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Introducing Mental Availability
From everything I have seen, the solution to many marketing problems starts with answering one question::
Why does a broker think of you when they need your services?
That's the thinking behind MAP.
MAP helps you understand why existing brokers think of you when they do. Then it helps identify other brokers who are likely to think of you, and find ways to become more relevant and more memorable.
In short, become top of mind with more brokers, more often.
Let's get you top of mind
What Is Mental Availability?
Mental Availability is the likelihood that your brand comes to mind in a buying situation.
It's not simply about whether brokers know your name. It's about whether they think of you when it matters.
If you're not on the mental panel, you won't get a look in.
Awareness is knowing you exist - mental availability is being thought of when you're needed. And brands with higher mental availability are recalled more often and chosen more frequently in a variety of buying situations.
It's more than brand awareness
Brands with higher mental availability are recalled more often and chosen more frequently.
Get To Understand
Those Category Entry Points
Category Entry Points (CEP) sounds like more marketing jargon. But these are important to understand.
These are the specific situations, needs and cues that trigger a broker to think about your brand during a "buuyig situation".
To increase mental availability, we need to understand the drivers of this. So we will want to know:
Who - is thinking of your brand?
When - are they thinking of your brand?
Why - are they thinking of your brand?
Which - products are they thinking about
What - do they think, feel and do after considering you?
Know those CEPs
What MAP
delivers...
Where are you now?
We begin by understanding your business, your goals and what you already know.
We'll discuss any existing research and data that could help us understand your Mental Availability.
Your mental availability assessment
We'll assess how your brand is currently being thought of and identify the areas we need to understand better.
Where appropriate, we'll also review your marketing messages, looking at clarity, consistency and the associations you're building
Mental availability right now
We'll speak to brokers to understand why, when and how they think of your brand.
This is where the real insight comes from.
Your competitive position
We'll look at how your Mental Availability compares with competitors and where there are opportunities to strengthen your position.
Your MAP
We'll map out where the opportunity lies and what you can do to build greater Mental Availability with more brokers, more often.
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Let's see how this can work for you.
FAQs
So What Is Mental Availability?
This refers to how readily a brand can be recalled in a buying situation.
In the mortgage market, you might hear this described as being on a broker's mental panel — the brands they think of when a particular case or need comes up.
How can a brand improve its Mental Availability?
First, understand why people think of you today.
Then identify where you want to be thought of more often and build the right associations around those buying situations.
That might influence your proposition, messaging, brand, segmentation, communications or marketing activity. There isn't one solution. The answer depends on what the insight tells us.
Does Mental Availability guarantee sales?
No.
Mental Availability increases the likelihood that your brand will be considered, but it doesn't guarantee a sale.
Price, proposition, product, service, relationships and the specific requirements of the case will all influence the final decision.
Why should mortgage brands care about Mental Availability?
The more you understand this, the more that you will have more time to do the right things right.