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Positioning is the art of putting your business and its products where
they need to be at the exact time they need to be there. It's the age
old saying, "Being in the right place, at the right time." It's about
claiming a territory so that a prospect who enters that territory has
no choice but to buy your product because they need it. It's about
having a clear vision of who you are, who your employees and co-workers
are, and what service your company can clearly provide to the market
place.
A lot of companies have a "positioning statement", yet most of
their employees could never tell you what it said. The positioning
statement should work side by side with your business plan. To achieve
success in marketing your products you, and your employees, must first
make an appeal to the customer with your business and its brand. Unless
you developed a mind-blowing new invention that stands attention all on
its own (good luck in doing this), everyone from the janitor to the CEO
must know what the goals of the company are (your plan), and why it
will stand to succeed and reach those goals. (your positioning
statement)
If everyone knows where they are headed - through the synergy created by working together, great things can be accomplished.
If your company has yet to develop its positioning statement. I
have one cliché for you. "Get-R-Done." It may not be an easy task to
accomplish (writing out the company's stance within a given market in
just a few sentences), but you can start by answering the questions
below.
1. How is the company unique?
2. What makes your company valuable to others?
3. What is your competitive advantage?
4. What do you do that creates a lasting experience?
Don't hesitate to shout if you have any questions. Visit our website Business Marketing Tools, Tips, & Ideas
About the author: William Royall is president of Royall Media,
Inc. (RMI) - RMI is a marketing firm based in the Greater Orlando area
of Central Florida. William Royall has produced media for Fox
Networks, IBM, Fiserv, the Golf Channel, Stetson University, the
Caribbean Hotel Association and many others. Read more articles
related to media and marketing at RMI's marketing blog, Business Marketing Tools, Tips & Ideas.
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