"Marketing speak" term you need to know: TOMA = Top of Mind Awareness TOMA = your name coming to mind when someone mentions a topic. In my book Beyond the Niche, I tell the compelling story of a tiny bakery who succeeded despite the fact that the odds were definitely stack against them. One of the keys to that success was that we created a new … [Read more...] about Create your own niche: creating your own TOMA ladder
Archives for June 2007
Create your own niche
In my book, I talk about how important it is to developing TOMA (Top of Mind Awareness) for your business through your advertising. There are filters at work in your customer’s mind which help to protect them from information overload. Well, in addition to those filters, your customer’s mind is also filled with assorted hierarchies which we’ll refer to as … [Read more...] about Create your own niche
Using niche marketing in real estate
Great post over at Canadian Real Estate Online about the power of carefully wording your ads to attract the RIGHT kind of clients. In this case, the investor had a property near a university but didn't want to attract university students as potential renters. By carefully crafting their message, they were able to "weed out" students before they picked up the … [Read more...] about Using niche marketing in real estate
Advertising works: Open Wallet Confession
My Open Wallet is a fascinating blog where the author reveals (anonymously) her spending and saving habits. In her post : Rule 11 See No Evil, Hear No Evil she writes: I don't watch TV. I think this alone is a huge factor. If I don't see something, I won't want it. And let's face it, advertising works. I can't tell you how often I've had to grit my teeth and pass up buying a … [Read more...] about Advertising works: Open Wallet Confession
Frequently cited key to success
Choosing a niche or target market is a frequently cited key to web site success. Whether it's a blog or a traditional web site, if you want to effectively reach your audience, the process begins by DEFINING that audience. Over at Building a Super Blog Collis Ta'eed takes you behind the scenes of a super successful blog launch. The number one tip: Choosing the right … [Read more...] about Frequently cited key to success