Developing A Positioning Marketing Strategy Process

Developing a Position Marketing Strategy is determining exactly what Positioning is and why it is important. According to Wikipedia, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target markets for its product, brand, or organization. It is the relative competitive comparison that a company occupies in a given market as perceived by the target market.

Position is the customers overall perception of your business including its products and services. Position is what is in the mindset of your customer. If your positioning takes full advantage of your customers perceptions and you communicate this positioning effectively, it will set you apart from your competition and establish a solid first link in the purchase decision chain, also known as the awareness link. The awareness link shapes your relationship, and often the real purchase is made by the unconscious mind on the basis of awareness long before the actual sales transition is completed. Having good positioning makes for favorable awareness and sets you up for success right from the start.

Position can be very tricky in that its under your control yet it is not. To the extent that your customer may already have perceptions about your business, industry, products and services, those perceptions already are your positioning. You need to identify these perceptions because you can change your positioning. As a result changing customer perceptions with effective communications through your companys sensory package can influence the behavior that is consistent with the image you are trying to project to your customers.

Your positioning has to be genuine. It MUST be consistent with the reality of your business and it has to be consistent with the perceptions of your target markets or it will not be credible or believed. Positioning, based on false claims or a misunderstanding of your target markets, is a liability to your company. It can turn away prospective customers and weaken relationships with existing customers.

Differentiation is more than just simply being different from your competitor. You need to be preferentially differentiated and this is why it is important to be positioning your company in your target markets. I read many articles and blogs that constantly say being able to identify how your product or service is different is one of the factors that will make or break your business. You may ask why? It is because being different AND being able to successfully communicate that difference will secure a welcome niche in the marketplace for your business. To create a differentiation that will not be imitated, you have to think beyond your core benefits of your business. The companies that have succeeded in maintaining their differentiation over the years and werent intimated are those that innovated in qualities beyond the core benefits of their market. Be the innovator of qualities and think ahead and look outside the forest.

There is a systematic process for developing an effective positioning for your overall business. It is a step-by-step process, but it is not automatic and does not happen overnight. It requires careful thinking and insight from you from the inside of your business to position for the outside perception of your business. It requires that you know your target markets (see last weeks blog Your Target Market and the Need to Focus. It takes time, but with proper understanding of your target markets, you will have a foundation in place for building a positioning strategy that will draw your target customers to you. EXHIB-IT! has been working on our position strategy for the last few years after our competitor moved within .2 miles from our showroom where we had been located for a number of years. We took for granted that our competitor was across town and knew we differentiated our businesses and it did not hurt that we were on opposite sides of town. However, when our competitor moved this close to our location where we had been for 7 years at the time, misperception in the community occurred. Our company names are similar (as are about 500 exhibit names in the USA). We focused on position strategy, which has allowed us to grow 122% over a 2.5 year period. It was not an easy process in the beginning, but once we identified our target markets, along with our secondary flanker markets, it made it easy for us to have a position strategy.

To be effective and create a position strategy, the first step is to determine the general classification of your products and services. They can be classified into one of three ways (1) a true product, (2) a commodity or (3) a brand. Think about what you sell and which category it falls into and how that affects that way you are positioned in the minds of your prospect or customer.
Many companies confuse a solid marketing strategy with pure tactics, also known as a brand juice. Visual identity with clever tag lines and a creative “essence” advertising package through your sensory package are all key ingredients in brand juice creation, but they are only supporting elements. To be effective, such supporting elements must be part of a more comprehensive plan.
After determining your relative standing in the market and how the market sees you compared to your competitors, this will affect how you develop your marketing communications as you decide to either reinforce your current relative standing or try to change it, work on these five steps below.

1.Determine what the dominant gratification mode and purchase preference of your target market segments are. To do this, you look at the psychographic characteristics of your customer – which are the perception and behavior modes. You look at the interpersonal, objective and introverted modes and what the purchase preferences were regarding experimental, performance and value of your products and services and apply these to the way you create your positioning statement.

2.Develop other key psychographic characteristics of your target market. Study your existing customers (as this is your most cost effective approach to studying the characteristics) and look for clues to customer perceptions that will help shape your positioning strategy.

3.Redefine your product or services. Begin setting yourself apart and create a unique place in your customers minds to define your product or service in terms of its features and emotional factors that are important to your prospective customers. Then write your positioning strategy which should be a brief paragraph for each target market segment that provides an overview of your positioning by gathering all of the key positioning elements and pulling them all together.

4.Develop your unique selling proposition also known as an USP. This is your slogan, your tagline, and is an expression that will become closely linked with your business. It should be something catchy and easy to remember and should also contain a basic message about your company that elicits in your prospective customers the emotional gratification that they can expect from your business through its products and services.

5.Develop your positioning statement to be more explicit and an expanded version of your USP that explains and gives the rational justification for it by identifying what your business does, the result customers can expect from doing business with you, and how you are going to achieve that result.

Again, be sure to review this information and update it periodically to keep the information current. Your Position Strategy should be evaluated constantly by using metrics and updated periodically to keep you current with your prospects and customers needs.

Eric Worre Review – Top Network Marketing Leader

Eric Worre is a Multi level marketing veteran. He’s experienced MLM for well over 20 and is one of the main money earners inside the industry producing over 7 figures per year.

I very first ran across Eric’s internet site all around 2 ages back in search of MLM guidance plus I stumbled upon it. Eric Worre gives away a good deal of zero cost MLM education on his web page. I down loaded his top MLM Recruiting Texts and tried out them. And I came across that they truly are effective.

Before I go on this review article on Eric Worre, let me share several elements from that scripts download that I feel you will certainly benefit from.

First, be in a rush. People may be in a natural way keen on people that have things going on. Once you have hurry you might swiftly make the invitation plus there will be less queries. I take pleasure in this. When you prospect you’ll find out that most persons will ask quite a lot of inquiries. With this strategy you can keep that short plus sweet.

Don’t get into the whole home business opportunity on the phone. You might declare some thing just like “I’m on my own far out the door, I’m really occupied, yet I desired to run one thing by you real quick.”

Second, praise the individual. Eric Worre teaches that this approach paves the way of interaction plus the prospect will likely be far more likely accessible to what exactly you have to say. Therefore consider to always compliment the prospect. However even ensure that this compliment is valid.

A thing just like, “You’ve continually had wonderful achievement in business and we have continuously highly regarded that concerning you.”

Next, you want to have the invites. For a direct approach you may assert some thing like “I found some thing you truly need to view.” or “I’m starting a new organization and I truly want you to have a check out on that.”

Your next thing you prefer to do is acquire a time promise, confirm that, and ultimately get away your phone.

If you would watch Eric Worre’s videos you may find out that he is big on keeping that genuinely simple. Enjoy his videos plus you get that he’s big around the snug market, old fashioned, belly-to-belly approach. He’s big on maintaining foolish simple merely because in case it’s definitely simple it is really duplicable. Plus that’s what you want in Multi-level marketing.

The net shows that power. I recognize generating a Multi level marketing business off-line may well be time eating. Going to business mixers, networking through people that have excellent influence, and meeting persons out in public works. Yet the sorting activity is never ever ending.

You may attract persons that might be already sold at the concept and business model of Multi-level marketing; provide importance (education marketing), build relationship, plus build a team on the Internet. Just as within the off-line world, in the event you can get a leader inside the online space, you may entice like-minded leaders for you who would like to fire their particular boss plus find more freedom.

If you want to have success in the Network Marketing industry you have to learn from the best and model what they do. Get more valuable information by clicking on the following link: Eric Worre review. Learn how to use a simple mlm system to generate leads, sponsor reps, and build your Network Marketing business fast.

Affiliate Internet Marketing.

I have been doing some Affiliate Internet Marketing lately. This is an activity which i have read a lot about and even played around with but never became real serious about it. I purchased a book a few weeks back and everything just clicked in the affiliate marketing arena.

One thing that always has driven me crazy about Affiliate marketing is the fact that when you join an affiliate program and log on to the back office, there is training material. You will find banners, text ads, email ads, offline classified ads and many other promotional tools.

They will tell you to join the surf for traffic sites, submit some articles to directories and Ezines, post replies in forums leaving your link in the signature file. (Some forums dont even allow affiliate links) and answer some questions in Yahoo answers leaving links to your site here and there as references.

The one thing that 9 out of 10 of these affiliate back offices with all of there training offer you zero assistance in building your own mailing list. Yes I have found that 90% of affiliate programs out there just want you to send traffic to your special affiliate link and then the actual site owner collects the name and email. Can you see how you will be paying to promote your page and build a list for them making a few sales here and there.

I will not send any traffic that I have to work or pay for to any page unless my opt in form is on that page. If I am spending money or time, I want the subscriber for future contact and sales. There are a few good programs out there that steer you right and sometimes even provide a lead capture (splash, landing, magnetizer) page that you can edit and place your own autoresponder code enabling you to build your own list.

I set one of these little systems up a couple weeks back, and I am making sales on a regular basis. This is cool because the commission pays $45 and all I did was set it up once. It is now on auto pilot. My advice to you is to never promote any program until you can get a double opt in with name and email before redirecting traffic to your affiliate page.

Now that was a mouth full about Affiliate Internet Marketing.

To Your Success,

Ted

Conference Brochure Template And Hot Marketing Brochures Ideas

The best printing and design services are crucial for a successful marketing campaign. If you are in some business, then you must know already how the business world is faced with a lot of challenges every single day. Also, one of these challenges is the decision to get some of the best printing and design services for their marketing campaigns. However, it is not very difficult using print marketing materials but rather making them, especially if one doesnt have enough experience in this.

It is also not very easy choosing the best print company that will be able to deliver high quality service. When it comes to marketing and advertising brands, products and services, the use of print marketing materials and ads is still one of the most effective ones in existence. Print ads have been used since long time ago, and they are still one of the most used advertising tools as they havent lost their power to influence the buying behaviours of the target market. The print ads are staple marketing tools for achieving business success.

Once you are able to choose a print company that will be able to deliver satisfying materials for your needs, you will know that the best printing and design services that the company offers can lead you directly to business success.

A good conference brochure template printing is necessary when cconferences are held in order to bring individuals with common interests together. Therefore, a conference brochure template is one of the best things that can be included in the conference goer as such marketing materials include information that will be sponsored by the conference.

For one conference to be successful and efficient a conference brochure can act as a guide that will inform of the events that are being held in the conference. For this reason, the event organizers need to create a brochure that is both attractive and easy to read. For this to be done in the most appropriate way, a conference brochure template for printing is required.

The truth is that one conference brochure needs to be done properly as it will be a crucial thing in the conference goers kit. Such brochures can be made at many online print companies, including Hot Print USA. The best thing is that you can opt for the desired size of the brochure as well for the proper quality material for it in order to lead a successful conference in front of the audiences.

For any business to achieve marketing success, it is very important that they use some of the best marketing materials such as brochures. There are a lot of hot marketing brochures ideas, and one must choose the one that will represent its business in the best possible way. However, the function of the brochures is always the same no matter the design and style promoting the services and products of one business. For this reason, many companies and businesses that are operating in many diverse fields are using brochures for their marketing campaigns.

There are unlimited choices when it comes to the design of the marketing brochures. Most of the print companies even offer free design templates which are of a great help to people who never had any experience in working with and designing brochures. These brochures need to be done based on what the target market wants, and this is why companies constantly have to monitor the market and therefore take the right moves that will hopefully lead them towards business success.

So, when designing a brochure, the key is to concentrate on the target market and to try to discover what the target market wants.

Marketing To Baby Boomers – How Do You Know What Products To Choose

Marketing to the Baby Boomer Generation is a smart move. This is a much sought after demographic for many reasons. You may already have some success marketing to Baby Boomers, but you could have even more success with a little adjusting. Why? This is a huge demographic encompassing everyone born between 1946 to 1964. With that many age groups, how do you focus your target audience? You need to narrow this group to get real market appeal.

The United States currently has an aging population. We know this from any statistics you care to read at the U.S.Census Bureau. The problem with lumping the Baby Boomers into one marketing group is obvious when you look at the spread of years that are commonly used to describe this period in America’s history; the period post World War II.

Consider that in the year 2010, people born during the baby boom were anywhere from 46 to 64 years old. That difference in age is a difference in life experience – that can be considered an entire generation, and often is.

If you search the term “baby boomer” you will be marketing to a group of people who have been lumped together by an arbitrary measure of time. Can you afford to waste your time marketing to this one, vast group of people with the same product? A 40 year old will buy a different product than a 60 year old.

For instance, if I click on a website that sells products marketed to “baby boomers,” and those products are for retired individuals, I may be turned off immediately if I’m in my 40’s busting my hump every day trying to earn a living. Vacations, cruises, or other luxuries of time may not appeal to the person in their 40’s who is granted only two weeks vacation every year, has kids at home, and possibly are putting kids through college.

Now, say I click on a website for Boomers about beauty products. If I’m 60 plus years old I want moisturizes and sun protection. But if I’m in my 40’s I may be more tempted by products that promise anti-aging and wrinkle reduction. You have to know who you’re talking to!

It’s time to get to know your market. Perhaps you need to drop the whole “baby boomer” reference in your marketing strategy. What target are you trying to sell to? What age group will your product benefit? It’s fine to use the term Boomer when referring to nostalgia, but not when referring to a product. Who is your audience?

So, yes, use the term Baby Boomer Generation when you want to talk about something from your past… a little nostalgia is great. But, when your product will help someone in their 40’s, it may be wrongly marketed to someone in their 60’s.

If you are 46 years old and you receive a product endorsement for Medicare Supplement Insurance how would you feel? I guarantee the name of that product, and your name, would forever be thought of as untrustworthy and an unreliable source. Take a lesson from AARP – that letter comes almost exactly on your 50th birthday. They are not sending them out to a generic Baby Boomer demographic.

It’s often said that when you’re writing something for many people to read, “write for one person.” I must add, “sell to one person.” Know the one person you are marketing to, and not just some arbitrary demographic. Your product, and you, will be rewarded with the trust and esteem of your audience – and, hopefully, customers.

Time for some action! The Baby Boomer Generation references should be dropped from your marketing strategies. We are NOT one age group. This demographic is confusing at best and using this generic term won’t help you market to the so-called baby boomers. People in their 40’s, 50’s, and 60’s don’t want to be lumped together anymore than someone in their 20’s wants to be grouped with someone in their 40’s. You are marketing to a very different group of people, so treat us as individuals. Once you do, you’ll earn the respect of all of us Boomers… of every age!