Most Important Thing in Marketing? Positioning (part 1)
Which do you prefer:
- “A series of modular electronics components that use Linux and open source technology to create personalized gadgets”
OR - “Hardware Mashups” or “The Long Tail of Gadgets” or “DIY Consumer Electronics”
All are accurate terms to describe Bug Labs‘ programmable consumer electronics platform, but I believe it’s pretty safe to say the second list is a lot more memorable. When I’m asked about what I think the most important thing in marketing is, I unquestionably answer “positioning.” Not social media, not blogger PR, not anything but positioning. If your company cannot easily and accurately position itself to your target audience, it doesn’t matter how good a job you do with the rest of your marketing.
At the Web 2.0 Expo one of my favorite demonstrations was the new social media plugin from Yoono (now in beta). Their booth had a prominent slogan: “Take Control of Your Digital Life.” I talked with one of the booth staff and expressed to her my deep concerns over such positioning (she told me it wasn’t necessarily final). While the slogan is technically accurate for the service they provide, it is not the right messaging for the company. Most importantly here is understanding whether or not the average audience is going to feel they are not in control of their digital life. It’s one thing to be a Robert Scoble and have a handful of online conversation points, it’s another to be the typical teen, 20something, or 30something who is managing no more than 1 or 2 depots online. In other words, they are positioning around a problem that their target audience does not have. Not good.
Yesterday I heard a radio show where the announcers mentioned one of their sponsors, Pharmaca. My first issue here is the company’s name, as it could easily be misspelled (pharmica, farmica, etc), and if you have that challenge, you need to make sure it’s addressed constantly. Every time it’s spoken it should be spelled out properly, and yes, that’s every time. Next up, the company’s tagline was “an integrative pharmacy” - even the show host couldn’t say it easily. Further, it’s a near-meaningless term in my eyes. Walgreen’s seems pretty integrative (note that I’m interpreting “integrative” to mean “integrates many things”), they even sell toys, digital cameras and milk. With a little research it turns out that Pharmaca’s goal “is to help you achieve optimum health, vitality and wellness, whether through traditional prescription services, complementary and natural remedies, or a personalized blend of both.” How about “combining the ideals of natural, holistic practices with the benefits of science and traditional prescriptions”? Probably not perfect, but I think it’s a lot easier to understand and (forgive the pun) digests a little more naturally.
I’ll be writing a lot more about positioning, as I think it’s so vital to understand. Put yourself in the “brand new customer’s” shoes, not your own, and really think about how you’d react to your phrasing. Does it appeal to your problems and needs, or does it get a little confusing? Is it clearly demonstrating the benefits of the product/service, or obfuscating them in some way? If you are having trouble getting your head out of your own world (it’s hard!), get some trusted friends or colleagues and throw your slogan their way (unbiased please). Getting it right isn’t easy, but is worth every marketing penny you’ve got in the long run.
