Entry points do not need to be isolated, but can be grouped together to provide a clear creative positioning, and while the focus may start with a few entry points, it can change as the brand grows.
Align with your salespeople to make sure you’re all talking about the same CEPs (which are really just your biggest customer needs).
Embed CEPs on your website, in brochures, and in philippines whatsapp mobile phone number list your PowerPoint presentations.
Here's a great example from Microsoft , using “co-presentation” to connect the brand (Teams) to the relevant CEPs for a purchasing situation (online training).
Step 4: Measure the effectiveness of your CEP building efforts
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If you’re doing your job right, over time you should see an increase in the number of shoppers connecting key CEPs to your brand.
There are metrics that can analyze brand performance which are:
Mental Market Share : Of all category entry points into the purchase of …, what proportion is your brand associated with?
Mental Penetration : What percentage of potential customers connect your brand with at least one category entry point
Network Size : What is the average number of category entry points associated with your brand by the consumer?
Based on these metrics:
Devise a strategy to increase mental availability by developing new campaigns for category entry points and planning for your media to extend reach and increase mental penetration.
Build a business case to support this strategy: Analyze mental availability metrics against sales to demonstrate the relationship between mental availability and revenue. This will also help you predict the potential impact that increasing mental availability will have on sales, providing you with the numbers and language to justify the investment.
Memory generation is the best form of lead generation
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Most B2B marketers are obsessed with generating leads, but the best B2B marketers are obsessed with generating memories .
If your brand isn’t remembered in a purchase situation, it’s unlikely to be purchased, period.
People mostly buy only what they can easily remember.
Brain engine optimization is how you increase your chances of being easily remembered.
And since brain engine optimization drives the majority of sales, it should be the number one priority for every B2B (and B2C) marketing department.
If you want to make the most of the potential of BEO to achieve your business goals, click below and request a personalized consultation from our team of experts
