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Realities of Today's
Overcommunicated Society |
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Positioning
Your Business |
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The only hope to score big is to be selective, to concentrate on
narrow targets, to practice segmentation.
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Positioning is thinking in reverse:
instead of starting with yourself, you start with the mind of your
prospect.
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Instead of asking what you are, ask what
position you own in the mind of the prospect. Get the answer to this
question from the marketplace – invest money in market research.
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Changing minds in our overcommunicated
society is an extremely difficult task. It's much easier to work
with what's already there.
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If you have a weak on non-existent
position in the mind of your prospect, find a way into the mind by
hooking your product, service or concept to what's already there.
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Don't be narrow minded. You must look at
the big picture, not the details.
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7 Tips for Effective
Positioning |
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The 10 Commandments of
Power Positioning1 |
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Don't Copy Others
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Appoint Yourself as a Leader in a
new, your own category
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Make the Ordinary
Extraordinary
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Narrow Your
Focus: find more in less – specialization implies
superiority; focus like a laser on your niche, burn yourself into
your prospects' minds...
More
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Positioning Defined
Positioning is about how you
differentiate
your product or service
in the mind of your prospect.
The Essence of Positioning
Positioning is a new approach to
communication,
advertising and
marketing. It is an organized
system for finding a window in the mind of your prospect in order to
position effectively over there a product – a merchandise, a service, a
company, or a person – against its main competitors.
This system is based on the concept that communication can only take place
at the right time and under the right circumstances. The mind accepts only
that new information which matches its current state. It filters out
everything else. In other words, positioning is a process by which a
psychological "anchor"
has been placed into the minds of prospects so that they come to choose one
specific person or company over another.
Positioning is what you do to
the mind of the prospect – you look for the solution of your problem
inside the prospect's mind. Anyone can use positioning strategy to get ahead
in the game of life.
Positioning – the New
Approach to Advertising & Marketing
The rapid growth of communication methods has given us a new disease:
Information Overload Syndrome. In
today's overcommunicated
society, to be successful, you must touch base with reality. And the
only reality that counts is what's already in the prospect's mind. In the
communication jungle out there, there are just too many products, too many
companies, and too much marketing noise. The mind, as a defense against the
huge volume of today's communications, screens and rejects much of the
information it offered. The only hope to score big is to be selective, to
concentrate on narrow targets, to practice segmentation. In a word,
"positioning".
The basic approach of positioning is not to create something new and
different, but to manipulate what's already up in your prospect's mind, to
retie the connection that already exist. The advertising people spend their
time and research money looking for positions, or holes, in the marketplace.
Research-based Exercise
Positioning a company is a difficult task. While
advertising is a
creative task, company positioning must be
developed from careful research about your
brand. You must find out:
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how the marketplace sees your company
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how your customers see your company and what they value
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what you know about your own company and the
customer value it
creates.
Positioning should be a foundation for action to design, manage and defend your
brand. It should inform everything you do: what customer value you create, what
you value, what's your
sustainable competitive advantage, how
you conduct your business, how you communicate and interact with customers.
10 Commandments of Power
Positioning
In the new hypercompetitive entrepreneurial era, for a person or business to
be able to be and remain in business,
marketing strategies must be such that it places that person or business at
the top of prospects' minds at all times. "It is not so much to look for more
business but to be the business of choice. For every category of business that
exists out there, there are thousands of competitors fighting for the same
market. And since the information revolution in today's
knowledge-based economy has helped to educate people on what's available,
there's really no longer a need to prospect for and persuade people in order to
have them "buy into" an idea.
The goal, nowadays, is to be the one from whom they choose to buy or with whom
they choose to do business – among all other possibilities. Marketing must
therefore be such that, if and when a prospect needs a particular product, one's
firm comes to their minds in an instant...
More
Case in
Point
Ten3 Business e-Coach
Launched in 2001, the new-to-the-world
Ten3 Business e-Coach
had customers in 80+ countries by 2004. In the jungle of educational web
sites, Ten3 Business e-Coach created and took the lead in the niche focused
on helping people build their
cross-functional excellence,
entrepreneurial creativity and
systems thinking and inspiring
innovation and
business
synergies. To
differentiate its services
from other e-learning resources, Ten3 Business e-Coach used the
following positioning slogan , "We don't teach – we
inspire!"
Case
in Point
Unisys: Repositioning the Company
In 1998, Larry Weinbach joined Unisys from Anderson Worldwide. When he
joined Unisys, Weinbach immediately said that the Unisys brand was tarnished
and decided to rebuild it...
More
Positioning – the New Approach to
Advertising & Marketing...
Tips for Effective Positioning...
The Oversimplified Message...
"The Perception is the Reality"...
The
Best Technique to Win the Customer Over...
Color Intelligence...
Marketing & Selling Strategy at
Different
Company Growth Stages...
Define Your Internal Core Marketing
Message (CMM)...
Three Stages of the Marketing Process...
Experiential Marketing...
Emotional Marketing...
Differentiating With Different Types of People...
Case in Point
Avis
Case in Point
Google
Case in Point
Ten3
Business e-Coach
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