A term that has always stuck with me since Marketing 101 is “Evoked Set.” Its probably what started my fascination with marketing. Simply put, it’s defined as the group of products or companies that come to mind when considering a purchase.
So here’s an example. You need new sneakers. What brands immediately pop into your head? Nike? Reebok? Adidas? Whatever brand names immediately come to mind are your Evoked Set for that product or service. Needless to say, you want to be in your target markets evoked set.
This was an expensive proposition many years ago. The only way to do this was television, radio, billboards, magazines, newspapers, and…well…that’s about all I can think of. None of these mediums are cheap if you are looking to reach large numbers of people. But things have changed.
The Internet has become the great equalizer. If I say “Internet Search” its a pretty good bet that Google will be in most peoples Evoked Set. Have you ever seen a Google ad? Nope, because they don’t exist. How about if I say “Social Networking?” Probably Facebook is in your set? Ads? Commercials? Nope.
The Internet has become a place where for very little money or effort a company can quickly become a steadfast member of their target markets Evoked Set. Not that its easy. Its just easier. Its about creating a great service and getting the early adopters on board. Treat them well and they will spread the word faster than you can imagine.