Join Drew Boyd for an in-depth discussion in this video Positioning your message, part of Marketing Foundations.
…Perhaps the most central idea in all of marketing is that of positioning.…A company's value proposition is the single-minded claim that it…makes to change the customer's mind, and cause them to do something.…That something could be to buy a product,…to try a product, or to pay a certain price.…Maybe to visit a website.…Or to think about your brand and its benefits in a certain way.…How you position your product in the market will ultimately determine…its success.…
It may seem a little abstract, but…positioning happens up here, in the mind of the consumer.…Think of the consumer's mind as a three dimensional space.…And in that space, they form opinions about products and…services in a particular category.…They have perceptions about which products perform better or…worse on certain aspects.…They consider certain features more or…less important than others when deciding what to buy.…And the good news is, as a marketer, you can change these beliefs.…
You can move them in a new direction that increases the likelihood of…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Business Writing Principleswith Judy Steiner-Williams1h 32m Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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