What is the Evoked Set?

Question: what is the "evoked set"?

Answer: The evoked set - sometimes termed the "consideration set" or "choice set" - is the small group of brands that comes to a buyer’s mind when they think about purchasing a particular product or service. So, if we were to say to you, "washing machines", you are likely to be able to recall, from memory, a handful of key brands that are familiar to you, and which you would actively consider for purchase.

For B2B businesses with typically long sales cycles, it's crucial to be in your customers' evoked set for your market category, so that your brand is firmly front of mind at the exact point of customer need, and strongly associated as a potential solution to the specific problem that they've identified. Right place, right time.

As PR and marketing communication experts, we consider it our primary mission to get our clients into their key customers' evoked set - boosting brand value, lowering the cost of sales, and providing a platform for long-term business success.

To talk to us about our brand-building communication programmes for start-ups and scale-ups, email clientservices[at]evokedset[dot]com.

Blog Index

12th July 2024 -
Market Building: A Rising Tide Lifts All Boats

21st June 2024 -
Latest client success story: Profile-raising comms for AB Cube

19th June 2024 -
Is your LinkedIn Company Page delivering value to your followers?

4th June 2024 -
Is your marketing content in library mode?

24th May 2024 -
New EvokedSet Ultimate Guide: 6 Key Steps to Media Success

18th April 2024 -
How to keep B2B leads warm

16th April 2024 -
NEW: 90-sec introduction to EvokedSet's PR & marcom services

10th April 2024 -
Things That We Believe: Never Let Our Clients Fail

31st March 2024 -
Latest client success story: Brand-building comms for White City Innovation District

24th March 2024 -
New EvokedSet Ultimate Guide: 25 Content Ideas For Demand Generation

15th March 2024 -
How to prepare for media interviews

7th March 2024 -
Why did we name our business EvokedSet?

25th February 2024 -
Latest client success story: Content excellence for Mavenir

18th February 2024 -
Are you our ideal client?

11th February 2024 -
Latest client success story: Game-changing PR for DnaNudge

4th February 2024 -
Is your business leveraging the PESO Model™ for marcoms?

29th January 2024 -
Do you know how your customers found you?

19th January 2024 -
Four ways to measure PR success

18th January 2024 -
What is the Evoked Set?

9th January 2024 -
New EvokedSet Ultimate Guide: 20 Ideas To Create Newsflow

2nd January 2024 -
Five ideas to generate newsflow

10th December 2023 -
Know Your Customer Value Proposition

15th November 2023 -
Need help with creating marketing messages that land?

2nd October 2023 -
Does your PR agency have the write stuff?

19th September 2023 -
Effective messaging for start-ups and scale-ups

13th August 2023 -
PR tips for start-ups and scale-ups

14th November 2022 -
Latest client success story: Marketing momentum for Avacta Group plc


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