse-related services that you offer. Increasing your level of TOMA in your prospects’ minds impacts your current sales of horses and services as well as your future sales.
Here are some examples of TOMA at work:
Example 1: You have TOMA of products with which you are familiar.
If someone asks you about farriers, the image or name that pops into your mind is probably that of your own farrier. You are most familiar with your own farrier, so he is on “top of your mind.” Your awareness may be so strong that when you hear the general word “farrier,” you picture your own farrier’s face!
Most people maintain their own status quowhen they find their service...
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