Kick Ass Positioning


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Presentation from Horn Group's webinar on the New Rules of Positioning and Messaging.

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  • Good morning, good afternoon, good evening, people on the call from around the world Thanks very much for joining us this morning for Kick Ass Positioning – a Horn Group and Marketing Arts webinar about the new positioning model Positioning and its sister message development is always a timely topic, but I think it’s more interesting today than in a long while b/c of the new realities in software selling and marketing strategies and communications tactics. Safe to say that throughout all of the 90s and well into this decade there wasn’t much change required in how we coached companies on positioning and message development – but that’s not the case today – and we’ll talk about why the traditional approach to software positioning is dead But I also want to address a common misperception – we’re being asked all the time by clients to lead them through positioning and messaging work – the two words are almost always used interchangeably, when in fact there’s a clear distinction between positioning and messaging Positioning is not just a PR effort – it’s the category definition, market positioning within that category, and the sales strategy that falls out of it – PR’s best value comes in where that leaves off at the messaging stage – with an emphasis on interacting with several different audiences to communicate that positioning via different mediums That’s why we’ve had a close relationship with Bob Wright and his team at Marketing Arts for so long I’ve known Bob for at least 15 years now, going back to our roots in the database world in the early 90s. Founder and Managing Director of Marketing Arts, Inc. in 1994 20 years of marketing and sales experience in the technology business, specializes in the creation of break-away positioning and launch strategies for enterprise applications, infrastructure and services companies. His ground-breaking Marketing Launch process contains the knowledge and best practices cumulated from working with over 150 enterprise technology companies. Bob has successfully facilitated marketing strategies for industry powerhouses such as BEA, Oracle, PeopleSoft and SunGard as well as category creators including Top Tier, DemandTec and NOTIVA. Breadth of services: Market Validation > Positioning > Launch > Field Enablement
  • Simple agenda for today… 3 main points… Traditional approach to positioning is dead There’s a new kick add positioning model And 7 rules for winning strategies Invite you to ask questions throughout, we’ll go for about 30 minutes with plenty of time for questions at the end Bob – it’s all yours…
  • Will also post the presentation and today’s audio on out website within the next few days. Hope this has been a great use of your time, please contact me or Bob directly to continue the conversation… And join us for our next webinar – a hands on and practical social media boot camp conducted by our social media director Kyle Flaherty This will be a great follow up to today’s discussion – b/c we’ll pick up at how to interact with media, customers, prospects and other influencers – knowing full well that we don’t control the message, but that we’re shepards of the message across dozens of useful and fun mediums on the social web. Thank you and good bye.
  • Kick Ass Positioning

    1. 1. Kick Ass Positioning <ul><li>A Webinar Presented by </li></ul><ul><li>Horn Group and Marketing Arts </li></ul><ul><li>October 10, 2007 </li></ul>
    2. 2. For Discussion <ul><li>Traditional Approach is Dead </li></ul><ul><li>New Positioning Model </li></ul><ul><li>7 New Rules: Winning Positioning Strategies </li></ul><ul><li>Conclusion </li></ul>Shannon Latta Partner & EVP Horn Group, Inc. Bob Wright Founder, Managing Director Marketing Arts
    3. 3. Irrelevance of Marketing fork in it
    4. 4. Brand Annoyance
    5. 6. Positioning Strategies: New Model Shift the Focus: Product-Centric to Sales Stimulus
    6. 7. 7 New Rules 1. Define your corner of the room 2. Own a problem 3. Align with the money 4. Who is your Mary? 5. Speak to buyers aspirations 6. Communicate with stories 7. Can’t run away from your heritage
    7. 8. Rule 1 Define Your Corner of the Room
    8. 9. Rule 2 Own a Problem
    9. 10. Rule 3 Align with the Money
    10. 11. Rule 4 Who is Your Mary?
    11. 12. Buyer Evolution Model <ul><li>What are their: </li></ul><ul><li>Needs? </li></ul><ul><li>Motivations? </li></ul><ul><li>Aspirations? </li></ul><ul><li>Characteristics? </li></ul><ul><li>Problems? </li></ul>“ Mary” 1 st ten “ Lee” Next 100 “ Hans” Next 50
    12. 13. Rule 5 Speak to Your Buyers Aspirations
    13. 14. Rule 6 Communicate Stories
    14. 15. Good Stories Answer These Questions… Why your solution… now ? Who is this for Why should I care How are you different/better ? ? ?
    15. 16. Rule 7 Can’t Run Away From Your Heritage
    16. 17. In Conclusion
    17. 18. Send Us Your Pitch … Free Assessment [email_address] [email_address]
    18. 19. Thank You! <ul><li>Your Questions </li></ul><ul><li>Contact Shannon for a copy of today’s presentation </li></ul><ul><li>Join us for our next webinar </li></ul><ul><ul><li>Social Media Boot Camp </li></ul></ul><ul><ul><ul><li>Social Media Director Kyle Flaherty </li></ul></ul></ul><ul><ul><ul><li>December 4 at 10am PDT </li></ul></ul></ul>Shannon Latta Partner & EVP Horn Group, Inc. 415.905.4030 [email_address] Bob Wright Founder, Managing Director Marketing Arts [email_address] 415.314.7579
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