Quick Checklist to Grow TOMA
1. Know the pain points of your target consumer.
2. One clear promise and one line the market can repeat
3. Consistent assets (logo, colors, audio sting, tagline) across every touchpoint
4. Create a marketing campaigns that appeals to your target consumer.
5. Develop consumer personas to understand your consumer segments
6. Reach plan to dominate prime consumers and to hit light buyers
7. Distinctive creative for recall
8. TOMA.Solutions measurement with demo and target cuts
Winning…The Battle for The Consumer Mind
- Positioning Is About Perception
Positioning isn’t what you do to the product—it’s what you do to the mind of the prospect.
The goal is to own a word or concept in the customer’s mind (e.g., “safe” for Volvo).
Application:
Ad agencies and sales reps should help advertisers claim a unique position in their market—like “fastest delivery,” “family-friendly,” or “trusted since 1985.” Media messaging should reinforce this consistently.
- The Mind Has No Room for Clutter
Consumers are bombarded with messages. To break through, brands must be simple, focused, and repetitive.
Application:
Encourage advertisers to narrow their message. A single, memorable idea repeated consistently will outperform a laundry list of features.
- First in Mind Wins
The first brand to occupy a position in the mind has a huge advantage. It’s hard to displace a leader.
Application:
Use Top-of-Mind Awareness (TOMA.Solutions) data to show advertisers where they stand. If they’re not first, help them reposition or own a niche.
Winning …The Battle for The Consumer’s Your Mind
- If You Can’t Be First, Create a New Category
If you’re not the leader, don’t fight head-to-head. Instead, reframe the category to make yourself the leader of something new.
Application:
Help local businesses define a new angle—e.g., “the only eco-friendly dry cleaner” or “the fastest pizza delivery in town.”
- Positioning Is Defensive, Offensive, and Flanking
Defensive: Protect your leadership position.
Offensive: Attack the leader’s weakness.
Flanking: Enter a market where the leader is weak or absent.
Application:
Use media strategy to defend a brand’s turf, challenge competitors, or target underserved audiences (e.g., Spanish-speaking, seniors, commuters).
- Focused Consistency Is Key
Positioning takes time. Changing messages too often confuses the market.
Application:
Encourage advertisers to commit to a long-term media plan. Use consistent creative and frequency to build recognition and trust.
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