Mental Availability Review - TAKE YOURS TODAY

Mental Availability Review
TAKE YOURS TODAY

What Is Mental Availability?

Mental availability is the likelihood that a brand comes to mind in a buying situation.

Diagram illustrating how memory influences consumer choice by differentiating your brand from competitors through mental availability.

It describes how easily category buyers retrieve a brand(s) to satisfy a need, motivation, match an occasion, or solve a problem.
Brands with higher mental availability are recalled more often and chosen more frequently in a variety of buying situations.

Why Mental Availability matters.

Buyers rarely evaluate every option. They retrieve a small set of brands that feel relevant in the moment.
If your brand is not retrieved, it is less likely to be considered, regardless of awareness.

SmilingCFO provides practical priorities and actions.

We translate Mental Availability results into easy to execute brand strategy

  • How many CEP links your brand currently has
  • Which CEPs increase the chance of purchase
  • A plan to build links to 6+ CEPs through messaging, assets and execution, so your brand is retrieved in more buying situations

Probability of purchase increases with CEP links...

Line graph showing increasing customer loyalty probability with higher customer engagement and satisfaction levels.

Frequently asked questions.

Build more and stronger memory links to high-value buying situations through consistent, distinctive communications.
No. Awareness is recognition; mental availability is retrieval in buying situations.
Being easy to recall AND being easy to purchase are critical for brand growth. We specialise in providing Mental Availability insights, but part of our diagnosis is to highlight whether a brand is over-reliant on its distribution strength, or indeed is being held back due to limited physical availability.
Focus communications on a set of high-value, credible CEPs and reinforce those links consistently over time.

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Quickly discover what’s stopping your brand showing up across multiple buying situations and staying

Quickly discover what’s stopping your brand showing up across multiple buying situations and staying top-of-mind.
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