I came across some interesting information on positioning and how consumers perceive your brand about a week ago and thought I would share it.
All marketers know that the positioning in your target markets mind is important in not only obtaining new customers but also in retaining the ones you already have. Is it enough however to simply be known as a value for money or an environmentally friendly brand or company?
Take supermarkets for instance. A supermarket may boast that they are environmentally friendly by selling the re-usable shopping bags, they can claim to have fresh fruit and veg in store everyday, they can say they always have low prices, have more stores open for longer hours and have an online store with home delivery. Fantastic but what if every other supermarket offered exactly the same? How do you actually market yourself? Do you boast about these qualities or do you instead focus on what you can offer customers than your competitors don’t or can’t? Identifying this however, is also only the first step.
At the end of the day you can boast about your qualities all you want but that doesn’t necessarily mean that is how your target market perceives you. Trying to communicate a specific message in order to be perceived a certain way isn’t always easy because in reality you may market yourself for one attribute but in the minds of your target market your positioning is based on something else. In order to effectively identify what position you hold in the mind of your target market you have to do both qualitative and quantitative research. Talk to your target market and your customers and get their opinion. You may be surprised to find you hold a position that you had never even thought of! Once you know your position, you can effectively use it to your advantage, whether it be to base your marketing campaigns on it or it may be your aim to show your target market that your company/brand isn’t what they perceive it to be.
Of course it’s important to also realise as well that devising marketing and advertising campaigns in order to occupy a certain place in the mind of a customer or target market only works until they use your product or service. After that it will be affected by their experience of using it. It is therefore important to ensure your positioning matches what you can realistically provide.
One of my favourite marketing strategies that tries to position itself very openly is the Apple ads. You know the ones … “Hi, I’m a Mac and I’m a PC” . . .