Advertising strategy & Positioning
What is positioning?
- A marketing strategy that tries to fit a product /service to one or more segments of the market
- Set it apart from the competition
- Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising.
What is positioning?
- A strong brand position makes the product/service unique and credible in the eyes of the consumer
- Think of a benefit to set it apart from the competition
Once a brand is positioned, it is very difficult to reposition it without destroying its credibility.
who coined positioning?
Al Ries along with JackTrout coined the term back in the 60's
- In 1960s - Wrote the book Positioning: The Battle For Your Mind, an industry standard on the subject.
- 1970s - Ries alco-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.
examples of positioning
Size
examples of positioning
Endurance
examples of positioning
Affordable Design
Strategy
What is strategy?
- A plan on how to approach an advertising problem
- It should support the marketing plan (which may or may not be given to you)
- If you don't have a marketing plan, do your own market research before developing a strategy
- A strong strategy will help you concept a great idea on solving your advertising problem
steps for forming strategy
- What's going on in the market?
- What's the history of the brand?
- What are the current trends?
- What are the risks and opportunities?
- What does the future look like? (with products, competitors and customer attitudes)
Step 1: Assessment
Use SWOT (strength, weaknesses, opportunities and threats) analysis
steps for forming strategy
- What should we do about it?
- What are the opportunities?
- What actions (if any) should you take on current trends?
- How do you address issues with advertising and related tools?
- What does the future look like? (with products, competitors and customer attitudes)
Step 2: action
should be able to define
- Objectives & Purpose
- Budget
- Method - where/when to advertise and what mediums to use
- Tone/mood
- Measure the results. Did it work?
issues that may effect your strategy
- Branding- Make you you understand the brand
- Positioning- Learn where they stand in positioning
- Target audience- Who are they? Create personas
- Business goals- Anything you have to keep in mind?
Examples
Examples
Agency: Wieden & Kennedy
Agency: 75 and Sunny