Authors:
Erich Flynn, CEO
Chris Frank, Marketing Director
TreeHouse Interactive
One of the most basic and fundamental deliverables marketing teams need to provide is positioning for their companies and products. The right positioning establishes appropriate target markets, competitive agenda and key messages for the most effective marketing results. Without it, salespeople say one thing, marketers say another, press releases are off target, social media efforts focus on the wrong ideas and outbound campaigns miss their mark.
Best-in-class companies clearly know which issues they solve, how they solve them better than their competition, and how to both articulate and support those messages in all areas.
This article, the first in a series, outlines a clear methodology for creating positioning that works. In short, positioning can be summed up into five parts:
· Research
· Market Segmentation
· Competitive Differentiation
· Positioning Statement Development
· Education and Distribution
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