Entry Point Marketing: Strategies for Sustained Brand Growth

Introduction: What is Entry Point Marketing?

Entry-point marketing programs, which typically include product samples and brand information, are a powerful technique for reaching consumers at critical moments. These programs help introduce new users to a brand at pivotal times in their consumer journey. Let's explore the principles and stages of entry-point marketing, answer some common questions, and understand why it is essential for brand growth.

Integrating Entry Point Marketing into Your Strategy

Strategic Component of Your Marketing Plan: Entry-point marketing should be a key component of your strategy as it outperforms other sampling types in generating purchases. This approach does not require a superior product and fosters sustained profitable growth through long-term commitment.

Understanding Entry and Change Points

• Entry Point: This is when consumers first experience the need for a product category.

• Change Point: Occurs when consumer needs evolve, leading to entry into new category segments or increased usage within a category.

Entry Point Marketing vs. Targeted Marketing

• Entry-point marketing focuses on reaching consumers at their initial need or during changes in their needs within a category.

• Targeted Marketing: Aim at specific demographic groups, such as age, gender, or family status.

Determining Your Brand's Entry and Change Points

Begin by defining straightforward category entries and change points. This involves collecting consumer data on:

• The specific age or life stage when product information is needed.

• Timing of the first purchase.

• Initial brands were chosen, and the reasons behind these choices were.

• Influencers in the purchase decision process.

Ongoing Entry Point Programs and Resampling

Ongoing entry point programs typically do not resample the same consumers unless targeted at entry and change points. For example, educational programs may sample different grade levels each year.

Impact on Business Today and Long Term

While entry-point programs' yearly household reach may be limited, the cumulative effect of attracting new users over time leads to sustained growth and a younger consumer base. This makes entry-point marketing a valuable long-term strategy for business growth.

Here are some notable examples of entry-point marketing that various brands have successfully implemented:

1. Procter & Gamble's Pampers Hospital Program

Procter & Gamble (P&G) distributed Pampers diapers to new parents in hospitals. Pampers capitalized on the entry point of new parenthood by providing a free sample of diapers to new parents. This strategy introduced the product and fostered brand loyalty from the beginning of the parenthood journey.

2. Johnson & Johnson's Baby Box Initiative

Johnson & Johnson collaborated with hospitals to provide new parents with a "baby box" containing various Johnson & Johnson baby care products. This initiative targeted the entry point of childbirth, introducing new parents to a range of baby care products at a crucial time.

3. Colgate's Dental Care in Schools

Colgate has long engaged in school programs providing dental care kits to children. By educating kids about oral hygiene and providing samples, Colgate establishes brand familiarity and trust at a young age, which can lead to long-term customer loyalty.

4. Gillette's Razor Giveaway to Graduates

Gillette famously targeted college graduates by sending free razors to young men entering the workforce. This entry-point marketing tactic leveraged the transition from student life to professional life, a time when personal grooming becomes increasingly essential.

5. Nestlé's Hospital Baby Formula Sampling

Nestlé provides samples of their baby formula to new mothers in hospitals. This approach targets the critical entry point of childbirth, positioning Nestlé as a trusted brand from the start of a baby's life.

6. Always Puberty Education Program

Procter & Gamble's Always brand runs educational programs in schools about puberty, providing free samples of sanitary products to young girls. This program targets the entry point of puberty, creating early brand recognition and loyalty.

7. Amazon Prime Student

Amazon offers a discounted Prime membership to students, including a free trial period. This entry point marketing strategy targets students' transition to college life, making them reliant on Amazon for various needs such as textbooks, supplies, and entertainment.

8. Microsoft's Free Software for Students

Microsoft provides students with free access to its Office 365 suite. Microsoft establishes early brand loyalty and familiarity with its software by targeting students at the entry point of their educational journey.

9. Disney Baby's Hospital Gift Bags

Disney Baby partners with hospitals to give out gift bags containing baby products and information on Disney merchandise. This program targets new parents, introducing them to the brand at the beginning of their parenting journey.

10. PepsiCo's Mountain Dew Game Fuel

PepsiCo launched Mountain Dew Game Fuel aimed at gamers. The product was introduced at gaming conventions and through online gaming platforms, targeting the entry point of the gaming lifestyle.

These examples illustrate how brands use entry-point marketing to introduce their products at pivotal moments in consumers' lives, fostering early brand recognition and seeding loyalty.

Making “Entry Point Marketing” happen

1. Define All Category Entries and Change Points Well

• Reach consumers at their "true" entry point.

• Use research to clarify these points.

2. Determine Influencers and Purchasers

• Understand who influences and makes the purchase decisions.

3. Provide Comprehensive Information

• Offer details on product use, benefits, and selection.

4. Include Third-Party Endorsements

• Utilize endorsements from trusted professionals like doctors or educators.

5. Reapply Proven Programs

• Measure results and apply successful strategies to build your Business effectively.

Lifecycle Stages of Entry Point Marketing: Examples

Adolescent: First needs for personal grooming and hygiene.

Teen: Increased focus on personal appearance and peer influence.

College Students: Independent purchase decisions and brand reevaluation.

Newlywed: Initial household product decisions.

New Mom: Reevaluation of personal and household needs due to a new child.

Young Families: New needs from children entering school.

30 Something: Reevaluation of skincare and personal products.

New Appliances: Proper care and maintenance of new appliances.

Seniors: Special health and dietary needs.

Step-by-Step Guide to Creating a Sampling Program

1. Define Target Consumers

• Identify who is most likely to try your product.

2. Select the Best Sampling Vehicle

• Choose the most effective and efficient method to reach your target.

3. Market Research Testing

• Improve targeting over time through research.

4. Determine Timing Constraints

• Plan well in advance to accommodate production and delivery.

5. Anticipate Legal Issues

• Address any legal concerns early.

6. Determine Sample Distribution Volume

• Consider budget, region size, and vehicle effectiveness.

7. Choose Optimal Sample Packaging

• Reinforce brand benefits and comply with safety regulations.

8. Conduct Payout Analysis

• Ensure profitability and set success criteria.

9. Manage Sample Production

• Coordinate with your supply chain for smooth execution.

10. Deliver Samples

• Ensure product availability where samples are distributed.

11. Analyze Results

• Evaluate program effectiveness and execution quality.

Conclusion

Entry-point marketing is a strategic approach that leverages the critical moments when consumers first experience the need for a product. By understanding and targeting these entry points, brands can foster sustained growth and build a loyal customer base. Implement these insights and strategies to maximize the impact of your entry-point marketing efforts.