Position Marketing with Positioning Strategy

Is it time for you to consider position marketing and developing a positioning strategy?

Well, do you think your business is special?

If you didn't answer with a quick "Yes" then the time is right to begin positioning your business for greater success.

Unlike niche marketing which is more concerned with finding an un-served product area in the market place, and then stepping in to fill that gap, position marketing develops out of a positioning strategy which centers more around you and your company. You might even say it's your image, or how the public views your company in their mind.

Think of it a bit like your reputation. Each of us has a reputation to either live up to or live down. Mention the name of George Washington and you immediately think of the man who never told a lie. Mention the name of almost any modern politician and you'll get the complete opposite response - people who you never tell the truth.

So the politician who adopts a positioning strategy which includes honesty and integrity will almost certainly stand out from his political opponents. And, just as a reputation can say a lot about us as individuals, it can say a lot about a company and its products or services. Successful position marketing tries to do just that - enhance our the image of our reputation.

For instance when we say Rolls-Royce we get this mental image of well-built luxury cars that are a pleasure to drive and own. We don't have to discuss the particulars to know it will be a quality automobile. Roll-Royce has used position marketing to capture our affections and loyalty as soon as we hear the name.

David Olgivy, a legend among writers who write for business, summed up the Rolls-Royce with a headline that said, "At 60 miles and hour the loudest noise in this new Rolls-Royce comes from the electric clock." This headline with only a few points reinforcing the amazing quality of this car shows how a good positioning strategy can help you transcend all the traditional arguments why you should buy.

Another example would be the Rolex watch. If you want the world's best watch, it has to be a Rolex. And Rolex has succeeded on that premise even though the watch probably doesn't tell time any better than any other watch.

Position marketing is a way of rising above of the noise of the market place and taking your company from the realms of the common and into the hallowed realm of the extra special. In essence the right positioning strategy places your company on a plane by itself so you effectively avoid much of the selling frenzy which surrounds you. It also helps keep you from being beat up in a pricing war with your competitors.

In Florida where I live there are at least four different super market chains ranging from the all-pervasive low price promise of Wal-Mart to the exclusive top-of-the-line shopping experience of Publix.

Why do I say Publix is top-of-the-line? Their positioning strategy is stated in their tag line, "Where Shopping is a Pleasure." Sure, they have their sales and specials, but they never try to be the least expensive. And, let me assure you they are not. They are quite expensive on some items. But they thrive in their place as the ultimate grocery shopping experience. Their position marketing works. People who shop at Publix do so for the same reason others will buy a Rolex...because in their mind it's the best.

This is not to say your positioning strategy always has to involve the more expensive and exclusive line of products or service. Not at all.

Let's look at a few more position marketing strategies. What does Marlboro bring to mind? Is it simply the experience of smoking cigarettes? Or is it the whole idea of being a real man?

Some years ago an ad agency was hired to market an upstart cola company. Their advice was not to take Coke and Pepsi head on in an ad war because either one of the big boys could bury them in a marketing onslaught. So the final decision was to position themselves by sneaking in under the radar of the big companies and not competing with them at all. That's how the Un-cola, the 7-up bottling company was born.

Now what about you? Is there something that makes you unique or something you can change to become special? Will it be looked on as a benefit to your potential customers? The following are some questions to help you identify a successful positioning strategy for your company.

The first step to effective position marketing begins by asking yourself what makes you special.

Is it a quality about you - such as credentials, or personal story?

Who are you? For instance...

Are you the underdog? Avis car rental claimed the #2 spot so well with their "We're #2, we try Harder," campaign that most people forgot who #1 was.

Are you the devil-may-care adventurer like Richard Branson of Virgin Airlines who combines business risks with adventure?

Are you the accessible expert everyone can turn to for advice?

Are you the Entrepreneur who's on the cutting edge of new technologies?

Are you the environmentalist who looks out for the earth?

Are you the little man's friend defending the weak from the strong?

Is there a quality about those you serve that makes you special? Maybe you serve only seniors, babies, or dogs.

Is there a quality about the way you provide your service? Maybe you have fast food, delivery

Is there a quality about your style? Such as humor, sophistication, or that you dress in tuxedos?

Is there a quality about the speed of your service? Such as Domino's 30 minute delivery guarantee.

Is there a quality about your guarantee? Maybe you offer money back, no questions asked.

Is there a quality about your payment policy? Do you give free trials, payments, discounts?

Find your positioning strategy. Claim it. Then go and make yourself a name in your prospect's mind that no one can take away.