ess and Eco

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or Agribus

mic Develo
Michael J. Best
May 18, 2005

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ent Cent
What is ‘Top of Mind’ Awareness

‘Top of Mind’ Awareness is owning the space

that your product or service occupies
between your potential customer’s ears.
That way, when they’re ready to buy, they
think of your product first.
Creating ‘Top of Mind’ Awareness

Today’s Consumers Have Changed

• They’re skeptical
• They’re cautious
• They’re tired of selling and sales pressure
• They’re busy
• They’re confused
Maintaining ‘Top of Mind’ Awareness

 Get in at the beginning of the consumer’s

decision making process, when the consumer
is gathering facts relating to her/his problem
or need.
 Stay There
 Keep in touch through the mail, phone, email.
 Identify your best prospects
Identifying Your Best Prospects
Your best prospects are always:
• Your current best customers, and
• Other people that look like them.
 ‘Top of Mind’ Awareness
(a Georgia Case)

Vidalia Onions
 Awareness - Recalled advertising for Vidalia Onions
 Yes 13.5%
 No 81.2%
 Other 5.2%
 Where Ad was seen
 TV Ad/Promotion 27.1%
 Newspaper Insert 26.4%
 In-Store Display 16.5%
 In-Store Feature Ad 4.3%
 Radio Ad 3.3%
 Other 13.5%
Favorite Sweet Onion
 America’s favorite sweet onion
 Vidalia 63.1%
 Walla Walla 6.3%
 Texas 1015 5.0%
 Maui 2.8%
 Other 4.5%

 Resulted in new tag line emphasizing

“America’s Favorite Sweet Onion.”
Top of Mind Perceptions
 Perceptions of Vidalia Onions
 Sweet 30.0%
 Taste/flavor 17.5%
 Food Related 8.8%
 Onion Rings 7.5%
 Georgia 6.3%
 Onion Rings 3.8%
 Freshness 3.8%
 Mild 2.5%
 Other 20.0%
Keeping Your Product in the “Top of
Mind’ of Your Customers
 Advertising – Delivers
information
 Promotion – Involves
generating consumer response
 Publicity – inexpensive or free
advertising
 Advertising
 Newspaper
 Radio
 Television
 Direct Mail
 Outdoor or Billboard
 Internet
What Advertising Can Do
 Remind customers and prospects about the
benefits of your product or service
 Establish and maintain your distinct identity
 Enhance your reputation
 Encourage existing customers to buy more of
what you sell
 Attract new customers
 Slowly build sales to boost your bottom line
 Promote your business to customers,
investors and others
What Advertising Can’t Do
 Create an instant customer base
 Cause an immediate sharp increase in sales
 Solve cash flow or profit problems
 Substitute for poor or indifferent customer
service
 Sell useless or unwanted products or services
Newspaper
Advantages Disadvantages
 Broad mkt coverage  Inconsistent reproduction
 Immediate  One day life span
 Short lead time  Limited demographics
 Flexible ad size  “Lost in the Crowd”
 Visibility of product  Lack of movement & sound
 Color
 Use of coupons
 People believe what they
read!
Radio
Advantages Disadvantages
 Demographic selection  Restrictive message length
 High frequency  Need for repetition
 Immediate  Short recall factor
 Sound reinforcement  Cluttered placement
 Quick flexibility
 Television Video removed for presentation on the web.

Advantages Disadvantages
 Use of sight, sound, motion, &  Short exposure
color  Expensive production
 Mass coverage  Expensive to air
 Immediate  Cluttered placement
 Demographic selection  Viewing time drops as income
increases
 Advantages
Direct Mail  Demographic selection
 Unlimited message length
 Consistent reproduction
 Direct response by order or coupon
 Disadvantages
Direct Mail  Expensive
 Difficult to obtain “pure” mailing lists
 Long lead time
 Negative reaction to junk mail
Outdoor Advantages
 Reaches large audience
 Long-term exposure
 Color & graphics
 Forms include billboards,
posters, illuminated signs,
moving vehicle signs, bench ads

Disadvantages
 Limited message length
 Expensive to produce & place
 Difficult to obtain the best
locations
 Legal restrictions for use
 Examples of Advertising Costs and
Exposure in Southeast Georgia
Media Company Cost Exposure

Radio WSKX-FM $14.00 30 Sec 676,481 persons

Savannah Spot; 6-10 am

Newspaper Metropolitan $52.50 per sq. 250,000 persons on

Newspaper In. per week in Sunday
Travel section
Television ABC Savannah $15 - $120 for a Dependant on
15 Sec. Rotating Time- slot
spot

Outdoor Lamar Bill board $500-7,500 per Dependent on

month location
Direct Mail Your business $1.68/Contact Limited to mailing
list
Reaching Consumers
How “best” to reach consumers
 Newspaper Insert 30.5%
 In-Store Display 22.1%
 In-Store Promotion 15.8%
 TV ad/promotion 2.8%
 In-Store Feature AD 2.7%
 Radio Advertising 0.2%
 Other 19.4%
Know Who Your Target Market Is

 Where and when does my target market look

for information?
 What is the most effective means of reaching
my target market?
i.e., television, radio, print material, etc..
 What type of packaging are they expecting?
Promotion
Promotional Technique Effectiveness
Ratings
Product Promotion -- Packaging

 Have a beautiful product, including jar and label

 Use expensive beautiful glass
 Go to trade shows to show product as well as
find out what the competition is doing
 Make your product presentation count-90%of
the purchases of niche products is based on
product presentation.
Packaging
 First Line of Promotion is Product Packaging and is
your silent salesperson
 Evaluate your target market and create a package
that is consistent with their expectations- i,e. single
jar or 3-pack,
 Packaging should reflect a product’s desired
personality (Tennessee Toe Jam)
 Packaging Considerations (size, plastic glass,
dressy)
 Selling a 8 oz. Jar of Jelly for $6.95, it needs to be
packaged accordingly
Packaging Examples
Hot Sauce Packaging Examples

$6.29 (5 oz) $6.95 (5 oz) $7.59 (4 oz)

 Jams and Jelly Packaging Examples

$4.50 (16 oz) $5.25 (10 oz) $5.00 (9.9 oz)

                                            
Signage Is Also Important
 Information that should be included on your
sign:
 Location
 Business hours
 Special Promotions
 Seasonal Products
 Other attractions
 Sign should reflect the stands personality
Signage Examples
 Publicity
 Newspaper or Magazine Articles
 News Reports
“Adding Value to Georgia’s Agricultural Economy Through Research
and Extension”

ess and Eco

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or Agribus

mic Develo
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www.caed.uga.edu

College of Agricultural & Environmental Sciences

The University of Georgia