SBP 063: Easy to Mind, Easy to Find. A Conversation About Physical Availability, With Arry Tanusondjaja.

Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret.

Don't forget to join our hosts, Vassilis and Marc, for post-pod banter!

Our Guest:

Arry Tanusondjaja

https://www.linkedin.com/in/arryt/

Senior Marketing Scientist at Ehrenberg-Bass Institute

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Dominos Fortressing Strategy:

https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/

Most expensive Starbucks Drinks:

https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/

HBR 2:

https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269

Market-Based Asset Theory for Brand Competiton:

https://www.sciencedirect.com/science/article/pii/S096969892300317X

Timestamps:

0:44 - Intro to Dr. Arry Tonusondjaja

2:09 - What is mental and physical availability - Easy to Mind, Easy to Find

5:00 - The 3 main components of physical availability

7:26 - Physical availability is more than distribution

9:22 - Why the scope of marketing is bigger than ad creative

11:15 - The value of consistent branding in retail environments

12:59 - The danger of rebranding especially product packaging

16:10 - Why we satisfice and aren’t brand loyal

17:43 - Remove barriers to purchase

19:01 - Domino’s location-based “Fortressing” strategy

20:48 - Customers are cognitive meisers

21:53 - Why dine-in customers, are different from carry-out and delivery customers

25:45 - eCommerce increases physical availability

29:01 - Customers want to shop how they want, don’t force them to change how they want to buy

32:02 - Some digital ads aren’t ads, they’re signage

34:54 - Physical availability applies to SaaS and B2B

40:47 - The role of physical availability is to harvest the work of mental availability

42:03 - The strategy of building a relevant portfolio of products

48:20 - The danger of large product portfolios and brand extensions

52:20 - Tropicana - a warning for product package rebranding

55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops

57:22 - How to know when a market has physically saturated a market

1:00:48 - Choosing between your own store and distribution channels

1:03:50 - How physical availability brings marketing and sales together

1:05:32 - How Startups can benefit from mental and physical availability

1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute

1:09:28 - Post-Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

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