What is the Evoked Set?

Category: evokedset news
Posted by Nicky on 9th July 2006

So, why the name? What exactly is an Evoked Set? Put simply, it’s the handful of possible choices that come into your mind at the time of making a specific buying decision.For example, if we say “notebook computers”, you’ll probably have a few brands that are ‘top of mind’ (perhaps Dell or Sony). And if you say, “B2B PR consultancies”, we’ll say “EvokedSet”. That’s how it works.

If your products or solutions make this select shortlist, they will be evaluated for purchase by your target customers. The reasons that brands fail to make their customers’ evoked set can be manifold, ranging from being completely unknown in the first place (in the “unaware set”), being once known but now not easily remembered (the “inert set”), to being rejected by potential customers as simply inappropriate or unsatisfactory (the “inept set”).

This all means that to lead - or even be in - the evoked set for your category at the point of search and beyond, your communications programmes need to continually maintain the right level of mindshare with your customers and prospects and, crucially, continue to build and reinforce the belief and brand perception that will ultimately lead to purchase and an ongoing customer relationship.

You also need to choose your language - and your category - carefully, because changing how you describe your product or solution even slightly will change which evoked set category you’re ultimately placed in by your customers, and where you rank.