How do I plan for mental, physical and digital availability?

Explains how brands can plan for mental, physical, and digital availability.
  • Mental, physical and digital availability are proven to drive business results, both in B2B and B2C categories – and are equally if not more important in the digital age.
  • To build mental availability, the Ehrenberg Bass Institute suggests the RMB model – Reach, Messaging around buying situations based on understanding Category Entry Points, Brand everything.
  • Advertising can drive higher levels of mental availability with the right budget to deliver positive ESOV, allocating enough to video channels and strong creative.
  • In an e-commerce world of increased competition, a shrinking shelf and winning in digital increasingly important to win instore, brands also...

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Insights Team
Bray Leino

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