Category Entry Points - the retrieval cues that decide which brands come to mind
PrincipleBrand Strategy
Category Entry Points - the retrieval cues that decide which brands come to mind
Category Entry Points are the cues category buyers use to access their memories when faced with a buying situation. They include internal cues such as motives and emotions, and external cues such as location and time of day. Understanding them lets you build associations between your brand and the category's core buying situations.
Source
Category Entry Points In A B2B World - Linking Buying Situations To Brand Sales, The B2B Institute at LinkedIn x Ehrenberg-Bass Institute (2022)
Professor Jenni Romaniuk, Ehrenberg-Bass Institute for Marketing Science, University of South Australia
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PrincipleMemory-generated brands are the starting point of the buying process, not searchStatBigger brands are linked to more buying situations by more buyersStatThe fewer buying situations a customer links to your brand, the more likely they are to leaveStatEach extra buying situation linked to your brand lowers defection riskPrincipleWider CEP networks win the switch as well as prevent itPrincipleOne CEP per execution, many CEPs across the campaign portfolioPrincipleThe seven W's - a prompt set for generating a category's buying situationsPrincipleIn B2B every buying situation has a business motive and a personal onePrincipleBuying committees make 'with and for whom' the highest-leverage B2B cuePrincipleThe 3C's - Credibility, Competitiveness, CommonalityPrinciplePrioritise buying situations by elimination, not by selectionPrincipleExpected score = (column total x row total) / grand total