POSITIONING

WHAT ISPOSITIONING?

● It is not about where on a shelf your products should be placed.

● It is not about possible locations to open your business.

● SURPRISE! It is not even really about the product or service you ofer!

● It is how you go about getting into the mind of the customer.

● It is a method to build their perception of your brand.

Some Misconceptions About POSITIONING

OK Really. What is POSITIONING?

● An important player in your marketing strategy!

● It is about educating the viewer.

● You are making a promise.

● Use facts, not fction.

● Talk about who you are NOW, not who you hope to be.

Why did POSITIONING become a Thing?

● Idea came about to cut throughconfusion and clutter in the marketplace.

● Positioning fghts the idea of Creeping Commoditization.

● Coined in 1969 By Jack Trout, and wrote the book in 1980.

● He also got the word “Diferentiate” into the modern marketing lexicon.

Where Do I Start POSITIONING?

● Know yourself.

● Know your competition.

● Know your marketplace.

● Where does your product or service ft?

WHAT DO YOU MEAN BYFIT?

You Want To Own a Basic Attribute.

Ivory = Pure Dove = Skin

You Want To Own a Basic Attribute.

Apple ComputerPC Computer

You Want To Own a Basic Attribute.

Coke = Te Real Ting

Pepsi = Te Choice of aNew Generation

BUTREMEMBER...

POSITIONING Is Not About Slogans.

Nike - Just Do It

What the world's best athletes wear.

See the diference?

Te second statement positions better. It is more truthful and relevant.

BUT MY PROBLEM ISDIFFERENT

I'm Just A Small Business.

Opportunity is there! Small businesses can lookat the weaknesses of big businesses.● You are more likely Quicker.● You can be more Personal.● You can be more Flexible.● Your service involves the people at the top.

I Have MANY Attributes?

Good for you! But...

● Focus on one primary attribute or quality.

● It is OK to support it with other points, but try for one master attribute.

● You cannot be everything for everybody –because that's not focus!

What If My Idea is Brand New?

Interestingly, positioning does not introduce new concepts.

● It helps create a relatable context in the mind to help understanding.

● A POSITION is presented on ideas people already know.

● People will jump ship if they are unable understand quickly.

Yeah, But I Offer a Service, Not a Product!

It's not just for products anymore!

● ALL about customer experience.

● Here is your opportunity to really engage with people.

● Provide an interesting or uniqueenvironment. Be Remarkable.

What IF Price is My Only Difference?

It is folly to only diferentiate on price.

● You will be locked in a race to the bottom.

● Tis is what happens with CreepingCommoditization.

● If you only have price, then you do not have a very unique idea.

● Tink about how and why you are diferent!

A FEWEXAMPLES

POSITION To Own a Benefit

Volvo = Safety

POSITION To Own a Benefit

Miller Lite = Tastes Great, Less Filling

POSITION the Product and the Consumer

U.S. Army = Be All You Can Be

POSITION the Product and the Consumer

Budweiser = Tis Bud’s for you.

POSITION How the Company Does Business

Burger King = Have it your way.

POSITION How the Company Does Business

Walmart = Always Low Prices

POSITION How the Company Does Business

Walmart = Save money. Live better.

POSITION Against the Competition

Avis = We Try Harder

POSITION Against the Competition

Seven-Up = Te Un-Cola

Other Ways to Think About POSITIONING

Be First

How It is Made

Diferent

Unique

Performance

Leadership

Popularity

Technology

Quality

Value

Beneft

Problem & Solution

Personality/Celebrity

A COUPLE OF DIRECT DESIGNEXAMPLES

COMFORT COLORS

COMTRAN CABLE

SOME OTHER THINGS TOREMEMBER

Always Keep In Mind

● Do not get away from what you tell people you are.

● You may have become tired of saying thesame thing, but that does not mean stop.

● Good names are important, and need to be thought of as property online.

● If you are successful, you can expectcompetition.

● Your aim is to be identifed as THE solution to a problem.

Beware of Line Extension

● It is tempting to adapt a successful product to market trends.

● Associating new attributes with a knownproduct undermines both!

● It dilutes the meaning you have worked hard to build.

● Tink about following Proctor & Gamble's multi-brand example.

What About POSITIONING On the Web?

● People use Google to cut through interruptive messages.

● You need to anticipate where people are going to look and how you can be found there.

● You need to help people understand yourpotential value to them – and do it quickly.

● You need to imagine buyer personnas.

● Language(keywords), media and platformchoices are important.

QUESTIONS?

Citations

Jack Troutwww.troutandpartners.com

http://equibrandconsulting.com/services/brand-consultant/brand-positioning/examples

http://smallbusiness.chron.com/examples-brandpositioning-strategy-25213.html

Please Contact Me

Jack Tremblayjtremblay@directdesigninc.com

DIRECT DESIGN, INC.

7 Kilburn Street

Burlington, VT 05401

802.660.2727

www.directdesigninc.com

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