content jam 2015: great content starts here: positioning is more than a statement by susan silver
TRANSCRIPT
TODAY’S TAKEAWAYS
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5 things you need to know to to talk clearly about your company
Using your positioning statement to create personas
Using positioning as a springboard for messaging
How to refine your company's existing positioning
5 KEY ELEMENTS OF EVERY VALUE PROPOSITION
1 Unmet Need
Reasons to Believe
5
Competitive
Set
3 Point of
Difference 4 Target 2
BASIC POSITIONING FORMULA
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To ________ with ______, your company is the ____________
that __________________________ because ___________,
___________, and ___________.
Target Need Competitive Set
Unique Point of Difference Reason to Believe 1
Reason to Believe 2 Reason to Believe 3
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1. UNMET NEED
D E F I N I T I O N : What customer problem does
your product or service solve?
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NEW EXERCISE MACHINE
X Replace Old Equipment
Keep Costs Low
Bring in Hot New Trend
XX
Target: Purchasing people at large health club chains
Their Needs:
11
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Need a deeper understanding
of their customers
Dissatisfied with their IT
department’s ROI
Want more cost-efficient
printing flexibility
Need to do technical
training in multiple locations
Want to Be sure can live the way they want in retirement
UNMET NEEDS
Want their golf swing to
be more consistent
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Want to eat the very best steaks possible at home !!
ALLEN BROTHERS UNMET NEED
D E F I N I T I O N : Who is the customer
who has this unmet need?
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2. TARGET
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WHO IS YOUR BULL’S EYE CUSTOMER?
X! X! X!
X! X!
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Property
managers of dwellings
with 500+ units !
Upper income
moms with kids 2-12
!
People who have friends with cancer
!
Owners of business
with under 1K employees
!
People
touched by Dystonia
!
Owners/operators of multi-unit
health club chains with 5-40 locations
TARGET
TARGET = PERSONA
Age
Role/Function !Geography
Size or Income
Behaviors
Kids
Attitudes
Activities & Interests
USE BASIC RESEARCH TO GATHER FACTS ABOUT YOUR KEY BUYER
• Customer interviews • Zip codes from online shipping info • Call reports from sales people • Survey data* • Tallying shoppers by hand • Trade show observation
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MARKETING TARGET
Two!Targets!
Single!Focused!Target!
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Demographics • 55+ • Male • Income $200K+!
Attitudes • Great steak is worth paying more for • It’s possible to purchase great food online!
Behaviors • I am comfortable shopping online for food • My wife and I eat out frequently • I shop in gourmet stores in addition to chain grocery stores • We primarily eat Allen Brothers for special, but non-holiday meals • I often give Allen Brothers steaks as gifts
ALLEN BROTHERS TARGET
Family!Dinner!
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3. COMPETITIVE SET
Kids’!Meal!
Teen!Snack!
Side!Dish!
D E F I N I T I O N : What are you?
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The online prime meat company !!
ALLEN BROTHERS COMPETITIVE SET
4. POINT OF DIFFERENCE
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D E F I N I T I O N : Why is your
company/product unique?
It’s NOT Your Price
X
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You don’t want to compete on price alone !!
PRICE CAN BE THE COST OF ENTRY BUT IS NOT THE BEST DIFFERENTIATOR
If someone can undercut your price, you’ll lose the business !!
$ !!
!!
!!
!!
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THE BEST POINTS OF DIFFERENCE CLEARLY MEET THE UNMET NEED
Unmet Need Point of Difference
Company A Want the time their kids spend without them to be enriching
Company B Spending too much time recruiting and hiring
Company C Want to sweeten my coffee without adding calories
Helps kids become better thinkers
Never read an unqualified resume again
Make your beverages taste more flavorful.
!!
!!
!!
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TOOLS TO HELP IDENTIFY YOUR UNIQUE POINT OF DIFFERENCE
Interview your customers • Why they love you • Why they repurchase from you • Why they chose you in first place
List all features and benefits of your product!
What do you invest in as a company?
Think backwards: What can go horribly wrong if someone makes a bad category purchase decision?
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ALLEN BROTHERS POINT OF DIFFERENCE
Delivers to your home the very best steaks you can get anywhere
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5. REASONS TO BELIEVE YOUR POINT OF DIFFERENCE
D E F I N I T I O N : What evidence
do you have that this is true?
Awards/Credentials
Proprietary Process
Quantifiable
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Only 1 in 40
qualified teachers is hired
!
Easy-to-use
hiring software !
Consistent monthly bill
!
They write the ads
for you
Certified 6k+ correctional healthcare
professionals including a former surgeon general
Proprietary contract attorney
vetting and training process
Have in-packed
over 1B 2D and 3D items !
One click/ 5 minutes to switch
REASONS TO BELIEVE
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ALLEN BROTHERS REASONS TO BELIEVE
1. Leading purveyors of USDA prime beef in the US
2. Their meat served in the very best steakhouses in America
3. Every piece of meat is hand selected, hand cut and aged by their master butchers
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ALLEN BROTHERS POSITIONING STATEMENT
To affluent men 55+ who love steak and want to eat the very best steaks possible, Allen Brothers is the online prime meat company that delivers to your home the very best steaks you can get anywhere because
1. They are the leading purveyors of USDA prime beef in the country 2. Their meat is served in the very best steakhouses in America, and 3. Every piece of meat is hand selected, hand cut and aged by AB’s
master butchers
Template worksheet available at argentumstrategy.com in Resources section
41 © 2015 Argentum Strategy Group. All Rights Reserved.
To ________ with ______, your company is the ____________
that __________________________ because ___________,
___________, and ___________.
Target Need Competitive Set
Unique Point of Difference Reason to Believe 1
Reason to Believe 2 Reason to Believe 3
LAY OUT YOUR POSITIONING IN A HANDY CHART
Element! Positioning! !
Target! Tech savvy/forward seller agents !
Unmet need! Want to get more listings !
!
Competitive Set! Real estate marketing tool !
Unique POD! Helps you innovate/be on the cutting edge by marketing listings in a way that no one else can !
!
RTB1! Helps the listing stand out in a crowded field !
!
RTB2! More motivated/qualified buyers !
!
RTB3! Create an intensity of buyer engagement before the open house even happens !
!
38!
WHAT DO YOU WANT TO SAY TO YOUR TARGET?
Element! Positioning! Foundational Messaging!!
Target! Tech savvy/forward seller agents !
X
Unmet need! Want to get more listings !
Win more listings!
Competitive Set! Real estate marketing tool !
X !
Unique POD! Helps you innovate/be on the cutting edge by marketing listings in a way that no one else can !
• You will have a more effective way to showcase seller’s homes than other agents
• You will be able to market your listings better than anyone else!
! 39!
WHAT DO YOU WANT TO SAY TO YOUR TARGET?
Element! Positioning! Foundational Messaging!RTB1! Helps the listing stand out in
a crowded field !
• Unique immersive showcase • People will remember your listing
RTB2! More motivated/qualified buyers !
• Sell faster, get more money!• Helps you expand the pool of
buyers to people who don’t live in the area - they can have an open house experience any time
RTB3! Create an intensity of buyer engagement before the open house even happens !
• Differentiate your program by adding a pre-open house “buzz builder” step
• More motivated open house attendees
40!
THANK YOU!
Susan Silver [email protected]
312-337-7730
www.argentumstrategy.com
© 2015 Argentum Strategy Group. All Rights Reserved.