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Write You - You Never Have a Second Chance to Make a First Impression: Position Your Company Wisely
This article is in response to a number of conversations I’ve had recently with business people who ask about changes to their website. Usually the conversation goes like this. “Can you take a look at my website? I want to increase the traffic. I don’t seem to be getting many people to the site and don’t get any business from it.” I look at
Once established your company should actively apply its new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. This means that if communications do no
Many Buyers Never Consult the Yellow Pages Before They BuyCustomers purchase most goods and services from local merchants. In the past, they relied on the Yellow Page directory to research their choices when they were ready to buy.The Yellow Pages connected them to providers at the perfect moment in the sales process. They wer
Your positioning statement is the foundation on which all communications activities are based upon. It is the most important marketing practice, and often the most overlooked. Without clearly defined messages and positioning, promotion efforts are fruitless.
From a management perspective, positioning is the cornerstone of an effective communications plan. A well-crafted positioning statement defines your company's direction. A positioning statement expresses how you wish to be perceived. It is the core message you want to deliver in every medium. The purpose of this is creating clarity, consistency, and continuity in the way your organization speaks to the market. This makes all forms of communications less complex and easier to manage.
Once established your company should actively apply its new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. This means that if communications do not
When it comes to expanding your business overseas, franchising has become the Modus Operandi of the day. In Singapore, many businesses including restaurants, caf? chains and fashion chains have shown interest in and considered setting up overseas franchises. It makes sense financially for them in the sense that the franchisor (the business o
Your positioning statement is the foundation on which all communications activities are based upon. It is the most important marketing practice, and often the most overlooked. Without clearly defined messages and positioning, promotion efforts are fruitless.
From a management perspective, positioning is the cornerstone of an effective communications plan. A well-crafted positioning statement defines your company's direction. A positioning statement expresses how you wish to be perceived. It is the core message you want to deliver in every medium. The purpose of this is creating clarity, consistency, and continuity in the way your organization speaks to the market. This makes all forms of communications less complex and easier to manage.
Once established your company should actively apply its new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. This means that if communications do no
Beer Companies live or die on their advertising and they know it too. Just look at the NASCAR Sponsorships, Super Bowl TV Ads and all the Super Market Displays these days. Of course even a rock solid team of marketing executives screw up once in a while. It was recently noted and we are reminded of a time when Coors made the ultimate boo boo
From a management perspective, positioning is the cornerstone of an effective communications plan. A well-crafted positioning statement defines your company's direction. A positioning statement expresses how you wish to be perceived. It is the core message you want to deliver in every medium. The purpose of this is creating clarity, consistency, and continuity in the way your organization speaks to the market. This makes all forms of communications less complex and easier to manage.
Once established your company should actively apply its new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. This means that if communications do no
There are 2 different kinds of popular catalogs used for merchandising. There are online catalogs that provide easy access using the internet, and there are printed catalogs that are used for mail-orders. Mail order is a means of purchasing products and services through mail. Though online catalogs are cheaper to set-up, there are many disad
Once established your company should actively apply its new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. This means that if communications do no
Does it make sense for an aircraft washing, cleaning and detailing service to look to Fixed Based Operators for washing contracts? Indeed it does, as often FBOs or Fixed Based Operators will have available aircraft washing services to customers and then wish to control costs by contracting it out to someone else.Recently I was asked i
Once established your company should actively apply its new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. This means that if communications do not support the sought-after positioning or do not include, reflect, address or amplify the positioning statement and key messages, they are off strategy. This positioning process should be repeated as market conditions require, semi-annually is customary.
An effective positioning statement answers seven essential questions: • who you are • what business you're in • for whom (what people do you serve) • what's needed by the market you serve • against whom do you compete • what's different about your business • what unique benefit is derived from your product or services
Think of positioning as the perception your target audience has of your product. You have total control over this element of your marketing efforts, and it is critical to how you develop the rest of your plan. Planning your service’s positioning must involve taking into consideration such issues as the competition and how their services and products are perceived, the needs and desires of
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