Once you have decided on possible positionings for your product or service, it’s wise to research them and see which of them your target market finds credible and appealing.
For example, one of our clients sells a wide range of windows and home hardware to the public through retail outlets. We wanted to find out what the right positioning for them could be - and then reflect it in their marketing.
Accordingly, a number of lines were written, each reflecting a different position. I am going to give you these lines with a brief indication as to how consumers reacted to them. This should prove salutary if you ever feel tempted to boast or misrepresent what you offer.
- ‘The best DIY store in town’ - consumers appreciated that the stores were not DIY outlets, so this was seen as inaccurate.
- ‘The ideal home improvement store’ - consumers thought this dealt only in superlatives, which were glib and self-congratulatory.
- ‘The store for top quality home improvements at value for money prices’ - consumers thought this was not distinctive; it was overused phraseology; nor did it appear credible - people expect to pay a premium price for quality.
- ‘The home improvement store where service really is personal service’ - the idea of service was good news, but not enough; products had to be good, too. In any case, this claim was seen as something other stores like Marks & Spencer could make.
- ‘Find out what “the trade” has always known’ - people had mixed feelings about the trade. Some thought of it in association with craftsmanship; others thought of cheap workmanship and cowboy operators.
- ‘The store traditionally used by the trade’ - here the same negatives aroused by the previous trade line came up, though in a better sense because of the use of the word ‘traditionally’. One problem, however, is that the line implies such products need proper experience to install.
- ‘Made to last by us. Sold direct to you’ - this conveyed that the company was personally involved in the making of the products, as opposed to being an importer.
Moreover, the line was seen as patriotic, because it clearly meant these were UK goods. It also conveyed craftsmanship, durability and the good value you get by buying direct. Readers also appreciated that the line was to the point, not gimmicky. This line came out on top.
Successful companies tend to have a clear positioning from which they rarely if ever deviate - and then only with great care. I make no apology for reintroducing American Express. It was positioned single-mindedly for many years as ‘the world’s most prestigious financial instrument for business travel or entertainment’. This positioning came out in everything American Express did. For instance, the letter sent out to solicit new members which began: ‘Quite frankly the American Express card is not for everyone …’. This reflected the positioning so well that for many years in most countries of the world it was the most cost-effective direct mail used.
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