The most effective strategy for positioning a company
Posted: Mon Jan 27, 2025 10:17 am
There are three important conditions, the fulfillment of which guarantees the effectiveness of the company's positioning:
It is necessary to clearly see your target audience and understand its requests. It is an established fact that different groups of consumers perceive the same formed positions differently. It direct mail mortgage marketing is important to understand this and foresee how the positioning will be perceived in the target market of buyers, and in non-target segments as well.
Positioning should form important benefits specifically for the target audience. For example, for a segment that is not particularly sensitive to high prices, positioning the opportunity to buy cheaply is not of great importance. The task here is to offer exactly those benefits and qualities that are of interest to your target buyer.
Positioning should be based on real existing indicators of the strength of a company, brand or product. It is great if these strengths are unique in themselves. That is, existing assets should be used to the fullest extent possible - this will put the company in an advantageous position compared to competitors, guaranteeing it a confident, solid position in the market.
Read also!
"Target Audience: From Identification to Creating a Client Portrait"
Read more
Thus, three primary questions emerge that positioning must answer:
Who is your target audience?
What benefits and values do you create for the consumer?
What is your difference and advantage over your competitors?
Now, let's go into more detail on each of these issues.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Finding target customers
When starting to work on creating an attractive image for your company, you should ask yourself which clients you are interested in. After all, it is difficult to please everyone at once, and it is not necessary. And people have different requests and needs, so it is important to identify “your own” among all of them.
It is necessary to identify those on whom the lion's share of your efforts will be directed. Here, it would be appropriate to compare with military tactics, when you have to choose the place of the main attack. If you scatter your efforts in all directions, the onslaught will eventually be too weak to count on victory. In approximately the same way, you should distribute resources when running a business. You need to identify the segment that is a priority for you and influence it in all possible ways.
How to determine which part of the audience is your target? You should carefully work through the existing base. Target clients are those from cooperation with whom you receive the maximum profit. Identify these organizations (or people) from the general flow of buyers.
Once your most valuable clients have been identified, create a general profile by determining what characteristics they have in common. If we are talking about organizations, you can make an assessment based on their size, level of business development, industry they operate in, pay attention to internal structuring, and also to the personal qualities of the owner (or director). For individuals, the assessment criteria may include age, gender, social status, income, special requests, etc. Any signs that can help you single out clients from the general flow and direct all efforts to building productive interactions with them are important.
The analysis of the company's positioning begins with identifying the target market share. This becomes the basis for subsequent actions to build a marketing policy, the ultimate goal of which is to make a profit.
At the same time, you should not stop cooperating with non-target clients. Let everyone who wants to buy from you buy - the main thing is that it is profitable for the company. If it turns out that you have to sell at a loss or with a negligible profit, change the prices. This move will allow you to weed out some of the completely unprofitable non-target clients and save money that you will direct to interaction with profitable target ones.
It is necessary to clearly see your target audience and understand its requests. It is an established fact that different groups of consumers perceive the same formed positions differently. It direct mail mortgage marketing is important to understand this and foresee how the positioning will be perceived in the target market of buyers, and in non-target segments as well.
Positioning should form important benefits specifically for the target audience. For example, for a segment that is not particularly sensitive to high prices, positioning the opportunity to buy cheaply is not of great importance. The task here is to offer exactly those benefits and qualities that are of interest to your target buyer.
Positioning should be based on real existing indicators of the strength of a company, brand or product. It is great if these strengths are unique in themselves. That is, existing assets should be used to the fullest extent possible - this will put the company in an advantageous position compared to competitors, guaranteeing it a confident, solid position in the market.
Read also!
"Target Audience: From Identification to Creating a Client Portrait"
Read more
Thus, three primary questions emerge that positioning must answer:
Who is your target audience?
What benefits and values do you create for the consumer?
What is your difference and advantage over your competitors?
Now, let's go into more detail on each of these issues.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Finding target customers
When starting to work on creating an attractive image for your company, you should ask yourself which clients you are interested in. After all, it is difficult to please everyone at once, and it is not necessary. And people have different requests and needs, so it is important to identify “your own” among all of them.
It is necessary to identify those on whom the lion's share of your efforts will be directed. Here, it would be appropriate to compare with military tactics, when you have to choose the place of the main attack. If you scatter your efforts in all directions, the onslaught will eventually be too weak to count on victory. In approximately the same way, you should distribute resources when running a business. You need to identify the segment that is a priority for you and influence it in all possible ways.
How to determine which part of the audience is your target? You should carefully work through the existing base. Target clients are those from cooperation with whom you receive the maximum profit. Identify these organizations (or people) from the general flow of buyers.
Once your most valuable clients have been identified, create a general profile by determining what characteristics they have in common. If we are talking about organizations, you can make an assessment based on their size, level of business development, industry they operate in, pay attention to internal structuring, and also to the personal qualities of the owner (or director). For individuals, the assessment criteria may include age, gender, social status, income, special requests, etc. Any signs that can help you single out clients from the general flow and direct all efforts to building productive interactions with them are important.
The analysis of the company's positioning begins with identifying the target market share. This becomes the basis for subsequent actions to build a marketing policy, the ultimate goal of which is to make a profit.
At the same time, you should not stop cooperating with non-target clients. Let everyone who wants to buy from you buy - the main thing is that it is profitable for the company. If it turns out that you have to sell at a loss or with a negligible profit, change the prices. This move will allow you to weed out some of the completely unprofitable non-target clients and save money that you will direct to interaction with profitable target ones.