Positioning Your company to capture more business™ y
Positioning is the foundation of every marketing decision: it defines who you are, determines to whom you sell, and distinguishes you from the competition. It is the vision that allows companies large and small to carve out a special place for themselves in the marketplace. Here are some examples of positions we admire.
Attorney Edgar Snyder
The Problem: All personal injury lawyers are the same.
The Position: Attorney Edgar Snyder took a bold position. Despite the business they performed in other areas, they solely promoted themselves as the accident victim attorney. With an aggressive campaign, they touted, "We accept no fee unless we collect money for you!"
The Result: The positioning was hugely successful. The firm now cherry-picks the most lucrative clients from a large pool of unsolicited business. Moreover, their business outside personal injury law is booming.
Member Group Organization
The Problem: A successful member group organization (MGO) is losing revenue.
The Position: The MGO hired an outside research firm to find out why – and discovered that it doesn’t need new members to turn things around. What it needs is to capitalize on the tremendous opportunities that exist with current members.
The Result: The MGO repositions itself to provide more and better member services, and gains on two fronts: it enhances the organization’s revenue potential, and allows them to save money by cutting back on the expensive pursuit of new members.
Earl Scheib Paint & Body
The Problem: Thousands of companies will paint your car. How can you distinguish one business from all others in the field?
The Position: Earl Scheib defined itself as the low-cost leader. Their crisp and clear tag line said it all, "We'll paint any car for $99."
The Result: Business skyrocketed. Moreover, the company benefited from opportunities to up-sell custom paint jobs and other services to customers who clearly know a good deal when they find one.
The Problem: In a market crowded with local and regional pizza places, Pizza Hut battled its way to the top and became the seemingly undefeatable market leader. Yet a visionary competitor found a way to challenge the giant and successfully forge a position for another national chain.
The Position: Domino’s Pizza gained nationwide attention – and sales – with its unique promise: "We’ll deliver in 30 minutes – or it's free." At the time, Pizza Hut didn’t deliver.
The Result: Domino's could not displace the established market leader. But by staking out a position in delivery – by emphasizing service over product – they built an empire and today dominate the pizza delivery market.
Operating without a clear position won’t give you access to all kinds of markets. It will prevent you from owning any one market.
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