XX Marketing Success Series: Positioning
Marketing Success Series
Since the 60’s, we know that as many as 5000 advertising messages hit a person per day. That number has increased significantly since the recent tech boom (according to research firm Yankelovich). That’s some serious noise and all of them are trying to leave a significant impression on the one person through their messaging, logo, slogan and ad creative. Not to mention the huge marketing budgets of industry leaders in the mix.
Today’s consumer culture has resulted in people swimming in advertising messages. This means advertising messages need to hit their mark if they are to have any impact at all. No pressure! haha
Definition:How you differentiate your product or service from that of your competitors and then determine which market niche to fill.
Entrepreneur does a good job of summarising the powerful world of market positioning. Born in 1969 and later popularised by Trout & Al Reis’ best seller Positioning – The Battle for Your Mind, in 1981. The concept of market positioning was born to cut through the advertising noise and reach the people that brands do have a chance to leave an impression on. In some cases, people are waiting for the brand to come around that offers exactly what they want.
So you’re probably thinking, where do I start and how do I establish my market position? Start with this simple thought; You are trying to create mental associations and emotional connections between your brand and the consumer. You want consumers to think, there are cheaper options out there but I want to stick to this brand because they suit my personal values and what I need in a product/service. Essentially, you’re finding a window in the consumer’s mind created by talking to them at the right time under the right circumstances.
Next, answer these strategic questions to head in the right direction:
- What result/outcome is the customer really buying from you?
- How’s your product or service different from those of your competitors?
- What makes your product or service unique?
Once you’ve answered these questions based on your market research, you can begin developing your positioning strategy starting with your positioning statement. A positioning statement doesn’t have to be long, but it does need to point out who your target market is, how you’ll reach them, what they’re really buying from you, who your competitors are and what your UVP (unique value proposition) is. Here’s an example from Amazon.com;
“For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.”
Your positioning statement will help you create content that always meets the mark. If you want people who have never heard of you to engage with your brand, you need to connect with them incredibly fast (in about 6 seconds). To do this, your content needs to show 3 things:
- You understand that they have problems.
- You sympathize with their issues.
- You have a solution that solves these problems.
Show them you understand and they will want to know more!
The result of all the above steps will help consumers understand why they should choose your brand. Unconsciously, they will develop a strong connection with your brand and become part of your loyal, thriving customer community.
Hope that simplifies the second part of achieving marketing success for your business and its brand. If you need help working on your brand/market positioning reach out to me and let’s do amazing things together!