kick ass positioning

Kick Ass Positioning

A Webinar Presented by Horn Group and Marketing Arts

October 10, 2007

For Discussion

+ Traditional Approach is Dead+ New Positioning Model+ 7 New Rules: Winning Positioning Strategies + Conclusion

Shannon LattaPartner & EVP

Horn Group, Inc.www.horngroup.com

Bob WrightFounder, Managing Director

Marketing Artswww.marketingarts.com

Irrelevance of Marketing

fork in it

Brand Annoyance

Positioning Strategies: New Model

Shift the Focus: Product-Centric to Sales Stimulus

7 New Rules

1. Define your corner of the room

2. Own a problem

3. Align with the money

4. Who is your Mary?

5. Speak to buyers aspirations

6. Communicate with stories

7. Can’t run away from your heritage

Rule 1Define Your Corner of the Room

Rule 2Own a Problem

Rule 3Align with the Money

Rule 4Who is Your Mary?

Buyer Evolution Model

What are their:• Needs?• Motivations?• Aspirations?• Characteristics?• Problems?

“Mary”1st ten

“Lee”Next 100

“Hans”Next 50

Rule 5Speak to Your Buyers Aspirations

Rule 6Communicate Stories

Good Stories Answer These Questions…

Why your solution…now ?

Who is this for

Why should I care

How are you different/better

?

?

?

Rule 7Can’t Run Away From Your Heritage

In Conclusion

Send Us Your Pitch…

Free Assessment

bob@marketingarts.com

slatta@horngroup.com

Thank You!

+ Your Questions+ Contact Shannon for a copy of today’s presentation+ Join us for our next webinar

+ Social Media Boot Camp+ Social Media Director Kyle Flaherty+ December 4 at 10am PDT

Shannon LattaPartner & EVP

Horn Group, Inc.415.905.4030

slatta@horngroup.comwww.horngroup.com

Bob WrightFounder, Managing Director

Marketing Artsbob@marketingarts.com

415.314.7579www.marketingarts.com