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What’s the best way to position a product in the market? What steps should you take, and in what order? In Obviously Awesome, April Dunford proposes a 12-step process that lets you position any product well. Her process takes you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company. Let’s take a look at each step in Dunford’s product positioning strategy.
In the marketing process, how important is positioning? What are the right—and wrong—ways to do it? In Obviously Awesome, positioning consultant and speaker April Dunford explains why positioning is critical to successfully selling your product. To help you position any product well, Dunford provides a 12-step process. Keep reading to learn what positioning is, common positioning mistakes, and the 12 steps.
Once you’ve created a product positioning plan, what are your next steps? How do you make your plan a reality? Once you have a positioning strategy, you need to put it into effect. Your positioning implementation plan should involve creating a narrative about your product, building your messaging, and, finally, tracking your success and making any needed adjustments. Let’s take a look at each step in detail.
In marketing, is chasing trends ever a good idea? If so, when? How should it be done? Sometimes you’ll find that you have the option to connect your product to a current trend. In Obviously Awesome, positioning consultant April Dunford discusses the pros and cons of this strategy. Continue reading for Dunford’s advice regarding latching onto a trend.
What’s your product worth to your customer? How will each feature benefit them? In Obviously Awesome, April Dunford proposes a 12-step process that lets you position any product well. Step 6 involves product value. First, identify each feature’s benefit, and then figure out what the value of each benefit is. Let’s take a closer look at this step in the product positioning process.
What are the various kinds of markets in which you can sell your product? How do you determine which market is the right one for your product? Positioning means establishing the context for the use of your product, and selling your product in the right market helps provide that context. For instance, if you sell a new snack in the “chip” market, customers immediately know approximately what your product will look and taste like. Keep reading to learn how to target the right market and dominate it.
Who’s most likely to buy your product? How can you figure that out? To help you position any product well, April Dunford provides a 12-step process. Step 7 is to pinpoint customer segments most likely to buy your product. Read more to learn about Dunford’s three-step process of customer segmentation analysis.
What makes your product unique? How is it different and better than the alternatives? Without proper positioning, customers can’t understand why they should bother to buy your product. In Obviously Awesome, April Dunford presents a 12-step positioning process. Step 5 is to identify what makes your product stand out from—and above—the alternatives. Let’s take a closer look at this step.
What problem do your customers want to solve by using your product? What would your customers do if they didn’t use your product? April Dunford proposes a 12-step product positioning process—taking you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company—that lets you position any product well. Step 4 in that process is to identify the alternatives to using your product. Keep reading to learn Dunford’s method of identifying product alternatives.
What is product positioning in marketing? How important is it in selling your product? If you work in marketing yet still can’t define what “positioning” is, consultant and speaker April Dunford is here to tell you that you’re not alone. She contends that most marketers don’t fully understand what positioning is or its vital importance to selling. Keep reading to learn what positioning is and why it matters.