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What Is A 'Point of Market Entry'?

A Point of Market Entry is the point where a potential customer becomes receptive to your offering. It's highly likely that you won't care about wheel chairs until you need one.

Certain markets have clearly defined entry and exit points, like diapers. Other markets are more imprecise.

It's best to find out when people are interested in hearing from you before you reach out in order to avoid wasting resources.

If you can get a prospective customer's attention as soon as they become interested in what you're offering, you become the standard by which competition will be evaluated.

It's important to discover where your probable purchasers start looking for information after crossing the interest threshold.

Josh Kaufman Explains 'Point of Market Entry'

Assuming you don't have a small child and aren't expecting one anytime soon, you probably don't care about diapers, strollers, cribs, infant toys, day-care, and Baby Einstein DVDs. Any information you're exposed to about these things is likely to be filtered away by your brain, since it's not relevant to your life at the moment.

But once you're expecting a little bundle of joy to enter your life, you suddenly care a great deal about these things, and will probably start actively searching for information about them. Before hearing the news, you had no reason to care; now you do.

Certain markets have clearly defined entry and exit points. Learning a newborn is on the way is an example of a Point of Market Entry. Once you know you're expecting, you're suddenly much more receptive to information about products and services that will help you take care of a child.

Attempting to attract the Attention of people who don't care about what you do is a waste of time, money, and energy, so it's best to find out when people are interested in hearing from you before you reach out.

Attracting your probable purchaser's attention immediately after they've reached the Point of Market Entry is hugely valuable. Companies like Procter & Gamble, Kimberly Clark, Johnson & Johnson, and Fisher Price pay an enormous amount of attention to points of market entry, since they have a huge impact on the effectiveness of every baby-product-related marketing activity.

It's not uncommon for new moms and dads to come home from the hospital with a complimentary "care package" from one or more of these companies containing sample quantities of diapers, diaper rash ointment, formula, and other newborn-care basics.

If you can get a prospective customer's attention as soon as they become interested in what you're offering, you become the standard by which competing offers are evaluated. That's a remarkably powerful position that increases the likelihood the prospect will ultimately purchase from you.

Discovering where probable purchasers start looking for information after crossing the interest threshold is extremely valuable. Before the advent of the Internet, most expecting parents immediately started devouring books and talking to more experienced family and friends. Today, newly minted moms and dads hit the Web first, which is why organic and paid search engine marketing is often so valuable. By optimizing for keywords your prospective customers are likely to search for, you can ensure they find you first.

Questions About 'Point of Market Entry'

• Is there a clear point of market entry for probable purchasers in your market?
• If so, how can you get the attention of these prospects as soon as they enter the market?

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"There is nothing harder than the softness of indifference."

Juan Montalvo, essayist

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