Tag Archives: Consumers

Brand Pooooo-ooositioning

Brand positioning statement is often confused with a company tagline or slogan. At some level that isn’t completely wrong but if one tries to understand the true meaning of both, in fact they are very different.

Positioning statements are for internal usage and understanding the broader concept for the internal audience, about what is expected from them. Business is driven basis these statements which includes the marketing and the operating aspects.

Whereas a tag line is developed for the consumers to portray the same positioning for an external audience, used in primarily the marketing efforts. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two.

Examples of Positioning & Tagline

Mercedes-Benz:

Positioning: fascination, perfection and responsibility

Tagline: Engineered like no other car in the world

BMW:

Positioning: Quality, technology, performance and exclusivity

Tagline: The ultimate driving machine

Brand positioning means owning a piece of real estate in the consumers mind. The key here is to make sure that one captures an empty slot and not trying to win over an occupied one. Hence the key is to be first else some other brand will occupy that space. It helps the brand get the preference over competition, it also ensures that Positioning needs to be based on an extremely strong insight else getting the mind space is impossible.

Mind space occupied by brands

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer.



In the book Positioning: The Battle for Your Mind by Reis and Trout’s, positioning means the idea is to find and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The idea is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.

Every business is unique and offers its products and services with their personal touch and hence the positioning also needs to have the same differentiated touch else it will be easily adopted or copied. Each and every employee of the brand needs to have the positioning in their mind and make sure in their own way this is driven. For e.g. if positioning is to offer performance car than right from the build quality of the car to the dealership everything should shout out performance.

But this is easier said than done, many marketers themselves forget about the positioning of the company and in the quest of trying something new deviate from this. And if the creators deviate other don’t even bother following. Turning everything you do into an expression of your desired positioning and you can create something special. Only once the internal audience accept and follow the positioning will the external start believing in the same.

There are various ways to position a brand

Own a category benefit
Volvo: Safety
Miller Lite: Great Taste, Less Filling
Walt Disney Company: Magic

Consumer Centric
U.S. Army: Be all you can be
Budweiser: For all you do, this Bud’s for you
Pepsi Generation

Company Operation
Burger King: Have it your way
United Airlines: The friendly skies of United
WalMart: Always the lowest price

Competition based
Avis: We’re #2. We try harder
Seven-Up: The Un-cola
Apple: Think different

 

Selecting one of the above is completely dependent a combination of all the above factors like the category, consumer, brand & its competition. Whichever one gives a stronger differentiator then it should be picked and explored further to be articulated in a consumer friendly language.

Converting Shoppers into Consumers Part 2

Don’t treat or see window shoppers are ticks who pile on, but see them as potential opportunity that they give you, to convince them to become your consumer.  Window shoppers are not actively seeking to buy stuff or don’t have that on their mind as of now but given the right push it doesn’t take long for them to become shoppers. Some of the key reasons why an person does window shopping:

They aren’t thinking of buying what you sell immediately but after sometime
They’re researching information before making an informed  decision
They’re considering multiple brands and are testing/checking each brand
They’re loyalists and want to just see what’s new in the brand

shopper in doubtOne of the keys things that can turn any window shopper to an real consumer is that if a brand can get them to take an action. If the shopper is actually forced to take an action and it could be as simple as taking a peek at the price tag or feeling the fabric or go online and research more about it, half the job’s done. And the focus on the call to action at every touch point is extremely crucial. And adding a call to action can be about different things at different touch points at POS it should shout buy now on the site it could be sign up the newsletter on a hoarding it could be visit the website, etc.

Brands should take one step at a time to make sure that overselling or brand dilution does not happen. Every touch point or communication needs to have specific aim and should build positive perception about the brand. To take a look at the example visit my earlier blog: http://wp.me/p6kIEO-29

Sampling in certain industries help to convert a lot of shoppers to real consumers. They key reason could be that the shopper isn’t sure of the benefits of using a particular brand and hence doesn’t find value for money. Or there are consumers who want the product to be accepted by earlier adopter and post looking at reviews they may buy the product. This brings in another critical aspect of marketing which is testimonial marketing which in today’s online world is one of the biggest promoters for the brand. The more positive comments the likelihood of the brand picked up is higher. Take an example of the hotel industry without looking at Tripadvisor ratings hotels aren’t being booked or hotels choices are changed basis their ratings.



If it’s the store a shopper can be converted to a consumer even by the most basic of human action of a greeting the consumer with a smile and wishing them. Still believe first impression is the last impression and if impressed while you enter the store then 20-25% of the selling is already done. Secondly treat every shopper as a potential consumer and not someone who will waste time. If this shopper doesn’t convert he/she will tell 10 people about the fantastic experience at the shop and other will come in and convert. Customer experience today has a lot of importance and not too many brands focus on this. Read another article on this at http://wp.me/p6kIEO-34

Finally if you know the shopper isn’t going to convert then the best thing to do is to counsel them about where he would get what he/she is looking for. This will build an extremely positive perception of the store/brand and is very likely to become your future consumer. Treating the shopper well and ensuring that he/she leaves a positive feeling will help the brand in the long run. But do remember to get contact details so that the brand could be in touch via various online mediums and keep the shopper engaged with the brand.

Confused shopper

Some key aspects that the sales/customer facing teams need to have particular focus on

-Highlighting the USP of the brand/product which helps in a better conversion rate
-Ensure that there is uniform experience (not pitch) across different people in the team (not being robotic but hygiene factors to be standard)
-Always have a how can I help you attitude keeping in mind consumers demands/needs rather than what I offer to sell.
-Dynamic sales pitch, although everyone knows about it but seldom practice it.

-Most importantly teams to understand and share learning’s on why the product/brand isn’t selling

Considering these basics and ensuring that these points are implemented with proper tracking will definitely convert more shoppers into consumers for brands.