From the Item Bank |
||
The Professional Testing Blog |
||
Starting with Positioning and FocusAugust 8, 2016 | |Successful marketing starts with positioning and focus so says Al Ries and Jack Trout in their marketing classic, Positioning. Although the tactical side of marketing has changed and evolved in many different ways since this book was written, this single truth is still at the heart of any successful marketing effort. Many organizations try to accomplish too many things and their focus becomes muddled, resulting in a position of mediocracy, as opposed to one of leadership in a single facet. As a credentialing organization you are already one step ahead. You’ve already narrowed your focus to focus on just one thing – securing new and serving existing certificants. By positioning your organization to be exceptional at that solitary focus, you stand to achieve a greater competitive advantage. Yet as you develop your organization around this singular focus, you still cannot determine your actual position within the marketplace. Everyone’s ultimate goal is to position themselves as the leader in their industry. But in this case position is a noun, not a verb. No organization can position itself as anything. You can focus your efforts and your message to influence your position, but your position is controlled by the marketplace including your competitors and current and future clients. To help leverage your position, it is wise to create a positioning statement. As you start to do this don’t confuse a position with a positioning statement.
The marketplace is becoming an increasingly bustling and noisy place with numerous companies blaring their position statements at customers, hoping people will latch on to their message. Make sure your statement is clear and concise so consumers know exactly what your service offers and why it delivers better than your competitors. You can establish your brand’s position statement by answering these simple questions:
If your position statement effectively conveys your brand’s differentiating factor, then your position within the marketplace as a whole will take a favorable shift. Tags: focus, Marketing, position, position statementCategorized in: Marketing |
Comments are closed here.