Positioning your organisation.

Do you ever feel your old marketing efforts are not working as well anymore? Branding and positioning will have a big impact on your customer expectations. https://goo.gl/Vyix5j

Branding and positioning are two essential marketing terms. However, while they are related, they have distinct meanings that are important for business leaders to understand. Even the smallest companies need to consider how they would like to be perceived by their desired market segments. The first step is determining which markets to serve, who is already serving those markets and how these competitors may differ. Then, organisations need to consider how they wish to be perceived by specific market segments, understand how they are perceived, and take steps to close those gaps.

According to Yankelovich Consumer Research, “We’ve gone from being exposed to about 500 ads a day in the 1970s to as many as 5,000 a day today”. The result? An oversaturated market that overwhelms the audience while threatening your positioning. This problem will only worsen, increasing the marketing space’s competitiveness and driving the need for marketers to break through and make a lasting and positive impression on consumers.

Consumers have learned to tune out and become immune to noise and clutter. They turn on their spam filters, change the television channel, and toss out junk mail. What worked before in terms of marketing is no longer effective. Organisations see diminishing returns, reduced revenue, and increasing pressure to achieve better profitability.

Don’t just try to ‘make more noise’ by investing more money and resources in the same ineffective marketing tactics. Running more ads, sending more emails, making more phone calls, and using more social media only turns more people off. Careful positioning reduces marketing and other costs.

Quotable quotes.

“It always seems impossible until it’s done”. Nelson Mandela

“Local governments must be repositioned to advocate better visions for their communities instead of merely administering the same old stuff.  An alternative to following populist zeal, they need authentic representation which builds on respect and trust”.  Peter Sergeant