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The two types of positioning

Many people realize that they are done only by choosing their target group while others think that a good slogan is enough. But there are still many who do not position themselves, do not know what it is for, but most of all, they don’t know how to "do it".

For example, you want to open a mobile phone business. You would be the thousands of such businesses in the country. If your ads, leaflets are about "a wide selection, a wide variety of phones, good quality, warranty, accessories and parts sales and service" then you will not be distinguished from other stores, as they say, the same. The new buyer will have only one distinction: the prices. If you are cheaper than others, they will go into your business.

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If you want to make a difference, you have two options

 

1. Being different in the target group

Let's say you are selling cellular only to businesses, or only to business people, or only to busy people.
Or – in the point of services - if you are dealing with website development, you can create websites for NGOs only, schools only, shops only etc.
Why is this kind of approach good? Because instead of being one-of-many, you will be the expert with the same language that your target group understands. It's easier for you to advertise because you don't have to reach everyone, and it’s more effective because the target audience will know you in your ads. Here not only the price will matter, but the "finally someone who knows what I need".

2. You become an expert in the sub-area

In this case, you specialize in a sub-area of a large one (such as mobile phones). Staying with the cell phone example, you can only specialize in services, cases, smartphones or "stupid" phones, which is good for people who just want to make phone calls, etc. The key is becoming an expert in one area.
For example, a language teaching company may position itself according to point 1 (being different in the area) such as language courses for seniors above 50, and it can be called "teach you to speak" or "teach you grammar" by point 2 (become an expert in a sub-area). 
If you are a website designer, you can still choose an area that you will become an expert in, for example, design or banner only. And within that, you can provide many services: design education for beginners, professionals, design for small companies, multinationals, individuals, etc.

There is a third option: combine the first two

Combining the two will help to specify the target group in a narrow area of ​​a large area. For example, in the area of dieting, you can say that you only give diet plans only those who are overweight. 
But here you should be careful as it can easily result in overcapacity, which means the market you are reaching for, it may become too small. Avoid starting from a very large area, a large market and leaving your positioning the "escape route". For example, if your message is "a workout plan for overweight dieters" then anyone is a target who thinks they are overweight, whether they want to lose 10 or 60 pounds, they can feel the calling. 
That’s why it is worth focusing on positioning instead of demographics (age, etc.), as this will bring together who thinks similarly. 

However, there is a big pitfall to these positioning attempts: they will smell textbooks. Positioning must be something that people can easily remember, which can stay quite long in their heads and it sends a clear message to them. The idea that immediately reaches the target group it touches me as a buyer for some reason, and it easily comes to fruition.

Here's the ad space: What's your business positioning?

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