Are you buying real estate? “Location, location, location,” is the adage to observe. Trying to increase revenue in your venue? Same adage –– but here the prime real estate is the top-of-mind position among customers and prospects.
    Let’s get this definition out of the way. Top-of-mind: adj. First thing somebody thinks about, what is present in the uppermost level of consciousness.

Keep Reaching Out
     Now, let us move to the practical application of this critical marketing principle. After my softball team loses both games in our Thursday night doubleheader, someone always says, “Man, that team tonight was good. So, where do you want to go for a few cold beers?”
    As there are easily 20 bars or restaurants within a 10-minute drive, the first or second place mentioned usually gets our business. This occurs despite our having been to 16 out of 20 at some time or another.
    Think of this as a Google search in your brain. When pressed, we can list 20 or more locations to get those beers (and appetizers). But why bother? We know we’re going to choose, or mentally click on, the top 1-3 choices. They satisfy our needs.
    If you’re not in that top-of-mind category, you have been eliminated for the moment. It doesn’t even matter if your food is better than most of your competitors. It’s about top-of-mind, and you can’t generate the traffic if you’re not even considered in that moment.
    Top-of-mind is the coveted position you want with as many people as possible. You already have it with some of your customers; these patrons are your regulars. Let’s assume that Pareto’s Principle is in play here (more about this in a future column), and 20 percent of your customers think of you “in the uppermost level of consciousness.”
    There are two challenges to this: 1) make sure you maintain this preferred position with your regulars and 2) obtain this position with considerably more people, including the 80 percent of your customers who think of you occasionally.

Consistency is Key
    How do you achieve this?
    Top-of-mind awareness typically does not occur as a result of a single, or even a few positive experiences. It occurs through consistency, proactive and desired communication with existing customers and a marketing mix in which the different elements support each other and reach prospective customers regularly.
    Padonia Station and Big Bats Cafe, two great sports bars, accomplish this objective of multi-layered communication by focusing on the following: 1) Targeted e-mail marketing to existing customers who “opt-in” to their program, with messages sent once or twice per month, 2) strong “brand message” within their locations that reinforces the fun times, great atmosphere, and lively people you expect when stopping by for food and drink, 3) promotions and marketing that complement each other, for example, links from the e-mail promotions back to their Web sites. The sites change frequently to reflect ongoing entertainment, promotions, and menu changes, keeping it fresh to visitors, 4) occasional targeted local print advertising to attract new customers while reinforcing their brands with existing customers.
    Your most important consideration is to stop taking your existing (occasional) customers for granted. You can become top-of-mind for them quickly and economically. It’s preferable to spending a fortune trying to find new customers, many of whom won’t think of you regardless of their success (or lack thereof) on the softball field, or after work, or