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[SMktg] Positioning

Step # 6 of the social marketing process: Craft a desired postioning
by

Marco Bardus

on 6 September 2013

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Transcript of [SMktg] Positioning

Positioning defined
Positioning is the act of designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target market

Where you want it to be.
Perceptual Map
Positioning matters
POSITIONING INSPIRATION
Positioning Statement
““We want [TARGET AUDIENCE]
to see [THE DESIRED BEHAVIOR] as [DESCRIBE BENEFITS] and as
more important and beneficial than
[THE COMPETITION].”
If your agency/program were a dog, what dog would your key publics say you are? What dog do you want to be? Do the same for “car” and “a famous person.”
Positioning statements provide parameters and inspiration for developing your desired
brand identity
Positioning
Developing a social marketing strategy
“Where the marketer’s offering resides in the target audience’s mind and what associations the audience has with it.”
(Andreasen & Kotler, 2003)
Behavior-Focused
Barriers-Focused
Benefit-Focused
Competition-Focused
Repositioning-Focused
The description of the behavior is highlighted:
"Eat five or more servings of vegetables and fruit daily for better health"
Minimize perceived barriers
Recycling a cell phone: "It's easy as 1-2-3"
1) Print the pre-paid mailing label
2) Place the phone in an envelope and affix the label
3) Drop it off at the post office or in a mailbox - Shipping is free
Maximize perceived benefits
Road Crew
Using RC is more fun than
the competitive choice
Best for: NEW/VERY SPECIFIC BEHAVIOR
Best for: TA is concerned about self-efficacy, fear, perceived costs
Best for: WIFM factor
Best for: When competition's offer is "more appealing"
Stigmatize or reduce the impact of the competition
The truth campaign (youth aged 12-17)
Best for: When you need to relocate the positioning
The New D.A.R.E. Program
*Drug Abuse Resistance Education
Attract new audiences
Image revamping
Evaluation results
Before (1980s): officers behind the podium lecturing students
After (2001): officers are trained as "coaches" supporting kids who use research-based refusal strategies in high-stakes peer-pressured environments
Positioning and Branding
Brand Identity
= How you want your audience to see your brand
Brand
=
The
name, term, symbol, design identifying seller
Brand Image
= How your audience currently sees your brand
Branding
= The process of developing a brand identity
Positioning for Success
A strong brand position means the brand has a unique, credible, sustainable, and valued
place in customers’ minds.
(Davis, 2000)
From Davis, S.M. (2000). Brand Asset Management. San Francisco: Jossey-Bass, p. 55.
Brand Value Pyramid
Most meaningful and most difficult to imitate, but hardest to deliver
Easiest to deliver, but least meaningful and most easily imitated
The emotional, spiritual
and cultural values
being addressed
The functional or emotional benefits provided to customers
Features or processes that must be demonstrated to customers
Features and attributes
Benefits



Beliefs
and values
Smokey Bear
smokeybear.com
Created in 1944, the Smokey Bear campaign is the longest running public service campaign in US History.
5 A Day
VERB
Road Crew
Don’t Mess with Texas
dontmesswithtexas.org
Rock the Vote
ENERGY STAR
truth
Examples of effective Brands in Social Marketing
Examples of effective Brands in Social Marketing
=> Mintz, J.H. & Chan, J. (2009). Guide to Branding in the Public and Not-For-Profit Sectors. Ottawa: Centre of Excellence for Public Sector Marketing.
Brand equity
= The value of the brand
Full transcript