What is Mental Availability and why Does it Matter?
In 2010, Byron Sharp, Professor of Marketing Science at the University of South Australia published a book titled How Brands Grow. The advice he gave to readers? “Make your brand easier to access in consumer memory in more buying situations and for more consumers.” Today, almost a decade later, this strategy - known as mental availability - is perhaps more important than ever.
Today’s consumers are faced with more choice than ever. For example, a search on a leading online grocery store for “toothpaste” yields 95 products from 17 brands! Furthermore, there is little differentiation between these products. A quick poll of some of my friends revealed that, on average, they could name five toothpaste brands - this is brand awareness, not mental availability.
So what’s the difference?
Mental availability extends beyond brand awareness - it depends on the quality and quantity of a consumers mental picture of your brand. It boils down to: are customers thinking about your brand and can they access it either physically or online. When a brand is mentally available it’s easier for consumers to engage and it’s easier for them to find you in more situations which is known as physical availability.
Physical availability is the breadth and depth of your distribution in time and space - or in online terms - the ability to find your brand across multiple devices and channels 24/7, as easily as possible.
How to increase mental availability
In order to implement a strategic approach to improving mental availability brands need to think about how their prospects and customers shop. Typically, consumers will go through three phases: Research, refine, select. Furthermore, today, consumers often settle for good enough rather than perfect. This means you have more opportunities to sell your product compared to if you had to rely on always being a perfect match for any given consumers’ choice.
This is where brand loyalty comes in. Your products don’t have to be perfect but if a consumer can remember and access your brand, they will become repeat customers.
There are five things you can do to increase mental availability:
Create distinctive assets
Continually reach potential buyers
Refresh brand-linked memories
This should be part of an ongoing marketing strategy and will need refining. Keep in mind that today’s consumers are fickle, they want what they want, when they want it. Therefore, it is important to keep making new memories to maintain consumers’ mental availability to access your brand - otherwise, someone else will take your place.
illuma provides marketers with a new dimension to target - mindset. Reaching a person when they are in the right frame of mind to engage with your brand is, arguably, the best way to cut through the digital noise that bombards consumers every day.
Get in touch today to learn how illuma’s unique targeting can help your brand grow.