Positioning And Messaging


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Here is messaging which I worked on with marketing and helped develop for the next generation product.

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  • Branded relationships are inherently customer-centric webs. Consider this scenario: Jane Mom USA is seeking info about healthy baby care. She could go to Dr. Koop.com or go to a brand she already trusts: When she gets to your site, she finds the information she needs. But what if she also finds: A coupon or sample of her favorite product good at the store around the corner An offer that pre-empts a competitive promotion and keeps her in the franchise A chance to win a free website to showcase her baby’s pictures Imagine if she also received : An invitation to a parenting workshop in her area An informative newsletter by the nation’s leading pediatricians Answers to the most frequently asked questions And when she comes back again, she sees more of the information, products and services that matter to her. Almost as if you know her. She comes to associate this valuable experience with your brand – building the relationship network.
  • So what companies can benefit from extending their relationship networks to the internet? The answer is any business or organization that either has an established web of content and commerce that is somehow shared with channels, partners, and customers – or businesses that want to create such a web, in the case of a portal (no relationship network in the brick and mortar world). That’s a pretty large target market, and frankly one that is not feasible to go after for a company of our stage. So we identified the largest segments where we represent a powerful value proposition to direct our initial marketing efforts. Franchise - Bennigan’s, Applebee's Kinko’s, H&R Block, Super 8, GNC, Radio Shack, Ace Hardware Association – AMA, AIP, Boys and Girls Club, YMCA Corp Chain/Retail - Starbucks, Ann Taylor, Gap, Old Navy Manufacturer Dealer Distr. - AutoTrader, Maytag, Ford, GM, Calloway MLM – Avon, Mary Kay, Herbalilife
  • Positioning And Messaging

    1. 1. Positioning <ul><ul><li>Providing the leading e-business platform that extends relationship networks to the Internet </li></ul></ul>
    2. 2. Positioning <ul><ul><li>Providing the leading e-business platform that extends relationship networks to the Internet </li></ul></ul><ul><ul><li>Leading  visionary, patented </li></ul></ul><ul><ul><li>e-business > e-commerce </li></ul></ul><ul><ul><li>Platform = open infrastructure as the foundation for applications and branded user interface </li></ul></ul><ul><ul><li>Relationship networks = “Super glue” for business on the web </li></ul></ul><ul><ul><li>Convergence of offline and online economies </li></ul></ul>
    3. 3. Positioning <ul><ul><li>Providing the leading e-business platform that extends relationship networks to the Internet </li></ul></ul><ul><ul><li>Relationship networks = </li></ul></ul><ul><ul><ul><li>the dynamic web of brand, content, </li></ul></ul></ul><ul><ul><ul><li>and commerce connecting channels, partners, and customers </li></ul></ul></ul><ul><ul><ul><li>“ Super glue” for business on the web </li></ul></ul></ul>
    4. 4. The Power of Relationship Networks <ul><li>“ We need to turn away from the notion of technology managing information and toward the idea of technology as a medium of relationships”. </li></ul><ul><li>Michael Schrage, MIT Media Lab’s eMarkets Initiative; New Rules for the New Economy </li></ul>
    5. 5. Relationship Networks <ul><li>A new framework. The fusion of business processes, technology, and relationships </li></ul><ul><li>Based on shared interest </li></ul><ul><li>Enables information flow up, down and across hierarchies </li></ul><ul><li>Connects needs and resources over time </li></ul><ul><li>Enables one-to-one, one-to-many, and many-to-many relationships </li></ul><ul><li>Supports existing distribution, channel, and customer relationships </li></ul><ul><li>Integrates products, services and information </li></ul>
    6. 6. Branded Relationship Networks Customer Retailers Products Services Information Promotions Advertising An example
    7. 7. Relationship Networks Applicable Business Models <ul><ul><li>Who </li></ul></ul><ul><li>Consumer brands </li></ul><ul><li>Franchise networks </li></ul><ul><li>Dealer distributor networks </li></ul><ul><li>Agent networks </li></ul><ul><li>Multi-level marketing </li></ul><ul><ul><li>What </li></ul></ul><ul><li>E-commerce </li></ul><ul><li>Communications </li></ul><ul><li>Information flow </li></ul><ul><li>Brand relationships </li></ul><ul><li>Inventory </li></ul><ul><li>Services </li></ul><ul><li>Customer Support </li></ul><ul><li>Resources </li></ul><ul><li>Value chains </li></ul><ul><li>Technology </li></ul>
    8. 8. Target Segments <ul><li>Vertical Industries </li></ul><ul><ul><li>Automotive </li></ul></ul><ul><ul><li>Business svcs. </li></ul></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Real estate </li></ul></ul><ul><ul><li>Insurance </li></ul></ul><ul><ul><li>Hospitality </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Medical </li></ul></ul><ul><ul><li>Consumer durables </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Consumer products </li></ul></ul><ul><li>Distribution Models </li></ul><ul><ul><li>Dealer/Distributor </li></ul></ul><ul><ul><li>Franchise </li></ul></ul><ul><ul><li>Agent </li></ul></ul><ul><ul><li>Multi-level marketing </li></ul></ul>
    9. 9. Target Needs <ul><li>Central Organizations need to quickly and cost-effectively: </li></ul><ul><li>Extend relationship networks to the Internet to create online value chains </li></ul><ul><li>Maintain central control of corporate/ brand image, content and e-commerce </li></ul><ul><li>Empower local affiliates with flexibility to meet their needs </li></ul>
    10. 10. Value Proposition <ul><li>Vehicle for local marketing, info and communication </li></ul><ul><li>Increased revenues through added distribution channel </li></ul><ul><li>Protection of customer base against Internet cannibalization </li></ul><ul><li>Vehicle for leveraging value of off-line brand </li></ul><ul><li>Central control of content & commerce </li></ul><ul><li>Enhanced value for affiliates </li></ul><ul><li>“ Private-label” user interface </li></ul><ul><li>Rapid deployment & speed to market </li></ul><ul><li>Fully outsourced Internet solution that includes hosting </li></ul><ul><li>Scalable solution for hundreds or thousands of sites </li></ul><ul><li>Flexible architecture enabling rapid enhancements and integrations </li></ul><ul><li>Open platform that evolves with changing technologies and business demands </li></ul>Devliers: