Michael J. Best

1
Advertising and Promotion
Creating 'Top of Mind' Awareness

• Michael J. Best
• May 18, 2005

2
What is Top of Mind Awareness
Top of Mind Awareness is owning the space that
your product or service occupies between your
potential customers ears. That way, when
theyre ready to buy, they think of your product
first.
3
Creating Top of Mind Awareness

• Todays Consumers Have Changed
• Theyre skeptical
• Theyre cautious
• Theyre tired of selling and sales pressure
• Theyre busy
• Theyre confused

4
Maintaining Top of Mind Awareness

• Get in at the beginning of the consumers
  decision making process, when the consumer is
  gathering facts relating to her/his problem or
  need.
• Stay There
• Keep in touch through the mail, phone, email.
• Identify your best prospects

5
Identifying Your Best Prospects

• Your best prospects are always
• Your current best customers, and
• Other people that look like them.

6
Top of Mind Awareness (a Georgia Case)
Vidalia Onions

• Awareness - Recalled advertising for Vidalia
  Onions
• Yes 13.5
• No 81.2
• Other 5.2
• Where Ad was seen
• TV Ad/Promotion 27.1
• Newspaper Insert 26.4
• In-Store Display 16.5
• In-Store Feature Ad 4.3
• Radio Ad 3.3
• Other 13.5

7
Favorite Sweet Onion

• Americas favorite sweet onion
• Vidalia 63.1
• Walla Walla 6.3
• Texas 1015 5.0
• Maui 2.8
• Other 4.5
• Resulted in new tag line emphasizing Americas
  Favorite Sweet Onion.

8
Top of Mind Perceptions

• Perceptions of Vidalia Onions
• Sweet 30.0
• Taste/flavor 17.5
• Food Related 8.8
• Onion Rings 7.5
• Georgia 6.3
• Onion Rings 3.8
• Freshness 3.8
• Mild 2.5
• Other 20.0

9
Keeping Your Product in the Top of Mind of Your
Customers

• Advertising Delivers information
• Promotion Involves generating consumer response
• Publicity inexpensive or free advertising

10
Advertising

• Newspaper
• Radio
• Television
• Direct Mail
• Outdoor or Billboard
• Internet

11
What Advertising Can Do

• Remind customers and prospects about the benefits
  of your product or service
• Establish and maintain your distinct identity
• Enhance your reputation
• Encourage existing customers to buy more of what
  you sell
• Attract new customers
• Slowly build sales to boost your bottom line
• Promote your business to customers, investors and
  others

12
What Advertising Cant Do

• Create an instant customer base
• Cause an immediate sharp increase in sales
• Solve cash flow or profit problems
• Substitute for poor or indifferent customer
  service
• Sell useless or unwanted products or services

13
Newspaper

• Advantages
• Broad mkt coverage
• Immediate
• Short lead time
• Flexible ad size
• Visibility of product
• Color
• Use of coupons
• People believe what they read!

• Disadvantages
• Inconsistent reproduction
• One day life span
• Limited demographics
• Lost in the Crowd
• Lack of movement sound

14
Radio

• Advantages
• Demographic selection
• High frequency
• Immediate
• Sound reinforcement
• Quick flexibility

• Disadvantages
• Restrictive message length
• Need for repetition
• Short recall factor
• Cluttered placement

15
Television
Video removed for presentation on the web.

• Advantages
• Use of sight, sound, motion, color
• Mass coverage
• Immediate
• Demographic selection

• Disadvantages
• Short exposure
• Expensive production
• Expensive to air
• Cluttered placement
• Viewing time drops as income increases

16
Direct Mail
Advantages

• Demographic selection
• Unlimited message length
• Consistent reproduction
• Direct response by order or coupon

17
Direct Mail
Disadvantages

• Expensive
• Difficult to obtain pure mailing lists
• Long lead time
• Negative reaction to junk mail

18
Outdoor

• Advantages
• Reaches large audience
• Long-term exposure
• Color graphics
• Forms include billboards, posters, illuminated
  signs, moving vehicle signs, bench ads

• Disadvantages
• Limited message length
• Expensive to produce place
• Difficult to obtain the best locations
• Legal restrictions for use

19
Examples of Advertising Costs and Exposure in
Southeast Georgia
20
Reaching Consumers

• How best to reach consumers
• Newspaper Insert 30.5
• In-Store Display 22.1
• In-Store Promotion 15.8
• TV ad/promotion 2.8
• In-Store Feature AD 2.7
• Radio Advertising 0.2
• Other 19.4

21
Know Who Your Target Market Is

• Where and when does my target market look for
  information?
• What is the most effective means of reaching my
  target market?
• i.e., television, radio, print material,
  etc..
• What type of packaging are they expecting?

22
Promotion
23
Promotional Technique Effectiveness Ratings
24
Product Promotion -- Packaging

• Have a beautiful product, including jar and label
• Use expensive beautiful glass
• Go to trade shows to show product as well as find
  out what the competition is doing
• Make your product presentation count-90of the
  purchases of niche products is based on product
  presentation.

25
Packaging

• First Line of Promotion is Product Packaging and
  is your silent salesperson
• Evaluate your target market and create a package
  that is consistent with their expectations- i,e.
  single jar or 3-pack,
• Packaging should reflect a products desired
  personality (Tennessee Toe Jam)
• Packaging Considerations (size, plastic glass,
  dressy)
• Selling a 8 oz. Jar of Jelly for 6.95, it needs
  to be packaged accordingly

26
Packaging Examples
27
Hot Sauce Packaging Examples
6.95 (5 oz)
6.29 (5 oz)
7.59 (4 oz)
28
Jams and Jelly Packaging Examples
4.50 (16 oz)
5.25 (10 oz)
5.00 (9.9 oz)
29
Signage Is Also Important

• Information that should be included on your sign
• Location
• Business hours
• Special Promotions
• Seasonal Products
• Other attractions
• Sign should reflect the stands personality

30
Signage Examples
31
Publicity

• Newspaper or Magazine Articles
• News Reports

32
Adding Value to Georgias Agricultural Economy
Through Research and Extension

• www.caed.uga.edu
• College of Agricultural Environmental Sciences
• The University of Georgia