Category Entry Points are the cues that category buyers use to access their memories when faced with a buying situation and can include any internal cues (e.g., motives, emotions) and external cues (e.g., location, time of day) that affect any buying situation.

Linking your brand message across multiple buying situations will lead to increased customer acquisition and retention. And gaining a deeper understanding of your business and your brand through identifying Category Entry Points will build lasting relationships with your audience that relate to your entire value chain.

Presenter:
Nicola Feeney, Head of Strategy, Feeney Marketing

Feeney Marketing is a multi-faceted, strategy-led agency with clients from diverse industries. They provide highly practical and effective marketing guidance and implementation and as Head of Strategy, Nicola Feeney can quickly assess and evaluate complex issues, identify key stakeholders, and has a track record of working with decision-makers to develop solutions. Her expertise in guiding companies through digital transformation has been developed from over 15 years of experience in developing new channels for entry into new and/or existing markets with existing and newly developed products and services.

Host:
Shirley Ng, Ai Group National Manager, International Competitiveness