Key takeaways
- Mental penetration reflects whether enough category buyers can retrieve your brand in at least one buying situation.
- Growth improves when you expand the set of situations that trigger recall.
- Use penetration as a guide to where brand building should focus.
We explain the importance of Mental Penetration using real data from the SmilingCFO database.
To be in the game, you need at least half the market to be able to link your brand to at least one category entry point.
Remember, CEPs are the retrieval cues that buyers use to access the category.
In this lager case study, we set an objective to increase the number of buyers who can link our brand to a CEP.
We identified the most important CEPs in this category and then tweaked the brand’s positioning to ensure relevant messaging built associations with multiple category entry points.
As a consequence, a 5% to 10% increase in the recruitment of light and non-buyers was predicted.
Recommended reading:
Better Brand Health Professor Jenni Romaniuk
https://smilingcfo.co.uk/mental-availability-3m/
