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Podcamp 2019

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The 5th P: Why Positioning is even more important in the digital era

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Podcamp 2019

  1. 1. The 5th P: Why Positioning is even more important in the digital era 11:15 am | Room 307 Presented by Mike Hayes
  2. 2. What is the 5th P in marketing? Personalization People Productivity Purpose Packaging Participation …Peter (Nolan)
  3. 3. “For consumers around the world, Coca-Cola is the beverage that provides deep down refreshment for the body, mind and spirit, better than any other alternative, because only Coca-Cola uniquely combines real cola taste (the burn and bite at the back of the throat) with a feeling of rejuvenation and enjoyment”.
  4. 4. BRAND X Positioning Statement format: To __________________________________________________ (TARGET AUDIENCE), Brand X is the ________________________________________ (FRAME OF REFERENCE) that ________________________________________________ (POINT OF DIFFERENCE) because ____________________________________________________ __________________________________________________________ __________________________________________________________ (SUPPORT) TARGET AUDIENCE: Who uses the Brand? FRAME OF REFERENCE: Where does the Brand fit? POINT OF DIFFERENCE: What do people like about it? SUPPORT: Why is it believable?
  5. 5. People are bombarded with messages and information
  6. 6. We live in a fast paced world, where brands push out new content, every minute of every hour of every day.
  7. 7. From “Top of Mind” to “Top of Google”
  8. 8. • Simplification – (less is more) ensure your positioning is simple, clear and visually inspiring • Connection – use a single BIG IDEA to connect users with relevant, distinctive content at the right time • Inspiration – enthuse your audience and lead them down the right path with a believable story The 5th P: Why Positioning is even more important in the digital era
  9. 9. Questions? mike@charcoal.marketing charcoal.marketing @mikehayesCMO @FuelForIdeas

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