How Folly Farm Used CEPs to Grow: A “How Brands Grow” Case Study
Proving Byron Sharp’s Principles Work for Small Businesses Too!
Want to know how to achieve better brand health and drive business growth? Look no further than Folly Farm Adventure Park and Zoo! This Pembrokeshire gem provides a real-world example of how a small business can successfully apply the principles of “How Brands Grow“ by Professor Byron Sharp to achieve remarkable results.
Category Entry Points, or CEPs, are the various situations, needs, and occasions that prompt consumers to think of and choose a brand. The 7Ws model is a great framework for identifying CEPs in any category. Increasing your brand’s mental share of CEPs means increasing its mental availability, making it more likely that customers will recall your brand when they’re ready to make a purchase.
Folly Farm’s journey showcases the strategic expansion of CEPs to drive growth.
From Humble Beginnings to Family Fun Paradise: Folly Farm’s CEP Evolution
1988: The Traditional Dairy Farm Experience
Limited CEPs: Primarily focused on families with young children seeking an educational day out.
Restricted “7Ws”: Limited to weekends, school holidays, good weather; appealing to a specific demographic with basic needs.
2024: A Year-Round Entertainment Destination
Expanded CEPs: Caters to a wider audience with diverse needs, including thrill-seekers, animal lovers, and those seeking a short break.
Broadened “7Ws”: Open year-round with indoor and outdoor attractions, special events, and accommodation, appealing to various occasions and groups.
This CEP expansion has been key to Folly Farm’s success, allowing them to:
Increase brand awareness
Attract new customers
Drive repeat visits
Boost revenue and profitability
At Bamboozled, we specialise in Brand Health Tracking and Distinctive Brand Asset testing, helping businesses of all sizes translating the science of How Brands Grow and Better Brand Health into research that drives practical action.
Contact us today to learn how we can help you unlock your brand’s full potential!
