Marketers are fond of talking about “positioning” their product or service in their competitive marketplace.
Often, marketers fall in love with the notion that if they simply advertise or talk about what they do, they have successfully positioned their product.
Wrong. And here’s why.
Positioning is the way companies and brands are perceived by one’s consumer not by you. Positioning is where you exist in mind of your present and prospective customer.
Where does public relations fit into positioning?
Simply stated, PR is one of the key building blocks in an integrated marketing campaign.
The sole mission of public relations is to help you sell your product or service. How PR helps you sell is to develop ways and means to create a distinct identity, image, or concept for a product or service.
In other words, positioning.
At first glance, you might say to yourself, “Well, ‘positioning’ might be great for Coca-Cola, Delta Airlines, IBM, or some corporate giant, but I’m only a medium-sized business and simply don’t have the kind of marketing budget that can support positioning.”
Positioning is important to any business, large or small, because all businesses face the challenge of identifying who you are, what you do, and why it is important to your target audience.
Should you pass on positioning for less complex marketing approaches?
It’s easy to skip pass on the notion of “positioning.” It’s sort of like jumping immediately to tactics without having objectives or a strategy.
Three of the primary reasons of why it’s so easy to reject and avoid “positioning” as a part of your overall marketing strategy are that positioning is hard to understand, positioning requires time and positioning is difficult to measure.
Making positioning even hard is the fact that we live in the most overcommunicated era in human history.
Today, the average person sees around 10,000 ads per day, though only a quarter of that or less will be relevant.
On top of that, the flood on online traffic is overwhelming. The Harvard Business Review reports that the average professional spends 28% of the work day reading and answering email, according to a McKinsey analysis. For the average full-time worker in America, that amounts to a staggering 2.6 hours spent and 120 messages received per day.
That’s a lot of information. And it makes positioning a challenge.
So how do you successfully position your business?
The most efficient way to help you achieve successful positioning is to call on folks who position products and services for a living, like our team at Wellons Communications.
We are positioned as a marketing services company that relies primarily on public relations to build awareness and subsequent sales for our clients.
We have worked in all aspects of marketing and have keen insights on how to battle through the maze of overcommunications that exists in today’s competitive marketplace.
As you shape and modify your business’s overall marketing communications program, keep Wellons Communications in mind.
We are ready and able to assist you in developing – and maintaining – an effective positioning for your business. We rely on creative marketing approaches that put your customer first and positions your business as the best means of delivering what your customer wants and needs.