Step 1. Read this introduction.
Alright. This article will not make you rich after reading it. If that were the case, everyone writing textbooks on how to become a millionaire would not have written these books because they would be millionaires. Unless they are extremely altruistic rich people who want to share their prosperity left and right. Apart from the fact that economics doesn’t work that way, let’s get back to the point. What will this text be about, author – you ask the reader. About the only indisputable leverage of trade.
Step No. 2. Create a product or service that no one else offers.
Isn’t it simple? Be the Coca Cola of the market, the ONLY thing. Then all you have to do is dissolve the tendrils, tadaaa! You are a rich man. Advertising something that has never been used before is called a sector strategy because the brand is acting on behalf of the entire sector.
Sometimes it happens that different manufacturers join forces to jointly promote the product they want to sell. Just like in the campaign below, which was launched by several California dairy farmers. Alliance in the face of a shrinking sales market.
What if, by chance, you’re not the only one out there? This brings us to
Step number 3. Find your competition’s weakness and turn it into your strength.
You run a mail order business and your main competitor tends to be late with shipments. Make sure you’re always on time and start spreading the word. Make it a slogan promoting your business.
Perhaps you have other qualities that make you equal or even slightly superior to your rival. Give up the idea of attacking here. See the Energizer ad, the idea of which is based on the length of battery life. This is not a good move, considering that the Duracella bunny has been positioning himself in this role for years.
Step number 4
Promote yourself to number one.
Maybe your product is not the most original in the world, but in some respect it may be the first in something. The first hexagonal pizza for fans of geometry and gastronomy? Maybe this is your niche. Famous examples include Pilsner Urquell, which promotes itself as the first pilsner in the world. In our backyard, we can mention Wirtualna Polska, which advertises itself as the first portal in Poland.
Step #5 Give your brand personality
What if you’ve already said everything about what you do? Everyone already knows that your product is better/cheaper/stronger/the only one/etc? Then you give the brand personality. This can be seen in the approach of established, large companies.
Look at Pepsi’s approach to Coca Cola. Pepsi began to create its personality to suit the younger generation. And recently it attacked the icon of its biggest rival.
After reading this text, you probably haven’t become a Croesus yet. But you learned three product positioning strategies – sector, competitive and personality. Which one best suits your needs? Would you like to read more about effective advertising strategies? Wait for our next entries.
