Post on 14-Sep-2014
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Mastering Product Positioning
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Association of International Product Marketing & Management
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Moderator:
Cindy F. Solomon, CPM, CPMM @cindyfsolomon
Today’s Speaker
Presenter:
Mike GospeMarketing Guru, KickStart Alliancemikeg@kickstartall.comwww.kickstartall.com
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Poll Question #1
How familiar are you with “product positioning”?
Very familiar. I lead these exercises often. Somewhat familiar. I’ve participated in these exercises before. I know what they are, but I’ve never participated in the exercise. This is a brand new concept to me.
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IntroducingThe
BetterMousetrap
This is a real ad that appeared in several popular magazines in 1955.
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This is the headline
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Actual size: 15 ½ x 3 ½ x 15 inches
Weight 12 lbs (not including 2 ½ quarts of water)
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It’s for a lot of people who work in a lot of
different places
Grain Elevators * Restaurants * Warehouses * FoodProcessers * Manufacturers * Chain Stores * Farms* Meat Packers * Institutions * Ships * Homes* Orchards * All Others Needing Rodent Control.
MASS CATCHING
Our record 102 mice to one setting of 8 hours.Amazing revolutionary method of eliminating
one of the most dangerous and destructivemammals on earth – MICE!
* FOR *
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SELF SETT MOUSE TRAP insures complete destruction of mice, ticks, lice, fleas and all other vermin in a quick, sanitary, efficient manner.SELF SETT MOUSE TRAP is neat in appearance, can be placed anywhere without attracting attention or causing embarrassment.SELF SETT MOUSE TRAP is a sanitary, sealed, locked unit: two traps in one, but simple in construction.SELF SETT MOUSE TRAP will prevent FILTH AND DISEASE, LAW SUITS, POSSIBLE FIRE LOSSES, AND OTHER COSTLY DAMAGE.BE PREPARED to face city, county, and federal inspectors who may inspect your place of business at any time without notice.
And it offers a lot of benefits
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$29.95Nearest competitive alternative: 5
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Advertising Strategy
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There are
4 fundamental flaws
with the positioning strategy behind this
ad.
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Flaw #1
1 • Who is the target audience?x Everybodyx Trying to be “all things to all
people”
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Flaw #22
• The Self Sett Mousetrap is the name of the product
• But the category makes no sense because . . .x This product is neither sanitary,
self-setting, nor portable!
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Flaw #3
3
• Too many benefitsx Aimed at too many
audiencesx A laundry list of benefits
that may or may not be meaningful
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Flaw #4
4
• Not compelling vs. competitive alternativex $29.95 vs. 5 centsx Even if catching 102 mice,
$29.95 vs. $5.10x Complicated pricing doesn’t
equate to value
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The messaging in this ad was. . .
X ConfusingX Off-targetX Irrelevant
. . .because there was no positioning strategy to guide the messaging!!!
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Poll Question #2
Which of these issues have you experienced? We’re trying to appeal to “everybody”. We don’t know our target audience very well. We’re communicating too many benefits. We confuse features and benefits. Our product is a commodity. We don’t have a real differentiator.
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The mousetrap ad is a metaphor for problems commonly encountered by high-tech marketers
Courtesy of Rob Blair: www.robbieblair.com
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V A L U E
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Control is an illusion.
Customers & prospects define your position in the market.
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Positioning is what you do
to the mind of the prospect
So, how do we influence the minds of our prospects?
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The positioning statement guides product development
& marketing programs
A marketing tool for internal use only
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Poll Question #3
What is a “positioning statement”? It’s a tagline or slogan. It’s covered in the data sheet. It’s the product requirements document (PRD). It’s whatever the product marketing manager says it is. None of the above.
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A positioning statement is not . . .
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TaglineJust because
(TM)
A positioning statement is not . . .
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TaglineJust because
(TM) Company history
A positioning statement is not . . .
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Data sheet
Company history
TaglineJust because
(TM)
A positioning statement is not . . .
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Product plans
Data sheet
Company history
TaglineJust because
(TM)
A positioning statement is not . . .
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Definition: A positioning statement is . . .A tool used by marketers to gain internal agreement and clarity around the specific value being offered to specific target audience segments (personas).
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Definition: A positioning statement is . . .A tool used by marketers to gain internal agreement and clarity around the specific value being offered to specific target audience segments (personas).
However, the positioning statement is not the message to the customer.
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It’s all in how you position!
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Positioning Statement FormatTo: is the one
that
unlike
.
(One Target/Persona)
(Product/Company Name)
(Category)
(Key Customer Benefit)
(Differentiator)
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• Introduction: Why we need a “positioning statement”
1. Line 1 – Target segmentation & the persona2. Lines 2 & 3 – Names & categories3. Line 4 – A good key benefit4. Line 5 – Competitive differentiation5. Positioning statements in action6. How to bring positioning statements to life• Conclusion
Lessons in Mastering Product Positioning
www.udemy.com
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The cure for jetlag
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Frequent Flyer Business Executive (Globetrotter persona)
EXAMPLETo:
(One Target/Persona)
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The “globetrotter” persona focuses on travel-related concerns and priorities of the traveling executive.
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FlyRight
EXAMPLE
(Product/Company Name)
Frequent Flyer Business Executive (Globetrotter persona)To:
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EXAMPLETo: is the one
(Category)
Frequent Flyer Business Executive (Globetrotter persona) FlyRight
jet lag remedy
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EXAMPLETo: is the one
that
FlyRight
Frequent Flyer Business Executive (Globetrotter persona)
jet lag remedy
allows you to stay healthy through the flight and arrive at your destination feeling as invigorated as when you left so you can get right to work
(Key Customer Benefit)
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EXAMPLE
FlyRight
Frequent Flyer Business Executive (Globetrotter persona)
jet lag remedy
allows you to stay healthy through the flight and arrive at your destination feeling as invigorated as when you left so you can get right to work
To: is the one
that
unlike
sleeping pills and caffeinated drinks that provide temporary relief, but take a huge toll on productivity later on.
(Differentiator)
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A near disaster!
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An example of the wrong headline!
• ORIGINAL HEADLINE:
Agilent Introduces High-performance
Signal Generator with New Low Price
This headline was written without the benefit of a positioning statement to guide the messaging.
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Creating & evaluating positioning statements
To RF communications equipment production engineers:
• the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in
scope, and require additional costly components to conduct the same series of tests.
Target audienceAgilent’s Positioning Statement
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• To RF communications equipment production engineers:
the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in
scope, and require additional costly components to conduct the same series of tests.
Product Name
Creating & evaluating positioning statements
Agilent’s Positioning Statement
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• To RF communications equipment production engineers:
• the Agilent E4438C ESG is the one vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in
scope, and require additional costly components to conduct the same series of tests.
Category
Creating & evaluating positioning statements
Agilent’s Positioning Statement
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• To RF communications equipment production engineers:
• the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in
scope, and require additional costly components to conduct the same series of tests.
Benefit
Creating & evaluating positioning statements
Agilent’s Positioning Statement
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Does “New Low Price” = “Lowest Cost per Test”???
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• Actually, our signal generator costs MORE than the competition!
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• To RF communications equipment production engineers:
• the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in
scope, and require additional costly components to conduct the same series of tests.
Differentiator
Aha!
Creating & evaluating positioning statements
Agilent’s Positioning Statement
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Positioning statements drive good messaging
REVISED HEADLINE: Agilent’s New High-performance Signal Generator Reduces Test Costs
This is NOT a story about low price!
It’s a story about lowering
test costs!
X ORIGINAL HEADLINE:
Agilent Introduces High-performance
Signal Generator with New Low Price
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6 questions to guide your positioning statement
1. Who is the product for?2. What problem are they trying to solve?3. Why will they select your product?4. How will they use it?5. What is the nearest competitive alternative?6. How will their life be better, having selected your product?
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Don’t fall victim to your own “mousetrap”
Focus on the solving the customers’ problem
Be relevant!
Follow the positioning statement template
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Poll Question #4
Which of the following statements is true? The advertising manager owns the final positioning statement. The product marketing manager drafts the positioning statement alone. The positioning statement should be built by a cross-functional team. Sales people are never involved in the positioning statement exercise. Engineering determines the positioning statement.
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Positioning Statements work!
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Moderator:
Cindy F. Solomon, CPM, CPMM @cindyfsolomon
Q & A
Presenter:
Mike GospeKickStart Alliancemikeg@kickstartall.comwww.kickstartall.com
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