Own more customer moments

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

Think about the last time you grabbed a Coke. Was it because you were thirsty on a hot day? Watching a movie? Pairing with a burger? These aren't random connections. They're carefully crafted mental shortcuts called Category Entry Points. This week, we're breaking down how brands can own these crucial buying moments. 

—Elena  

95% of a B2B audience isn’t in-market at any given time.  

But even when audiences aren't actively shopping, they're building mental connections that determine which brands they'll choose later. The more moments you own, the more likely you are to be their go-to choice when they are ready to buy. 

Build your brand’s mental shortcuts.             

Category Entry Points (CEPs) are the mental shortcuts that connect buying situations to brands. It’s why you think of Coke when you're thirsty or Starbucks as you commute to work. It's all about owning key moments in customers' lives.  

1. Start small, think big. Brands perform best when they master 3-5 core moments before expanding their reach. These initial CEPs should be high-frequency occasions that reach broad audiences. Think of them as your foundation. Get these right, and you'll have a strong base for growth.
   
2. Choose your moments wisely. Effective CEPs connect both functional needs and emotional states to your brand. Map out moments where your product naturally fits into customers' lives. Look beyond obvious use cases to find untapped opportunities. Your best CEPs might be in situations where competitors haven't yet established strong associations.
   
3. Reinforce through broad reach. Building mental availability works best with a consistent presence in broad-reach media like TV or out-of-home advertising. These channels help cement associations between your brand and key moments. 
   
4. Monitor and adapt. Creating strong CEPs is an ongoing process. Track which moments are gaining traction with your audience and watch for emerging occasions in your category. Remember that maintaining CEPs is just as important as building them. If you don't protect your moments, competitors will gladly take them. 

Listen in on our discussion.

“Reinforce Your Category Entry Points if You Want to Stimulate Sales” 

This article from Marketing Week explores how brands can identify and strengthen their Category Entry Points, including a practical framework using the "W words" (why, when, where, with whom) to map buying situations. 

Read the article.

The power of a moment.         

“We do not remember days, we remember moments." 

— Cesare Pavese, Italian poet