The situations, needs and moments that make someone start thinking about buying in a category, such as 'need an outfit for a wedding' or 'it's raining and my shoes are soaked'. Linking your brand to more of them raises mental availability.
Example
Meera lists the moments that send her customers shopping: a new job, a festive office party, a wedding invitation, monsoon commuting. She plans one content series for each so her store is linked to that moment.
How you'll hear it
“Which category entry point is this Reel built around?”
Don't confuse it with
- Buyer persona: the persona is who buys; category entry points are when and why they start buying.
- Keywords: search keywords can reveal entry points, but entry points also happen offline.
In India: Indian festival and wedding seasons create strong, predictable category entry points that differ by region; map the ones your customers actually experience.
Related terms
Sources
- Increasing mental market share by using category entry points, Jenni Romaniuk, 2023