How to Win podcast with Peep Laja

Scientific Laws of Marketing

May 13, 2024

Peep Laja, marketing expert, discusses scientific laws of marketing focusing on mental & physical availability for brands. Topics include brand building, buying triggers, content marketing strategies, distinctive brand assets, limitations of hyper-targeting in B2B, and the duplication of purchase law. Practical advice on increasing brand awareness and reaching target customers effectively.

28:03

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Episode guests

Peep Laja

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Quick takeaways

Marketing success relies on mental availability for brand recall through continuous exposure in advertising and content creation.

Distinctive brand assets like logos and mascots enhance brand recognition and trust, increasing brand recall in buying situations.

Deep dives

Building Mental and Physical Availability

Marketing success hinges on building mental and physical availability. Mental availability ensures that customers think of your brand when making purchasing decisions, emphasizing the importance of regular exposure through advertising and content creation. Physical availability involves being easy to find, particularly crucial for B2B SaaS companies who need visibility on review sites and search engines. The combination of mental and physical availability increases the likelihood of being considered by customers.

Grow by Targeting All Category Buyers

01:19

Brand Building for Awareness and Adoption

01:04

The Power of Brand Distinctiveness and Recognition

01:58

Introduction

5min

Exploring the Influence of Brand Awareness and Messaging in Marketing Strategies

2min

Exploring Mental and Physical Availability in Marketing Strategies

4min

The Power of Distinct Branding in Marketing Strategies

5min

Leveraging Mascots and Unique Branding in B2B Marketing

2min

Building Distinctive Brand Assets and Broad Targeting in B2B Marketing

10min

In this episode, Peep Laja explores the scientific laws of marketing, focusing on building mental and physical availability for brands. Drawing from the works of Professor Byron Sharpe and the Ehrenberg Bass Institute, Laja emphasizes the importance of being top of mind and easily found when potential customers are ready to make a purchase.

The episode features insights from marketing experts who provide real-world examples. Peep also discusses distinctive brand assets, the limitations of hyper-targeting in B2B marketing, and the duplication of purchase law. He concludes by offering practical advice on increasing brand awareness and making target customers remember the brand when they need its product.

00:00 - Intro
02:00 - Mental and physical availability concepts
04:40 - Brand building with Paul Dorsey
05:45 - Buying triggers
07:05 - HockeyStack's content marketing strategy
11:00 - Physical availability in B2B SaaS
12:00 - Distinctive brand assets
18:45 - SurveyMonkey's rebranding story
20:10 - B2B brands lack distinctive assets
21:00 - Meaningless distinctiveness vs. differentiation
22:20 - Identifying customer values with Wynter
23:00 - Reaching all buyers in a category
24:30 - Limitations of hyper-targeting
26:00 - Category reach and lead generation
27:45 - Ad reach and frequency
28:50 - Duplication of purchase law
30:00 - Conclusion

My links:

X: https://twitter.com/peeplaja

LinkedIn: https://www.linkedin.com/in/peeplaja/

Personal site: https://peeplaja.com/

Wynter: https://wynter.com/

Speero: https://speero.com/

CXL: https://cxl.com/