22 November, 2013

1-2-7 marketing: Entry– Exit gates

People enter and exit businesses markets all the time. Examples:
-         Children products: as soon as you have/adopt a baby, you start being receptive to all that world of products that you were so ignorant and didn't give a F about
-         Gillette: as soon as you grow hair
-         Insurances, any new type of products that you want to buy: land mowers, tablets, laptops … etc.
In all the previous examples, you just moved from just being blind about all the advertising they are making (and that is alright for them, they weren't targeting you back then) - to being so receptive to that, and actually seeking information about this market

-         In some businesses there is/are very well-defined point/s of market entry. And some other businesses these entry points are vague and hard to define. Some other business no one yet has put his hands on the market entry points. And some businesses entry points don't exist. Think about restaurants
-         The successful brands identify these entry points and just be there as soon as people enter them (be potential customers). E.g. Gillette give students at secondary schools free Mach 3 razors

Also there are exit points after which it is no use to continue market to the people there, they just won't see you
                -   So, it works like that:
-         You are in the blind spot
-         Entry point/s
-         Your customers
-         Exit point/s
-         In the blind spot again  
Work very hard to define these entry and exit points, focus all your marketing where it is effective, and just be there as soon as they enter your customers circle 

Some main ideas of entry/exit points:

-         Birth/ Death
-         New products
-         New jobs
-         Certain age
-         Certain income level/increase/decrease
-         Moving in/out
-         Relationships
-         Accidents
-         Losses
-         Dangers/ disasters
-         New service/s
-         Seasons/ months/ days
-         Different feelings
-         Life events

-         Intersected businesses