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Marketing Positioning
July 18, 2012
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Todays agenda
Key components of a value proposition Step-by-step example Case study Building your own value proposition: Worksheet
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A tight value proposition provides focus for all
of your sales & marketing efforts
Sales: Which customers to talk to What to say when you talk to them
Marketing: Where to spend your money to reach customers What key message point to focus on
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5 Key Elements of every value proposition
Target
Unmet
Need
Competitive
Set
Pointof
Difference
Reasonsto Believe
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Basic Positioning Formula
To ________ with ______, your company is the ____________
that __________________________ because ___________,
___________, and ___________.
Target Need Competitive Set
Unique Point of Difference Evidence 1
Evidence 2 Evidence 3
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1. Target
Definition: Who is your bulls eye customer?
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1. Target
Definition: Who is your bulls eye customer?
Property
managersof
dwellings
with500+
units
Upperincome
momswithkids2-12
Ownersof
businesses
withunder1K
employees
People
touched
by
Dystonia
Peoplewho
havefriends
withcancer
Owners/operatorsofmul-unit
healthclubchains
w/5-40locaons
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But I have several targets
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Running Example: Allen Brothers Steaks
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Allen Brothers Target
Affluent men 55+
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2. Unmet Need
Definition:What customer problem does yourproduct solve?
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Example: Sproing Fitness
X
TheirNeeds:
ReplaceOldEquipment
KeepCostsLow
BringinHotNewTrend
X
X
Target:
Purchasingpeopleatlargehealthclubchains
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Allen Brothers Unmet Need
Want to eat the very best steaks possible
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3. Competitive Set
Definition: What are you?
Kids Meal
Family Dinner
Teen Snack
Side Dish
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Example: Goodman Theatre
Goodman Theatre seeks to be the premier cultural organization in Chicago, providing
productions and programs that make an essential contribution to the quality of life in
our city.
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Allen Brothers Competitive Set
The online prime meat company
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4. Point Of Difference
Definition: Why is your company/product unique?
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Price is cost of entry but is NOT the best
differentiator
If someone can undercut your price, youll lose the business
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The best Points of Difference clearly meet the
Unmet Need
Unmet Need Point of Difference
CompanyAWantthemetheirkidsspend
withoutthemtobeenriching
CompanyBSpendingtoomuchmerecruing
andhiring
CompanyC
Needtoprovideappropriate
healthcareinacorreconal
environment
CompanyDNeedtogetthemostoutofevery
markengdollar
HelpskidsbecomebeJerthinkers
Neverreadanunqualifiedresume
again
Expertsincorreconalhealthcare
Maximumreturnoneverydigital
markengdollar
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5. Reasons to Believe your Point of Difference
Definition: What evidence do you have that this is
true?
QUALITYX X
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5. Reasons to Believe your Point of Difference
Definition: What evidence do you have that this is
true?
Awards/CredenalsQuanfiable ResearchResults
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5. Reasons to Believe your Point of Difference
Definition: What evidence do you have that this is
true?
Havein-
packedover
1B2Dand
3Ditems
Only1in40
qualified
teachersis
hired
Theywrite
theadsforyou
Proprietary
easy-to-
usehiring
soware
Cerfied6k+
correconal
healthcare
professionals
includingaformer
surgeongeneral
Proprietary
contract
aJorneyveYng
andtraining
process
Oneclick/
5minutes
toswitch
Consistent
monthly
bill
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Allen Brothers Reasons to Believe
1. Leading purveyors of USDA prime beef in the US2. Their meat served in the very best steakhouses in America3. Every piece of meat is hand selected, hand cut and aged by their
master butchers
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Allen Brothers Positioning Statement
To affluent men 55+ who love steak and want to eat the very best steakspossible, Allen Brothers is the online prime meat company that delivers to
your home the very best steaks you can get anywhere because
1. They are the leading purveyors of USDA prime beef in the country2. Their meat is served in the very best steakhouses in America, and3. Every piece of meat is hand selected, hand cut and aged by ABs
master butchers
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Body & Soul Adventures
Case Study
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Body & Soul Adventures is a Brazilian
adventure spa
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The week-long program is challenging
TYPICAL DAY6:00 Wake up
6:30 Yoga7:30 Breakfast
8:30 Sea kayak
10:00 Mountain jungle hike12:00 Lunch
1:00 Jungle hike3:00 Sea kayak
4:30 Snack5:30 Yoga
6:30 Dinner8:00 Bedtime
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Visionary founder wanted help to better
market the program
OriginalPosioning:Toyogaloverswhowanttochangetheirlives,Body&SoulAdventuresistheyogaprogramthat
changesyourlifeinaweekbecauseyoulldoyoga,eatonly
1500caloriesadayandbefarfromhome.
PrimaryBusinessDevelopmentTacc:PresentaonsatUSyogastudiosintheoff-season
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Whats wrong with this picture?
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For starters, only TWO hours of yoga a day
TYPICAL DAY6:00 Wake up
6:30 Yoga7:30 Breakfast
8:30 Sea kayak
10:00 Mountain jungle hike12:00 Lunch
1:00 Jungle hike3:00 Sea kayak
4:30 Snack5:30 Yoga
6:30 Dinner8:00 Bedtime
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Their positioning was wrong
Hypothesis: Posioningshouldbeorientedtopeoplewho
Areacve Wanttojumpstartsomeweightloss Areinterestedintravel
KeyPointofDifference Brazil
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Surveyed former guests, and findings validated
hypothesis
70%ofrespondentsconsideredthemselvestobeadventuretravelers TopreasonspeopledecidedtogotoBSA:
1. Acvity-filledschedule2. Locaon3. Weightloss
70%workedout3-5x/weekpriortoBSA
Whattheydidatleast1x/week: 83%hiking/walking 77%Cardioequipment 72%Weightliing 68%oga
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New strategy and tactics
RevisedPosioningTofemaleadventuretravelerswhowanttodosomethingdifferent,Body
&SoulAdventuresistheadventuretravelcompanyvacaonthatwilltake
youonanintenselyacvevacaoninBrazilbecauseyouthedaysare
filledwithacvieslikeseakayakingandjunglehiking,itsheldonafabulous,remoteBrazilianisland,andyoulldoitallononly1500calories
aday.
PrimaryBusinessDevelopmentTaccs: Opmizewebsitetofocusonnewposioning SellatAdventureTravelShows
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Website changed to reflect new positioning
kickstart ahealthier
lifestyle
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Thank You!
Susan Silver
www.argentumstrategy.com
