Positioning is Profitabable
We work with both advertising agencies and direct clients to arm each to develop a differentiated positioning that makes the most of the firm’s strengths including:
· A stronger win ratio when soliciting new business, because you are playing to your strengths.
· Clearer direction for how the firm should focus its time, money and resources.
· A broader — not narrower — geographical market area.
· Fewer competitors, because there will be fewer firms who concentrate on what
· you do.
· Better margins, because focused firms merit premium pricing.
In helping to refine the firm’s positioning, we will help your targeting strategy:
· What are your most outstanding capabilities?
· What specialized areas of knowledge do you have in particular business categories, industries, market segments, audiences, or creative insights?
· How can your firm be distinguished by its values and virtues?
· What are the firm’s unique methods or approaches?
· How does your best separate you from than the rest?
We will work with the executives of the firm to help make sure the positioning is reflected in five important areas of your business:
1. Product How your products, services, and competencies reflect and support the positioning
2. People How you should hire, train, develop and manage its people to support the positioning
3. Promotion How you should promote its own brand to reflect its branding
4. Process How internal processes, sales, and procedures can support your brand
5. Place How the positioning is reflected in your physical and virtual places of business
Successful companies put their time and resources behind what they can do instead of what they can’t do, and direct their energies toward a long-term business strategy that makes the firm not only different, but better.
By identifying and prioritizing key initiatives in each of these areas, we’ll work to bring your business practices fully into alignment with your positioning. Successively, you’ll be positioned for profitable growth!