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Do potential customers think of you first?

MDH-sponsored seminar will help businesses build TOMA

Are you the first dentist whom potential patients think of when they break a tooth?

When a homeowner’s furnace goes out in the middle of the night, will they think to contact your business for immediate repairs?

If asked to name a bank, which local financial institution will an individual mention immediately?

Representatives of TOMA Corporation, in a presentation sponsored by the Morris Daily Herald, will be able to tell business owners which local establishments have that sort of Top of Mind Awareness among area residents.

And, perhaps more importantly, those representatives will be able to address with local businesses specific, proven ways to ensure that, in the future, it will be their business that is the first one to come to mind when an area consumer needs their specific services or products.

“One of the promises we make at the Morris Daily Herald is to provide our business partners with effective marketing solutions,” said Bob Wall, general manager of the Morris Daily Herald. “This TOMA seminar is designed to help local businessmen and women, our customers, discover how to best market their businesses and create more customers for themselves.”

The seminar, which will take place at Chapin’s North, 200 Gore Road, Morris, will run from 8:30 to 10:30 a.m. Wednesday. The cost to attend is $75 a person, but the Morris Daily Herald will cover that fee for the first 100 guests who RSVP.

Those who wish to attend are urged to contact Diane Washburn at the Morris Daily Herald by calling 815-942-3221, ext. 2043.

“While our TOMA research seminar is now just a day away, there are still a few free slots available,” said Rich Ponulak, advertising director at the Morris Daily Herald. “Those who attend will learn how to advertise properly and, perhaps more importantly, where to advertise to get the most out of their investment.”

Businesses that do advertise properly build that important Top of Mind Awareness, according to the TOMA Corporation, a market research company that in the past 15 years has completed more than 1,300 TOMA Research surveys. One of those recent surveys was of the greater Grundy County area.

The TOMA Research report provides local business owners with information about their “Top of Mind Awareness” rating and how they rank compared to their competition. It also identified category or subcategory growth opportunities and provides business owners a tool to better marketing and advertising decisions that may help them become the “Coca-Cola” of their business category.

After all, chances are good that if asked to name a national brand of soft drink, most consumers would immediately think of Coke. For toothpaste, Crest is the first brand to come to mind, while Campbell’s has Top of Mind Awareness among soup companies.

It has been proven in dozens of studies that there is a direct correlation between this Top of Mind Awareness and actual market share and sales.

TOMA Corporation has found that business who advertise through “creative and intrusive” advertising mediums, use the property “Top of Mind Awareness” content, and advertise consistently over a long period of time are mentioned most often.

For information about the TOMA Research seminar, contact Ponulak or Washburn by calling 815-942-3221 at extensions 2042 and 2043, respectively.

“Once these concepts and the correct methods to fulfill them are introduced to the local business community, the Morris Daily Herald will, of course, continue to work with customers – both current and new – to provide them with the proper advertising methods to build their Top of Mind Awareness,” Ponulak said. “That, too, is part of our promise of providing effective marketing solutions.”

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