Product Management & Marketing: Positioning
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If you don’t know, or if you can’t tell me quickly and clearly, then your product is probably in trouble. Equally important is aligning everyone in your engineering, product management, marketing and sales team so they, too, know these answers. To win market share and wide-spread adoption, they must embrace your core product positioning. They must be able to know it, understand it, repeat it, and leverage it in all of their product development and customer communications activities. That’s how you grow revenue and win in today’s overcrowded marketplace. To do this, you need a “positioning statement.”
But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. So, how do we influence that, exactly? This course teaches you the thought-provoking approach called positioning. It starts with developing a positioning statement that identifies, prioritizes, and then clarifies the unique value you offer a specific target market. Equally important to having a best positioning statement tool is knowing how to use it. Because, success requires you not only be a master of marketing; you need to be savvy at organizational politics.
The on-line, on-demand course contains 6 power-packed lessons listed below with 70 minutes of fast-paced video lectures accompanied by quizzes, examples and exercises. Each video lecture can be completed in less than 15 minutes, enabling you to pace out your training over the approximately three hours it will take to complete the entire course.
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|Section 1: Getting started|
Welcome to Mastering Product Positioning!
This course is designed for B2B marketers to help you understand how to better position your products for greater success. And our focus will be on a the positioning statement template. Together, we'll walk through the template, evaluate examples, and learn how to apply it to your business.
Before you begin this course, please be sure to read the lesson descriptions found under the "download" tab on the right-hand side of your screen. Here you'll find a short description of each lesson and links to download the Positioning Statement template and other tools required for each specific lesson.
|Quiz 1||10 questions|
Before we introduce the positioning statement template, let's test your knowledge about product positioning.
|Section 2: Introduction|
Mastering the art of the positioning statement is a must-have skill for any and every marketer. It doesn't matter if you work in product marketing, advertising, web design, or any other discipline. This skill is also required of all product managers, regardless of the type of product you may be working one. The concepts and templates shared work for all products: hardware, software, Internet applications, and services.
Welcome to Mastering Product Positioning. This is a great course for all B2B marketers. As we introduce the positioning statement template, you'll learn why this is such an incredible tool necessary for ensuring your success in the marketplace.
Before you begin, please download the Positioning Statement template (PowerPoint) and the Mousetrap Ad (pdf).
|Section 3: Lessons|
The positioning statement must be rooted in a deep understanding of your target audience. So, how well do you truly understand your target market? Segmentation alone is not enough. Segments don't buy products; people do. You need to be able empathize with the people you want to sell to. Otherwise, you run the risk of developing the wrong product and communicating noise instead of relevant, meaningful messages. And thus, we need to create a persona.
This lesson teaches you how to create a persona that will act as your foundation for your positioning statement.
Download the Persona template (PowerPoint) and the Persona Examples file (pdf). These will help you complete the exercises in Lesson 1.
Lesson 1 Quiz
It's great to have a snappy, branded name for your product. But that will probably not be enough to ensure success. Prospects and customers need to be able to understand the category in which your product fits. Learn about the Reference Ladder and other techniques for identifying and matching product names and categories.
Download the Category File containing slides and descriptions you'll require for this lesson.
Lesson 2 Quiz
Features are not benefits. Benefits are not features, and they are not advantages either. Discover 5 criteria that can help you define and defend a good key benefit that is relevant to your target persona and your product positioning.
Download the Benefits slides for important information about this lesson.
Lesson 3 Quiz
There is ALWAYS a competitive alternative -- even if the alternative is to "do nothing." So, what makes you better than the alternative. This is your competitive differentiator. This lesson shows you how to frame a competitive advantage relevant to your positioning statement.
Lesson 4 Quiz
This lesson walks you through a real-life example of why and how a positioning statement saved a company's reputation.
Download the Positioning Statement Evaluation Cheat Sheet.
Lesson 5 Quiz
Here are a few tips to help you conduct your own positioning statement exercise and how to bring your positioning strategy to life.
Lesson 6 Quiz
|Section 4: Conclusion|
These concluding remarks will help you frame the positioning statement exercise with your colleagues. Formalizing the process for developing a proper positioning statement will be one of the most important contributions you can make to your marketing team and for your company. This marketing best-practice skill should be nurtured in every marketer. Develop this skill. Share this best practice. Enjoy the results!
Mike Gospe is a noted author of marketing "how to" books and practical "hands-on" workshops for individuals and marketing teams of all sizes. For more than a decade, he's been inspiring marketers and product managers to reach their "next level" of personal performance. He challenges the status quo and creates a fun, fast-paced environment to help marketers and business people think outside the box. His tools and techniques have been adopted by companies around the world, helping them to get "real work done" as they strive for marketing excellence.
Mike is the author of a number of marketing "best practices" books, including, Marketing Campaign Development, and The Marketing High Ground.