November 5, 2015
GREAT CONTENT STARTS HERE:
POSITIONING IS MORE THAN A STATEMENT
TODAY’S TAKEAWAYS
1© 2015 Argentum Strategy Group. All Rights Reserved.
5 things you need to know to to talk clearly about...
5 KEY ELEMENTS OF EVERY
VALUE PROPOSITION
Unmet
Need
Reasons
to Believe
Competitive
Set
Point of
Difference
Target
2
BASIC POSITIONING FORMULA
4© 2015 Argentum Strategy Group. All Rights Reserved.
To ________ with ______, your company is t...
UNMET
NEED
© 2015 Argentum Strategy Group. All Rights Reserved.
9© 2015 Argentum Strategy Group. All Rights Reserved.
1. UNMET NEED
D E F I N I T I O N :
What customer
problem does
your ...
10© 2015 Argentum Strategy Group. All Rights Reserved.
NEW EXERCISE MACHINE
X Replace Old Equipment
Keep Costs Low
Bring i...
11© 2015 Argentum Strategy Group. All Rights Reserved.
Need a deeper
understanding
of their
customers
Dissatisfied
with th...
12© 2015 Argentum Strategy Group. All Rights Reserved.
RUNNING EXAMPLE:
ALLEN BROTHERS STEAKS
13© 2015 Argentum Strategy Group. All Rights Reserved.
Want to eat
the very best
steaks possible
at home
!!
ALLEN BROTHERS...
TARGET
© 2015 Argentum Strategy Group. All Rights Reserved.
D E F I N I T I O N :
Who is the
customer
who has this
unmet need?
15© 2015 Argentum Strategy Group. All Rights Reserved.
...
16© 2015 Argentum Strategy Group. All Rights Reserved.
WHO IS YOUR BULL’S EYE CUSTOMER?
X! X! X!
X! X!
17© 2015 Argentum Strategy Group. All Rights Reserved.
Property
managers of
dwellings
with 500+ units
!
Upper income
moms ...
TARGET = PERSONA
Age
Role/Function
!
Geography
Size or Income
Behaviors
Kids
Attitudes
Activities & Interests
USE BASIC RESEARCH TO GATHER
FACTS ABOUT YOUR KEY BUYER
•  Customer interviews
•  Zip codes from online shipping info
•  C...
© 2015 Argentum Strategy Group. All Rights Reserved.
“BUT I HAVE SEVERAL TARGETS…”
CHOICE
20© 2015 Argentum Strategy Group. All Rights Reserved.
MARKETING TARGET
Two!Targets!
Single!Focused!Target!
21© 2015 Argentum Strategy Group. All Rights Reserved.
Affluent Men 55+
!!
ALLEN BROTHERS TARGET
22© 2015 Argentum Strategy Group. All Rights Reserved.
Demographics
• 55+
• Male
• Income $200K+!
Attitudes
• Great steak ...
COMPETITIVE
SET
© 2015 Argentum Strategy Group. All Rights Reserved.
Family!Dinner!
24© 2015 Argentum Strategy Group. All Rights Reserved.
3. COMPETITIVE SET
Kids’!Meal!
Teen!Snack!
Side!Dish...
26© 2015 Argentum Strategy Group. All Rights Reserved.
The online prime meat company
!!
ALLEN BROTHERS
COMPETITIVE SET
POINT OF
DIFFERENCE
© 2015 Argentum Strategy Group. All Rights Reserved.
4. POINT OF DIFFERENCE
28© 2015 Argentum Strategy Group. All Rights Reserved.
D E F I N I T I O N :
Why is your
company/pr...
29© 2015 Argentum Strategy Group. All Rights Reserved.
You don’t want to
compete on price alone
!!
PRICE CAN BE THE COST O...
30© 2015 Argentum Strategy Group. All Rights Reserved.
DON’T BE THIS
!!
!!
!!
32© 2015 Argentum Strategy Group. All Rights Reserved.
THE BEST POINTS OF DIFFERENCE
CLEARLY MEET THE UNMET NEED
...
33© 2015 Argentum Strategy Group. All Rights Reserved.
TOOLS TO HELP IDENTIFY YOUR
UNIQUE POINT OF DIFFERENCE
Interview yo...
35© 2015 Argentum Strategy Group. All Rights Reserved.
ALLEN BROTHERS
POINT OF DIFFERENCE
Delivers to your home the very b...
REASONS
TO BELIEVE
© 2015 Argentum Strategy Group. All Rights Reserved.
37© 2015 Argentum Strategy Group. All Rights Reserved.
5. REASONS TO BELIEVE YOUR
POINT OF DIFFERENCE
D E F I N I T I O N ...
38© 2015 Argentum Strategy Group. All Rights Reserved.
Only 1 in 40
qualified
teachers is hired
!
Easy-to-use
hiring softw...
39© 2015 Argentum Strategy Group. All Rights Reserved.
ALLEN BROTHERS
REASONS TO BELIEVE
1.  Leading purveyors of USDA pri...
40© 2015 Argentum Strategy Group. All Rights Reserved.
ALLEN BROTHERS
POSITIONING STATEMENT
To affluent men 55+ who love s...
Template worksheet available at
argentumstrategy.com in Resources section
41© 2015 Argentum Strategy Group. All Rights Res...
POSITIONING
TO
MESSAGING
© 2015 Argentum Strategy Group. All Rights Reserved.
LAY OUT YOUR POSITIONING IN A
HANDY CHART
Element! Positioning! !
Target! Tech savvy/forward seller agents
!
Unmet need! W...
WHAT DO YOU WANT TO SAY TO YOUR
TARGET?
Element! Positioning! Foundational Messaging!
!
Target! Tech savvy/forward seller ...
WHAT DO YOU WANT TO SAY TO YOUR
TARGET?
Element! Positioning! Foundational Messaging!
RTB1! Helps the listing stand out in...
THANK YOU!
Susan Silver
ssilver@argentumstrategy.com
312-337-7730
www.argentumstrategy.com
© 2015 Argentum Strategy Group....
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Content Jam 2015: Great Content Starts Here: Positioning is More Than a Statement by Susan Silver

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Before you even start writing your content, it helps if you’ve defined your target customer and understand what your company’s core message platforms are. Developing a positioning statement will help you do both of those things and more!

In this workshop you’ll learn:

The 5 key things you need to know to talk clearly about your company
Using your positioning statement to create personas
Using positioning as a springboard for messaging
How to refine your company's existing positioning

Published in: Marketing
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Content Jam 2015: Great Content Starts Here: Positioning is More Than a Statement by Susan Silver

  1. 1. November 5, 2015 GREAT CONTENT STARTS HERE: POSITIONING IS MORE THAN A STATEMENT
  2. 2. TODAY’S TAKEAWAYS 1© 2015 Argentum Strategy Group. All Rights Reserved. 5 things you need to know to to talk clearly about your company Using your positioning statement to create personas Using positioning as a springboard for messaging How to refine your company's existing positioning
  3. 3. 5 KEY ELEMENTS OF EVERY VALUE PROPOSITION Unmet Need Reasons to Believe Competitive Set Point of Difference Target 2
  4. 4. BASIC POSITIONING FORMULA 4© 2015 Argentum Strategy Group. All Rights Reserved. To ________ with ______, your company is the ____________ that __________________________ because ___________, ___________, and ___________. Target Need Competitive Set Unique Point of Difference Reason to Believe 1 Reason to Believe 2 Reason to Believe 3
  5. 5. UNMET NEED © 2015 Argentum Strategy Group. All Rights Reserved.
  6. 6. 9© 2015 Argentum Strategy Group. All Rights Reserved. 1. UNMET NEED D E F I N I T I O N : What customer problem does your product or service solve?
  7. 7. 10© 2015 Argentum Strategy Group. All Rights Reserved. NEW EXERCISE MACHINE X Replace Old Equipment Keep Costs Low Bring in Hot New Trend X X Target: Purchasing people at large health club chains Their Needs:
  8. 8. 11© 2015 Argentum Strategy Group. All Rights Reserved. Need a deeper understanding of their customers Dissatisfied with their IT department’s ROI Want more cost-efficient printing flexibility Need to do technical training in multiple locations Want to Be sure can live the way they want in retirement UNMET NEEDS Want their golf swing to be more consistent
  9. 9. 12© 2015 Argentum Strategy Group. All Rights Reserved. RUNNING EXAMPLE: ALLEN BROTHERS STEAKS
  10. 10. 13© 2015 Argentum Strategy Group. All Rights Reserved. Want to eat the very best steaks possible at home !! ALLEN BROTHERS UNMET NEED
  11. 11. TARGET © 2015 Argentum Strategy Group. All Rights Reserved.
  12. 12. D E F I N I T I O N : Who is the customer who has this unmet need? 15© 2015 Argentum Strategy Group. All Rights Reserved. 2. TARGET
  13. 13. 16© 2015 Argentum Strategy Group. All Rights Reserved. WHO IS YOUR BULL’S EYE CUSTOMER? X! X! X! X! X!
  14. 14. 17© 2015 Argentum Strategy Group. All Rights Reserved. Property managers of dwellings with 500+ units ! Upper income moms with kids 2-12 ! People who have friends with cancer ! Owners of business with under 1K employees ! People touched by Dystonia ! Owners/operators of multi-unit health club chains with 5-40 locations TARGET
  15. 15. TARGET = PERSONA Age Role/Function ! Geography Size or Income Behaviors Kids Attitudes Activities & Interests
  16. 16. USE BASIC RESEARCH TO GATHER FACTS ABOUT YOUR KEY BUYER •  Customer interviews •  Zip codes from online shipping info •  Call reports from sales people •  Survey data* •  Tallying shoppers by hand •  Trade show observation
  17. 17. © 2015 Argentum Strategy Group. All Rights Reserved. “BUT I HAVE SEVERAL TARGETS…” CHOICE
  18. 18. 20© 2015 Argentum Strategy Group. All Rights Reserved. MARKETING TARGET Two!Targets! Single!Focused!Target!
  19. 19. 21© 2015 Argentum Strategy Group. All Rights Reserved. Affluent Men 55+ !! ALLEN BROTHERS TARGET
  20. 20. 22© 2015 Argentum Strategy Group. All Rights Reserved. Demographics • 55+ • Male • Income $200K+! Attitudes • Great steak is worth paying more for • It’s possible to purchase great food online! Behaviors • I am comfortable shopping online for food • My wife and I eat out frequently • I shop in gourmet stores in addition to chain grocery stores • We primarily eat Allen Brothers for special, but non-holiday meals • I often give Allen Brothers steaks as gifts ALLEN BROTHERS TARGET
  21. 21. COMPETITIVE SET © 2015 Argentum Strategy Group. All Rights Reserved.
  22. 22. Family!Dinner! 24© 2015 Argentum Strategy Group. All Rights Reserved. 3. COMPETITIVE SET Kids’!Meal! Teen!Snack! Side!Dish! D E F I N I T I O N : What are you?
  23. 23. 26© 2015 Argentum Strategy Group. All Rights Reserved. The online prime meat company !! ALLEN BROTHERS COMPETITIVE SET
  24. 24. POINT OF DIFFERENCE © 2015 Argentum Strategy Group. All Rights Reserved.
  25. 25. 4. POINT OF DIFFERENCE 28© 2015 Argentum Strategy Group. All Rights Reserved. D E F I N I T I O N : Why is your company/product unique? It’s NOT Your Price X
  26. 26. 29© 2015 Argentum Strategy Group. All Rights Reserved. You don’t want to compete on price alone !! PRICE CAN BE THE COST OF ENTRY BUT IS NOT THE BEST DIFFERENTIATOR If someone can undercut your price, you’ll lose the business !! $ !!
  27. 27. 30© 2015 Argentum Strategy Group. All Rights Reserved. DON’T BE THIS
  28. 28. !! !! !! 32© 2015 Argentum Strategy Group. All Rights Reserved. THE BEST POINTS OF DIFFERENCE CLEARLY MEET THE UNMET NEED Unmet Need Point of Difference Company A Want the time their kids spend without them to be enriching Company B Spending too much time recruiting and hiring Company C Want to sweeten my coffee without adding calories Helps kids become better thinkers Never read an unqualified resume again Make your beverages taste more flavorful. !! !! !!
  29. 29. 33© 2015 Argentum Strategy Group. All Rights Reserved. TOOLS TO HELP IDENTIFY YOUR UNIQUE POINT OF DIFFERENCE Interview your customers • Why they love you • Why they repurchase from you • Why they chose you in first place List all features and benefits of your product! What do you invest in as a company? Think backwards: What can go horribly wrong if someone makes a bad category purchase decision?
  30. 30. 35© 2015 Argentum Strategy Group. All Rights Reserved. ALLEN BROTHERS POINT OF DIFFERENCE Delivers to your home the very best steaks you can get anywhere
  31. 31. REASONS TO BELIEVE © 2015 Argentum Strategy Group. All Rights Reserved.
  32. 32. 37© 2015 Argentum Strategy Group. All Rights Reserved. 5. REASONS TO BELIEVE YOUR POINT OF DIFFERENCE D E F I N I T I O N : What evidence do you have that this is true? Awards/Credentials Proprietary Process Quantifiable
  33. 33. 38© 2015 Argentum Strategy Group. All Rights Reserved. Only 1 in 40 qualified teachers is hired ! Easy-to-use hiring software ! Consistent monthly bill ! They write the ads for you Certified 6k+ correctional healthcare professionals including a former surgeon general Proprietary contract attorney vetting and training process Have in-packed over 1B 2D and 3D items ! One click/ 5 minutes to switch REASONS TO BELIEVE
  34. 34. 39© 2015 Argentum Strategy Group. All Rights Reserved. ALLEN BROTHERS REASONS TO BELIEVE 1.  Leading purveyors of USDA prime beef in the US 2. Their meat served in the very best steakhouses in America 3. Every piece of meat is hand selected, hand cut and aged by their master butchers
  35. 35. 40© 2015 Argentum Strategy Group. All Rights Reserved. ALLEN BROTHERS POSITIONING STATEMENT To affluent men 55+ who love steak and want to eat the very best steaks possible, Allen Brothers is the online prime meat company that delivers to your home the very best steaks you can get anywhere because 1.  They are the leading purveyors of USDA prime beef in the country 2.  Their meat is served in the very best steakhouses in America, and 3.  Every piece of meat is hand selected, hand cut and aged by AB’s master butchers
  36. 36. Template worksheet available at argentumstrategy.com in Resources section 41© 2015 Argentum Strategy Group. All Rights Reserved. To ________ with ______, your company is the ____________ that __________________________ because ___________, ___________, and ___________. Target Need Competitive Set Unique Point of Difference Reason to Believe 1 Reason to Believe 2 Reason to Believe 3
  37. 37. POSITIONING TO MESSAGING © 2015 Argentum Strategy Group. All Rights Reserved.
  38. 38. LAY OUT YOUR POSITIONING IN A HANDY CHART Element! Positioning! ! Target! Tech savvy/forward seller agents ! Unmet need! Want to get more listings ! ! Competitive Set! Real estate marketing tool ! Unique POD! Helps you innovate/be on the cutting edge by marketing listings in a way that no one else can ! ! RTB1! Helps the listing stand out in a crowded field ! ! RTB2! More motivated/qualified buyers ! ! RTB3! Create an intensity of buyer engagement before the open house even happens ! ! 38!
  39. 39. WHAT DO YOU WANT TO SAY TO YOUR TARGET? Element! Positioning! Foundational Messaging! ! Target! Tech savvy/forward seller agents ! X Unmet need! Want to get more listings ! Win more listings! Competitive Set! Real estate marketing tool ! X ! Unique POD! Helps you innovate/be on the cutting edge by marketing listings in a way that no one else can ! •  You will have a more effective way to showcase seller’s homes than other agents •  You will be able to market your listings better than anyone else! ! 39!
  40. 40. WHAT DO YOU WANT TO SAY TO YOUR TARGET? Element! Positioning! Foundational Messaging! RTB1! Helps the listing stand out in a crowded field ! •  Unique immersive showcase •  People will remember your listing RTB2! More motivated/qualified buyers ! •  Sell faster, get more money! •  Helps you expand the pool of buyers to people who don’t live in the area - they can have an open house experience any time RTB3! Create an intensity of buyer engagement before the open house even happens ! •  Differentiate your program by adding a pre-open house “buzz builder” step •  More motivated open house attendees 40!
  41. 41. THANK YOU! Susan Silver ssilver@argentumstrategy.com 312-337-7730 www.argentumstrategy.com © 2015 Argentum Strategy Group. All Rights Reserved.

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