TOMA/Branding is still King!

Let’s pretend that you walked out to your vehicle this morning and noticed you had a flat tire!  *$#*@!#&!! … And, it’s not just flat, it’s ruined!

If you’re like most people, your next step would be to go to the internet and search one of two things; 1) Tire stores in (your city) or 2) a specific name of a tire store you are familiar with, like Bob’s Tire Store.

Our ENS Media TOMA surveys, conducted in over 260 markets, continue to prove a couple things;

1. Approximately 64-75% of people will click on a business they are FAMILIAR WITH before clicking on a business at the top of the page they are NOT FAMILIAR WITH (only 3%).

2. Approximately 72% of people are very likely to use those businesses which come to mind first.

Internet marketing guru Seth Godin says, “It’s better to be sought than found”.  In other words, if you’re Bob, you’re hoping that people search specifically for “Bob’s Tire Store”, but, if they search “tire stores in (your city)”, your hope is that people know you and have an emotional connection with you so you have a greater chance of getting their business.  If not, the business is up for grabs.  Kind of sounds like the old Yellow Pages, or as we refer to it, the “Directory of Ineffective Advertisers”.

The need to have a strong brand name, or TOMA, isn’t going away. In fact, as the internet, smart speakers, voice-activated searches and purchases become more popular, the need to have TOMA will become even more important.  “Alexa, connect me with a tire store”, or “Alexa, call Bob’s Tire Store”.

Do you think the businesses you work with need to continue to build TOMA?   Siri, Cortana, and Alexa think so!

If you would like to learn more about our TOMA Surveys and Seminars and how they can help grow your local direct revenue in 2019 and beyond, contact me or give me a call and let’s talk!