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Positioning the foundation of marketing success

There is tremendous and growing competition for the attention span of people in your target market. When you consider how many promotional messages the average person is subjected to in a day, the fact that any of yours get through may seem nothing short of miraculous. All marketers strive to rise above their market's noise level and be heard. What is the best way to do this? The answer begins with Positioning, the creation of a unique market position your customers will recognize and value. Firms that position their companies and products effectively have an advantage when it comes to being seen and heard. During this webinar, Demand Metric will present what Positioning is, why it is so important and how to do it effectively. This webinar is ideal for marketing managers or product managers that need to understand their company or product's differentiation and how to exploit it. Watch the webinar @ http://www.demandmetric.com/content/webinar-positioning-marketing-success

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Positioning the foundation of marketing success

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  1. Positioning the foundation of marketing success TODAY’S AGENDA  Why does Positioning matter?Positioning: the Foundation  Positioning defined for Marketing Success  Example: what can happen when you don’t Position well  Positioning strategies  Crafting & using Positioning A Demand Metric Webinar Presenter: Jerry Rackley VP of Marketing & Product Development jerry@demandmetric.com© 2012 Demand Metric Research Corporation. All Rights Reserved.

  2. Positioning: why does it matter?How are your company and its solutions “positioned” in the marketplace?Positioning determines:  How you define who you are and what you do.  What place or “position” you seek to occupy in your chosen market(s).  Who your competitors are and how they affect your ability to successfully position yourself. © 2012 Demand Metric Research Corporation. All Rights Reserved. Positioning: why does it matter?How are your company and its solutions “positioned” in the marketplace?Positioning determines:  How you define who you are and what you do.  What place or “position” you seek to occupy in your chosen market(s).  Who your competitors are and how they affect your ability to successfully position yourself. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  3. PositioningApplies to:  Companies  ProductsIs a key ingredient for:  Product marketing plans  All marketing communications © 2012 Demand Metric Research Corporation. All Rights Reserved. PositioningApplies to:  Companies  ProductsIs a key ingredient for:  Product marketing plans  All marketing communications © 2012 Demand Metric Research Corporation. All Rights Reserved.

  4. Positioning ExampleWhat does this company sell? © 2012 Demand Metric Research Corporation. All Rights Reserved. Positioning ExampleWhat does this company sell? © 2012 Demand Metric Research Corporation. All Rights Reserved.

  5. Positioning ExampleWhat does Harley Davidson sell?According to a Harley Davidson executive: “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” © 2012 Demand Metric Research Corporation. All Rights Reserved. Positioning ExampleWhat does Harley Davidson sell?According to a Harley Davidson executive: “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” © 2012 Demand Metric Research Corporation. All Rights Reserved.

  6. Positioning: a communication toolReach target customers in a crowded market place.The problem positioning helps overcome: Your customers are being bombarded with a continuous stream of messages, many of them competing with yours. Positioning helps you be very precise about what you do – your value proposition – and describes who benefits from what you do. It lets you stand out in the crowd. © 2012 Demand Metric Research Corporation. All Rights Reserved. Positioning: a communication toolReach target customers in a crowded market place.The problem positioning helps overcome: Your customers are being bombarded with a continuous stream of messages, many of them competing with yours. Positioning helps you be very precise about what you do – your value proposition – and describes who benefits from what you do. It lets you stand out in the crowd. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  7. Positioning terminology Position: a conceptual territory you stake out in the market and occupy uniquely. Positioning: the act of developing or refining your position, resulting in a positioning statement. Positioning Statement: an expression of how your product or company should be perceived, stating the reason your brand’s existence. It guides all other marketing activities. © 2012 Demand Metric Research Corporation. All Rights Reserved. Positioning terminology Position: a conceptual territory you stake out in the market and occupy uniquely. Positioning: the act of developing or refining your position, resulting in a positioning statement. Positioning Statement: an expression of how your product or company should be perceived, stating the reason your brand’s existence. It guides all other marketing activities. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  8. Practical applicationPositioning answers this question: “Why should I buy from you?”How do you answer this question? © 2012 Demand Metric Research Corporation. All Rights Reserved. Practical applicationPositioning answers this question: “Why should I buy from you?”How do you answer this question? © 2012 Demand Metric Research Corporation. All Rights Reserved.

  9. DifferentiationThe best answers to this question identify your differentiation. Often, the first answer given is “Price” Answer based on your core competencies, thing you can uniquely do or deliver. » What do you do best? » What can you do that no one else can? Understanding and communicating your differentiation is critical to having marketing success. © 2012 Demand Metric Research Corporation. All Rights Reserved. DifferentiationThe best answers to this question identify your differentiation. Often, the first answer given is “Price” Answer based on your core competencies, thing you can uniquely do or deliver. » What do you do best? » What can you do that no one else can? Understanding and communicating your differentiation is critical to having marketing success. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  10. . Positioning Success = DifferentiationDifferentiation doesn’t always = product innovation Terms Service Packaging Distribution Features Values © 2012 Demand Metric Research Corporation. All Rights Reserved.

  11. . What happens if you don’t position effectively?General Motors provides a case studyGeneral Motors, circa 1930: “a car for every pocketbook”: Chevy: low-priced, entry-level Pontiac: high-value, larger, higher performance Oldsmobile: comfortable, medium prestige Buick: premium prestige, performance & luxury Cadillac: ultra-premium, world-class luxury Each brand positioned for a different target customer Each brand differentiated from its stablemates © 2012 Demand Metric Research Corporation. All Rights Reserved.

  12. . What happened at GM  Sales Price % 1930 1940 1950 1960 1970 » Chevy: » Pontiac: » Oldsmobile: » Buick: 30% 17% 3% » Cadillac: 1200% 500% 120% 90%  Instead of realigning its brand positions with income realities, GM kept compressing and blurring brand identities. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  13. . Blurred brand identities? 1980 Chevrolet Impala, Buick LeSabre, Pontiac Bonneville and Oldsmobile 88. Which is which? © 2012 Demand Metric Research Corporation. All Rights Reserved.

  14. . GM today © 2012 Demand Metric Research Corporation. All Rights Reserved.

  15. . Positioning strategiesBe “first” in the market to establish a position of leadership.Who were Ernst Schmied and Juerg Marmet? © 2012 Demand Metric Research Corporation. All Rights Reserved.

  16. . Positioning strategiesBe “first” in the market to establish a position of leadership.Who were Ernst Schmied and Juerg Marmet? © 2012 Demand Metric Research Corporation. All Rights Reserved.

  17. . Positioning strategies Being recognized as “first” in a product category or market is worth a whole lot of marketing! © 2012 Demand Metric Research Corporation. All Rights Reserved.

  18. . Positioning strategiesIf you can’t be first, find an unoccupied position in which you canbe first: Size: (Volkswagen) when larger cars were popular, it introduced the Beetle with the slogan “think small”. Age (Geritol) Gender (Virginia Slims) Time of day (Nyquil) © 2012 Demand Metric Research Corporation. All Rights Reserved.

  19. . Common positioning mistakes Trying to appeal to everyone. Knowing too much. Talking about technical details of the process instead of what you do for people. Example: A hot water extraction process that remove undesirable matter, such as human vomit or feline urine that is embedded deep in carpet fiber. vs. Carpet that’s never too close for comfort! © 2012 Demand Metric Research Corporation. All Rights Reserved.

  20. . Crafting a positioning statementYour positioning statement is: Not an ad Short and succinct Focused the primary differentiator that sets you apart from your competitors Realistic More specific than general Something that a customer may never see, but they’ll see all the things it influencesCrafting your Positioning Statement requires you to understand your market position. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  21. . Craft a Positioning Statement For (target audience) Product/service is (concise description). It is ideal for (best use or application) because (primary benefit or differentiation). © 2012 Demand Metric Research Corporation. All Rights Reserved.

  22. . Exploit your Position Craft your product marketing plan around your market position: » Methodology (free) » Webinar (free)

  23. . Using your Positioning Statement Web Copy Let it influence all your marketing communications Sales Press Script Release Position Product Ad Brochure Copy

  24. . How we can help Demand Metric tools » Positioning Statement Worksheet » Unique Selling Proposition Template Positioning Services Package – $497 for 3 hours » Position development consulting » Audit and refine current positioning Blog post: “When knowing too much is a liability” Contact us at: info@demandmetric.com © 2012 Demand Metric Research Corporation. All Rights Reserved.

  25. . Summary Positioning is a core marketing strategy The act of defining your market position forces an understanding of your differentiation When done well, Positioning helps: » You target customers understand why they need you » Simplify the creation of marketing plans and marcom materials Failure to position effectively puts brand identities at risk © 2012 Demand Metric Research Corporation. All Rights Reserved.

  26. . The end  © 2012 Demand Metric Research Corporation. All Rights Reserved.

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