MENTAL AVAILABILITY: MEASUREMENT AND METRICS FOR THE MODERN MARKETER

Brands grow mainly by winning more customers, and those customers first have to think of the brand at the moment of buying. Jenni Romaniuk is a research professor and associate director of the Ehrenberg-Bass Institute in Australia and has written three books on how brands grow and how to measure them. In this talk she explains what mental availability is, why it matters and how to work with it in practice.

You'll learn how memory works and why customers forget brands, what category entry points are and how to find them with the W's framework. Jenni shows how to choose among them with the three Cs model, why no brand really owns a category entry point, and how to tell that mental availability is growing. In the Q&A she adds why you can't expect a straight line to sales, and why a "saturated market" usually just means you're looking at too long a time period.