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Casual Articles - Go Ask Alice
The other day I felt fat and flabby. I was having a “fat” day. My stomach felt bigger than normal, and I felt puffy. My legs jiggled and seemed to spread to the corners of the earth when I sat down. I must have eaten too much or exercised too little. I must have been having a hormonal moment. Discipline must have failed me. I felt like my work
- a review of appropriate primary and secondary research
- a series of one-on-one customer interviews
Customer interviews allow us to probe for information such as:
- how customers perceive your "product" and other products in the category. what the customer wants from the product category he is not now receiving. what is the primary
FACTA stands for Fair and Accurate Credit Transaction Act. The law went into effect Jan. 1, 2005. FACTA is the law which allows all Americans access to their credit report once per year. So what does that have to do with you?On June 1, 2005, a new provision of FACTA went into effect. It says that any employer (even if you only employ one perso
"If you don't care where you are going, it doesn't make a difference which path you take."
For businesses bent upon success, it does matter which path you take. A positioning statement helps you chart your path to success because it lets all your audiences - internal and external - know where your organization stands in the battle for your consumers' minds.
Positioning: What Is It?
You should not confuse a positioning statement with your market position. As Harry Beckwith states in his book Selling the Invisible, "A position is a cold-hearted, no-nonsense statement of how you are perceived in the minds of your prospects. A positioning statement, by contrast expresses how you wish to be perceived. It is the core message you want to deliver in every medium."
Your positioning statement will be found where three items intersect:
- your business acumen/aspirations
- your market
- what truly differentiates you
Of the three, it is your market which holds the key to your positioning. That doesn't mean that your acumen and aspirations are irrelevant. You must have a clear understanding and shared agreement on these at the management level in order to develop an effective positioning statement.
My approach to developing an effective positioning statement and an actionable marketing plan begins with gaining this understanding. Here's how we go about it, and you can too:
- interviews with management and employees to learn job responsibilities, current marketing practices, as well as to surface questions for customer interviews
- a review of appropriate primary and secondary research
- a series of one-on-one customer interviews
Customer interviews allow us to probe for information such as:
- how customers perceive your "product" and other products in the category. what the customer wants from the product category he is not now receiving. what is the primary c
As a cleaning service one of the things you will be responsible for is to make sure that you are killing germs and other microorganisms. Germs, disease causing bacteria and viruses can hide in all kinds of nooks and crevices in your buildings - everywhere from toilet seats to doorknobs. And these tiny creatures are not content to stay in one place
Positioning: What Is It?
You should not confuse a positioning statement with your market position. As Harry Beckwith states in his book Selling the Invisible, "A position is a cold-hearted, no-nonsense statement of how you are perceived in the minds of your prospects. A positioning statement, by contrast expresses how you wish to be perceived. It is the core message you want to deliver in every medium."
Your positioning statement will be found where three items intersect:
- your business acumen/aspirations
- your market
- what truly differentiates you
Of the three, it is your market which holds the key to your positioning. That doesn't mean that your acumen and aspirations are irrelevant. You must have a clear understanding and shared agreement on these at the management level in order to develop an effective positioning statement.
My approach to developing an effective positioning statement and an actionable marketing plan begins with gaining this understanding. Here's how we go about it, and you can too:
- interviews with management and employees to learn job responsibilities, current marketing practices, as well as to surface questions for customer interviews
- a review of appropriate primary and secondary research
- a series of one-on-one customer interviews
Customer interviews allow us to probe for information such as:
- how customers perceive your "product" and other products in the category. what the customer wants from the product category he is not now receiving. what is the primary
It has been said that nobody reads ads. People read what interests them, and sometimes it is an ad. Of course this was professed by a 1960’s advertising man in a time when it was still possible to evade advertising messages every once in awhile.Now we are bombarded with advertising messages nearly every second of every day. Billboards block ou
Your positioning statement will be found where three items intersect:
- your business acumen/aspirations
- your market
- what truly differentiates you
Of the three, it is your market which holds the key to your positioning. That doesn't mean that your acumen and aspirations are irrelevant. You must have a clear understanding and shared agreement on these at the management level in order to develop an effective positioning statement.
My approach to developing an effective positioning statement and an actionable marketing plan begins with gaining this understanding. Here's how we go about it, and you can too:
- interviews with management and employees to learn job responsibilities, current marketing practices, as well as to surface questions for customer interviews
- a review of appropriate primary and secondary research
- a series of one-on-one customer interviews
Customer interviews allow us to probe for information such as:
- how customers perceive your "product" and other products in the category. what the customer wants from the product category he is not now receiving. what is the primary
Are you ready to start your residential cleaning service? Once you've purchased the supplies and equipment, obtained the necessary insurance, and hired your crew you will be looking for clients. Your cleaning customers will have questions for you - everything from the training you give your employees to your rates to what they should do with their
My approach to developing an effective positioning statement and an actionable marketing plan begins with gaining this understanding. Here's how we go about it, and you can too:
- interviews with management and employees to learn job responsibilities, current marketing practices, as well as to surface questions for customer interviews
- a review of appropriate primary and secondary research
- a series of one-on-one customer interviews
Customer interviews allow us to probe for information such as:
- how customers perceive your "product" and other products in the category. what the customer wants from the product category he is not now receiving. what is the primary
Any sales person will tell you that a large part of sales is in building relationships with people – the people who decide which products and services and companies their business will pay for. Corporate gifts can play a role in helping build those relationships at a number of different points. Here are five unusual occasions where a corporate gift c
- a review of appropriate primary and secondary research
- a series of one-on-one customer interviews
Customer interviews allow us to probe for information such as:
- how customers perceive your "product" and other products in the category. what the customer wants from the product category he is not now receiving. what is the primary customer benefit of your product
- how your customers currently position your brand. how customers perceive your competitors
- what media habits, lifestyles do customers share. what industries do they work in, what are their titles, what associations do they belong to
- how do customers want to be communicated with
Once all the information is in, you may develop a positioning statement that clearly says who you are, defines your audiences, indicates what markets you are targeting, and states what makes you different from your competitors.
Once this is done, everyone knows where they are going and then it's easy to find the right path.
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