Top-of-mind awareness

Marketing is more than a role. It is being fulfilled by the entire organisation. By using persuasive and recognisable messages in line with the mental phases decision-makers go through, companies are able to create top-of-mind awareness in their target markets.

The aim of all marketers is for new business prospects, when they are ready to buy, to think immediately of their company and solutions. Typical challenge facing Marketing executives when striving for top-of-mind awareness include:

• The segmentation model used doesn't match the company’s strengths
  or the customer’s needs
• Marketing activities lack differentiation and interaction with the market
• There is insufficient knowledge within the company about
  the business challenges and buying criteria of prospects
• Inefficient marketing planning and communication
• Departments are not working together and lack common goals
• Marketing budgets are too low, with a negative effect on creativity and output
• Marketing messages and tools do not appeal sufficiently to the market
• Marketing and Sales are not aligned on the output of sales support materials

Graphic: Brand Decision-Making & Loyalty.  

Our customers implemented the following capabilities

Perpetos supports their clients to create top-of-mind awareness. Our customers implemented the following capabilities:

• Communicating from the beginning of the buying cycle,
  when the suspect is gathering information to solve his pains
• Focusing marketing communication in the first instance on the impact
  that the solution will have for the customer
• Defining a unique value proposition based on the customer’s challenges/pains
• Aligning their market segmentation with these challenges/pains
• Differentiation based on customer value instead of product superiority,
  through buyer-aligned messaging
• Positioning the company as a ‘thought leader’
• Focusing efforts not only on buyers and technical people, but also
  creating commitment among decision-makers at a senior management level
• Using consistent messages geared to the various key contacts at the customer

Graphic Brand Decision-Making and Loyalty
Becoming top-of-mind with potential customers is the dream of every VP Marketing. But why is it so difficult to create top-of-mind awareness? The graph illustrates the importance of field-driven activities in the overall brand decision-making and hence the ability to become top-of-mind. Source: survey by Booz Allen Hamilton



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