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28 Aug 09

Market Research & Strategy : Geo Strategy Partners

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ATL companies strategy strategic consulting advisory M&A

22 May 09

Shifting Competition in the Brokerage Industry: New Imperatives for Full-Service Firms

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dryden securities industry analysis structural subprime economics strategic

29 Apr 09

The Positioning Statement: Why To Have One Before You Start Communicating : MarketingProfs Articles

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message platform positioning statement strategic marketing

positioning is the heartbeat of an effective communications plan
defines your company's direction. It answers
seven essential questions:
22 more annotations...
- who you are
- what business
  you're in
- for whom (what
  people do you serve)
- what's needed
  by the market you serve
- against whom do
  you compete
- what's different
  about your business
- what unique benefit
  is derived from your product or services?
- A positioning statement, by contrast expresses how you wish
  to be perceived.
- core message you want to deliver in every medium
- clear, defensible,
  differentiated positioning statement and supporting key messages to guide you
  and others along the way
- purpose of this is creating clarity, consistency
  and continuity in the way the organization speaks to the market.
- above all an "outside-in" perspective.
- business and (or) marketing
  plans
- those in key communicating roles participate in this process
- Positioning
  - The Battle for Your Mind t
- concentrate on uncovering issues, competitive
  and internal differences of opinion
- examine and be aware of what key competitors
  are claiming about themselves
- A second listener, note-taker is valuable to capture all
  the important ideas that tend to come rushing out
- the goal is uncovering direction by defining what is real as well as management's
  ideal vision. This includes company and competitors' strengths, weaknesses, competitive
  threats, opportunities (SWOT analysis). What is being sought are reasonable and
  compelling supports (key messages) for a position verses competitors,
- The hardest thing
  for many people to grasp is the concept of narrowing rather than broadening a
  company's focus. Trout and Reis' "Law of Focus" is very clear on this
  subject. Differentiation is essential.
- Craft one or two positioning statements
  and a set of key messages (supporting statements) for consideration by the work
  group.
- The second session
  should focus on refinement and agreement on one positioning statement and a limited
  set of key messages.

How to write your positioning statement

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message platform positioning statement strategic marketing

positioning statement states how you wish to be perceived
gives you the basis for defining who you
are and communicating
that to customers and clients
1 more annotations...
- Who are you?
  What business are you in?
  Who do you serve?
  What are the special needs of the people you serve?
  Who are you competing with?
  What makes you different to those competitors?
  What unique benefit does a client derive from your service?

How to Write a Product Positioning Statement | eHow.com

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message platform positioning statement strategic marketing

list of your audiences and prioritize them

Developing a Positioning Statement

www.businessburrito.com/positioning-statement.html - Preview

message platform positioning statement strategic marketing

defines the benefit of your product / service to your target customer, and states how you’re different from your competitors.
use a positioning statement to develop a tagline or slogan for a company or product.
6 more annotations...
- Who are you?
  - What is your business / industry?
  - Who is your target customer?
  - What are the needs of your target customer?
  - Who are your competitors?
  - What is the key benefit of your company over your competitors?
  - What is the unique benefit of your product/service, especially compared with your competitor’s product/service?
  - Why should your target believe you can deliver the benefits?
- three sessions:
- Template #1:
  (Product / Service / Company / Person) is the one (your category) that provides (your target customer) with (your key benefit) because (reason to believe you can deliver the benefit).
  Template #2:
  For (your target) who wants / needs (reason to buy your product/service), the (your product or service) is a (category) that provides (your key benefit). Unlike (your main competitor), the (your product/service) (your key differentiator).
- steer away from the following:
  
  • Listing more than one benefit or differentiator. Don’t try to stuff as much as you can into it. Realize that simplicity is always better. As one of my mentors use to say, “If you try to be all things to all people you’ll end up being nothing to no one.” No matter how hard it is, boil it down to one.
  • Not defining your target properly
- Not including the reason to believe or the reason to buy
- Including benefits that aren’t unique to you or sustainable over a period of time

Branding 101: How to Write a Positioning Statement | Small Business Marketing Guide - Brought to you by HP

www.smbmarketingguide.com/...-write-a-positioning-statement - Preview

message platform positioning statement strategic marketing

product’s “position” is the place it occupies in the customer’s mind
classic positioning structure

used by Procter and Gamble
6 more annotations...
- Unique
- must not already be owned by another company.
- f your positioning is too broad, the customer won’t remember it.
- budget will determine how narrow your positioning will be.
- Good positioning is durable in the customer’s mind.
  
  But it must also be durable in the product owner’s mind,
- o be believable, your product must deliver on its positioning promise

Key Message Copy Platforms: the Secret to Increasing the Selling Power of your B2b Marketing Materials

www.articlesbase.com/...arketing-materials-138783.html - Preview

message platform positioning statement strategic marketing

comprehensive key message copy platform that serves as the “master message document” for your product
key message copy platforms typically include the following sections:
14 more annotations...
- problem your product solves
- clear explanation of the specific need your product addresses
- How your product works
- one good explanation that’s easy to follow
- Market research facts and figures
- ey message platform is the ideal place to list all the key market stats, facts and figures you need to substantiate the marketing claims you want to make about your product
- Unique selling proposition
- have a unique selling proposition (USP) that makes it superior to its competition.
- Emotional selling proposition (ESP)
- emotional selling proposition (ESP).
- Capture this emotion and put it in words that become a focal point of your marketing campaign.
- Product positioning statement
- detailed list of your product’s features and benefits
- Key message statements

25 Apr 08

Monolith Capital Partners: Venture Capital & Strategic Advisory

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atlanta financial capital source intermediary venture strategic advisory

01 Oct 07

Current Analysis | Outsmart Your Competitors

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analysis competitive hardware infrastructure intelligence it market networking planning positioning research software strategic telecom wireless

16 May 07

15 May 07

Welcome to CheckMATEPlan.com

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business planning resources software strategic strategy

Gryphon Systems - Strategic Planning Software - Strategy/Strategic Planning Related Sites

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business planning resources strategic strategy

Strategic Management Software - Gryphon Systems, Inc.

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business planning resources strategic strategy

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Jim McClintock's Library tagged strategic → View Popular

Market Research & Strategy : Geo Strategy Partners

Shifting Competition in the Brokerage Industry: New Imperatives for Full-Service Firms

The Positioning Statement: Why To Have One Before You Start Communicating : MarketingProfs Articles

How to write your positioning statement

How to Write a Product Positioning Statement | eHow.com

Developing a Positioning Statement

Branding 101: How to Write a Positioning Statement | Small Business Marketing Guide - Brought to you by HP

Key Message Copy Platforms: the Secret to Increasing the Selling Power of your B2b Marketing Materials

Monolith Capital Partners: Venture Capital & Strategic Advisory

Current Analysis | Outsmart Your Competitors

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