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November 5, 2015 GREAT CONTENT STARTS HERE: POSITIONING IS MORE THAN A STATEMENT

Content Jam 2015: Great Content Starts Here: Positioning is More Than a Statement by Susan Silver

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November 5, 2015

GREAT CONTENT STARTS HERE: POSITIONING IS MORE THAN A STATEMENT

TODAY’S TAKEAWAYS

1 © 2015 Argentum Strategy Group. All Rights Reserved.

5 things you need to know to to talk clearly about your company

Using your positioning statement to create personas

Using positioning as a springboard for messaging

How to refine your company's existing positioning

5 KEY ELEMENTS OF EVERY VALUE PROPOSITION

1 Unmet Need

Reasons to Believe

5

Competitive

Set

3 Point of

Difference 4 Target 2

BASIC POSITIONING FORMULA

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To ________ with ______, your company is the ____________

that __________________________ because ___________,

___________, and ___________.

Target Need Competitive Set

Unique Point of Difference Reason to Believe 1

Reason to Believe 2 Reason to Believe 3

UNMET NEED

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1. UNMET NEED

D E F I N I T I O N : What customer problem does

your product or service solve?

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NEW EXERCISE MACHINE

X Replace Old Equipment

Keep Costs Low

Bring in Hot New Trend

XX

Target: Purchasing people at large health club chains

Their Needs:

11

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Need a deeper understanding

of their customers

Dissatisfied with their IT

department’s ROI

Want more cost-efficient

printing flexibility

Need to do technical

training in multiple locations

Want to Be sure can live the way they want in retirement

UNMET NEEDS

Want their golf swing to

be more consistent

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RUNNING EXAMPLE: ALLEN BROTHERS STEAKS

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Want to eat the very best steaks possible at home !!

ALLEN BROTHERS UNMET NEED

TARGET

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D E F I N I T I O N : Who is the customer

who has this unmet need?

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2. TARGET

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WHO IS YOUR BULL’S EYE CUSTOMER?

X! X! X!

X! X!

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Property

managers of dwellings

with 500+ units !

Upper income

moms with kids 2-12

!

People who have friends with cancer

!

Owners of business

with under 1K employees

!

People

touched by Dystonia

!

Owners/operators of multi-unit

health club chains with 5-40 locations

TARGET

TARGET = PERSONA

Age

Role/Function !Geography

Size or Income

Behaviors

Kids

Attitudes

Activities & Interests

USE BASIC RESEARCH TO GATHER FACTS ABOUT YOUR KEY BUYER

•  Customer interviews •  Zip codes from online shipping info •  Call reports from sales people •  Survey data* •  Tallying shoppers by hand •  Trade show observation

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“BUT I HAVE SEVERAL TARGETS…”

CHOICE

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MARKETING TARGET

Two!Targets!

Single!Focused!Target!

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Affluent Men 55+ !!

ALLEN BROTHERS TARGET

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Demographics • 55+ • Male • Income $200K+!

Attitudes • Great steak is worth paying more for • It’s possible to purchase great food online!

Behaviors • I am comfortable shopping online for food • My wife and I eat out frequently • I shop in gourmet stores in addition to chain grocery stores • We primarily eat Allen Brothers for special, but non-holiday meals • I often give Allen Brothers steaks as gifts

ALLEN BROTHERS TARGET

COMPETITIVE SET

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Family!Dinner!

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3. COMPETITIVE SET

Kids’!Meal!

Teen!Snack!

Side!Dish!

D E F I N I T I O N : What are you?

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The online prime meat company !!

ALLEN BROTHERS COMPETITIVE SET

POINT OF DIFFERENCE

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4. POINT OF DIFFERENCE

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D E F I N I T I O N : Why is your

company/product unique?

It’s NOT Your Price

X

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You don’t want to compete on price alone !!

PRICE CAN BE THE COST OF ENTRY BUT IS NOT THE BEST DIFFERENTIATOR

If someone can undercut your price, you’ll lose the business !!

$ !!

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DON’T BE THIS

!!

!!

!!

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THE BEST POINTS OF DIFFERENCE CLEARLY MEET THE UNMET NEED

Unmet Need Point of Difference

Company A Want the time their kids spend without them to be enriching

Company B Spending too much time recruiting and hiring

Company C Want to sweeten my coffee without adding calories

Helps kids become better thinkers

Never read an unqualified resume again

Make your beverages taste more flavorful.

!!

!!

!!

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TOOLS TO HELP IDENTIFY YOUR UNIQUE POINT OF DIFFERENCE

Interview your customers • Why they love you • Why they repurchase from you • Why they chose you in first place

List all features and benefits of your product!

What do you invest in as a company?

Think backwards: What can go horribly wrong if someone makes a bad category purchase decision?

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ALLEN BROTHERS POINT OF DIFFERENCE

Delivers to your home the very best steaks you can get anywhere

REASONS TO BELIEVE

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5. REASONS TO BELIEVE YOUR POINT OF DIFFERENCE

D E F I N I T I O N : What evidence

do you have that this is true?

Awards/Credentials

Proprietary Process

Quantifiable

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Only 1 in 40

qualified teachers is hired

!

Easy-to-use

hiring software !

Consistent monthly bill

!

They write the ads

for you

Certified 6k+ correctional healthcare

professionals including a former surgeon general

Proprietary contract attorney

vetting and training process

Have in-packed

over 1B 2D and 3D items !

One click/ 5 minutes to switch

REASONS TO BELIEVE

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ALLEN BROTHERS REASONS TO BELIEVE

1.  Leading purveyors of USDA prime beef in the US

2. Their meat served in the very best steakhouses in America

3. Every piece of meat is hand selected, hand cut and aged by their master butchers

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ALLEN BROTHERS POSITIONING STATEMENT

To affluent men 55+ who love steak and want to eat the very best steaks possible, Allen Brothers is the online prime meat company that delivers to your home the very best steaks you can get anywhere because

1.  They are the leading purveyors of USDA prime beef in the country 2.  Their meat is served in the very best steakhouses in America, and 3.  Every piece of meat is hand selected, hand cut and aged by AB’s

master butchers

Template worksheet available at argentumstrategy.com in Resources section

41 © 2015 Argentum Strategy Group. All Rights Reserved.

To ________ with ______, your company is the ____________

that __________________________ because ___________,

___________, and ___________.

Target Need Competitive Set

Unique Point of Difference Reason to Believe 1

Reason to Believe 2 Reason to Believe 3

POSITIONING TO

MESSAGING

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LAY OUT YOUR POSITIONING IN A HANDY CHART

Element! Positioning! !

Target! Tech savvy/forward seller agents !

Unmet need! Want to get more listings !

!

Competitive Set! Real estate marketing tool !

Unique POD! Helps you innovate/be on the cutting edge by marketing listings in a way that no one else can !

!

RTB1! Helps the listing stand out in a crowded field !

!

RTB2! More motivated/qualified buyers !

!

RTB3! Create an intensity of buyer engagement before the open house even happens !

!

38!

WHAT DO YOU WANT TO SAY TO YOUR TARGET?

Element! Positioning! Foundational Messaging!!

Target! Tech savvy/forward seller agents !

X

Unmet need! Want to get more listings !

Win more listings!

Competitive Set! Real estate marketing tool !

X !

Unique POD! Helps you innovate/be on the cutting edge by marketing listings in a way that no one else can !

•  You will have a more effective way to showcase seller’s homes than other agents

•  You will be able to market your listings better than anyone else!

! 39!

WHAT DO YOU WANT TO SAY TO YOUR TARGET?

Element! Positioning! Foundational Messaging!RTB1! Helps the listing stand out in

a crowded field !

•  Unique immersive showcase •  People will remember your listing

RTB2! More motivated/qualified buyers !

•  Sell faster, get more money!•  Helps you expand the pool of

buyers to people who don’t live in the area - they can have an open house experience any time

RTB3! Create an intensity of buyer engagement before the open house even happens !

•  Differentiate your program by adding a pre-open house “buzz builder” step

•  More motivated open house attendees

40!

THANK YOU!

Susan Silver [email protected]

312-337-7730

www.argentumstrategy.com

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