Full Brain Marketing for the Small Business: Merging Traditional, Digital $ Social Media by DJ Heckes

Author:DJ Heckes [HECKES, DJ]
Language: eng
Format: epub
ISBN: 9781596595071
Publisher: Gildan Media Corp.
Published: 2010-05-01T00:00:00+00:00

Leadership Positioning–Who Are You?

Leadership positioning, also known as prestige identification, is used if your products are the best, most respected, or if you are the proven sales leader.

Having distinct product attributes can deliver a promise of some special status. In the customer’s mind, you must be able to make a legitimate claim to being number one in some important aspect and deliver that promise. A good example of this would be if you are a hospital claiming that you are number one in the state. You may have a large billboard and many printed materials supporting this statement, but can you prove the claim with statistics or award recognition? Basic principles must be applied when making marketing messages about “being number one” and it is the responsibility of the person doing the advertising to conduct truthful and non-deceptive advertising.

Back in the early days, I had a marketing statement that listed us as the “Largest Rental Exhibit Provider in New Mexico.” I had a competitor challenge me on this. When I first opened my business, I did a competitive analysis of what was offered in New Mexico and EXHIB-IT! was, in fact, the largest rental provider in the state. We actually had over fifty exhibit rentals and could rent at any given time without having to go our manufacturer or other sources to provide the rental products. Support claims made to build credibility and market those results.

(Right Brain Thinking)

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