Opinion: How to Build Mental Availability for Your Brand


Richard Colwell, CEO of Red C Research writes about the importance of Category Entrance Points (CEPs) when it comes to creating ideas for your brand.

For any brand to grow, it is important to increase the availability of ideas within the major market. The concept, as explained in Byron Sharp’s “How Commercial Growth”, incorporates shortcuts that help consumers choose a brand, as it means the consumer can recognize, recognize and / or think the brand when purchasing. This is not just about race or popularity, it comes to mind when it is important (entry points for CEPs) and is easily selected when the brand remembers.

In short, the purpose of CEPs is to increase the amount of purchasing time that your brand / work comes into the minds of consumers (mental availability). Often what your brand / career can remember, it increases the chances that at some point, your brand will be considered and purchased.

After a good year of working with a number of brands to understand and focus on CEPs, we have been able to answer some of the most frequently asked questions.

  1. How do you get Input Type Groups?

As researchers, we believe that there is great value in consulting people! We use a consultation process, including staff and end users, to obtain a list of possible entry points. It is important to get ideas from all races, not just those around the race, but also to bring people on a journey of what CEP is to start thinking outside the box. While we found that people were able to produce more CEPs of any kind without too much hassle, with some of the teams we worked with in revealing more than 150 CEPs at the start.

Hypocrisy then I filter this to the most important. Overcrowding is a clear sign here – there is no reason why the nation is focusing too much on CEP which does not happen very often. It is best to follow the entry points that are frequently found. Initially we filter up to an easily identifiable number by looking at the wide path between us and the client, up to a maximum of 50-75 CEPs.

These 50-75s are considered among the most common examples of the market you want, to provide confidence and clear guidance on what is most important.

  1. Are group input important for each group?

The assumption that is often made is that Ehrenberg Bass’s work on the availability of ideas and products of a different genre is more applicable to FMCG genres, and no longer works or B2B genre. This is not what their testimony says, and in our years of experience the best understanding of joining a team is the most important factor in any race, no matter who they are in.

Now that we have developed several CEP analyzes, FMCG variants, B2B variants, the National Lottery function, and Media type we have found the analysis and results to be relevant at all times.

To ensure that the analysis of the entry point yields real value, we look at its importance in two ways, the frequency of the occurrence and the potential for each type in the group to be identified in the input. This allows us to create a relevance index that looks at the group we want.

We also look for opportunities to get access to each entry point. By testing the type of permission to play on the site, we can look at the differences that exist between current associations with the license to provide “easy success” for the brand to consider. This identifies the entry point that is appropriate, where the race does not have strong associations, but has such a license.

  1. What can race do with CEPs once it is defined?

Since CEPs are always great for your brand or group, you can start incorporating them into your ads and creating content with them. The more you display this, the more likely the consumers are to begin to associate your brand with this purchase period, and then increase their presence in mind. Entries do not need to stand alone but can be grouped together to give a clear view, and when the look can start with other entrances it can change as the color grows.

When we filter the top 10-20 categories per category / category we tend to divide them into three categories.

  1. Save & Save – these are CEPs where the brand already has a strong connection with the entire market you want, and probably where the brand is found in the mind. It is very important for the brand to be protected and maintained, through advertising and comms.
  2. Save & Grow – these are for CEP while users here think about the brand, but some may not. With this in mind we can identify what brought about customer memory, and push these links into major markets.
  3. Find & Grow – these CEPs are a type of opportunity that has no real connection. It provides new opportunities for new companies to create brand links and entry points, or to create new or service development and entry points.

Identifying the main points of entry in this way helps the brand to be centered on the color spectrum and messages that will ultimately drive the presence of ideas at a time when it is important to connect with the color. They should and be able to promote advertising, direct messaging, branding and product development.

  1. Can we use CEP with components?

Obviously, the theory suggests that it is best to look at advertisements in the major market, so it makes sense to look at the availability of ideas and CEP from all perspectives.

Having said that it is possible to analyze CEPs with the various groups you want. In our review, we have looked at CEPs that are closely related to the “long tail” of consumers of a brand or occupation, in other words those that are light, lost or unused, as opposed to users here. This gives you an opportunity to identify important CEPs in how to manage the metal drills that exist among non-users.

In the same way it is possible to monitor CEPs and your sections to do this on any of the links you want, creating direct messages around the entry points that are most relevant to each section.

In summary, our work to define key CEPs over the years has demonstrated the importance of this understanding of species. If we believe the theory that brands thrive on the integration of Mental and Physical Availability, then it is important to understand what the opportunities for building mental discovery are. The results of the CEP analysis can affect all aspects of business and commerce, providing clear information to support strategic planning, production platforms and brand growth.

Richard Colwell is the CEO of Red C Research


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