Free Business Dissertations - Brand Positioning What Does The Market Expect From You? What Do You Expect
Brand Positioning What does the market expect from you? What do you expect from you? What are your ‘points of parity’ and ‘points of differentiation’ with the competition? Put all the previous element together and the result is the overall positioning in the market. The brand position is the niche that you hold and the only opinion that counts is the customers (Keller 2002).
In addition to helping to determine who your firm is, we will also work to facilitate new relationships with your target market. One of the best ways to achieve this is to thoroughly understand who the customer is. Customers can be defined in a number of ways:
Geographically Are there tendencies for your best customers to live or work in a certain area? If so we will find it.
Demographic This ‘old standard’ always yields a surprising amount of very cost effective information such as age, marital status, education and other factors.
Income At what point is there an inflection that occurs in income stratification and your customer base? For your commercial clients, is that a particular ‘sweet spot’ of annual revenue that is disproportionately represented?
Lifestage With a bit of imagination, this factor can apply to private or commercial clients.
Lifestyle Consider such factors as regular sports participant, pilot, political or church affiliation.
Psychographic Going a bit beyond what they look like and giving insight into how your customers think and what is important to them in terms of values.
While many of these questions may be answered both intuitively and correctly, an important component of developing a marketing campaign is not shooting from the hip, but rather taking deliberate and measured actions against which cost efficiency and program effectiveness can be objectively measured. If there is a fault to your current program, regardless of your decision to choose our firm, we encourage you to take the same process-intensive yet outcome-based view on your marketing as you exercise in your firms operations. With this in mind, you should know that our firm does not simply take on any job. Rather we only seek and accept those for which we feel we can make a significant impact and those in which we feel that the cultures of our respective organizations are similar.
To ensure the success of our collaboration, at the onset (or very near), we would like to establish not only timelines for key deliverables but also key metric by which we could measure our mutual success. Typical measure would be the gross number of calls, emails or other contacts as the number of sales that result from each of these mediums. Additionally, to provide some element of control, we would like to establish a pre-measure prior to the execution of a campaign.
