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- 1. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. positioning workshop JANUARY 14, 2015 ・ @MIKETRAP
- 2. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. what the market wants to buy. REALITY startup marketing 2 what you think you are selling. PERCEPTION
- 3. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. how people grok your idea 3 * 15 seconds 15 minutes *
- 4. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. flexibility is important “mobile marketing management” “mobile media management” 20062002 “mobile messaging management” 2004
- 5. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. conviction & alignment You’re betting your livelihood on a value proposition you believe is significant. maybe you should write it down. Tell it the same way every time. Learn and evolve together.
- 6. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. elements of positioning • target – actionable universe of buyers • segment – key, predisposing attribute • brand – a name you call yourself • category – a competitive frame for the buyer • distinction – what makes you unique • proof – perceived evidence of truth
- 7. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. declare your hypothesis for target who are segment, brand provides the category with distinction because of proof.
- 8. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. made-up examples • For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering. • For people around the world, Coca-Cola is the soft drink that is the real thing since 1886. • For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth.
- 9. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. emotion comes first… 9 emotional rational
- 10. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. What start with “why” How Why“We make great computers. They’re beautiful and simple to use, because we think different.” “We think different. We make products beautiful and simple to use. We make great computers.” 10 Based on the work of Simon Sinek.
- 11. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 11 "If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea." Antoine de Saint-Exupery
- 12. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED. Workshop. 12
- 13. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. The Process • Write something. • Try it. • Watch closely. • Polish what works. • Discard what doesn’t • Repeat ad nauseum. 13
- 14. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Exercise • Blah, blah, blah – 10 minutes • Pair up – 5 minutes • A pitches B, listens, refines – 15 minutes • B pitches A, listens, refines – 15 minutes • Humiliation of the Bold – 15 minutes 14
- 15. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. elements of positioning • target – actionable universe of buyers • segment – key, predisposing attribute • brand – a name you call yourself • category – a competitive frame for the buyer • distinction – what makes you unique • proof – perceived evidence of truth
- 16. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. declare your hypothesis for target who are segment, brand provides the category with distinction because of proof.
- 17. thank you. @miketrap
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