Maximising market share has never been as complicated as it is today. Sharpen your competitive edge by knowing where and how to build mental availability, ensuring your brand is top of mind for every purchase.
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Concentrate your resources on the moments that matter most
Capture market share
By understanding the specific moments or situations your consumers are most likely to engage with your brand, you can create targeted marketing strategies that drive conversions. From this, you can also concentrate your budget and resources on the touchpoints that will have the most impact.
This knowledge also offers a competitive advantage, by not only enabling you to better understand your customer journey and its pain points, but also where you can outperform your competition. Some brands also use these insights to identify areas for growth and innovation, increasing market penetration.
Create targeted strategies that drive conversions
Category Entry Points are the cues that consumers use to access their memory when making a buying decision, encompassing both internal cues like motives and emotions and external cues like location and time of day. Think Diet Coke with break time.
With a direct correlation between a brand’s market penetration and the number and strength of their Category Entry Points, understanding and leveraging them is essential.
The key to building a strong brand is to think long-term. Short-term sales activation can be highly profitable and efficient, but if you’re looking to build an enduring brand you also need to focus on the future.
Quantify and prioritise
A quantitative deep dive identifies the strength of your brand’s current Category Entry Points, and which ones should be focused on to drive growth in the market.
Discover
Using qualitative techniques, we uncover every Category Entry point that might lead a consumer to your category. Generative AI is used to identify, validate, and analyse the data to minimise the risks of bias.
Monitor the development
Both your brand and your competitors Category Entry Points are continuously tracked in our Brand Tracking dashboard, so you can make timely, informed decisions to grow your market share.
Get in touch
If you need any additional details, we’re here to help—please contact us.