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
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