Category Buyers are our focus at SmilingCFO.
Sure, consumers influence (sometimes!), but our focus is on those who buy the product and the Category Entry Points they use to retrieve brands from memory in buying situations.
It is this group we are seeking to build Mental Availability. That is to say we want our clients brands to be easily of thought of in buying situations now and in the future.
In this video Mark brings this to life with the help of his dog!
Connect with Mark (not Ari the dog!) here on LinkedIn.
If you want to know how to dive deeper into a Mental Availability Assessment, then please click here to watch our SmilingCFO partner, Martin Coyle, give an excellent demonstration of the importance of this critical subject.
If you prefer a longer read on how to optimise the Brand Planning Process, then click here for an excellent article helping you achieve this.
