Mastering Product Positioning

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This presentation introduces you to the positioning statement and illustrates how and why it works. Examples, best practices, and a downloadable template will be shared. This webcast is based on Mike Gospe's new online course, Mastering Product Positioning.

Join Mike Gospe as he shares insights on how product marketers and product managers are using positioning statements to drive better-focused product roadmaps and customer-relevant messaging.

You can download a product positioning template courtesy of Mike Gospe here: http://slidesha.re/1lWfZqB.

About the Speaker
Mike Gospe is a noted author, accomplished marketing strategist, and corporate leader who understands what it takes to market and sell to today's B2B companies. He is also a co-founder of KickStart Alliance, a marketing and sales leadership consulting team, where he delivers positioning and messaging "practical application workshops" and consultation. He's written a number of action-oriented B2B books, including: Marketing Campaign Development, and The Marketing High Ground. His workshops and books are enjoyed by marketers around the world.

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AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

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Mastering Product Positioning

  1. 1. © AIPMM 2014 www.aipmm.com www.aipmm.com
  2. 2. © AIPMM 2014 www.aipmm.com
  3. 3. © AIPMM 2014 www.aipmm.com Follow: @AIPMM @cindyfsolomon @mikegospe Use: #AIPMM #ProdBOK Tweet!
  4. 4. © AIPMM 2014 www.aipmm.com Participate and Win! Must be present to win! One lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
  5. 5. © AIPMM 2014 www.aipmm.com Moderator: Cindy F. Solomon, CPM, CPMM @cindyfsolomon Today’s Speaker Presenter: Mike Gospe Marketing Guru, KickStart Alliance mikeg@kickstartall.com www.kickstartall.com
  6. 6. © AIPMM 2014 www.aipmm.com Now a UDEMY online training course!
  7. 7. © AIPMM 2014 www.aipmm.com Poll Question #1 How familiar are you with “product positioning”?  Very familiar. I lead these exercises often.  Somewhat familiar. I’ve participated in these exercises before.  I know what they are, but I’ve never participated in the exercise.  This is a brand new concept to me.
  8. 8. © AIPMM 2014 www.aipmm.com
  9. 9. © AIPMM 2014 www.aipmm.com Introducing The Better Mousetrap This is a real ad that appeared in several popular magazines in 1955.
  10. 10. © AIPMM 2014 www.aipmm.com This is the headline
  11. 11. © AIPMM 2014 www.aipmm.com Actual size: 15 ½ x 3 ½ x 15 inches Weight 12 lbs (not including 2 ½ quarts of water)
  12. 12. © AIPMM 2014 www.aipmm.com It’s for a lot of people who work in a lot of different places Grain Elevators * Restaurants * Warehouses * Food Processers * Manufacturers * Chain Stores * Farms * Meat Packers * Institutions * Ships * Homes * Orchards * All Others Needing Rodent Control. MASS CATCHING Our record 102 mice to one setting of 8 hours. Amazing revolutionary method of eliminating one of the most dangerous and destructive mammals on earth – MICE! * FOR *
  13. 13. © AIPMM 2014 www.aipmm.com SELF SETT MOUSE TRAP insures complete destruction of mice, ticks, lice, fleas and all other vermin in a quick, sanitary, efficient manner. SELF SETT MOUSE TRAP is neat in appearance, can be placed anywhere without attracting attention or causing embarrassment. SELF SETT MOUSE TRAP is a sanitary, sealed, locked unit: two traps in one, but simple in construction. SELF SETT MOUSE TRAP will prevent FILTH AND DISEASE, LAW SUITS, POSSIBLE FIRE LOSSES, AND OTHER COSTLY DAMAGE. BE PREPARED to face city, county, and federal inspectors who may inspect your place of business at any time without notice. And it offers a lot of benefits
  14. 14. © AIPMM 2014 www.aipmm.com $29.95 Nearest competitive alternative: 5
  15. 15. © AIPMM 2014 www.aipmm.com Advertising Strategy
  16. 16. © AIPMM 2014 www.aipmm.com There are 4 fundamental flaws with the positioning strategy behind this ad.
  17. 17. © AIPMM 2014 www.aipmm.com Flaw #1 1 • Who is the target audience? x Everybody x Trying to be “all things to all people”
  18. 18. © AIPMM 2014 www.aipmm.com Flaw #2 2 • The Self Sett Mousetrap is the name of the product • But the category makes no sense because . . . x This product is neither sanitary, self-setting, nor portable!
  19. 19. © AIPMM 2014 www.aipmm.com Flaw #3 3 • Too many benefits x Aimed at too many audiences x A laundry list of benefits that may or may not be meaningful
  20. 20. © AIPMM 2014 www.aipmm.com Flaw #4 4 • Not compelling vs. competitive alternative x $29.95 vs. 5 cents x Even if catching 102 mice, $29.95 vs. $5.10 x Complicated pricing doesn’t equate to value
  21. 21. © AIPMM 2014 www.aipmm.com The messaging in this ad was. . . X Confusing X Off-target X Irrelevant . . .because there was no positioning strategy to guide the messaging!!!
  22. 22. © AIPMM 2014 www.aipmm.com Poll Question #2 Which of these issues have you experienced?  We’re trying to appeal to “everybody”.  We don’t know our target audience very well.  We’re communicating too many benefits.  We confuse features and benefits.  Our product is a commodity. We don’t have a real differentiator.
  23. 23. © AIPMM 2014 www.aipmm.com The mousetrap ad is a metaphor for problems commonly encountered by high-tech marketers Courtesy of Rob Blair: www.robbieblair.com
  24. 24. © AIPMM 2014 www.aipmm.com V A L U E
  25. 25. © AIPMM 2014 www.aipmm.com Control is an illusion. Customers & prospects define your position in the market.
  26. 26. © AIPMM 2014 www.aipmm.com Positioning is what you do to the mind of the prospect So, how do we influence the minds of our prospects?
  27. 27. © AIPMM 2014 www.aipmm.com The positioning statement guides product development & marketing programs A marketing tool for internal use only
  28. 28. © AIPMM 2014 www.aipmm.com Poll Question #3 What is a “positioning statement”?  It’s a tagline or slogan.  It’s covered in the data sheet.  It’s the product requirements document (PRD).  It’s whatever the product marketing manager says it is.  None of the above.
  29. 29. © AIPMM 2014 www.aipmm.com A positioning statement is not . . .
  30. 30. © AIPMM 2014 www.aipmm.com Tagline A positioning statement is not . . .
  31. 31. © AIPMM 2014 www.aipmm.com Tagline Company history A positioning statement is not . . .
  32. 32. © AIPMM 2014 www.aipmm.com Data sheet Company history Tagline A positioning statement is not . . .
  33. 33. © AIPMM 2014 www.aipmm.com Product plans Data sheet Company history Tagline A positioning statement is not . . .
  34. 34. © AIPMM 2014 www.aipmm.com Definition: A positioning statement is . . . A tool used by marketers to gain internal agreement and clarity around the specific value being offered to specific target audience segments (personas).
  35. 35. © AIPMM 2014 www.aipmm.com Definition: A positioning statement is . . . A tool used by marketers to gain internal agreement and clarity around the specific value being offered to specific target audience segments (personas). However, the positioning statement is not the message to the customer.
  36. 36. © AIPMM 2014 www.aipmm.com It’s all in how you position!
  37. 37. © AIPMM 2014 www.aipmm.com Positioning Statement Format To: is the one that unlike . (One Target/Persona) (Product/Company Name) (Category) (Key Customer Benefit) (Differentiator)
  38. 38. © AIPMM 2014 www.aipmm.com • Introduction: Why we need a “positioning statement” 1. Line 1 – Target segmentation & the persona 2. Lines 2 & 3 – Names & categories 3. Line 4 – A good key benefit 4. Line 5 – Competitive differentiation 5. Positioning statements in action 6. How to bring positioning statements to life • Conclusion Lessons in Mastering Product Positioning www.udemy.com
  39. 39. © AIPMM 2014 www.aipmm.com The cure for jetlag
  40. 40. © AIPMM 2014 www.aipmm.com Frequent Flyer Business Executive (Globetrotter persona) EXAMPLE To: (One Target/Persona)
  41. 41. © AIPMM 2014 www.aipmm.com©Spice Catalyst 2013 The “globetrotter” persona focuses on travel-related concerns and priorities of the traveling executive.
  42. 42. © AIPMM 2014 www.aipmm.com FlyRight EXAMPLE (Product/Company Name) Frequent Flyer Business Executive (Globetrotter persona)To:
  43. 43. © AIPMM 2014 www.aipmm.com EXAMPLE To: is the one (Category) Frequent Flyer Business Executive (Globetrotter persona) FlyRight jet lag remedy
  44. 44. © AIPMM 2014 www.aipmm.com EXAMPLE To: is the one that FlyRight Frequent Flyer Business Executive (Globetrotter persona) jet lag remedy allows you to stay healthy through the flight and arrive at your destination feeling as invigorated as when you left so you can get right to work (Key Customer Benefit)
  45. 45. © AIPMM 2014 www.aipmm.com EXAMPLE FlyRight Frequent Flyer Business Executive (Globetrotter persona) jet lag remedy allows you to stay healthy through the flight and arrive at your destination feeling as invigorated as when you left so you can get right to work To: is the one that unlike sleeping pills and caffeinated drinks that provide temporary relief, but take a huge toll on productivity later on. (Differentiator)
  46. 46. © AIPMM 2014 www.aipmm.com A near disaster!
  47. 47. © AIPMM 2014 www.aipmm.com An example of the wrong headline! • ORIGINAL HEADLINE: Agilent Introduces High-performance Signal Generator with New Low Price This headline was written without the benefit of a positioning statement to guide the messaging.
  48. 48. © AIPMM 2014 www.aipmm.com Creating & evaluating positioning statements  To RF communications equipment production engineers: • the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Target audienceAgilent’s Positioning Statement
  49. 49. © AIPMM 2014 www.aipmm.com • To RF communications equipment production engineers:  the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Product Name Creating & evaluating positioning statements Agilent’s Positioning Statement
  50. 50. © AIPMM 2014 www.aipmm.com • To RF communications equipment production engineers: • the Agilent E4438C ESG is the one  vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Category Creating & evaluating positioning statements Agilent’s Positioning Statement
  51. 51. © AIPMM 2014 www.aipmm.com • To RF communications equipment production engineers: • the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Benefit Creating & evaluating positioning statements Agilent’s Positioning Statement
  52. 52. © AIPMM 2014 www.aipmm.com Does “New Low Price” = “Lowest Cost per Test”???
  53. 53. © AIPMM 2014 www.aipmm.com • Actually, our signal generator costs MORE than the competition!
  54. 54. © AIPMM 2014 www.aipmm.com • To RF communications equipment production engineers: • the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Differentiator Creating & evaluating positioning statements Agilent’s Positioning Statement
  55. 55. © AIPMM 2014 www.aipmm.com Positioning statements drive good messaging REVISED HEADLINE: Agilent’s New High-performance Signal Generator Reduces Test Costs This is NOT a story about low price! It’s a story about lowering test costs! X ORIGINAL HEADLINE: Agilent Introduces High-performance Signal Generator with New Low Price
  56. 56. © AIPMM 2014 www.aipmm.com 6 questions to guide your positioning statement 1. Who is the product for? 2. What problem are they trying to solve? 3. Why will they select your product? 4. How will they use it? 5. What is the nearest competitive alternative? 6. How will their life be better, having selected your product?
  57. 57. © AIPMM 2014 www.aipmm.com Don’t fall victim to your own “mousetrap”  Focus on the solving the customers’ problem  Be relevant!  Follow the positioning statement template
  58. 58. © AIPMM 2014 www.aipmm.com Poll Question #4 Which of the following statements is true?  The advertising manager owns the final positioning statement.  The product marketing manager drafts the positioning statement alone.  The positioning statement should be built by a cross-functional team.  Sales people are never involved in the positioning statement exercise.  Engineering determines the positioning statement.
  59. 59. © AIPMM 2014 www.aipmm.com Positioning Statements work!
  60. 60. © AIPMM 2014 www.aipmm.com Special Offer for AIPMM • 50% off (a $96 value) thru June • A 6 hour course • Lectures, case studies, examples • Templates & exercises • http://tinyurl.com/MIKEGOSPE Now a UDEMY online training course!
  61. 61. © AIPMM 2014 www.aipmm.com Moderator: Cindy F. Solomon, CPM, CPMM @cindyfsolomon Q & A Presenter: Mike Gospe KickStart Alliance mikeg@kickstartall.com www.kickstartall.com http://tinyurl.com/MIKEGOSPE
  62. 62. © AIPMM 2014 www.aipmm.com Join AIPMM! For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here: http://bit.ly/1iUknEx.
  63. 63. © AIPMM 2014 www.aipmm.com June 16-17 - McLean, VA Upcoming Courses AIPMM is offering several scholarships to these courses to reach those who are serious about learning these skills but have budget constraints. For more information visit: http://bit.ly/CILCourse.
  64. 64. © AIPMM 2014 www.aipmm.com Upcoming Courses Course & Location Dates Days Time CPM® Certification Prep Course & Exam McLean, VA June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA June 11-12, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam McLean, VA June 13, 2014 F 8:30 am – 5 pm For more information, visit: Transform Your Career.
  65. 65. © AIPMM 2014 www.aipmm.com Please Join Us Again! AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

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