Bob Grant

As a  b2b Boston brand and marketing agency we are often asked  to help companies to create a positioning statement. This positioning statement will help to define your company, your product, and your service to your target audience. A positioning statement, makes a clear declaration as to why you are different than your competitors.

A positioning statement has a very important job to do. It is to break through the clutter created by the unending and constant bombardment of messages penetrating our brain. More information has been produced in the last 30 years than the previous 5000. Yet our brains can’t cope with all of this information overload. It seeks simplicity and clarity. The goal of the positioning statement is to state simply and clearly why your product, your service, your company, is different and preferable from your competitor.

The first step in creating your positioning statement is to understand the buying preferences of your audience.  You are not competing for the minds and souls of everyone on the planet (unless you’re Apple or Google), but only the audience who may have an interest in your specific product or service. Once you understand the buyer’s preferences, you can help create a message that will engage that audience emotionally and strategically to create a purchase. The positioning statement will be straightforward with attainable goals while ensuring the company is able to make progress.  It will effectively set the product off from its competition by being inspirational and significant to the target audience to which it is meant to engage.

Integrated marketing is an effective way to bring all forms of communication together into one concise campaign. Advertising, sales, direct marketing, etc. all work together in a cohesive approach for a united goal.

A very important first step of any integrated marketing strategy is situation analysis. Much like research marketing, situation analysis researches the potential of the industry and any online sales for a particular company or product.

Situation analysis takes into account the market environment and any foreseeable trends in the market such as size and potential for growth to which the company is positioning themselves. Budgets, strategies, objectives are all part of the evaluation process.

Evaluating the competition is also very important. Describing the major competitors, the market share and the comparison of the products are part of this strategy. Finding out a competitor’s strengths and weaknesses and what are their market shares and sales trends are helping to solidify a company’s position in the market.

Researching the needs and behaviors of the target audience is also part of the situation analysis. What is their general lifestyle and attitudes of the product or service offered? How will this company reach this target audience?

The strengths and weaknesses of the company should be addressed as well as all means and tactics to strengthen all areas of the company.

Ah, the old battle: which is more important the copy or the design?

Any great copywriter and any talented designer know they need each other. If you are presenting a b2b brand strategy, you have to present both: stunning artwork with compelling copy. You've got to make a presentation so amazing that each can work independently of each other. If a person only saw the tagline they would immediately know what company or product it is from, likewise, if they saw the graphic, they would be able to recite the words that go along with the campaign. It is a marriage made in advertising heaven.

If done correctly, both will be able to grab and hold a person’s attention. That beautiful or inspiring graphic will make a person stop and stare; the words will cut right to a person’s core and make them think long after they’ve stopped reading.

Marrying the two in a campaign, finding that perfect shot with those perfect words is what a great b2b marketing agency is all about.

Ah, the old battle: which is more important the copy or the design?

Any great copywriter and any talented designer know they need each other. If you are presenting a b2b brand strategy, you have to present both: stunning artwork with compelling copy. You've got to make a presentation so amazing that each can work independently of each other. If a person only saw the tagline they would immediately know what company or product it is from, likewise, if they saw the graphic, they would be able to recite the words that go along with the campaign. It is a marriage made in advertising heaven.

If done correctly, both will be able to grab and hold a person’s attention. That beautiful or inspiring graphic will make a person stop and stare; the words will cut right to a person’s core and make them think long after they’ve stopped reading.

Marrying the two in a campaign, finding that perfect shot with those perfect words is what a great b2b marketing agency is all about.

Integrated marketing is an effective way to bring all forms of communication together into one concise campaign. Advertising, sales, direct marketing, etc. all work together in a cohesive approach for a united goal.

A very important first step of any integrated marketing strategy is situation analysis. Much like research marketing, situation analysis researches the potential of the industry and any online sales for a particular company or product.

Situation analysis takes into account the market environment and any foreseeable trends in the market such as size and potential for growth to which the company is positioning themselves. Budgets, strategies, objectives are all part of the evaluation process.

Evaluating the competition is also very important. Describing the major competitors, the market share and the comparison of the products are part of this strategy. Finding out a competitor’s strengths and weaknesses and what are their market shares and sales trends are helping to solidify a company’s position in the market.

Researching the needs and behaviors of the target audience is also part of the situation analysis. What is their general lifestyle and attitudes of the product or service offered? How will this company reach this target audience?

The strengths and weaknesses of the company should be addressed as well as all means and tactics to strengthen all areas of the company.