At Snap Marketing, we like to challenge conventional thinking and are often accused of being provocative - we like it when this happens. The most common misconception is when we ask our customers what it is their customers get from them and why.
The normal response to this is a list of product attributes and a load of things that the client thinks is great about his business.
While these may be relevant, a customer never bought a product for its features and never selected a supplier on the basis of conventional business attributes as perpetrated by its staff.
This is where Product Positioning comes into play as part of the overall strategic marketing approach
Customers have needs, business offer products that satisfy those needs, but for a marketing strategy to be truly effective not only do those needs and products to be aligned, the marketing communication needs to tap into that marketing pain the consumer feels.
A customer buys a product for what it will do for him or her, not what it does – subtle difference.
In the Snap Marketing product positioning process, we explore who exactly it is that is our clients target market; we identify their needs – the marketing pain, and how the product removes that pain.
The business’s attributes merely support the purchasing process and this is where branding and company character come into the equation – and that is a whole new aspect of the strategic marketing process.