And if your Marketing positioning is too bland, you will not be able to seduce him. Defining an impactful Marketing positioning is a major challenge that you must absolutely meet in order to sell. To properly define the Falkland Islands and Malvinas Email List 5 actions: Define who your priority targets are; Identify the differentiating points with your competitors; Engrave your “Why” in stone; Determine the levers to operate to diffuse it; Define WHO are your priority targets. And I said WHO! We are no longer in mass marketing as we could still be in the 1980s. We are no longer in segment marketing as was still the case in the early 2000s.
Today, we are in an experienced Marketing, an ultra-personalized and contextualized marketing. Marketing history. Your posts should be constructed to persuade your targets that they were exclusively for them and no one else. Your Marketing positioning must resonate deeply with your target, as a person. For that, you need to know everything about her and this is where the work of Persona Marketing comes in. I tell you more in this video: You will then be able to define the values of your Marketing positioning and the words, formats, and dissemination levers to use to appeal to your priority targets. Identify the differentiating points with your competitors. This is what Burger King does perfectly against McDonald’s, as we mentioned earlier.
Determine the right distribution levers
To properly define your Marketing positioning, you must have a clear idea of what differentiates you from your competitors, the differentiating points that you can put forward to activate the supporter syndrome in your customers. Your customers must say to themselves: “I am for this brand because unlike the other, it is like that! Example: “ I am necessarily a pro-Apple because, unlike the others, everything is connected and the user experience is super simple. When I am on an Android phone I am lost! And for you, what are the points that set you apart from the competition? List your strong values. If you were trained in Marketing before the end of the 2000s.
Like me, your teachers have probably not told you enough about this point which is crucial today for your Marketing positioning. Both the B2C buyer and the B2B decision-maker no longer choose only a product/service but also a brand, a partner who shares strong values. At the very beginning of Marketing, positioning came down to the 4P mix, essentially the product, its quality, and price. Quickly, competition intensified, the price was no longer sufficient: it was necessary to strengthen its Marketing positioning with the quality of service (delivery times or after-sales service for example). Now, it’s pretty easy to find the best price coupled with the best service. To make a difference, you must complete your Marketing positioning with strong values.
Several avenues are available to you
For example, in supermarkets, we will no longer limit ourselves to the price but we will focus on brands that carry eco-responsible values. With us, we have important values such as placing the well-being of employees at the same level as turnover: in our opinion, to sell better, it is necessary to make life easier for marketing and salespeople. And you, what are your strong values Burn your “Why” in stone. To work well on your Marketing positioning, you must have a precise idea of your “Why”, or “why you do what you do”. It is essentially this part that will activate the principle of association that we have seen previously.
If your target identifies with your “Why”, they will associate with your brand and they will much more readily place their trust in you. Why are you doing what you are doing? Why do you specifically sell this product or offer this service? Our Marketing positioning on this point is very clear: we do what we do to help companies develop their turnover in a world that changes quickly, very quickly. In the current context, to develop your turnover, you have to change things: renovate your marketing and sales strategy. But change cannot be improvised, it is co-constructed and conducted. The change is brutal and our “Why” is to help you get started as quickly as possible and as comfortably as possible.