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From Denise's Desk: Got TOMA?

Marketing for a Longer Shelf Life

What do Folgers, Coca-Cola and Colgate have in common with your Hospice or Home Health agency? As with these three market leaders, your agency's marketing efforts should be firmly focused on gaining top-of-mind awareness (TOMA). Why? Because, almost without exception, when top-of-mind awareness is high, so is your market share. Whenever we're developing products for our clients, the TOMA quotient for the item is ALWAYS a primary consideration. Magnets have a particularly high TOMA quotient, particularly when the "image" includes a special message or photo. Newsletters are terrific at maintaining TOMA; depending on content and style, they will often remain in a physician's waiting room for 30 to 60 days in contrast to a newspaper print ad which has a shelf life of less than a day. Wall calendars provide similar benefit and the CDs and bookmarks, that we recently developed for National Nurses Week (May 6 -13) are two more examples of products designed especially with TOMA in mind.