Positioning/Messaging Analysis
Problem: How To Position The Company And Product
Many times, it is not clear how best to position the company and product in the market and against the competition. Also, with new products, new technologies, and new concepts, it is not clear what specific words are best to use that will resonate well with the prospects. Oftentimes, companies have taken a certain positioning in the market, but this positioning is not working well and it is not clear why or how to modify it.
Solution: Positioning Analysis
This analysis is a two phase project. In Phase I, we develop a questionnaire and then conduct about 40 phone surveys on targeted customers or prospects. The questions are designed to help us develop three positioning statements to test in Phase II. An example question might be "please tell us the 1-2 most important attributes you want to see in a vendor of our type of product." With these results we develop three positioning statements to test in Phase II. We develop a questionnaire around testing these three statements and then conduct about 40 phone surveys on a second set of targeted customers or prospects. Example questions could be "please rank on a scale of 0-10 how well you like each of the following positioning statements," or "please rank on a scale of 0-10 how well you understand each positioning statement." From the analysis in Phase II, the best positioning is chosen. This is approximately a 3-month project.
Specific Results
One of our software clients based their entire Sales and Marketing campaign around the results of this analysis. The analysis validated a positioning they sought and gave them confidence to spend the marketing and sales dollars necessary to attain this positioning. They became the #1 supplier of software in the target segment they chose.
General Benefits
Realizing that this information comes directly from customers and prospects, there are many benefits from this study, including:
- Identifying the best positioning to adopt for the company and product.
- Efficient use of marketing dollars.
- Increased sales from clear articulation of the company's positioning and messages.
