How Category Entry Points Shape Buying

Summary

Podcast Summary: The Marketing Architects – "How Category Entry Points Shape Buying"

Episode Details:

• Title: How Category Entry Points Shape Buying
• Podcast: The Marketing Architects
• Hosts: Elena Jasper, Angela Voss (CEO of Marketing Architects), Rob DeMars (Chief Product Architect of Misfits and Machines)
• Release Date: February 25, 2025

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Introduction

In the February 25, 2025, episode of The Marketing Architects, host Elena Jasper, alongside co-hosts Angela Voss and Rob DeMars, delves into the pivotal role of Category Entry Points (CEPs) in shaping consumer buying behavior. As part of their commitment to research-driven marketing insights, the hosts explore what CEPs are, why they matter, and how brands can effectively leverage them to drive sales and build brand equity.

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Defining Category Entry Points (CEPs)

The episode begins with Elena Jasper introducing the concept of Category Entry Points, referencing an article by Lindsey Repatchi from No Surprise Marketing Week. She explains that CEPs are mental cues linking a buying situation to a brand, a concept developed by the Ehrenberg Bass Institute and popularized by Jenny Romanuk.

Elena Jasper [00:34]: “Category entry points, which were coined by the Ehrenberg Bass Institute and championed by Jenny Romanuk, are the mental cues that link a buying situation to a brand.”

Elena emphasizes the importance of reinforcing existing CEPs while creating new ones to maintain brand relevance and stimulate demand. She also highlights the interplay between CEPs and mental availability, noting that a brand’s ability to be top-of-mind depends on the number and strength of its CEPs in consumers' memories.

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Types of Category Entry Points

Rob DeMars takes the stage to categorize the various types of CEPs, providing a comprehensive breakdown that underscores the multifaceted nature of consumer decision-making.

Rob DeMars [02:43]: “There's the needs-based CEP... occasion-based, functional, emotional, social or tribal, location-based, and competitor-based CEPs.”

Key Categories Discussed:

1. Needs-Based CEP: Aligns with specific consumer needs (e.g., Red Bull for an energy boost).
2. Occasion-Based CEP: Tied to specific events or times (e.g., McDonald's Egg McMuffin for breakfast).
3. Functional CEP: Focuses on the product's practical use (e.g., iPhone camera).
4. Emotional CEP: Connects to feelings and self-perception (e.g., Rolex for feeling powerful).
5. Social or Tribal CEP: Relates to social identity and group membership (e.g., Mercedes for signaling success).
6. Location-Based CEP: Linked to specific places or environments (e.g., Corona on the beach).
7. Competitor-Based CEP: Positions the brand in relation to competitors (e.g., choosing Coke over Pepsi).

Rob's detailed explanation helps listeners understand the diverse scenarios where CEPs come into play, highlighting how brands can resonate with consumers in various contexts and mental states.

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Prioritizing Category Entry Points

Elena transitions the discussion to the challenge of managing numerous CEPs, prompting Angela Voss to offer strategic insights.

Elena Jasper [06:00]: “How should a brand decide, like, just how many category entry points to focus on? It seems like the more the merrier until they start to become diluted.”

Angela Voss's Recommendations:

1. Focus on a Strategic Number: Prioritize three to five strong, well-established CEPs initially.
2. High Frequency and Reach: Select CEPs that occur frequently and resonate across a broad audience.
3. Expand Gradually: Once dominant CEPs are embedded, introduce two to three emerging CEPs aligned with consumer behavior or market shifts.

Angela uses Starbucks as an example, illustrating how the brand first reinforced coffee as a morning and afternoon ritual before expanding into other occasions like being a cozy social spot during the holidays.

Angela Voss [06:22]: “Ceps work best when they're really deeply embedded in consumer memory and consistently reinforced over time. Spreading too thin across many weak CEPs will dilute mental availability.”

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Strategies for Building and Investing in CEPs

The hosts delve into actionable strategies for brands to develop and invest in their chosen CEPs.

Angela Voss Highlights:

1. Media Channel Selection: Utilize broad-reaching channels like TV and CTV to establish strong habit formations.
2. Out-of-Home Advertising: Place ads in high-traffic areas to capture potential buying moments.
3. Micro-Moments: Leverage digital platforms like YouTube to insert brand messages into relevant consumer activities (e.g., pre-roll ads before morning workouts).

Angela Voss [09:55]: “Investing in media channels that align with when and where that category entry point naturally occurs can also be a good move.”

Rob DeMars Adds:

• Maintain a robust communication strategy, incorporating social ads, sponsorships, and partnerships to reinforce CEPs.

Rob DeMars [08:40]: “Remember to have a communication strategy and then think through all of the relevant content that you could be creating to support those key elements.”

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Examples of Brands with Strong CEPs

Elena encourages the hosts to share examples of brands effectively managing CEPs, leading to an engaging segment.

Coca-Cola:

Elena cites Coca-Cola as a quintessential example of a brand with multiple strong CEPs, including refreshment, celebrations, meals, holidays, sports, and endurance events.

Elena Jasper [14:05]: “They own category entry points like thirst, meals, holidays, celebrations, sports, and it's all because of their commitment to reinforcing them through their iconic brand assets on broad-reach media and sponsorship over decades.”

Lego:

Rob challenges Coca-Cola with Lego, highlighting Lego's diverse CEPs encompassing creativity, gift-giving, screen-free activities, personal hobbies, and community building through robotics leagues.

Rob DeMars [15:17]: “They just do such a good job with product diversification to, you know, you think about all the different properties and versions they have of Legos or advanced Legos or science Legos... It’s goodness for everybody.”

Febreze:

Angela introduces Febreze as another strong performer, associating the brand with various freshness needs across different contexts, from eliminating pet odors to refreshing a new cabin.

Angela Voss [16:15]: “They’ve done a really good job of going, like, you need freshness, we've got you covered. Doesn’t matter what it is.”

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Personal Applications of CEPs

In a relatable twist, the hosts share personal anecdotes about brands that own multiple CEPs in their lives, illustrating how pervasive effective CEP strategies can be.

Rob DeMars:

Shares his affinity for Jeep Wrangler, highlighting its alignment with winter driving needs, sense of freedom, and community aspects.

Rob DeMars [18:23]: “We were just talking about how we're going to get a snowstorm. So when you need a winter car, you need an amazing winter car. You need yourself a Wrangler.”

Angela Voss:

Talks about her continued use of baby wipes beyond the diapering phase, attributing it to the product's practical versatility.

Angela Voss [19:07]: “We've been out of the diapering phase for at least seven years... They’re so practical and useful.”

Elena Jasper:

Mentions her Garmin watch, which serves multiple purposes beyond timekeeping, including fitness tracking and personal well-being.

Elena Jasper [19:59]: “I find myself reaching to it when I'm bored... a lot of different occasions for it.”

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Conclusion

As the episode wraps up, the hosts reflect on the significance of CEPs in marketing strategy. Angela Voss underscores CEPs as potentially underleveraged marketing effectiveness principles, while Rob DeMars humorously acknowledges the challenges of mastering CEPs.

Angela Voss [20:54]: “Could be one of the most underleveraged marketing effectiveness principles in marketing.”

Rob DeMars [21:02]: “I learned that I shouldn't do so much homework...”

Elena Jasper closes the discussion by encouraging listeners to apply CEP strategies to build impactful marketing campaigns.

Elena Jasper [21:26]: “Now go forth and build great marketing.”

The episode concludes with light-hearted banter among the hosts, leaving listeners with a comprehensive understanding of how Category Entry Points influence buying behaviors and how brands can strategically manage them to enhance their market presence.

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Notable Quotes:

• Elena Jasper [00:34]: “Category entry points... are the mental cues that link a buying situation to a brand.”
• Rob DeMars [02:43]: “There's the needs-based CEP... occasion-based, functional, emotional, social or tribal, location-based, and competitor-based CEPs.”
• Angela Voss [06:22]: “Ceps work best when they're really deeply embedded in consumer memory and consistently reinforced over time.”
• Elena Jasper [14:05]: “Coca Cola... commitment to reinforcing them through their iconic brand assets on broad-reach media and sponsorship over decades.”
• Angela Voss [20:54]: “Could be one of the most underleveraged marketing effectiveness principles in marketing.”

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This episode of The Marketing Architects offers a deep dive into the strategic importance of Category Entry Points, enriched with real-world examples and actionable insights, making it an invaluable resource for marketers aiming to enhance their brand's mental availability and drive consumer engagement.

Transcript

[Angela Voss]

Looking at channels that can drive that strong habit formation. Looking at broad mental availability channels like TV and CTV, habit driven CEPs can be formed like a morning coffee ritual.

[Elena Jasper]

Marketing Architects hello and welcome to the Marketing Architects, a research first podcast dedicated to answering your toughest marketing questions. I'm Elena Jasper. I run the marketing team here at Marketing Architects, and I'm joined by my co hosts Angela Voss, the CEO of Marketing Architects, and Rob DeMars, the chief product architect of misfits and machines.

[Angela Voss]

Hello hello.

[Elena Jasper]

We are back with our thoughts on some recent marketing news. Always trying to root our opinions in data research and what drives business results. This is our official category Entry Points episode, also known as ceps. What is a category entry point? Why do they matter, and how can advertising help? We're going to talk about all of that today, but first I have an article from no Surprise Marketing Week. It's written by Lindsey Repatchi entitled Reinforce your category entry points if you want to stimulate sales. She starts by defining category entry points, which were coined by the Ehrenberg Bass Institute and championed by Jenny Romanuk. And those are the mental cues that link a buying situation to a brand. For example, thirst promoting you to reach for Coca Cola, or cold weather calling for some Starbucks. But when consumers deliberately avoid these situations to cut costs, brands risk losing sales. The article argues that to stay relevant, brands must defend their existing CEPs with messaging that reinforces why consumers should buy while also creating new CEPs to spark demand. The author presents a practical framework for identifying CEPs which she calls the W words like why, when, where, and with whom. It's a reminder that CEPs are all about the context in which people buy. Coca Cola's Christmas association is a masterclass example of this. It's a CEP that they've been reinforcing since the 1920s. She believes that to really drive sales, brands should pair broad reaching CEPs with broad reaching media like TV and out of home, which creates strong mental availability when it matters the most. And I like that article because I think it tells a nice story about what category entry points are and I always appreciate a framework. But I also want to mention that category entry points and mental availability are kind of intertwined because mental availability depends on the number of ceps your brands link to and the strength of those links in your consumer's memories. The more relevant CEP is a brand owns, the more likely it is that you're top of mind. So brands have to find this balance between having broad, diverse category entry points but also making them strong enough so that you're remembered first. I want us to start with sort of identifying category entry points. Rob, can you walk us through the different categories of ceps?

[Rob DeMars]

Yeah, I mean, I'm going to confess I thought ceps was something you get when you eat bad sushi. So I had to do a little bit of, a little bit of research on this one. And I wouldn't be winning any barroom trivia off the top of my head. So I dug into it and they make a lot of sense. There's the needs based cep. So hey, I need me some energy, I want some wings, I'm going to get myself a Red Bull. So occasion based things like, hey, I'm going to go on a road trip, I might want to drive a Jeep Wrangler. Or you know, I need a good breakfast option on the go. I want a little McDonald's egg McMuffin. So that would be occasion based. You can have the functional cep. So I need a camera and I have one on my iPhone. Right. Or I need a laptop with long battery life. I might consider a MacBook. Or there is the emotional CEP. So I want to feel powerful. Therefore I'm going to buy a Rolex and you know, show it off when I'm reaching for a beverage so all my friends can go, oh my goodness, you're wearing a Rolex. And I feel really good about myself or the social or tribal cep. So I want to be seen as successful. I might buy a Mercedes or I want to signal that I'm a creative person. So I'm going to use an Apple Computer computer in the meeting. Or there might be location based cep. So I'm on a beach and I'm thinking about a Corona or a competitor based cep. Like, hey, I actually want to rebel against Pepsi, so I'm going to buy a Coke. So again, there are a lot of different ways you can look at ceps. A lot of different situations and kind of mental states, but really interesting ways to think about how a product can relate with a consumer's life and state of mind.

[Elena Jasper]

That is quite thorough. That's great. But now I feel really overwhelmed with the number of CEPs. Those are a lot of.

[Rob DeMars]

Sorry.

[Elena Jasper]

No, it's great.

[Rob DeMars]

You're the one that asked. Yeah, I did my homework. I showed up to the party.

[Elena Jasper]

Yeah, you definitely did. That's a lot of options. How can a brand decide which category entry points to focus on first?

[Rob DeMars]

Yeah, there's a lot of things to consider. I mean, one is to evaluate your Current market position. Right. So really understand where your brand stands in the marketplace and where it has the strongest associations. And some of the ways you can find that out is just by analyzing your consumer behavior. Conduct research and understand which relevant triggers seem the most meaningful for your particular audience. And then as you look through all of the different potential CEPs, really prioritize, right? Prioritize which ones are easiest for you to execute against and most relevant and what are others that might just be a bit of a stretch for your brand. Just continuing to test and learn about implementing different CEP strategies and see which ones resonate the most with your consumers. But it really is about deeply reflecting on your own brand and then marrying that with the consumer research to see which ones really rise to the top for you.

[Elena Jasper]

So once we've done that, like, we have all the possibilities, we're working on prioritizing them. I wanted to talk about this idea of like, broad but strong category entry points, because that's always one of my first questions when someone brings up this topic. How should a brand decide, like, just how many category entry points to focus on? It seems like it would be the more the merrier until they start to become diluted. But, Ange, what do you think?

[Angela Voss]

Yeah, I think it's a good question and no perfect answer for all brands, I wouldn't say, but I think to your point, Elena Rob gives us, you know, 75 different ways to think about CEPS, and you're like, you can look at that as like, well, wow, I'm really overwhelmed, or wow, there's a lot of opportunity and I think it's easy to slip into. Well, I want consumers to think of my brand in every possible situation where my product or service can solve their need. But I think a better approach is to focus on a strategic number of really strong category entry point points first, at least, rather than trying to cover too many in a weak fashion. Ceps work best when they're really deeply embedded in consumer memory and consistently reinforced over time. So spreading too thin across many weak CEPs will dilute mental availability. So it kind of starts to work against you a little bit, making it harder for consumers to recall that brand in those key buy moments. So what you want to think about is prioritizing first high frequency, high reach ceps that occur often and across a broad audience. So a good starting point might three to five well established ceps where the brand already has a strong recall. Once those are dominant, the brand can expand into another, maybe two to three emerging CEPs that align with Consumer behaviors or category shifts. So if we were to think about a brand like Starbucks, for example, built its dominance by reinforcing coffee as the morning wake up ritual and the afternoon pick me up, which are both high frequency, high reach, very broad across audiences. And then once those were deeply established, Starbucks expanded into the location. It could be a place to work, it can be a cozy place to socialize during the holiday season. It's a great way to kick off the festive feel with a pumpkin spice latte, you know, or something like that. So starting with the low frequency events wouldn't be a good move. Rather establish yourself as the wake up and the pick me up first from Starbucks and then, you know, once you get that routine down, then you can expand.

[Elena Jasper]

Yeah, that was a great move by them to make. It's fall. I need Starbucks as your entry point, because I definitely have that or it's Christmas time. I need a Starbucks Christmas cup.

[Rob DeMars]

Really Remember to have a communication strategy and then think through all of the relevant content that you could be creating to support those key elements. Right, so your social ads, your sponsorships and partnerships to really help double down on the energy behind those CEPs.

[Angela Voss]

Yeah, absolutely. I mean, messaging would be unique in a lot of those situations. Right, Versus just, well, we've got kind of one brand message or brand promise that we put out there and we're going to do it no matter what the category entry point is.

[Elena Jasper]

I think another fun topic is, I agree with you, Angie. I think that's the best way to do it. Like map out the possibilities and then what have the highest reach, most frequent purchases, prioritize those. But I think it's also fun to think about in my category, who currently owns the category entry points, how easy might it be to take it over? Because maybe there's one that has a little bit of less opportunity there. However, it's easier to steal. So if I'm caribou coffee and you're looking at the coffee category, you're trying to think, all right, should I go after what Starbucks already has or should I try to create a different occasion for me? So speaking of that, let's get into the how. So if you have an idea of the category entry points you want, you want to build up, how can a brand do that? How can they build them or invest in category entry points?

[Angela Voss]

Yeah, I can take that one. What we're talking about here is once you have your CEP strategy, how are you going to deploy it and what marketing channels might make sense? So maybe just continuing the Conversation about Starbucks for an example. You know, we're focused on broad and strong category entry points and we should be thinking that way then from a media standpoint as well. So looking at channels that can drive that strong habit formation, looking at broad mental availability channels like TV and CTV, habit driven CEPs can be formed like a morning coffee ritual. I think beyond that, trying to get yourself embedded in those daily routines, you could also be looking at channels like an out of home. Why? Because advertising physically is placed in high traffic areas where potentially for a Starbucks, coffee buying moments might happen, be it a billboard or you know, something on a sidewalk display. Then I think beyond that, it's trying to identify what are these like micro moment opportunities. Where do those exist? Across streaming, across Digital, potentially on YouTube. So like a Starbucks can insert itself into moments where consumers are already thinking about food and beverage. It could be pre roll ads before your morning exercise routine or work from home content, you know, that you're reviewing in the morning. So whatever that morning ritual might be, a YouTube ad featuring a person grabbing a Starbucks before a big presentation, reinforcing coffee for confidence. Something like that. And then I think additionally, assuming that pricing is competitive, investing in media channels that align with when and where that category entry point naturally occurs can also be a good move. If we're Doritos and we know an identified category entry point is snacking during NFL football, then it might make sense to communicate that during NFL football to consumers.

[Rob DeMars]

God, those are all really good. And then how do you continue to monitor and adapt? Right? Just you, you know, continue to listen, get the signals and go, okay, we're, we're making progress on this one or this one's not resonating.

[Elena Jasper]

We covered a study on a nerd alert a couple weeks ago about super bowl ads. And I think category entry points, the importance of them is clear in the study. Cause remember Rob, they were saying that the best performing super bowl ads were ones that were really linked to like the relevance of the Super Bowl. So there's a lot of like beer commercials and they associated themselves like, hey, when you think of sports, think of our brand. And so a lot of beer brands did well, some sodas, snacks, which makes sense because it's easier for them to be associated with that category entry point, which is maybe why those ads do so well. Well, I thought that some examples would be fun to bring during this episode. So we all came prepared with one brand that we think does a really nice job with category entry points. And I'm going to kick us off with One that I think we had to mention, which is Coca Cola. I know that they're like the typical category entry point example, but I think they might be the best example. They've spent decades linking Coke to refreshment, so they own that, you know, I'm thirsty on a hot day category entry point. They also own celebrations. They started their iconic Christmas campaigns with Santa Claus back in the 1920s, linking themselves to the holidays, and they continue to invest in that category entry point every year. They've also tied themselves to meals. Have you noticed how McDonald's, they always offer a Coke with your burger. And let's not forget about entertainment and sports, like the Super Bowl. You know, if you're at the movies, a sporting event, what drink do you think of? It might just be a Coke. I found that they even have a category entry point at endurance events like triathlons. They offer that Coke as a drink during, like the full or half marathon to keep you going until the end. So in conclusion, they own category entry points like thirst, meals, holidays, celebrations, sports, and it's all because of their commitment to reinforcing them through their iconic brand assets on broadreach media and sponsorship over decades. You might wonder, why does Coca Cola keep advertising? Doesn't almost every person in the United States know about Coca Cola? It's because they're trying to protect those category entry points, and if they don't, somebody else is going to take them.

[Rob DeMars]

I like this. This is fun. Because that's a good one, Elena. But this is kind of a CEP like smackdown right now, right? We're bringing the bigs and you're saying Coca Cola is the best, but I've got a pretty darn good one here. Lego. All right, now think about the magic of legos. You want a toy that fosters creativity and problem solving, right? There's your legos. You're looking for that perfect gift for a child's birthday party, right? Who has every. No, everyone can have more Legos, right? You think about, I need a screen free activity for my kid. Great. I want a relaxing hobby for myself. Like, I'm an adult and I. I could use Legos, right? You think about. You want something that can impress your friends, right? You want to be able to build that, stroke your ego. There's Legos right there. So they just do such a good job with product diversification to, you know, you think about all the different properties and versions they have of Legos or advanced Legos or science Legos, all the way down to just those really simple Toys. It's goodness for everybody, Right? Except when you step on them.

[Angela Voss]

I was going to say. Yeah.

[Elena Jasper]

Have you, Rob, heard of, like, the LEGO art that they have now?

[Rob DeMars]

No.

[Elena Jasper]

So my mom got all three of her adult children for Christmas this year, LEGO art. And Sam and I already made ours. It's like a really big art piece. It takes a long time to build, but we have like the Milky Way and now it's up on our wall. They literally are selling art. Yeah. New category. You need new art piece. Look at that.

[Angela Voss]

Yeah, they also are. They're doing flowers, like bouquets of flowers and stuff. My teenager has bought those several times.

[Rob DeMars]

Yeah, we. My. My wife has those too. They're really cool. And you just think about all the community building that they've done, even like the robotics leagues that have been created around Legos and all the partnership. There's just so many ways for one to enjoy the lego. So Coke, though, don't get me wrong, I love me a good Coca Cola. I'm just saying it's got some competition there with our plastic little block friends in Lycos.

[Angela Voss]

It's just, it's a good reminder how many potential relevant applications there are for your product. Because I think we go to. How do I expand products going back to lego? I mean, they've got a lot of new products now, so they're trying to grow that way. But what I love about this is really trying to think through. No, no, no one single product here. What's the application? And I love the example with Coke because there are so many. Another one that I thought of is Febreze. So freshening up after cooking is one category entry point. Do you have some stinky pets? Do you. Are you worried about your. How your house smells because you have a cat, you have a dog, you have a. Whatever Rob has roaming around his house. Maybe bathroom freshness is an area of concern for you. Refreshing your car interior, make your car smell like new again, and even eliminating just musty odors. Did you buy a new cabin or something like that? You know, and you're wanting to kind of refresh the fabric and the furniture. So I think they've done a really good job of going, like, you need freshness, we've got you cover. Doesn't matter what it is. Like all of these different examples.

[Rob DeMars]

I love that one. I remember hearing a case study, I can't remember what book it was about Febreze. And they were talking about how it also got associated with the smell of done right, of being done. So it's that cue of just being able to feel like you clean the house, you spray the Febreze. Now you get that accomplishment.

[Angela Voss]

Yep, I remember that now that you say it. Febreze. And done. That was the name.

[Elena Jasper]

Febreze also has those great commercials where they put people in a really gross room blindfolded. Remember that? And then they spray. They ask them what they smell good.

[Rob DeMars]

Like a subway or.

[Angela Voss]

Yeah, that's awesome.

[Elena Jasper]

All good examples. Well, to wrap us up here, and this might be a hard question, and I realized how hard it was when I started trying to answer it, but what brand do you believe owns the most category entry points in your life? So what brand do you find yourself reaching for or purchasing the most during, like, a bunch of different occasions or situations? And, Rob, you get to start us off here.

[Rob DeMars]

Oh, good. I love the Jeep Wrangler. I love it for a lot of reasons. I live in Minnesota. We were just talking about how we're going to get a snowstorm. So when you need a winter car, you need an amazing winter car. You need yourself a Wrangler. Or the sense of freedom, or at least the illusion of freedom. Like, I don't actually drive off road, but I like the idea that I could if I wanted to, but I can't, so I won't.

[Elena Jasper]

Or.

[Rob DeMars]

And also, I'm just a very lonely person. So the idea of buying into a community of people and, you know, you're kind of part of a club. They've even branded the Wave, you know, which is their loyalty program. And that's what, you know, everybody in a Jeep Wrangler does, is you wave. So many different connection points there with that brand for me. How about you, Ange?

[Angela Voss]

Yeah. So I guess a glimpse into my personal Life. I have three girls, of which the youngest is 10 and the oldest is 16. And so we've been out of the diapering phase for at least seven years, I would say. And yet I am still buying baby wipes. I use them for everything, and I don't whether or not it was marketed this way. I can't remember back in those days. I was obviously very busy at that time. But, like, cleaning in my office, just. I always have them in my purse, like, just to wipe up or clean a table or whatever. I have them in my kitchen. Like, I have them everywhere. They're great. They're just. They're so practical and useful.

[Elena Jasper]

That's a great example. I use baby wipes a lot, too, and I've never had a baby.

[Angela Voss]

Yeah. So there you go. It's like they're doing a great job.

[Rob DeMars]

Our kids are all grown up too, but we have a dog that wears.

[Elena Jasper]

A diaper, so Rob is still in the diapering phase.

[Rob DeMars]

We're still in the diaper phase with our old dog.

[Angela Voss]

Oh, buddy.

[Elena Jasper]

Mine is my Garmin watch. Because I use my Garmin watch, I mean, all the time. I use it not just for the time, though. I use it, obviously, checking the time. I also use it for all my workouts. So, like, swimming, biking, running, I'm using it for that. I even use it for, like, how I'm feeling because it gives you recovery time. So you can go in there and see, like, oh, am I feeling tired? Or maybe I have longer to recover from a workout. It can say how, like, your training's going, so it balances your stress over time. So, yeah, just a lot more than a watch, I think. I find myself reaching to it when I'm bored. I go on my Garmin watch sometimes, so just a lot of different. A lot of different occasions for it.

[Rob DeMars]

Nice.

[Angela Voss]

Great examples.

[Elena Jasper]

All right, well, that was our category entry points episode. Kind of fun. Was it everything you hoped for, Ange? Rob, I know you're very excited. Ang loves a category entry point.

[Angela Voss]

I really do. Could be one of the most underleveraged marketing effectiveness principles in marketing. I don't know. We should debate that.

[Rob DeMars]

I don't know. I, I, I learned that I shouldn't do so much homework. I thought, you know, show up prepared, and then I show up prepared, and I get mocked. So there we go. I gotta remember just to forget some of the questions like I normally do.

[Elena Jasper]

No, you did a good job. I was just using that as, like, a transition into the next question. Rob, you did great. You crushed it.

[Rob DeMars]

Oh, crushed it.

[Elena Jasper]

That's it for this episode of the Marketing Architects. We'd like to thank Taylor De Los Reyes for producing the show. You can connect with us on LinkedIn, and if you like the podcast, please leave us a review. Now go forth and build great marketing.

[Angela Voss]

What the hell does that mean? I wrote something out, and I have no idea what that means. I don't know.

[Rob DeMars]

I realized I jumped in too early, so I, I'm all kinds of goofed up myself.

[Angela Voss]

So.

[Rob DeMars]

Okay, no worries.

[Angela Voss]

No, you know how you make notes for yourself and you're like, oh, you should bring up that, and then all of a sudden you look back at it and go, I have not even done.

[Elena Jasper]

Sometimes I wake up from a dream and I write something down, and then you wake up the next morning, and I thought, at the moment, I'm like, there's no way I won't know what that means. No idea. Marketing architects.