Conference Brochure Template And Hot Marketing Brochures Ideas

The best printing and design services are crucial for a successful marketing campaign. If you are in some business, then you must know already how the business world is faced with a lot of challenges every single day. Also, one of these challenges is the decision to get some of the best printing and design services for their marketing campaigns. However, it is not very difficult using print marketing materials but rather making them, especially if one doesnt have enough experience in this.

It is also not very easy choosing the best print company that will be able to deliver high quality service. When it comes to marketing and advertising brands, products and services, the use of print marketing materials and ads is still one of the most effective ones in existence. Print ads have been used since long time ago, and they are still one of the most used advertising tools as they havent lost their power to influence the buying behaviours of the target market. The print ads are staple marketing tools for achieving business success.

Once you are able to choose a print company that will be able to deliver satisfying materials for your needs, you will know that the best printing and design services that the company offers can lead you directly to business success.

A good conference brochure template printing is necessary when cconferences are held in order to bring individuals with common interests together. Therefore, a conference brochure template is one of the best things that can be included in the conference goer as such marketing materials include information that will be sponsored by the conference.

For one conference to be successful and efficient a conference brochure can act as a guide that will inform of the events that are being held in the conference. For this reason, the event organizers need to create a brochure that is both attractive and easy to read. For this to be done in the most appropriate way, a conference brochure template for printing is required.

The truth is that one conference brochure needs to be done properly as it will be a crucial thing in the conference goers kit. Such brochures can be made at many online print companies, including Hot Print USA. The best thing is that you can opt for the desired size of the brochure as well for the proper quality material for it in order to lead a successful conference in front of the audiences.

For any business to achieve marketing success, it is very important that they use some of the best marketing materials such as brochures. There are a lot of hot marketing brochures ideas, and one must choose the one that will represent its business in the best possible way. However, the function of the brochures is always the same no matter the design and style promoting the services and products of one business. For this reason, many companies and businesses that are operating in many diverse fields are using brochures for their marketing campaigns.

There are unlimited choices when it comes to the design of the marketing brochures. Most of the print companies even offer free design templates which are of a great help to people who never had any experience in working with and designing brochures. These brochures need to be done based on what the target market wants, and this is why companies constantly have to monitor the market and therefore take the right moves that will hopefully lead them towards business success.

So, when designing a brochure, the key is to concentrate on the target market and to try to discover what the target market wants.

Effective Marketing Techniques To Create Brand Awareness

In todays competitive world, organizations are using innovate and new ideas to stay a step ahead of their competitors. Brand identity, is the way to go ahead, and which helps the organization to establish itself strongly in the market. A brand helps to attract the potential target audience in large numbers. For instance, people all over the world prefer to purchase branded shoes such as Reebok or Nike over other shoes, since they are of high quality and also big brands. Hence, they do not mind paying a higher price for it. However, in order to create a brand, there are many factors which organizations have to carefully analyze and execute in the appropriate direction to gain maximum benefits. The entire process of creating awareness for a particular brand is also commonly referred to as the marketing technique.

Advertising products of various organizations has increased over the years. Advertisements are a great way of creating brand awareness for the potential target audience. While making a quality advertisement, unique ideas and thoughts help to make a particular advertisement popular among the general public. A good and innovate tag line completes the advertising and successfully achieves in creating a brand image and making the public aware of their particular product or service which they offer to their customers.

Logo Merchandise is also popular among the various organizations, as the logos of the respective brands are embedded on the promotional products to gain a higher visibility, which indirectly benefits the respective organization to create awareness about its particular brand.

Promotional products or promo items is one of the most popular techniques and methods to create awareness about a respective brand. Promotional products such as t-shirts, mugs, watches, calendars are distributed free of cost to the potential target audience in order to make them aware of the particular brand. These products are distributed by organizing fun and entertaining games and competitions at shopping malls and other public places, where there is a higher possibility to obtain the respective target audience. These products are distributed as a reward to the participants for participating in the competitions. Organizations have come up with many new and innovative techniques to keep their participants engrossed and entertained through these fun games and competitions.

Apart from these marketing gifts, organizations also take initiatives to provide help and support towards the society. For this purpose they set up public gardens and plant trees which make their organization noticed by the public as an organization which takes measures to fulfill its social responsibility towards the environment and the people living in the society.

Hence, all these techniques, innovative methods and products are used and distributed with great precision so that it gives out the desired results for the branded product, service or organization in the long run.

Steps To Sell Your Boss On Social Media Marketing

With words like tweet, blog and unfriend entering our standard lexicon, theres no question that social networking has a significant place on our contemporary culture. And its no surprise that many companies have been using social media to connect and communicate with their customers online.

But the benefits of social networking arent always immediately apparent to some. And that is especially true for businesses who are interested in having a lot of control over their brand name and brand image. Convincing some that every business has something to gain from social media marketing can be difficult. It can be hard to see how social media marketing can result in a positive return on investment (ROI).

When it comes to convincing your boss or colleagues to invest in social media, it helps to have a plan. Here the seven steps you can take when it comes to selling social media marketing to your boss or company.

1. Explain how social media is an unbeatable research tool. When a company is effectively tapped into the social media landscape, they get to hear a lot of chatter that they wouldnt hear otherwise. Those engaged in social media marketing campaigns will be able to monitor channels for any mention of their company, competitors, industry, clients and potential clients. Setting up a social media marketing listening campaign lets a company know who is participating and what is happening.

Thanks to tools and services like Quantcast, Alexa and TweetMeme, it is now easier than ever to track and measure what people are talking about online. This information is invaluable for developing future marketing strategies, both online and offline.

2. Match the benefits of social media marketing with your companys goals. Whether your company or your client is a service provider, a business to business specialist or a business to consumer retailer, theres a social media marketing strategy for them. But in order to convince others of social media marketings benefits, you have to be aware of the companys goals. Do they want to enhance their customer service operations? To they want to reduce costs? Do they want to manage their reputation? Social media marketing can do a lot to help achieve all those goals. When you know what your boss or company wants, you can show how social media marketing will help them achieve it.

3. Start small. Even if theyre not bullish on social media marketing, your boss or others at your company are probably aware of the range of social media applications and services that are out there. They may think that launching a social media marketing campaign will be a huge undertaking, one that will require many work hours just to set everything up.

But thats not necessarily true. A social media marketing campaign doesnt have to include a setting up a Facebook Fan Page, a Twitter account, a blog and a YouTube channel. In fact, its often easier to start small. Figure out which service will best match the stated goals of your boss or your company. It may be something as simple as registering a Twitter account and starting to engage people via tweets. Starting small requires little time and less cost. But the results can become apparent quickly. You can even begin to measure such results with a tracking service like Quantcast.

4. Set up a strategy and follow it. A social media marketing campaign can appear strange and different, even to people who have plenty of marketing experience. If you dont have a clear strategy for implementation and execution, reactions to your plan will be understandably skeptical to your social media marketing strategy. Take time to explain each step of the plan, describe why its being done and how it will benefit the company.

5. Look for examples of social media marketing success. Lots of businesses, large and small, well-known and unknown, have been able to already achieve a lot with social media marketing. From Charles Schwab to FujiFilm to Goodwill, there are countless examples of companies who have been able to successfully use social media to achieve their corporate goals. Find them and broadcast the results.

6. Anticipate Questions. Its natural for people to be skeptical of new things and new ideas. While you may be well aware of the benefits of social media marketing, keep in mind that resistance may simply be the result of some people being overly cautions. Thats why its important to anticipate any and all questions or objections someone may raise. Find good case studies and other examples of social media marketing successes. Have these on hand to use as examples. Here are some common questions that skeptical bosses may have about social media marketing:

Our customers arent online. This line of reasoning is being used less and less, but some companies may still think this is true. The truth is, at the cusp of the 2010s, nearly everyone is online. Online activity isnt restricted to any gender, income level, education level, or location. There are countless surveys to prove this. One of the largest survey groups, the Pew Research Center, frequently provides data for online use, broken down by several categories.
What if someone writes something bad? This is a common fear among those resistant to social media marketing. But studies show that when companies engage with customer complaints and criticisms, they end up looking better than before. Mention that people will likely complain whether youre engaged in social media or not. Its better for nearly every brand to appear involved with its customers. Even the angry ones.
Its too time-consuming. After setting up social media marketing accounts on networks like Facebook and Twitter, the actual maintenance doesnt take that much time at all. You can spread social media marketing efforts among the staff, or you can task a single person to handle it. Either way, social media marketing doesnt require countless work hours. Create a timeline showing the typical amount of time one will spend on social media every week to help prove this point.

7. Make your case. Prepare a short, punchy presentation that hits on all the above topics. Give your boss or colleagues plenty of time to ask questions. Think about your boss or colleagues personal preferences and consider how you can best sell your social media marketing idea. And remember that there may be some things you dont know. Social media marketing is still relatively new, and that means that there are still many unanswered questions out there. Be honest about what you dont know, but make sure to point out all possible benefits to social media marketing.

Social media marketing is an exciting new medium that companies can use to achieve just about any business goal. By convincing your colleagues or your boss of the effectiveness of social media marketing, youll be on your way to discovering the enthralling, challenging and rewarding new world of social media marketing.

Herbalife Marketing Strategies That They’ll Never Teach You In Herbalife

Learning as well as implementing the best Herbalife marketing systems is probably the best thing you could do for your business to bring about Herbalife success. In this piece of writing, I am going to give you five Herbalife marketing techniques, so you may become functional implementing inside your business immediately to become functional selling products & recruiting prospects into your business.

Herbalife Marketing Hint #1: Stop Use Of Caveman Promotion Strategies.

A lot of uplines (possibly even your own upline) teach and lecture to do mail-outs, put flyers on cars, pitch anyone that comes within 3 feet of you, invite all your friends and relatives to meetings and sample out products to everyone you know. It’s the above-mentioned out-dated techniques, in my opinion, that rationale for a ninety-seven percent lack of success ratio in the multi-level marketing business. The fact of the matter is, that it is nearby unachievable to build a sustainable empire solely based upon those you are acquainted with & run into at the mall. That is, unless you are the CFO of a major enterprise and control the influence of 100’s or thousands of folks. Otherwise, you’re just about set up for failure from the beginning.. You truly have to join the twenty-first century when it comes to Herbalife marketing, & get online. Consequently, Herbalife marketing strategies 2-5 will be encompassed of internet Herbalife marketing tactics that you could apply to absolutely fire up your downline over the flow of the coming three months.

Herbalife Marketing Hint #2: Create a Blog – ‘workwithyourname.com’

Give up concentrating on your company website, & develop a blog. Driving potential customers to a replicated Herbalife site will cause them to literally land there, w&er around for a minute, & leave. You won’t know if they are remotely interested in buying products, or joining your opportunity – and that’s a HUGE problem, especially if you are carrying out any sort of paid promoting. The supplementary cause of why your Herbalife webite won’t work is that it doesn’t brand you in the slightest, it brands the company. Understand, the reason why people will (or will not) join you in Herbalife is because of your influence – and a blog will brand you as a superior right from the beginning. Moreover, potential customers who wish to learn more relative to what you’re offering can give you their name and email address (we’ll go over more on that in Herbalife marketing tip #2). I advise you put together a wordpress blog. WordPress blogs are altogether free of cost. You will just need hosting and a domain name. Hosting costs roughly five dollars per month, and a domain name is about twelve dollars yearly. So for less than twenty dollars, you are really in business.

Herbalife Marketing Clue #3: Grab an Email Autoresponder

An ‘opt-in’ form coupled to an email autoresponder service is one of the most elemental components on your blog. The philosophy for this web-form is to collect the contact information from folks who arrive on your blog so that you can contact them back with specifics. The other thing is, for a prospect to want to present you with their name and email address, you’ve got to present them something in return. The free giveaway you are furnishing must provide value to your subscribers and can be any one thing from an ebook to a free report. If your content includes things relating to earning money from home, then your free giveaway may be a free of cost report that outlines the 10 mistakes people make when trying to make money from home. The component you have got to understand is that you have to compile a connection of some kind with your list anterior to pitching your opportunity. There are millions of individuals in network marketing so if you wish to obtain herablife success, standing out is an unquestionable must. An email auto-responder such as Aweber will communicate with your list on autopilot & powerfully assist your Herbalife marketing efforts.

Herbalife Marketing Hint #4: Create Content For Your Blog

Once you have preferential a target market, then you can begin constructing videos and articles to help them in uncovering what they are seeking. Supplying value on the front end will grant you to absolutely ‘attract’ prospects to your business opportunity on account of they will desire more and more knowledge from you. that’s where it becomes fun because ‘pitching’ is altogether taken out of the picture. So, if you’re targeting people who want to earn money from home, develop worthwhile content in the form of articles and videos on how you may make money from home.

Herbalife Marketing Hint #5: Publicize Your Blog

Promotion is key here for the reason that who will see your blog if no one could find it? Not a single soul! There are numerous promotion techniques, but the most cost effective system is article marketing. Since you have formerly created articles for your blog, all you have to do is post the articles in article directories such as Ezine Articles, & present a link pointing back to your blog. The necessary theory here is that you need to acquire as many links directed to your blog as possible.

Media Segmentation And The Rise Of Direct Marketing

Marketing academics have noted increasing media fragmentation. In recent years, the role of advertising and promotion in the overall marketing process has changed considerably. The audiences that marketers seek, along with the media and methods for reaching them, have become increasingly segmented. Advertising and promotional tactics have become more regionalised and targeted to specific audiences.

The extraordinary expansion of media options to reach specific markets has been fully documented. Along with the proliferation of products and services and the segmentation of types of prospects has come an extraordinary proliferation of media. There are new kinds of media, new developments in the traditional media, and new uses for media. Increasingly, the new media are tools for targeting rather than for saturating the mass market.

Information and the role of the customer database
In the information age marketers are not only focusing on analysis, but also understand the value of information collection.

In the past, direct marketing has been distinguishable from other marketing disciplines because of its emphasis on initiating a direct relationship between a buyer and a seller, a relationship that until recently centered primarily on the exchange of goods and services. However, in today’s market, exchanging information is becoming almost as important as exchanging goods and services. With rising costs, crowded supermarket shelves, and overstuffed mailboxes, smart marketers are not just efficiently consummating a sale, they are also providing a chance for customers to interact with them.

Of all these changes surely the most revolutionary is the ability to store in the computer information about your prime prospects and customers and, in effect, create a database that becomes your private marketplace. As the cost of accumulating and accessing the data drops, the ability to talk directly to your prospects and clients — and to build one-to-one relationships with them will continue to grow.

The new marketing environment
The effects on consumers of overwhelming change and the acceleration of change in our time have been brilliantly documented by Hugh Mackay in Reinventing Australia: So apparent is our national malaise that it has become fashionable to talk about the Age of Anxiety.

For people given to applying labels to decades, the 1980s was popularly described as “The Anxious Eighties” and there is no doubt that the decade lived up to the promise of that rather anxious label. Australia has not been alone in all this. All around the Western world, social commentators have been impressed by the rising level of anxiety over the past 20 years.

The mind and mood of consumers in the 2000s provide interesting challenges.

The growing number of consumer segments and the simultaneous increase in available products have made marketing much harder. Manufacturers are in a quandary about what to produce; retail merchandise buyers are overwhelmed by the task of product selection; and advertisers feel swamped trying to convey appropriate messages to so many market segments about so many products …companies are grappling with the fact that mass advertising campaigns have become less and less effective in reaching diverse groups of consumers.

Marketers must now fight to establish the relevance of their products in an extremely fractured marketplace. The marketing future will undoubtedly look different in another respect as well: customer information technologies will change the relative roles of retailers, manufacturers, and media companies.

Retailers have a natural advantage because they can directly measure customer behaviour and get first crack at the broadest range of information. Indeed, point-of-sale scanning systems have already played a significant role in shifting power from manufacturers to retailers.

Most important, the balance of power between large and small companies will change. As customer information technology becomes more prevalent, only those companies that can invest the resources and show technological leadership will succeed.

The Marketing Mind The 3 Phases Of Decision Making While You Are Marketing

Marketing in business environments employs consumer psychology in order to assist the consumer to identify product and services with fulfillment of individual wants and needs. This is done by recognizing that there are 3 unique phases that are present in every decision made regardless of how trivial. If these phases are handled out of order, or with incorrect emphasis, the marketing results will be reflected in the acceptance of any presentations made.

The 3 phases of decision making are as follows:

1.Cognition

Cognition, in respect to the marketing message, involves the consumer becoming aware of, or actively considering, particular wants and needs due to the stimulus of the message. Usually the marketing message will provoke a particular discomfort in the current situation, or accentuate a realistic opportunity for improvement or growth. The initial marketing process will highlight a need for change.

2. Divergence

Divergence, in respect to the marketing message, involves the consumer considering numerous reasonable alternatives that will potentially address the identified, or accentuated, wants and needs. The divergence phase is a phase of inclusion. Efforts should not be made to exclude any reasonable option at this point. The idea is to take a sincere look at viable options, regardless of preference at this moment. A common mistake is made when a marketer attempts to skip, or minimize, this phase and proceed directly to biased product recommendations.

3. Convergence

And finally convergence, in respect to the marketing message, involves the consumer weighing th pros and cons of each alternative, identified in the divergence phase, in order to logically converge upon a best solution (best versus and ideal). The convergence phase is a phase of exclusion. Efforts should be made, by a professional marketer, to facilitate the convergence upon a best fit solution that makes sense to the consumer. It will only make true sense to the consumer if they work through these 3 phases of the decision process personally and make the ultimate decision on their own with only guidance.

Conclusion:

Any marketing efforts that attempt to circumvent the normal 3 phase decision making process will be interpreted as suspect as it involves manipulation and coercion. Successful marketing results will not be consistent and predictable. This is because the true value of a particular product or service is a matter of perspective. And in the end, the only perspective that really matters belongs to the consumer.

Even if a decision is coerced, or achieved through manipulation, the long term benefits will seldom result in consumer satisfaction, repeat business, long-term relationships, or strong referrals.

Therefore, develop a consistent system that allows for lead generation, prospect qualifying, rapport building, interviewing, verifying, and making intelligent presentations based upon the perspective of the consumer.

Primerica Online Marketing Methods

You’re a brand new marketer in Primerca and have small experience in promoting your business. Nevertheless, you might be most likely struggling and frustrated to get marketers into the business. Nonetheless, you’re attempting to determine the most effective marketing and advertising techniques as a marketer from the Primerica Online MLM Secrets that your sponsor isn’t telling you. Network marketing and advertising industry is really lucrative in finding well compensated when recruiting prospects into your company opportunity.

The MLM organization is about making leaders, creating a team, positive mindset, drive and personal development to thrive in network advertising. It is vital to do those issues that only 3% of MLM marketers that succeeds in this business that can create between 50 to 100 leads on an every day basis.

The most effective Primerica Online MLM Secrets to explode within your multi-level advertising business enterprise is to implement 1 of 2 advertising methods to generate leads in network marketing and advertising. Initial of all, you’ll need to understand post marketing and advertising. It truly is a free advertising method. What you’ll need to do is performing your keyword research & proper SEO so you’re articles can get initial page rankings on Google or Yahoo to create traffic to your website. Then you’ll be able to start writing original content. In addition, you’ll need to submit your articles to post directories and blogs. I would suggest using UAW (Unique Write-up Wizards) or Post Automatic Submitter.

The second strategy that works to generate Primerica Online MLM leads is to create a video and put it out there in the search engines like YouTube or other relevant video websites. In addition, I would recommend using traffic geyser to submit your video to hundreds of video sites. In fact, most people won’t utilize this method because most marketers are afraid of the camera.

Nevertheless, only 92% of marketers still use the traditional advertising strategies that are taught from your upline. So you’ll need to definitely step up one further from other marketers performing the same traditional advertising strategies like making a 100 list of friends and family, or chasing prospects at Barnes and nobles pitching your business enterprise opportunity.

The prospects don’t care about your MLM Company. The network advertising business is about you. People like to do enterprise with other people they like and trust. It is not about your company, products or compensation plan.

If you take action to discover these approaches from this write-up that are easy to learn and are coachable. Therefore, you will be one of the top producers in Primerica Online or any other multi-level marketing company on the internet.

Getting The Best Quality Marketing Material

When you want to use printed materials to promote your business, you need to ensure that you produce high quality materials. Whether it is brochures, postcards, or even business cards, you have to ensure getting high quality output. You would not want your business represented by a sloppy and badly printed material, right? People will look at your business the same way as your materials. If you present a cheap, low quality advertising that lacks attention to detail, people will assume that you will provide similar service. This is why you need to show quality and impressive image starting from your marketing materials. How do you do this?

Choose the best printer and work closely with them.

The first step to achieve good quality postcards or business cards is to communicate with your printer. Talk to them before you finalize your design. The common mistake of people is to wait until final printing to check on the design only to discover that the printer was not able to get the design that you want. This is why it is crucial to work closely with your printer. They will tell you the best paper, font, color, and printing option appropriate to your material. Ensure that the sample prints meet your quality standards, and that the printer will be able to meet your deadline. You would not want to receive your cards on the day of the trade show, only to find out that the quality is not what you expected.

The right paper choice.

There are different options in paper in the market today such as the gloss and matt finish. If you printing brochures, you can go with a gloss finish, but if you will be printing business card, you can go for a matt finish. This is to allow people to write notes on your card.

Paper also comes in different weights. Obviously, thin paper is less costly, but the quality of the print may not be high quality. You do not want people to squint just to read the texts just the writing shows through the opposite page. In this case, you need to use a thicker paper weight as it looks posh and will hold the ink better. Talk to your printer to discuss the different weight options that suit your needs.

There are also different colors of paper. You have the entire color wheel to choose from. There are also different versions of one color. For instance, white can come as bleached white or creamy white. Although the common practice is to print in white paper, you can always consider printing on a colored paper for added impact. Again, talk to your printer to choose the best paper color that will suits your printing need.

The right folding.

Brochures and even business card templates can have folding. If you decide to use folding, you need to decide whether to get a tri-fold or a bi-fold and where to put the fold. Your printer will explain to you the folding options appropriate for your material and how the fold will impact the design. You put additional elements in the fold such as a seal over the fold to make it look like an old fashioned envelope. Work closely with your printer for the folding option before you design your final material.

How To Warm Up Your Cold Email Marketing List

Do you currently have a cold mailing list, unresponsive, low open rates, even lower click through rates?

Don’t worry most affiliate marketers suffer from that very same problem.

It’s most likely that the reason your list is cold is because you have not effectively grown your relationship with them.

I will now discuss three ways that you can warm up your list and help you improve on your poor email marketing results.

First, you have to inject some passion into your email subject lines.

Ask questions.

Try shock tactics.

Be very real with your subject line, ensure your email contents are relevant to minimize spam reports.

To improve your subject lines, check out popular sites so as Digg and mimic their headlines, or start a swipe file from more successful marketers and base your own subjects lines loosely on theirs.

Second, your email contents must be of value.

There is no point getting a person to open your email if the contents are useless.

It is simply not good enough to send people on your email list promotion after promoting.

The 2 to 1 ratio is quite a popular method, which means you send 2 emails containing free, valuable information and the third email is a promotional email.

Lastly, structure you email correctly.

Make it easy for the reader to know what action to take.

Always include a ps.

Try to write your emails as if you were talking to a friend, keep them friendly.

Story telling is highly effective too if you can take a real life situation and blend it into your email content.

Above all you should always be honest.

Never make false claims or lie in an email.

Keep it real!

Now you know three ways to improve you email marketing success, head over to your autoresponder and amend your current emails.

One last point, know your numbers, most autoresponders provide very detailed statistics on open and click rates, be sure to monitor them and adjust if required.

Developing A Positioning Marketing Strategy Process

Developing a Position Marketing Strategy is determining exactly what Positioning is and why it is important. According to Wikipedia, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target markets for its product, brand, or organization. It is the relative competitive comparison that a company occupies in a given market as perceived by the target market.

Position is the customers overall perception of your business including its products and services. Position is what is in the mindset of your customer. If your positioning takes full advantage of your customers perceptions and you communicate this positioning effectively, it will set you apart from your competition and establish a solid first link in the purchase decision chain, also known as the awareness link. The awareness link shapes your relationship, and often the real purchase is made by the unconscious mind on the basis of awareness long before the actual sales transition is completed. Having good positioning makes for favorable awareness and sets you up for success right from the start.

Position can be very tricky in that its under your control yet it is not. To the extent that your customer may already have perceptions about your business, industry, products and services, those perceptions already are your positioning. You need to identify these perceptions because you can change your positioning. As a result changing customer perceptions with effective communications through your companys sensory package can influence the behavior that is consistent with the image you are trying to project to your customers.

Your positioning has to be genuine. It MUST be consistent with the reality of your business and it has to be consistent with the perceptions of your target markets or it will not be credible or believed. Positioning, based on false claims or a misunderstanding of your target markets, is a liability to your company. It can turn away prospective customers and weaken relationships with existing customers.

Differentiation is more than just simply being different from your competitor. You need to be preferentially differentiated and this is why it is important to be positioning your company in your target markets. I read many articles and blogs that constantly say being able to identify how your product or service is different is one of the factors that will make or break your business. You may ask why? It is because being different AND being able to successfully communicate that difference will secure a welcome niche in the marketplace for your business. To create a differentiation that will not be imitated, you have to think beyond your core benefits of your business. The companies that have succeeded in maintaining their differentiation over the years and werent intimated are those that innovated in qualities beyond the core benefits of their market. Be the innovator of qualities and think ahead and look outside the forest.

There is a systematic process for developing an effective positioning for your overall business. It is a step-by-step process, but it is not automatic and does not happen overnight. It requires careful thinking and insight from you from the inside of your business to position for the outside perception of your business. It requires that you know your target markets (see last weeks blog Your Target Market and the Need to Focus. It takes time, but with proper understanding of your target markets, you will have a foundation in place for building a positioning strategy that will draw your target customers to you. EXHIB-IT! has been working on our position strategy for the last few years after our competitor moved within .2 miles from our showroom where we had been located for a number of years. We took for granted that our competitor was across town and knew we differentiated our businesses and it did not hurt that we were on opposite sides of town. However, when our competitor moved this close to our location where we had been for 7 years at the time, misperception in the community occurred. Our company names are similar (as are about 500 exhibit names in the USA). We focused on position strategy, which has allowed us to grow 122% over a 2.5 year period. It was not an easy process in the beginning, but once we identified our target markets, along with our secondary flanker markets, it made it easy for us to have a position strategy.

To be effective and create a position strategy, the first step is to determine the general classification of your products and services. They can be classified into one of three ways (1) a true product, (2) a commodity or (3) a brand. Think about what you sell and which category it falls into and how that affects that way you are positioned in the minds of your prospect or customer.
Many companies confuse a solid marketing strategy with pure tactics, also known as a brand juice. Visual identity with clever tag lines and a creative “essence” advertising package through your sensory package are all key ingredients in brand juice creation, but they are only supporting elements. To be effective, such supporting elements must be part of a more comprehensive plan.
After determining your relative standing in the market and how the market sees you compared to your competitors, this will affect how you develop your marketing communications as you decide to either reinforce your current relative standing or try to change it, work on these five steps below.

1.Determine what the dominant gratification mode and purchase preference of your target market segments are. To do this, you look at the psychographic characteristics of your customer – which are the perception and behavior modes. You look at the interpersonal, objective and introverted modes and what the purchase preferences were regarding experimental, performance and value of your products and services and apply these to the way you create your positioning statement.

2.Develop other key psychographic characteristics of your target market. Study your existing customers (as this is your most cost effective approach to studying the characteristics) and look for clues to customer perceptions that will help shape your positioning strategy.

3.Redefine your product or services. Begin setting yourself apart and create a unique place in your customers minds to define your product or service in terms of its features and emotional factors that are important to your prospective customers. Then write your positioning strategy which should be a brief paragraph for each target market segment that provides an overview of your positioning by gathering all of the key positioning elements and pulling them all together.

4.Develop your unique selling proposition also known as an USP. This is your slogan, your tagline, and is an expression that will become closely linked with your business. It should be something catchy and easy to remember and should also contain a basic message about your company that elicits in your prospective customers the emotional gratification that they can expect from your business through its products and services.

5.Develop your positioning statement to be more explicit and an expanded version of your USP that explains and gives the rational justification for it by identifying what your business does, the result customers can expect from doing business with you, and how you are going to achieve that result.

Again, be sure to review this information and update it periodically to keep the information current. Your Position Strategy should be evaluated constantly by using metrics and updated periodically to keep you current with your prospects and customers needs.