Embracing the Power of Brand Positioning in a Cutthroat World - Mark Evans, Marketing Spark
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In ultra-competitive markets, companies need to stand out from the crowd if they want to attract prospects and customers. A key element is brand positioning which lets the, be clear about what they do and why they do matters and, as importantly, how their product or service is different, better, or unique. In this presentation, Mark Evans will provide insight into the power of brand positioning and how to inject it into your digital marketing, sales, product, development, and more. Key Takeaways: Clear and differentiated brand positioning drives more leads and sales by establishing your company product as the best option.In competitive markets, you need to stand out from the crowd. Otherwise, you blend in.Brand positioning development requires a deep dive into your customers, competitors, and offering.
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Embracing the Power of Brand Positioning in a Cutthroat World - Mark Evans, Marketing Spark
- 1. Embracing the Power of Brand Positioning in a Cutthroat World MASTER CLASS Mark Evans PRINCIPAL MARKETING SPARK TORONTO, ON ~ MAY 18 - 19, 2023 DIGIMARCONCANADA.CA | #DigiMarConCanada
- 2. Brand positioning that makes an impact
- 3. word stories
- 5. Organize your favorite things
- 7. It’s how people meet.
- 9. I help B2B SaaS companies become the obvious choice for their best customers. ......propelled by positioning, messaging, and content-driven growth plans.
- 10. Our Goal Develop a solid positioning statement that can be deployed right away
- 11. What is brand positioning?
- 12. It is a high-level exercise that sets your business apart and makes it the option for your best customers.
- 13. It helps people understand why you matter (to them) It shapes how prospects and customers see your brand and products. It’s important because.....
- 14. Positioning underpins everything: marketing, sales, product development, HR, customer success, and raising capital My spikey point of view
- 15. How many of you have developed positioning or recently updated it
- 19. “We wanted to grow the game and reposition it to make it not just something that was perceived as an old-person sport, but something that appealed to everyone.”
- 24. A DIY framework to develop brand positioning that makes an impact
- 25. Who needs be at the table? Marketing: leads the process and provides storytelling and channel best practices Sales: know the questions that prospects ask and the competitive options Product: understands the features most used by customers Customer success: insight into what sales tell prospects AND what a product actually does CEO: bring big picture and strategic insight and vision
- 26. The Spotlight on You The Spotlight on You
- 27. Who are you? What you do. The problems you solve. Who you serve.
- 31. Positioning highlights small (and big) differences
- 34. The People Who Matter
- 35. “Most B2B companies have a positioning problem. It’s rooted in a lack of customer understanding. Their marketing is based on assumptions and what they think customers want versus what they actually want.” Diego Oquendo Founder, Vulkan Marketing
- 36. Talk to your customers They’ll tell you: ● Their problems and pains ● Goals and aspirations ● How they do their jobs ● How they make purchase decisions ● The features important to them
- 37. Who else is out there? Competitive Alternatives
- 38. Every market has companies that walk, talk, and look the same as you.
- 39. Direct Indirect
- 40. Take a strategic approach
- 41. Own a benefit (safety) Customer’s personality (the will to succeed) Price (everyday low prices) Business approach (speed) Personality (quirky, fun, irreverent) Customer service (Friendly, funny, welcoming)
- 44. Boil down the ocean INSIGHT
- 45. Craft and draft
- 46. Value Proposition A clear statement of why a customer would choose your product or service.
- 47. Value Proposition A grocery chain that makes shopping fun with affordable, high- quality private label products and personalized customer service.
- 48. Value Proposition A grocer that makes shopping fun with best-in-class private label products and great customer service. What do you do? What are the benefits? How do you do it?
- 51. An app to meet people using their interests and location.
- 52. So, what do you think? * Obligatory bad stock photo.
- 54. Prioritize Execution, Scale SEO Growth.
- 55. Leadership team CEO COO VP, Client Success VP, Sales VP, Product Marketing Director, Customer Success Director, Marketing Five Customers Competitive Audit of Five Companies
- 56. Speed
- 57. In enterprise SEO, speed wins. We empower the world’s leading brands to make impactful decisions that drive better results faster.
- 60. Create a Story Deck
- 61. Weave into your Website ● Home ● Products/Solutions ● About
- 62. Reimagine your sales decks
- 64. Create Content That Resonates
- 66. Brand messaging is fluid, dynamic and evolves
- 71. DIY Positioning
- 72. Questions?