The Power of Positioning
Smart marketers spend a lot of time deciding how to "position" their products or services in the consumer's mind. And well they should. There are a HUGE number of ways to position any product, and success depends on finding just the right one.
For example, if you're selling software, you can position your application as:
* The cheapest
* The most feature-rich
* The easiest to use
* The choice of power users
* The right choice for novices
* The securest
And on and on . . .
If you DO choose the right positioning for your product or service, and communicate it forcefully to your target audience, you ultimately can build a strong brand identity with enduring value. (If you want to read a terrific book on the subject, check out "The 22 Immutable Laws of Marketing" by Al Ries & Jack Trout.)
As you probably are aware, a lot of the thinking about product positioning is well known. What's REALLY interesting is to see how terrific, creative companies explore surprising, innovative new positionings that rake
Let's take a look at just such an enterprise -- Subway, the fast-food sandwich company.
Sure. Subway goes to war with their competitors on the familiar fast-food battlefields: convenience, price/value, product excellence, etc. But what Subway came up with a while ago was a unique advertising campaign featuring a new positioning concept and a pleasant young man named Jared Fogle.
Remember him? Jared is the guy who lost 245 pounds by eating nothing but low-fat Subway sandwiches for almost a year. He and his baggy pants became proof that Subway is a great place to go for low-fat, healthy food.
Of course Subway kept plugging its foot-long, cholesterol-rich pastrami sandwiches and the like. But this campaign, reflecting a new "eat low-fat" positioning, opened the door to a whole new market and a zillion new customers walked through the door and right up to the cash register.
The bottom line? Subway maintained its core base of customers but attracted brand NEW customers by presenting a NEW WAY OF THINKING about Subway.
That's the point. If you can think in a fresh, new way about your product, and reinvent it through an innovative repositioning, the world will beat a path to your door.
It worked for Subway. It will work for YOU.
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman's Fund, Intel, Microsoft and many others. Levison writes direct mail sales letters, e-mail letters and ads. For a free subscription to his monthly e-mail newsletter for software marketers, visit his Web site at http://www.levison.com. He can be reached at (415) 461-0672 or at firstname.lastname@example.org.