Note to the reader: This was written to complement an AIPMM webcast series: Positioning simplified. The fast track to positioning success
Imagine a new marketing campaign in which you focused your efforts on ensuring creative execution of your message strategy rather than spending time figuring out what to say, and then even more time explaining what you want the writer to write.
The “silo effect” is when each marketing collateral piece seems to be envisioned and created in isolation. There is no continuity and consistency in the message to the market. Every marketing piece is a one-off which is no way to do positioning.
Many Business Intelligence (BI) software marketers would be well served to read “Positioning: The Battle for Your Mind.” Most are doing exactly what Ries and Trout identified as a problem way back in 1981 when the book was first published:
Once you have found the ideal positioning for your company or offering, you should stick with it for an extended period – at least 18 months and the longer the better – several years; perhaps forever. That’s because consistency and repetition are the keys to claiming a position in your market and giving it staying power.
Based on the results from the survey I’m conducting, B2B software and technology marketers desperately need a realistic way to self-assess their positioning effectiveness. That’s because 69% of respondents (137) think they are doing a good job of positioning, but the evidence suggests many are kidding themselves.
Seventy percent of the respondents to the survey I am conducting say positioning is the most important aspect of marketing, yet only seven out of 132 respondents learned how to do positioning in college. It makes me wonder whether college marketing departments are in touch with the real world.
A good positioning statement needs to be important, believable and unique or your target audience will ignore your marketing efforts. You can sum it up in two words: “So what?!” If the question pushes you to answer with a more compelling benefit, your first positioning statement did not make the cut.