Discover why a P.O.M.E. strategy will drive awareness and sales for your brand.
Companies like Procter & Gamble and Johnson & Johnson have successfully followed a Point of Market Entry (P.O.M.E) strategy for years. Their laser focus on consumer trigger points, such as life changes that create needs for new product categories, enables them to reach new customers who are in prime buying mode. The classic example is expectant mothers who suddenly become interested in diapers — a category that now plays an essential role in their lives. P&G and J&J reach these soon-to-be-mothers with product information and samples at the very moment they become interested in the diaper category and begin their product search.
How does point of entry marketing work with the college consumer?
Just like expectant mothers, college students experience several shifts or life changes throughout their college journey. Identifying which events are triggers for your product can be the key to efficient and cost-effective college marketing.
From college acceptance through to graduation, and all the years in between, there may be several P.O.M.E opportunities for your product. The Barnes & Noble College marketing platform can tailor sampling programs, targeted emails, web advertising, social media and events to seamlessly execute your brand’s college strategy.
First Life Changing Event: College Acceptance
The first critical shift takes place the moment the high school senior receives his or her college acceptance letter. Our research shows that incoming freshmen immediately engage on their college social media platforms and start shopping in many new categories; where they have no prior experience. That is a P.O.M.E. for a wide range of products and services from clothing to dorm furnishings to electronics and in some cases, new cars.
Another Life Changing Event: College Graduation
Fast forward to young adults who are ready to graduate and preparing to enter the work world. Career wardrobes, apartment furnishings, insurance and autos are big items for graduates and can be P.O.M.E. for marketers of brands in those categories.
Life Changing Events in Between
Whether it’s move-in, orientation, homecoming, final exams, spring break or other life shifts, the college student’s journey presents many entry opportunities for brand marketers.
Barnes & Noble College makes it easy to get college students’ attention at the exact time they enter your target audience. Connect with us today to talk about a year-long P.O.M.E. college strategy for your brand.