Have you ever questioned why we refer to a whole category by using a specific brand name – so instead of asking for a tissue, we request a Kleenex – or instead of ordering a soda, we simply demand a Coke? The secret lies in the hidden elements of positioning. As consumers, we are unconsciously training our brains to organize brands and products in different categories. So when referring to the tissue category, we simply think Kleenex – same with soda and Coke. Such a behavior is the result of some genius advertising strategic planning that was implemented decades ago starting with a well-defined and targeted positioning statement. So what is positioning and what are its elements?
Positioning is taking over a specific spot in your prospects’ mind while identify your products, services and brands. So, while putting together your marketing elements, concentrate on planning your positioning and come through with a solid statement. When you define the positioning of your products or services, you simply determine how you want your target market to perceive you. This has nothing to do with how they see you now, but how you want them to perceive your products and services. In essence, then, a positioning statement should clearly offer the benefits that will be provided to your prospects when using your products or services. Defining your target market would give a good indication of the benefits that are desired by this specific market, and would also specify the gaps that could be filled by what your product has to offer.
How do you go about positioning? I can go over tactics and strategies on how to tackle the positioning process, but it all comes down to few major steps involving your products features and benefits in addition to the consumers’ perception of your products. Keep in mind that although positioning a product is very similar to positioning a service, the latter lacks the physical attributes of a product – meaning that we cannot feel or touch a service the same way we do with a product.
Basically a complete positioning statement includes four sections defining the target market, the most important benefits to that market, the direct and indirect competitors, and the key element that makes your prospects perceive you as their first choice.
A good place to start would be to define your target market and who your prospects are. Then clearly identify the features and benefits of your product – what kind of added value does your product offer? Why is it unique? Why would I, as a customer, choose your brand versus the XYZ brand? Furthermore, determine how the target market feels about your product; hold focus groups and collect information about consumers’ perception. Such information would facilitate how you determine one of the main objectives of advertising: your product’s share of mind – define the level of your consumer awareness towards your product.
The process mentioned above boils down to simply figuring out how your target market perceives you in comparison to your competitors. A good positioning statement would define what makes you unique while concentrating on the kind of added value you offer consumers – a value that differentiates you and makes you better than the competition. Remember, with all the clutter out there, positioning helps you stand out and get through to your prospects.
Courtesy of Manal Richa, The MarCom Network – offering Communications, Branding and Advertising solutions.
At The MarCom Network, we offer marketing and advertising services assisting our clients in reaching their target customers through a spectrum of services including advertising planning, branding, creative collateral designs, and web development. For more information, please contact us at 949-596-4903 or visit us at www.TheMarComNetwork.com
Manal Richa
http://www.articlesbase.com/advertising-articles/positioning-how-you-can-win-the-battle-to-your-customers-mind-730873.html
Tags: advertising, attr, Coke, hidden elements, information, kleenex, Positioning, positioning statement, target market, tissue
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