Key takeaways
- Only targeting current buyers can limit future growth by shrinking reach.
- Mental availability should be built across the broader category buyer base.
- Prioritise buying situations that bring in future buyers, not only existing ones.
“brands grow by building wider, fresher networks in a buyer’s memory”. Jenni Romaniuk 2023
These networks need to be built in the memories of as many category buyers as possible. This means reaching buyers of the brand AND non-buyers of the brand.
Investing too much budget ‘speaking’ to people who already purchase the brand will impact a brand’s ability to recruit new buyers.
Our case study shows the perils of viewing data through one lens and not taking the time to consider all angles.
Further reading:
For a longer read check out Prof Romaniuk’s brilliant book, ‘Better Brand Health’.
How the concepts of ‘Demand Spaces’ and ‘Mental Availability’ work in harmony.
