1. Determine the dominant gratification mode and purchase preference of the selected target market segments
To do this, look at the psychographic characteristics (the perception and behavior modes) of each customer segment. Then take a look at the interpersonal, objective, and introverted modes of what the purchase preferences were regarding experimental, performance, and value of the products and services experienced (primarily through interacting with inanimate objects or data). Lastly, look at the introvert needs and gratifications experienced through interacting with ideas in a solitary fashion.
Interpersonal needs may come from these types of people: salespeople, marketers, actors, performers, competitive athletes, litigation attorneys, coaches, consultants, doctors, secretaries, teachers, and the like. Objective needs may come from these types of people: accountants, bankers, engineers, middle managers, researchers, laborers, data processors, and so on. Introvert needs may come from these types of people: artists, designers, entrepreneurs, inventors, police officers, and the like.
Take a close look at the products and/or services being offered and apply these to the way you create a positioning statement. It is the process of determining the interpersonal needs (a person’s gratification received through interactions with other people) and objective needs (gratifications).
2. Develop other key psychographic characteristics of the target market
Study existing customers (as this is the most cost-effective approach to studying the characteristics) and look for clues to customer perceptions that will help shape your positioning strategy.
3. Redefine the product or services being offered
Begin setting your company apart and create a unique place in the customers’ minds to define the product or service in terms of the features and emotional factors that are important to them. Write a positioning strategy in a brief paragraph for each target market segment to provide an overview of the positioning by pulling together all of the key positioning elements.
4. Develop a unique selling proposition also known as a USP
This is the slogan or tagline, and is the expression that will become closely linked with the business. It should be something catchy and easy to remember and should also contain a basic message about your company that elicits the emotional gratification that prospective customers can expect from your business. Ask yourself what makes you more valuable and more visible in the marketplace.
Are you unique? Do you fill a special niche to be successful in the marketplace? Having a USP will dramatically improve the positioning and marketability for a company and its products or services. Three things need to be accomplished when defining a USP for a business: (1) Uniqueness – clearly sets you apart from the competition, positioning the company as the most logical choice; (2) Sales – persuades another to exchange money for the product or service being offered; (3) Proposition – proposal or offer suggested for acceptance of the product or service. A USP is the very essence of what is being offered. It needs to be so compelling that it can be used as a headline that sells a product or service.
Examples of companies with great USPs:
• FedEx – When it absolutely, positively has to be there overnight.
• Head & Shoulders – You get rid of dandruff.
• Domino’s Pizza – You get fresh, hot pizza delivered to your door in thirty minutes or less – or it’s free.
• M&M’s – The milk chocolate melts in your mouth, not in your hand.
• Wonder Bread – Wonder Bread helps build strong bodies twelve ways.
5. Develop a more explicit positioning statement and an expanded version of your USP that explains and gives rational justification
Identify what the business does, the result customers can expect, and how you are going to achieve that result. Review this information and update it periodically to keep the information current.
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To do this, look at the psychographic characteristics (the perception and behavior modes) of each customer segment. Then take a look at the interpersonal, objective, and introverted modes of what the purchase preferences were regarding experimental, performance, and value of the products and services experienced (primarily through interacting with inanimate objects or data). Lastly, look at the introvert needs and gratifications experienced through interacting with ideas in a solitary fashion.
Interpersonal needs may come from these types of people: salespeople, marketers, actors, performers, competitive athletes, litigation attorneys, coaches, consultants, doctors, secretaries, teachers, and the like. Objective needs may come from these types of people: accountants, bankers, engineers, middle managers, researchers, laborers, data processors, and so on. Introvert needs may come from these types of people: artists, designers, entrepreneurs, inventors, police officers, and the like.
Take a close look at the products and/or services being offered and apply these to the way you create a positioning statement. It is the process of determining the interpersonal needs (a person’s gratification received through interactions with other people) and objective needs (gratifications).
2. Develop other key psychographic characteristics of the target market
Study existing customers (as this is the most cost-effective approach to studying the characteristics) and look for clues to customer perceptions that will help shape your positioning strategy.
3. Redefine the product or services being offered
Begin setting your company apart and create a unique place in the customers’ minds to define the product or service in terms of the features and emotional factors that are important to them. Write a positioning strategy in a brief paragraph for each target market segment to provide an overview of the positioning by pulling together all of the key positioning elements.
4. Develop a unique selling proposition also known as a USP
This is the slogan or tagline, and is the expression that will become closely linked with the business. It should be something catchy and easy to remember and should also contain a basic message about your company that elicits the emotional gratification that prospective customers can expect from your business. Ask yourself what makes you more valuable and more visible in the marketplace.
Are you unique? Do you fill a special niche to be successful in the marketplace? Having a USP will dramatically improve the positioning and marketability for a company and its products or services. Three things need to be accomplished when defining a USP for a business: (1) Uniqueness – clearly sets you apart from the competition, positioning the company as the most logical choice; (2) Sales – persuades another to exchange money for the product or service being offered; (3) Proposition – proposal or offer suggested for acceptance of the product or service. A USP is the very essence of what is being offered. It needs to be so compelling that it can be used as a headline that sells a product or service.
Examples of companies with great USPs:
• FedEx – When it absolutely, positively has to be there overnight.
• Head & Shoulders – You get rid of dandruff.
• Domino’s Pizza – You get fresh, hot pizza delivered to your door in thirty minutes or less – or it’s free.
• M&M’s – The milk chocolate melts in your mouth, not in your hand.
• Wonder Bread – Wonder Bread helps build strong bodies twelve ways.
5. Develop a more explicit positioning statement and an expanded version of your USP that explains and gives rational justification
Identify what the business does, the result customers can expect, and how you are going to achieve that result. Review this information and update it periodically to keep the information current.
Share
Bookmark this on Delicious
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