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.
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insights INSIGHT
Mental and Physical Availability
Mental and physical availability are crucial marketing concepts.
People buy what they know and can find easily.
volunteer_activism ADVICE
Define Availability Strategies
Define strategies for mental and physical availability.
Most B2B buyers choose vendors shortlisted at the start.
insights INSIGHT
Mental Availability Is Top-of-Mind
Mental availability means being top-of-mind for buyers.
Buyers often consult their memory first, not Google.
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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
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