Wikipedia defines positioning as:
"The process by which marketers try to create an image or identity in the minds of their target market for its products, services, or for the organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market."The standard working definition of positioning (from Geoffrey A. Moore) is:
For [target end user]
Who wants/needs [compelling reason to buy]
The [product name] is a [product category]
That provides [key benefit].
Unlike [main competitor],
The [product name] [key differentiation]
And the takeaway I want to leave with you regarding positioning is: get it right, do it first, and dont cut corners, because nothing else really matters if you get your positioning wrong. Positioning is grounded in market research - how many firms still invest in research now that Google exists - which forces you to understand the problems of your target customers and provides you a brutal assessment of whether your products and services address the problems facing your customers. If you pass this test, the second step is messaging, which forces you (and your Teams) to crystallize the benefits of your products and services into short summary statements -- these form the core go-to-market messages for your entire organization (and your strategic go-to-market partners). Lastly, effective positioning includes a thorough assessment of your product vis-a-vis the competitive landscape, which highlights (or lowlights) the differentiating value of your product and service FROM your competitors. Believe me, if your product is any more complex than a toothpick, your potential customers WILL ask you how your product is different from ABC Company's product, so you better be ready.
And isnt that the primary goal of the Marketing Department?
I know. But it is so fun to watch some of these kids hit the fence (ie, good bat speed, optimal takeoff angle, and maximum backspin, right Dr. Nathan?). And being a witness to this marvel of children, many times I've found myself a million miles away from performance reviews, goal tracking, marketing, shipping deadlines, and the daily drudgery of the office, which is not a bad thing. It helps to not only keep me sane, but also stay grounded.
Im not a developer, but I am a marketer and its my opinion that the market seeks three things today offered only by open-source software: access; trust; and value.I actually stumbled on this and it reminded me how simple the math is to calculate LTV. This isn't even algebra; it's adding/subtracting and division. Sure, their are more complex financial calcs available, too, but let's remember one of the cornerstones of Marketing: KISS.
So the point of this post is to remind any readers of a huge consulting opportunity. As an experienced Exec in Fortune 100 and startup firms, there just is no one doing this type of analysis. Despite my attempts to pitch the value of the exercise to the higherups, it just didnt have much legs. Not to mention that most ERP and even COTS vendors don't package it and it's really hard to customize at this level, so IT threw up on it in my lap more than once. Going rate should be $200/hr. Really.
Speak with you soon. DC
ing for "independent evaluations" from the blogsphere, Google caught them, and slapped them hard. To see their rapid fall from grace is nothing short of shocking. How did Google catch them? Does it matter? I'm speculating but I'm probably close based on what I've heard and what I've read. And more importantly, it's an obvious rule (obvious to some of us!) not to try and game Google...they are everywhere and they know everything. It's their game. Their rules. Their field. Their ball. But they do provide the rule book (except for those pesky algorithms). We all get an equal chance to play and most of us even have a good time, but at the end of the day, they are responsible for grooming the infield, sweeping the stands, and getting the ballpark ready for the next game on the following day. If they have to get rid of a few broken bats, too, I'm ok with that.
And to realize that I've put in to practice, with effectiveness I might add, the theories I learned a few years ago is an exciting thing -- so exciting in fact that I commented (see Digital is More Value-Adding...) back to them. As I mentioned in my comment to the recent K@W article (and recently in this blog, too), digital marketing tools level the playing field in such a way that small startups can build brands quickly and generate high quality, predictable leads at low costs.
Budweiser marketers at Anheuser-Busch are amazing product performers in their consistent ability to develop and control the brand. If brand=proof of value, is there no better example? While the quality or quantinty of value may be debatable, to those who derive value from the products unquestionably receive their level of perceived (or real) value from Bud time after time. And we could discuss positioning and loyalty effects here, too. Yeah, a billion dollar ad budget helps, but the core question remains: how is your brand performing for you? Would your customers agree?
Speak with you soon. DC
"Search is the next killer app for the Enterprise."The tools provided by Google at no cost (combined with a wider distribution of available “Google-savvy” marketers) will once and for all enable SMB to maintain pace with their larger Enterprise competitors. The impact could be dramatic. Especially for Google.
