Focused Impact Marketing
Written by Focused Impact Media (c) 2003
http://www.focusedimpact.com
To succeed in the digital marketplace you must focus your marketing.
What follows are a few tips that emphasize positioning, top of mind awareness,
and delivering a focused impact.
Positioning is a powerful concept in marketing. To illustrate, have
you ever visited a fast food restaurant, and, in a rush to complete
your order asked for a coke when you "perhaps" meant to order
some other soft drink? The Coke brand and its owners have
achieved a top of mind awareness. Their brand name has become
synonymous with a commodity that has a strong demand.
A lot of their success may be attributed to being the first successful
soft drink on the mass market, other possibilities may be due to
their perpetual multi-million dollar global marketing campaigns
that span life-times as well as cultures. Whatever the cause, the
Coke brand has a very successful & fortified position.
Another example of a strong positioning statement that achieves
a great top of mind awareness is Verizon's "Can you Hear Me Now"
campaign. How many times have you uttered those exact words,
sometimes even consciously when the person the other end of the
line has a weak signal. In most cases, what follows are expressed
or unexpressed images about the "Can You Hear Me Now Guy."
Professional marketers know that with strong positioning, it is nearly
impossible to be out-paced by the competition using moderate
marketing dollars alone. A handful of cases exist where product owners
with seemingly unlimited/ multi-million dollar marketing budgets were
unsuccessful at winning significant market-share against a product
with an established position.
Given a strong position that is known by the market, the
competition is better off not competing on your terms, because the
consumer already intuitively associates your brand with the commodity
and has successfully filed you away in their mental filing cabinets as
occupying that "spot." Therefore, when marketing communications
arrive that are contrary to the consumer's product knowledge, they are
challenged or unconsciously blocked/denied by the mind.
Now, having demonstrated the power of a strong positioning
statement and the need to create a focused-impact, log-on to this
search engine to see an interactive demonstration of how positioning
can help you achieve the coveted "top-of-mind."
http://www.HawaiiSearchEngine.com
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Power Positioning Exercise: Can you think of a few viral-like
positions (intentional or not) that help reinforce Mountain Dew's
Code Red brand? Hint: One deals with extreme heat/humidity
advisories within U.S. Cities & States that have extreme summer
temperatures.
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Article: Focused Impact Marketing (c) 2003
Focused Impact Media Group specializes in integrated marketing
communications. We are skilled at optimizing results by coordinating
multiple communication channels into a highly focused-impact that
enhances brand identity, positioning and market awareness. For more
information and to receive our popular monthly newsletter visit
http://www.focusedimpact.com.
(c) 2000 - 2003. Focused Impact Media Group. All Rights Reserved.
Reprint rights: This article may be freely reprinted
providing above copy and resource box remains unchanged.
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