Positioning

Positioning is competitive differentiation exposure. Successful positioning establishes trust, and instills the positive, actionable behavior that leads to sales. Prospects perceive a company, product or service favorably in relation to competitor offerings. In essence, what you have that others don’t, or don’t stress, promoted to your advantage, is positioning.

With attention spans under 2 seconds, Americans are exposed to about 3000 commercial messages a day. To capture interest messages must engage quickly, and this immediate connection must be relevant to pause in order that product, positioning and brand (name, logo, slogan, design scheme, etc.) identifiers are remembered.

Too much thematic abstraction can fail (unless you have an endless saturation budget) because the connection between arresting concept and relevant persuasion is too tedious. The ad may be remembered, but the advertiser is not.

Behavior modification is the goal of all advertising. To change behavior to an inclination for your company’s products or services over another’s is the reason to spend money on advertising. Prospects usually need to be reached multiple times to take action, so all your marketing communications efforts, online and offline, should be complementary to enhance effectiveness and strengthen impact.

Ideally, the targeted prospect is stopped and stays with you long enough to retain some or all key points of the message, namely:

1. Your product or service.
2. Your brand.
3. Your competitive advantage.
4. Your value proposition.
5. Your call to action.

Delivering messages to qualified audiences preferentially disposed to purchase your exact product or service is the subject of our next entry, target marketing.

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