The fewer buying situations a customer links to your brand, the more likely they are to leave
16 of 17
categories with significant relationship
StatBrand Strategy
Regression modelling across 17 business insurance products found a significant relationship between a customer's probability of defection and the number of CEPs they link to the brand in 16 of the 17 categories, at p<0.05. The single exception was travel insurance, which just failed to meet the threshold at p=0.10.
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
p12, US Business Insurance
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PrincipleMemory-generated brands are the starting point of the buying process, not searchPrincipleCategory Entry Points - the retrieval cues that decide which brands come to mindStatBigger brands are linked to more buying situations by more buyersStatEach 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