The Power of Top of Mind Awareness (TOMA)

The Power of Top of Mind Awareness (TOMA) “When You Think of Travel, Think of the Catlows”

Who remembers Coming to America with Eddie Murphy? Who would’ve thought you could get some of the best marketing advice (in our opinion) from a hilarious movie? There’s a moment in the movie where Prince Akeem says, “When you think of garbage, think of Akeem!” That’s exactly how we approach our marketing strategy. But instead of garbage, we want you to think of travel—and more specifically, us—the Catlows!

The same principle applies to all of us. When someone thinks of networking, you want them to think of you. When someone thinks of public speaking, they should think of Speaker League. That’s the magic of Top of Mind Awareness (TOMA). The goal is simple: you want to be the first person anyone thinks of when they need your product or service.

What Is TOMA and Why Does It Matter?

Here’s a quick exercise: try to name five toothpaste brands. How many came to mind right away? For most people, it’s three, maybe four. Now imagine someone asking, “Name five landscapers,” or “Name five financial advisors.” What about, “Name five travel agents?” My hope is that when people are asked that last question, they think of just one: us.

That’s the power of TOMA. It’s about being the first business or service someone remembers when they have a need. Not everyone is booking a vacation today, but when they’re ready, I want them to think of the Catlows. It’s the same with plumbers, for instance. If your toilet breaks, you’re probably not spending hours Googling plumbers—you’re calling the first one that comes to mind. TOMA is what makes sure your business is that first name.For travel, TOMA means people won’t just search randomly for a travel agent when they’re ready. Instead, they’ll reach out to you because they’ve seen your consistent presence and remember your expertise.

The Catlows’ TOMA Journey

All our business comes through inbound marketing. We’re not cold-calling or buying ads. Instead, we’ve gone all in on consistency and creating value. In 2024, we committed to building a strong social media presence, and it has made all the difference.

What’s interesting is that most inquiries we get aren’t about specific posts we’ve made. It’s not that someone sees a deal we post and immediately messages us about it. Instead, they say things like, “I see you posting about travel all the time! I saw your post about a Princess cruise—do you book Norwegian too?” Or, “I saw you sharing deals on all-inclusive resorts—can you help with cruises as well?”

This happens because we consistently stay visible. We’re always sharing content related to travel—tips, deals, inspiration, and personal experiences. Even if someone isn’t ready to book today, they’ve seen us enough to know exactly where to go when they are ready.

The key here is that our audience associates us with travel in general, not just one type of trip or one specific promotion. That’s the power of consistent messaging. It’s not about one-off sales or promotions; it’s about creating a presence that’s so consistent and value-packed that people think of you when the need arises.

Tips to Create and Maintain TOMA

1. Consistency Is Key

If you want to stay top of mind, you need to show up regularly. Visibility is everything! Think of it this way: if your audience doesn’t see you, how will they remember you?

• Practical Tips: Create a content calendar to stay organized. Themes like “Travel Tip Tuesday” or “Fitness Friday” can help you stay consistent. If you attend networking events, attend consistently or plan your meetings rather than just deciding last minute to attend. 

2. Be Valuable, Not Salesy

Nobody likes a hard sell. Focus on providing value instead. Share content that educates, inspires, or entertains your audience.

• Examples: Post packing tips, advice for aspiring entrepreneurs, or travel hacks. Think about what your audience needs and how you can help solve their problems. If you are introducing yourself, give value – not a sales pitch. 

3. Leverage Multiple Channels

Don’t put all your eggs in one basket. Use a mix of platforms to reach people where they are.

• Our Favorites: Instagram for visuals, YouTube for travel inspiration, Tiktok for virality of reach and a new generation, and blogs for deeper education.

4. Engage Authentically

Building trust is about being real and relatable. Interact with your audience and let them get to know the person behind the business. When at networking events, talk about your interests outside of or in addition to your business. 

• Tips: Respond to comments and messages promptly. Share personal stories and behind-the-scenes moments.

5. Track and Adapt

Pay attention to what works. Which posts get the most engagement? What content drives inquiries? Use that information to refine your strategy.

Common Mistakes to Avoid

Even the best strategies can fail if you fall into these traps:

• Overloading on sales posts: Too much selling without value turns people off.
• Inconsistency: If you disappear for weeks, people will forget about you.
• Ignoring your audience: Not responding to comments or messages makes you seem disconnected.
• Lacking focus: Your brand should clearly represent what you stand for.

A Simple TOMA Checklist

Here’s a quick recap to help you get started:

• Post consistently (3–5 times a week is ideal, but start small if needed).
• Share a mix of educational, inspirational, and personal content.
• Be active on 2–3 platforms where your audience hangs out.
• Engage with your audience authentically.
• Measure your results and adjust monthly.

Closing Thoughts: What Do You Want to Be Known For?

In today’s competitive market, TOMA isn’t optional—it’s essential. Start small. If posting three to five times a week feels overwhelming, commit to once a week and build from there. Create a plan and stick to it. Remember, the goal is simple: when people think of your industry, they should think of you.

For us, that’s travel. When you think of travel, we want you to think of the Catlows. And if you ever need help creating your own TOMA strategy or social media plan, connect with us! We love supporting others in their business journeys and would be happy to help you stay top of mind.