kick ass positioning
DESCRIPTION
Presentation from Horn Group's webinar on the New Rules of Positioning and Messaging.TRANSCRIPT
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
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
Bob WrightFounder, Managing Director
Marketing [email protected]
415.314.7579www.marketingarts.com