Marketing Skills 301 - Positioning: Create a Powerful Positioning Strategy

How do your customers see you? Market positioning is at the intersection of your offering and your customers €“ in the form of both the promise you make in the form of messaging, and customer perceptions of how well you deliver on that promise. Your goal is to uniquely claim a niche in the marketplace that encapsulates the value you deliver to your audience. To help define your claim, this course provides a six-step framework for honing your positioning.

You'll examine the facets of your business to find the elements you deliver that resonate most with customers, use starter wording templates as a jumping-off point, and validate your work with seven key criteria. Multiple examples from product, technology, and service companies are discussed throughout - including how poor repositioning of one of American's best-known brands damaged the company.

Workshop exercises will guide you through creation of positioning statements that will form the basis of your marketing and messaging strategy at launch and beyond.