This analysis identifies all the possible CEP’s where a brand might come to mind, establishes which are most important for growth, and identifies the key competitor set for each.
If we can grow the “Mental Availability” of our brand in/at key purchase moments, occasions and locations, that really matter; then we can unlock more growth for the brand.
Mental availability is more then just top of mind awareness. Category entry points (CEPs) are the building blocks of Mental Availability — they capture the thoughts that category buyers have as they transition into making a category purchase.
If we understand and identify what key “Category Entry Points” are for a brand – we can then measure the effectiveness of brand marketing activity in growing/ strengthening the saliency of our Brand against our agreed set of CEP’s.
STAGE 1 – DESK RESEARCH
Review of existing research. What do consumers mention when they talk about the category and buying the category?
STAGE 2 – WORKSHOP
½ day workshop with key stakeholders: On what occasions/ at what moments in consumers’ lives could the category be thought of / be relevant?
STAGE 3 – VERIFICATION AND MEASUREMENT
Online survey with target market. To identify CEP’s that are already strongly associated with the brand and those which present opportunities
STAGE 4 – EXPLORATION
Speaking to consumers about these CEPs. Understanding the thought process buyers have and where the brand fits in.
STAGE 5 – TRACKING
Monitoring success at driving relevance. To what extent is our marketing activity driving mental availability of the brand at key CEP’s.
Contact us and we can help you to work smarter by targeting relevant Category Entry Points to help drive brand growth.
* Source: Ehrenburg Bass Institute