I want to talk today about positioning. Positioning is key to every successful marketing campaign. Positioning is how your target market thinks of you in comparison to your competitors. For example, are you the “Forever young” personality that Pepsi is after or do you prefer the tried, tested and true “Always Coca-Cola”? Either way, you see how they set themselves apart from one another despite having very similar products. Think about the car industry for a moment. What is the difference (in your mind) between a Volkswagon and a Cadillac? These differences represent the respective positions held by each automobile dealer in the marketplace. Similar products (although some would argue differently, in reality they are both cars) with very different market perceptions.
Where does your business sit in the minds of your marketplace?
Are you the newest business on the block and offering the best intro deals? Is your business consistently outselling everyone else? Are you the local real estate expert that
specializes in a particular aspect of the industry? What sets you apart from your competition – find that answer and you have started to position your company.
Other aspects you will need figure out are:
- what do you do better than your competitors (competitive advantage?) & how does this difference benefit your target market?
- is your business distinctive and is this distinction superior to your competitors in any way?
- can this distinction be repeated and understood in your marketplace easily?
Take the time to think about your business and where it relates to your competitors in your customer’s mind. Then decide if this is where you want to be, and if it isn’t, then figure out how to get your business to the position you want.
For more information, contact Keelan at firstname.lastname@example.org.