obviously awesome: how to harness a marketing secret … · 2019. 11. 6. · how to harness a...
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OBVIOUSLY AWESOME: How to Harness a Marketing Secret Superpower
April Dunford @aprildunford aprildunford.com
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WHAT POSITIONING IS NOT
A TAG LINE
MESSAGING
BRANDVISIONPOINT OF VIEW
GTM STRATEGY
“MARKETING”
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MARKETING
POSITIONING
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POSITIONING: A DEFINITION
POSITIONING defines how our product is THE BEST IN THE WORLD at providing SOMETHING that a well-defined set of CUSTOMERS cares a LOT about
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POSITIONING ANWERS FUNDAMENTAL QUESTIONS:
WHAT IS THIS? WHY SHOULD I CARE?
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@aprildunford
POSITIONING IS LIKE CONTEXT SETTING FOR PRODUCTS
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@aprildunford
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@aprildunford
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@aprildunford
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A SHIFT IN POSITIONING CAN
COMPLETELY TRANSFORM
THE WAY WE SEE A PRODUCT
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Customers use what they KNOW
to make sense of what they DON’T
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MARKET CATEGORIES HELP CUSTOMERS FOCUS
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MARKET CATEGORIES HELP NARROW THE CHOICES
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Market
Competitor
Price Features
Target Customer
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Email for
Lawyers
Outlook Gmail
Cheap or Free
Inbox, Spam,
Calendar
Lawyers
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Team Collab.
for Lawyers
Slack-ish
$$File
sharing ++
Lawyers
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We rarely choose Market Categories DELIBERATELY
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What if I told you…your DATABASE is not a DATABASE
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BUT….THIS ISN’T MY JOB!!!
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YOUR GENIUS WORK
ACCEPTING WEAK POSITIONING HAS CONSEQUENCES
@aprildunford
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YOUR GENIUS WORK
ACCEPTING WEAK POSITIONING HAS CONSEQUENCES
@aprildunford
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YOU DIDN’T SIGN UP FOR THIS CRAP
@aprildunford
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HOW DO WE DO POSITIONING?
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CRAP YOU LEARN IN MARKETING CLASS
THE TRADITIONAL POSITIONING STATEMENT
FOR ____(target market)____
___(our offering)___ IS A ___(market category)___
WHICH PROVIDES ___(benefit)___
UNLIKE ___(competitor)___@aprildunford
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COMPONENTS OF POSITIONING
Positioning
Alternatives
Unique Attributes
ValueCust. Segments
Market Category
@aprildunford
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CUSTOMER-CENTRIC POSITIONING
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I TOOK NOTES FOR YOU
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HOW A NICHE PLAY BECAME A UNICORN
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TAKEAWAYS
Position Deliberately
Centre on Differentiated Strengths
Follow a Positioning Process