Now expanding into the UK market! Make contact to find out what we can do to get you heard!

Open post

BRC announces updates to TAMS Universe based on 2023 Establishment Survey

The Broadcast Research Council of South Africa (BRC) has officially unveiled and enacted updates to the Television Audience Measurement Survey (TAMS) universe estimates, leveraging insights from the recently conducted 2023 TV Establishment Survey (ES).

According to Gary Whitaker, CEO of the BRC, “The 2023 ES reveals significant shifts in South Africa’s TV viewing landscape compared to our last universe update in 2019. Despite the continued prevalence of TV viewership, there has been a remarkable surge in streaming activities across all age groups. Additionally, we are observing the impacts of various factors such as the analogue switch-off, load shedding, and other environmental considerations.”

Key findings from the 2023 ES:

  • The number of households in South Africa have increased by 5% since the previous ES in 2019.
  • 91% of the total population engages in video viewing on TVs and/or streaming devices. Streaming accounts for 28% of video viewing with the majority using smartphones for streaming.
  • TAMS household universe (linear only) has reduced.
  • Streaming viewing has increased across age groups and socio-economic levels, especially among the youth.
  • Analogue switch-off, economic strain and load shedding have impacted linear TV viewership.
  • Internet access has enabled streaming, with 69% of households having smartphone access and 15% having fixed broadband.

Gary Whitaker further commented, “Aligned with international trends, individuals continue to consume a substantial amount of video content; however, the manner in which this consumption occurs has undergone significant transformation. TAMS needs to evolve to precisely mirror South Africa’s intricate viewing ecosystem.”

Last year’s TV ES, with a sample size of 8000, was conducted using a hybrid methodology combining face-to-face and online survey data to obtain a representative national SA sample. The BRC will adjust the TAMS panel composition over time to align with the new universe estimates.

Impact to TV ratings and audience sizes

Given the measurement changes, there will be impacts to TV ratings and audience sizes. The BRC recommends proper contextualization when analysing TAMS data during this transition period.

The TAMS Universe update was implemented and released on Monday, 29 January 2024.

Complete TAMS universe update details as well as profile changes of the TV population and TV panel which include Province, Area type, Population group, Pay/Non Pay TV can be found on the BRC website – https://brcsa.org.za/tams-universe-update-2023-19-january-2024/

To view the full TV ES presentation, visit https://brcsa.org.za/tv-establishment-survey-release/.

Please follow the BRC on:

https://www.linkedin.com/company/broadcast-research-council-of-south-africa

https://www.facebook.com/Broadcast.Research.Council.of.South.Africa/

Open post

The MRF hosts top-line data from the latest MAPS webinar

The Marketing Research Foundation’s (MRF) is looking forward to connecting with the marketing and advertising industry at their upcoming webinar on Thursday, 01 February 2024, to provide general top-line data from the latest MAPS™ (Marketing All Product Survey) data that was released in December 2023.

“The three continuous years of data, from July 2020 to June 2023 with over 60 000 respondents, has provided invaluable insights into consumer media and product consumption and spending patterns,” says the MRF’s CEO, Johann Koster.

The webinar will include MAPS demographics, the economic landscape that South Africa finds itself in, the current media landscape, and consumer product consumption and spending patterns.

Some interesting findings in the data include the continued upsurge in online activities and e-commerce. Social media and content streaming services continue to show strong growth, for example, TikTok growing by 531% over the past three years, while print media is showing some stability following sharp declines during the pandemic. Television has been severely affected by loadshedding and the Government’s digital migration programme and saw an overall decline of 22%. Some TV channels however bucked this trend and experienced growth during this challenging time.

The three-year period under review presented extraordinary challenges for consumers ranging from the pandemic, economic and cost-of-living challenges to loadshedding and water supply interruptions. These challenges forced consumers to adapt and change their behaviour and the MAPS data provides invaluable insights into these behavioural shifts. While the average monthly spend on groceries and toiletries have remained fairly stable throughout this period, it should be seen in the context of rising inflation which meant that the average grocery basket got smaller. Brand loyalty for groceries and toiletries have also declined while cosmetics saw the opposite trend.

MAPS December 2023 Release Industry Webinar

When:             Thursday, 01 February 2024

Time:              11:00

Where:            Webinar (https://events.teams.microsoft.com/event/97d5d696-906b-410e-b9c1-01a614d3022b@54694a3e-ea56-4bf8-bd2c-83bf1d910d45)

“MAPS provides vital marketing insights to help brands navigate the fast-changing marketing landscape. With extensive consumer data covering long-term trends, seasonal shifts, and quarterly changes in shopper behaviour and spending patterns, MAPS empowers marketers with the consumer intelligence needed to succeed,” said Koster. “We are excited to present MAPS most current findings on South African consumers to the industry this week.”

Open post

Three years of trendable consumer data now available from the MRF

The Marketing Research Foundation’s (MRF) latest iteration of MAPS™ (Marketing All Product Survey), with fieldwork from July 2022 to June 2023, is now available to marketers and their designated agencies. The latest quarterly release marks three continuous years of insights into consumer behaviour and spending patterns.

“The data, now from over 60 000 unique respondents, over the last three-year period provides a clear view of the changes in product consumption and spending patterns,” says the MRF’s CEO, Johann Koster. “The recovery from recent global events and ongoing economic pressures on consumers are evident in the data.”

It is important to note that normally there would only be four releases of data per annum, but due to the audit conducted this year and the implementation of the findings there is an additional release. 2024 will see the releases return to the normal quarterly cadence.

The fieldwork data from July 2022 to June 2023 is currently available for use to the subscribed marketers and their agencies, there will be a general top-line data industry webinar late January 2024, once everyone is back from the holiday season.

“MAPS is an invaluable strategic marketing tool for today’s dynamic landscape delivering an incredible depth and breadth of data whether looking at year-on-year, seasonal or quarterly shifts in consumer behaviour,” said Koster. “We look forward to sharing the latest insights into the ever-evolving South African consumer with the industry next year.”

For additional information on MAPS – http://mrfsa.org.za/maps

Social Media: Facebook –      https://www.facebook.com/MRFSouthAfrica/

LinkedIn –        https://www.linkedin.com/company/mrfsa

Open post

BRC’s new TV Establishment Survey 2023 released

To provide a much-needed 2023 television universe update, the Broadcast Research Council of South Africa (BRC) commissioned a new Television Establishment Survey (ES). The results of the new ES have been presented and are available via the relevant planning bureaux.

“The Television universe was updated in October 2020; however, much has happened over the past three years. It remains critical that all changes in South African viewership be reflected in the universe,” says BRC’s CEO, Gary Whitaker.

With a sample size of 8 000, comprising of 5 000 face-to-face (F2F) and 3 000 online/CAWI interviews, the new Television ES includes the fieldwork period of November 2022 to February 2023. The mixed methodology of F2F and online was essential to obtain a representative national SA sample. Whitaker confirms, “Nielsen has considerable experience, both internationally and locally, in the process of combining data sets, which ensures that the final ES is the best possible representation of the total market.”

The realm of TV household viewing has undergone a significant transformation, aligning itself with global trends. While individuals continue to consume video content at levels reminiscent of the past, the dynamics of this consumption have evolved considerably.

Despite a 5% surge in the number of households, the overall household viewing experience, encompassing both traditional TV and streaming platforms, has seen a modest dip from 92% to 90%. Nonetheless, this shift in proportionate viewing translates into an overall increase in the total count of viewing households, rising from 15.9 million to an impressive 16.5 million. A myriad of factors contributes to this nuanced change, including the analogue switch-off, the repercussions of lockdown measures, instances of load shedding, and the rise of budget-friendly streaming alternatives amid increased internet access (with 15% of households equipped with permanent/fixed internet). The ubiquity of smartphone access, reaching 69%, further underscores this trend. Additional contributing factors include economic implications, such as income loss due to lockdown measures and other economic factors, alongside a noticeable surge in households exclusively relying on streaming services.

Total video content viewing (total population of 43.6 million) can be segmented into TV set only (65.5%), TV and streaming (19.7%), streaming only (5.8%) and no TV viewing (9%). 86% of the video viewing population use a smartphone, 40% via laptop/computer and 20% on tablets.

It has been four years since the last implemented universe update and when assessing ratings, the following must be considered:

  1. The differences in ratings are reflective of a panel that has not been adjusted over a four-year period. Not just any four years, a period of Covid, viewing behaviour changes, greater fragmentation, analogue switch off, load shedding, etc.
  2. No adjustments to the panel could be made, according to changes in the environment and universes, as these changes were unknown.
  3. There are changes in the TV Universe size and this will have an impact on ratings and audiences.
  4. Adjustments to the panel according to the new universes will commence, however, changes need to be made at a pace that will not disrupt the panel too severely.

Considering all these factors, healthy weighting efficiencies are still being maintained when assessing the new TV universe, 82% household and 68% individual (which is very close to the statistically accepted level of 70%).

Profile changes of the TV population and TV panel which include Province, Area type, Population group, Pay/Non Pay TV can be viewed at https://brcsa.org.za/tv-establishment-survey-release/.

The new ES data indicates that 94% of the population have a cellphone with 69% having a smartphone and that 11.4 million own or use a motor vehicle. Top 5 South African banks are Capitec (50%), FNB (16%), ABSA (13%), with Standard Bank and Nedbank at 10% each. Top grocery store is Shoprite, beer is the most popular alcoholic beverage and dogs the most popular pets.

“The world of viewing has changed significantly over the past few years, and the new ES data reflects this,” concludes Whitaker. “Due to the complexities of the world of content viewing, the goal was to try and understand this world and to attempt to mitigate against over/underclaims, misunderstandings, lack of knowledge of equipment, and so on. This is a reality for all surveys in this arena.

Should there be any questions regarding the new ES data, please make contact us and we’ll answer these directly. We look forward to hosting everyone again at the Universe Update presentation.”

To view the full TV ES presentation, visit https://brcsa.org.za/tv-establishment-survey-release/.

Please follow the BRC on:

https://www.linkedin.com/company/broadcast-research-council-of-south-africa

https://www.facebook.com/Broadcast.Research.Council.of.South.Africa/

 

Open post

MAPS media, brand and consumer data to be released

The Marketing Research Foundation’s (MRF) announces that the latest iteration of MAPS (Marketing All Product Survey), with fieldwork from April 2022 to March 2023, will be available as from Monday, 02 October 2023.

The MRF’s CEO, Johann Koster says, “The upcoming latest iteration of MAPS will provide insights into consumer behaviour and spending patterns from the first quarter of 2023. It will be interesting to see data from this year coming through.”

The impacts of recent global events on consumers are evident in quarterly consumer data. Trends that emerged during COVID-19 and ongoing economic pressures continue to shape how consumer behaviour evolves in the face of uncertainty. The data reveals changes in product consumption and spending patterns.

“MAPS is an invaluable strategic marketing tool for today’s dynamic landscape,” said Koster. “With its wealth of insights into an ever-evolving consumer, MAPS empowers marketers and agencies to make smart, data-driven decisions. We eagerly anticipate the release of the newest MAPS data, which will reveal the latest shifts in consumer trends as the research continues to progress. These timely insights will allow us to identify and respond to changes in the market.”

For additional information on MAPS – http://mrfsa.org.za/maps/

Social Media: Facebook –      https://www.facebook.com/MRFSouthAfrica/

LinkedIn –        https://www.linkedin.com/company/mrfsa

Open post

BRC releases RAMS AMPLIFY™ Reach & Frequency data

The Broadcast Research Council of South Africa (BRC) has confirmed that the RAMS (Radio Audience Measurement) AMPLIFY™ Reach & Frequency data has been released to the media and advertising industry with immediate effect.

The BRC’s CEO, Gary Whitaker says, “We are pleased and excited to announce that the new innovative Reach and Frequency radio data model, based on P7D (Past Seven Days) listenership for the South African market, is now available from the software bureaux Telmar and Nielsen.”

The new RAMS AMPLIFY™ Reach & Frequency data has been modelled by Ian Garland of Milton Data who has pioneered ground-breaking work for the likes of Oztam, Commercial Radio Australia, Fox Sports, BBC, NBC Universal and IAB Australia.

The new data model relies on a 24-month version of the BRC’s/Ipsos’ day after recall survey. This dataset includes over 70 000 respondents. The data includes information about people’s listening habits claimed for yesterday and the last seven days and the standard categorisation details for these respondents such as province, age, gender, population group, metro/urban/rural status, and socio-economic measures. Each respondent is weighted and adjusted to match the entire South African population aged 15 and above.

The creation of the Radio R&F model is similar to regular data fusion methods. The main goal is to find donors who match a recipient. These donors’ listening habits represent the combined listening behaviour of an individual across all seven days of the week, radio station, time of day and day of week.

Evaluation of the model focused on comparing the Radio R&F data with the original ‘Day After Recall Data’. This involved specific tests at the station level to ensure similarity between the source data and the modelled data in terms of:

  1. The number of people reached weekly, and the average hours listened per person by station.

  2. How often people listen to each station (e.g., the proportion listening 1-4 days or 5-7 days a week).

  3. Detailed listening frequency (from 1 to 7 days a week) for each station.

  4. The demographic makeup of station audiences, considering factors such as:

  • Age and gender
  • Province
  • Population group
  • Urban, suburban, or rural location (within the province)
  • Socio-economic model

       5. Comparing schedules (Radio R&F vs historic data) in terms of:

  • Reach in thousands and as a percentage of the population.
  • Number of impacts (advertisements heard by the audience in thousands).
  • Gross Rating Points (GRPs).
  • Average frequency of listening per person.

The result

The Day After Recall and Radio R&F metrics closely match the essential demographics, and there’s a strong agreement on behavioural metrics, especially for total audience reach and characteristics.

“We understand the importance of this data to the industry and did not wish to delay the release of this data. We will be hosting a session, with Ian Garland, at a later date to present the intrinsic nature of the model,” concludes Whitaker. “We look forward to your immediate assessment of this dataset and any feedback you provide.”

For more information on the BRC visit https://brcsa.org.za/

Please follow the BRC on:

https://www.linkedin.com/company/broadcast-research-council-of-south-africa

https://www.facebook.com/Broadcast.Research.Council.of.South.Africa/

Open post

Leveraging AI for PR Outreach and Content

Public relations (PR) is all about managing communications and building relationships between an organisation and its key audiences. In today’s fast-paced digital world, PR professionals are constantly looking for ways to work smarter, faster, and more efficiently. That’s where leveraging AI for PR comes in. AI is transforming the practice of PR in exciting new ways. Here’s an overview of how AI is revolutionising public relations.

Leveraging AI for PR with Optimising Content Creation

One of the core tasks of PR is creating compelling content like press releases, blog posts, speeches, and more. AI tools are now helping PR pros research, write, and optimise content faster than ever before. AI content creation tools use natural language generation to transform raw data into well-written narratives. They can churn out draft blog posts and press releases in seconds based on a few prompts. PR professionals can then review the AI-generated content, edit as needed, and have high-quality drafts ready in a fraction of the time.

AI tools are also optimising content for SEO by analysing keyword usage, readability, and structure. This helps maximize search traffic and engagement. With AI, PR teams can produce more content targeted to their audiences’ needs and interests.

Enhancing Media Monitoring and Analysis

Monitoring news and social media for relevant mentions is essential for PR teams. In the past, this was an extremely manual and time-intensive process. With AI tools, media monitoring is now automated and analytics enhanced. AI can track brand mentions across millions of online sources in real-time. Natural language processing analyses tone, sentiment, keywords, trends, and more. These AI insights allow PR professionals to instantly spot opportunities, risks, and areas needing response. AI analytics also enable better evaluation of PR campaigns by providing comprehensive feedback on content performance.

Leveraging AI for PR can Improve Media Targeting

PR relies heavily on building relationships with the press. In the past, PR pros would manually research journalists and outlets to identify the best targets for their stories. Today, AI is automating this process through machine learning algorithms. PR teams can input information like their client, industry, campaign goals, and ideal audience. AI tools will then suggest the journalists and media outlets most likely to be interested based on past coverage, influence, and reach. This allows PR pros to pitch stories precisely to the right targets for the campaign.

Automating Repetitive Tasks

Leveraging AI for PR can assist with many routine PR tasks like sending pitches, compiling clips and reports, scheduling social media posts, etc. can now be automated with AI. This allows human PR professionals to focus their time on strategy, creativity, relationship building, and analysis instead of administrative work. AI chatbots can even handle some basic PR functions like responding to media inquiries, creating media lists, or sending follow-up emails. While AI excels at repetitive tasks, strategic thinking still requires human expertise. Finding the right balance is key to improving productivity.

The Future of AI in PR

AI adoption in PR is still in early stages but advancing rapidly. According to Business Insider Intelligence, nearly 80% of PR professionals already use some form of AI. As the technology improves, AI will become integral to PR workflows. Specific applications on the horizon include hyper-targeted ad campaigns through AI prediction models, personalized PR content tailored to individual media contacts using natural language generation, and fully automated PR response using chatbots.

While some fear AI will replace human jobs, most experts agree it will simply change roles. AI handles time-consuming grunt work, enabling PR professionals to focus on strategy, creativity and building meaningful relationships. This symbiosis of human and artificial intelligence holds exciting potential for the future of public relations.

Open post

BRC August 2023 industry update

Television Universe Update

In order to provide a much-needed 2023 television universe update, the Broadcast Research Council of South Africa (BRC) commissioned a new Television Establishment Survey (ES).

The Television universe was updated in October 2020; however, much has happened over the past three years. It remains critical that all changes in South African viewership be reflected in the universe.

With a sample of 8 000, comprising of 5 000 face-to-face and 3 000 online interviews, the results of the new Television ES have already been validated and have passed scrutiny. The dataset will be made available to the industry on the 11th of September. The BRC is aiming to engage with the industry at the end of September 2023 regarding the TAMS universe update. All media agencies will be granted six weeks for scrutiny and planning prior to the universe update taking effect.

Future Proofing Video Measurement

The new ES data results indicate that there is definite movement within the realm of video viewing. Because of this, new entrants into the marketplace and loadshedding, the BRC are currently reviewing an SDK (Software Development Kit) implementation, which will allow for measurement of streaming, OTT, alternative devices and out of home viewing.

The SDK will be incorporated at a publisher level, resulting in a census output – all traffic across all opted-in publishers. A panel in excess 10 000 respondents will serve as the source of demographic profiling for the census data, a cookie match approach, with the weighting based on the BRC’s latest Television ES. Setup will commence in Q4 2023.

RAMS Amplify™

Regarding RAMS Amplify™ Reach and Frequency, the BRC’s CEO, Gary Whitaker says that the final validations are being carried out by external auditors. The Radio Research Technical Committee will get a first look at the data before it is released to the industry. The BRC confirms that it will happen before the end of August.

Fusion

Additionally, as part of the BRC update, they have confirmed that they will be using the new TV ES as the base survey for the next data Fusion project. Fusion matches respondents from different surveys and combines them into a single dataset. The intention, in the future, is to make use of the Marketing Research Foundation’s (MRF), MAPS (Marketing All Product Survey) data as the base survey. The next iteration of Fusion is expected to be available at the end of January 2024.

In Summary

“It makes sense to use MAPS as the base survey in any fused data project as the survey’s underlying processes, procedures, and protocols have recently been audited and the data it provides is stable and accurate,” says Whitaker. “There is a lot happening in the background at the BRC and in partnership with various stakeholders we’re happy to be delivering South African broadcasting’s single source of truth when it comes to television and radio media currencies – crucial for media audience research.”

For more information on the BRC visit https://brcsa.org.za/

Please follow the BRC on:

https://www.linkedin.com/company/broadcast-research-council-of-south-africa

https://www.facebook.com/Broadcast.Research.Council.of.South.Africa/

Open post

The latest strategic decision-making MAPS® data is now available

The Marketing Research Foundation’s (MRF) latest iteration of MAPS (Marketing All Product Survey) data has been released. Interesting changes in consumer behaviour has come to light, especially over the past two years providing marketers with a strategic decision-making viewpoint.

The July release which, for the first time, enables users to compare two calendar years of data, delivers a national survey of 20 000 interviews which includes insights into respondents’ brand interaction across more than 3 376 brands.

MAPS validated by audit

A recent audit on the survey’s underlying processes, procedures, and protocols, by auditors 3M3A found that MAPS is of a “high standard”, healthy and in a good place. Some technical adjustments have improved the accuracy and stability of MAPS, ensuring that the MRF can ultimately deliver on the goal of making MAPS a world class survey enabling strategic decision making.

The MRF’s CEO, Johann Koster says, “There have been many data releases recently from various organisations and it can become a little confusing as the data to many are not comparable. It is therefore important to understand where the MAPS research fits into the South African research sphere. The scope of MAPS is huge and includes life stages and lifestyles, financials, media consumption and consumer purchasing behaviours.”

“MAPS is a strategic tool; it is not a media currency,” adds Virginia Hollis, Chairperson of the MRF. “The insights from MAPS offer a detailed view of consumer behaviour across media, finance, retail and many other sectors, additionally, MAPS covers the entire age 15+ population, not just a section of South Africa.”

The MRF are in the process of having discussions with the Broadcast Research Council (BRC) and the Publisher Research Council (PRC) to become the industry hub survey for fusion with currencies and other industry research to provide a single source of consumer data. “These discussions are going well and are looking very positive,” says Hollis.

Fieldwork Landscape

Two research collection instruments are used for the MAPS study, over 20 000 face-to-face interviews and nearly 11 000 product and brand diaries have been completed during 2022. The two formats are integrated into a full sample by means of fusion. Sampling includes a distribution of 50% metro, 30% urban and 20% rural, validated by GIS (Geographic Information System) mapping.

Personal and household incomes decline

The survey has found that average personal income over the two-year period of 2021 and 2022 had declined from R4 883 to R4 438 while average household income has declined from R11 648 to R9 973. 2022 saw less people unemployed, more retirees, more self-employed and more students. More undergraduate degrees were achieved while diplomas and post-graduate degrees remained the same.

The impact of change in the economic landscape between 2020 and 2022 has become very clear to see. The effects saw fewer impulse buying opportunities, a shift in shopping patterns from instore to online, an increase in dependents other than own household and careful buying became the order of the day – the result – behaviour shifts in volume and cost-effective purchasing or thrift shopping.

Effects on consumers can be seen through quarterly data tracking

The effects on consumers and changes in product consumption and spending patterns are also clear to see especially when viewed through the lens of quarterly data tracking. For example, overall, the average monthly clothing or apparel expenditure decreased by just over half from R2 736 to R1 329 over the two-year period, but what is apparent in the quarterly data tracking is that the expenditure is showing signs of recovery from Q2 in 2022.

The data also indicates that while brand loyalty is on the rise, consumers are more willing to abandon a particular brand if it becomes too expensive.

Media landscape

Not only has the environment affected the economic landscape but media consumption too. 2022 saw never-before loadshedding stages and a massive upward trend of Gigawatt Hours (GWh) being shed especially in the second half of 2022 with huge impacts on consumer media consumption.

Since the easing of lockdown, the data confirms that consumers have been spending more time getting back to activities outside their homes. Clear upward trends are noticed for out-of-home engagements including gardening, running errands (school runs and shopping for example) and traveling to and from work. Other MAPS ‘time spent’ data points include, but are not limited to, checking social media, playing computer games, just ‘surfing’ the internet, watching TV (further segmented into watching sport or not) and listening to radio.

Year-on-year media penetration shifts saw a massive increase in online activities while traditional media, TV, radio and print saw various levels of decline.

Strategic decision-making for brands

MAPS delves deeply into brands and services. Financial service questions relate to commercial banking, financial services, saving and investment behaviour, stokvels and SASSA grants. Retail questions include household purchasing behaviour, products and brands, malls visited and fast-food purchasing behaviours. For example, the percentage of the population that used hair styling products decreased from 16% to 14% over the two-year period.

Hollis reiterates,” MAPS is an indispensable strategic tool in decision making, providing the ability to track shifts in behaviour and consumptions patterns of the South African consumer. Our vision for MAPS is to help business’ make better decisions.  It has been designed specifically for marketers, media strategists/planners independently from any commercial interests. Our goal is for MAPS to be the single source of consumer data that marketers and agencies can rely on.

Thank you to our users and subscribers, stakeholders, the MRF board, the volunteers and Plus094 Research in this massive undertaking for getting MAPS published on a quarterly basis.”

For additional information on MAPS – http://mrfsa.org.za/maps/

Social Media: Facebook –      https://www.facebook.com/MRFSouthAfrica/

LinkedIn –        https://www.linkedin.com/company/mrfsa

Open post

The Power of Mental Availability in Public Relations

Public relations is all about managing perceptions and building strong, positive associations for a brand in the minds of key audiences. Two important concepts that PR professionals should understand are mental availability and distinctive assets.

What is Mental Availability?

Mental availability refers to how easily a brand comes to mind for consumers in a particular context. Brands that are highly available are the ones that pop into people’s heads immediately when thinking about a particular product category or need. For example, Kleenex is highly mentally available when someone thinks of tissues.

Mental availability is shaped by things like advertising, word-of-mouth, publicity, and overall brand exposure. The more exposure a brand gets, especially when linked to relevant associations, the higher its mental availability.

Why Mental Availability Matters in PR

Mental availability is important because people are most likely to choose brands that readily come to mind. If a brand is not top-of-mind, it may be overlooked.

Public relations activities like media relations, events, and community engagement all help increase a brand’s share of voice. The more a brand is talked about, featured, and shared in the news, online, and in person, the more available it will become mentally.

Distinctive Assets Set a Brand Apart

While mental availability gets a brand into the consideration set, distinctive assets set a brand apart from the competition. Distinctive assets are the unique, positive attributes that consumers associate with a brand. This includes things like product benefits, features, style, innovation, values, and personality.

For example, Volvo is known for safety. FedEx is associated with reliable overnight shipping. Apple is distinguished by sleek, innovative product design.

In PR, identifying and emphasising a brand’s distinctive assets in messaging and communications helps reinforce its differentiated image. This establishes the brand in consumers’ minds as superior on the dimensions that matter most.

Leveraging Distinctive Assets for Impactful PR

Here are some tips for leveraging distinctive assets in impactful PR campaigns:

  • Identify the brand’s single most important distinctive asset and make it central in communications. Stay focused on reinforcing this key strength.
  • Find creative ways to showcase the brand’s distinctive assets through press releases, media pitches, events, speaking engagements, and partnerships.
  • Use storytelling to bring distinctive assets to life. Share stories about how real customers have benefited from the brand’s unique strengths.
  • Train spokespeople to effectively communicate the brand’s distinctive value in interviews.
  • Develop key messages that focus on the brand’s differentiators rather than generic claims.

Mental availability and distinctive assets are two cornerstones of strong brand positioning. By focusing PR efforts on these areas, brands can stand out from the competition and effectively shape public perceptions over time.

Posts navigation

1 2 3 4 53 54 55
Scroll to top