Tuesday, November 23, 2010


What is TOMA?


I don't care if you believe that Branding is important, or Price is important or Location, or any number of contributing factors you and I could name, what you really want from all of your marketing and advertising efforts is TOMA.

Last month I met with the real estate agent that I used to sell my last house about 4 years ago.

I'm not planning on buying another house for at least 10, maybe 20 years. But each month I get a piece of mail from her, and it's one of the ways she retains TOMA with me.

You cannot advertise only to the people who need you now.


Because despite all the targeting that the internet allows us to do using keywords and location and other Search Optimization techniques, if I have a favorite ___________, then I will use _________, and recommend ___________ to others.

We spend our money with those that we trust will provide us with the right value.

My daughter sent me a Groupon offer for carpet cleaning at 70% off.
We won't use it because we like the carpet cleaner we use.
He provides the right value and we trust him.

I used to spend $75 to get my hair cut. But then I discovered a chain shop that will cut it for $15 including a generous tip and they never screw it up. Which happened a couple times with the $75 cut.

Back to the real estate agent. She asked me who I would recommend to my friends, and I told her, "You, and only you". I know other agents but she is the one that I trust.

Top Of Mind Awareness coupled with a good reputation wins every time.

If you are in the Fort Wayne, Indiana area, I can help you build TOMA. Email Scott at ScLoHo.net

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