AIDA, TOMA & WOM

I met with a client this past week and concluded after 90 minutes of discussion that he needed to allocate more resources to raising AWARENESS about his firm within his target market.  Researchers have hypothesized that brand awareness plays a crucial role in determining the consideration set (the small set of brands which a buyer gives serous attention to when making a purchase decision).  Obviously, a brand that is not considered cannot be chosen.  In fact, most consumers, when made aware of a number of brands which fit their relevant buying criteria, won’t expend much effort in seeking out information on unfamiliar brands.  (from Management Perceptions of the Importance of Brand Awareness, Marketing Bulletin, 2003)

AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service:

A - Attention (Awareness): attract the attention of the customer.

I - Interest: raise customer interest by demonstrating features, advantages, and benefits.

D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.

A - Action: lead customers towards taking action and/or purchasing.

Nowadays some have added another letter to form AIDA(S):

S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals.

In addition, research has confirmed the importance of top-of-mind awareness (TOMA) in influencing a buyer’s purchasing decision.  TOMA is a way to measure how well brands rank in the minds of purchasers.  Top-of-Mind correlates well 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.

Ask your self this question: “How aware are my potential customers/clients of my business offerings?”  Ask your sales force to rank your “awareness” level on a scale of 1 to 10 (1 meaning “no awareness” to 10 meaning “TOMA”).  Don’t assume that just because you offer a fantastic product or service that those in your target market are even aware of you. 

Your job is to be proactive in raising the level of awareness about your firm. 

WOM

Other research has shown that Word of Mouth (WOM) is more important than advertising in raising awareness levels and in securing the decision to try a product or service.  This is perhaps because personal sources are viewed as more trustworthy.  In business-to-business marketing, WOM influences expectations and perceptions during the information search phase of the buying process and influences attitude during the pre-choice evaluation of alternative service providers.  (from Word of Mouth: Understanding and managing referral marketing, Journal of Strategic Marketing, 1998). 

Climbing the Loyalty Ladder

WOM can draw customers onto the loyalty ladder by converting a prospect into a customer. 

·        Partner

·        Advocate

·        Supporter

·        Client

·        Customer

·        Prospect 

As you continue to serve your customers well, you can then move them up the loyalty ladder to where they are really helping you raise your firm’s awareness within your target market.  For example, do you have a particular product or service provider that you are extremely loyal to?  If so, have you ever shared your enthusiasm (maybe even passion) about this firm with an acquaintance, friend, family member or business associate?  I know I have.  Who is your firm’s advocate? 

Action Item

Think about your current customer base.  Where does each of your significant customers stand on the loyalty ladder?  What can you do proactively to move that customer another rung higher?   

Perhaps the above analysis reveals your need to start at the bottom rung and begin a long-term “raise the awareness level” campaign for your organization.  Brainstorm with your associates what might be the best approaches for you to take to reach your target audience frequently showing how well the benefits your company offers matches so well with their needs (key buying criteria).  And remember, this process of AIDA, TOMA, WOM, etc. never ends.  Thus, your marketing to raise awareness and move clients up the loyalty ladder must be continuous as well.   

Who, in your organization, is responsible for this type of marketing? 

Keith 

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