Top of mind awareness

Top of mind awareness

Top Of Mind Awareness (TOMA) is a way to measure how well brands rank in the minds of consumers.

Top of Mind Awareness has a big correlation with the market share of a product.

Some businesses do a great job of building name awareness, and those companies tend to have a high TOMA score. However, if a business has done a poor job, or are in some cases complacent about their marketing efforts, they usually show up poorly.

Top of Mind Awareness is particularly important for companies that conduct high dollar transactions. Mortgage Brokers, Real Estate Agents, Auto Dealerships, etc are great examples of companies who benefit the most from Top of Mind Awareness. If a grocery store or general retailer misses a selling opportunity because they were not Top of Mind with their client it is a loss of maybe a few hundred dollars tops. But if a Mortgage Broker loses a deal because he/she has done a poor job of staying in touch with their client they could potentially be out thousands of dollars.

Top of Mind Awareness is very closely tied to Customer Relationship Management (CRM). Better CRM practices and techniques typically yield a higher degree of Top of Mind Awareness with your clients.

Top of Mind Awareness as well as other CRM techniques can be handled by a company internally or outsourced to a 3rd party vendor. Below are some examples of companies that provide this service:

CRM / TOMA Companies

* mySAP CRM
* Top of Mind Networks
* Salesforce.com
* Siebel
* PeopleSoft CRM

ources

* cite book
last = Larson
first = Charles U.
authorlink =
coauthors =
title = Persuasion. Reception and Responsibility. Fifth Edition.
publisher = Wadsworth Publishing Company
date = 1989
location =
pages =
url =
doi =
id =
isbn = 0-534-10134-8


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