Three ingredients for effective marketing: 2) Mental Availability

It's not enough for people to like your brand - it has to be top-of-mind when they need it. Les Binet talks to Hilary Gaines about the importance of mental availability for consumer brands.

[@BSPoK]

Hi, I have a question: when launching a new product, what should come first? Putting all the effort in creating physical availability or putting significant effort in creating mental availability? Thank you for your time and the great content.

[@lesbinet7977]

You want both, but if you have to choose, usually sort physical availability first. There’s usually little point in stoking up demand if people can’t find and buy your product.

[@pedroleite8287]

How can we measure mental availability?

[@lesbinet7977]

www.researchgate.net/publication/344275308_Measuring_advertising's_effect_on_mental_availability

[@lesbinet7977]

This article from Ehrenberg Bass should help. And Metrixlab have a product based on this.