Think about the companies that you hear from regularly. Every Super Bowl that you see an advertisement for your favorite brand, and every month that you receive a mailer from your favorite company, you will be constantly reminded about the product and service that they sell. The regular flow of messages from businesses to customers creates Top-of-Mind Awareness. Top-of-Mind Awareness is the positioning of a company as the first thing current and potential customers think of when they want to buy. Companies can only gain that important place in people’s minds from a consistent flow of reminders to customers about what the business does and how it is available to serve their customer’s needs.

Most companies fall short is in their commitment to keeping their customers regularly informed about their business. Typical failed approaches include:

1. Sending out a single newsletter and then never again sending another out

2. Creating but never updating their website

3. Using the same postcard or flyer repeatedly to attract customers

Your company wants to separate itself from the competition. Aside from providing great service and/or a quality product, marketing your business correctly will help to accomplish that goal. Next week, I’ll offer simple fixes to tired old marketing programs so your company can start to create that coveted Top-of-Mind Awareness