Top of Mind Exposure and ROI

Have you ever considered what steps are necessary to cause you to purchase a product or service? Whether a consumer or someone making purchases for your business, it’s probably safe to say you typically don’t buy impulsively … well … beyond that Big Mac billboard that sent you screeching into the McDonald’s parking lot (you’d had enough of your paleo diet). 

With the constant increase in technology in marketing, it’s awesome what we can measure, track and discover. But while we’d like to believe all marketing is 100% measurable with immediate ROI, I find it interesting that many marketers seem to be forgetting one of the most important components in successful advertising – staying top of mind.

I was reminded of this concept just last week when a prospect for one of my advertisers reached out to us. They remembered seeing an ad for church software in our publication 4 years prior! This pastor always knew they wanted the product, they just weren’t in the position to buy at the time. But because my client had stayed continually in front of this prospect, never missing an issue, the pastor was able to provide enough details for us to connect them with my client to make the buy. And this certainly wasn’t a first. 

What a contrast from what I hear all too often: “well, we’re just waiting for it to get better for us”. In the meantime, those companies continuing to present their offerings on a regular basis are making impressions that will lead to purchases. That leaves the organization that was “waiting” now in a state of catch-up for years to come – and that’s being positive!

There’s no doubt it’s amazing to be able to track a prospect’s path from your landing page right down to a purchase. You can learn so much about what’s working and what’s broken in your sales process. But it seems marketers have decided they can also determine with 100% clarity what ad buys created the most ROI from these same steps. So they often stick with the least expensive ad purchase that provides the most data. 

The problem with that line of thinking is we’ve forgotten people aren’t robots like the technology and tools that track them. 

So again, take a moment to think about what makes you buy… was it a one-time Google AdWord that landed you checking out of an online shopping cart? Or was it when you were finally in a position to buy something you knew you needed, you went with the company that you remembered for when that day happened?…

See Also: Print Vs Digital: Both/And, Not Either/Or