Brands matter. A recognized brand earns more revenue. This is due in large to the fact that once a brand is recognized, trusted and available, it’s so much easier to just pick it up and move on. No internal evaluation, no worrying about effectiveness, no decision tree – just pick it up and move on.
This is why marketers are so reluctant to change a winning logo, formula or packaging design, even when it’s clearly becoming dated.
If you’re thinking about your brand, here’s a handy reference I use when we consult to brands.
Understanding your Brand.
This is all about defining what role the brand will play in enhancing customers’ lives. There are three types of positioning concepts:
- Functional positions
- Solve problems
- Provide benefits to customers
- Get favorable perception by investors (stock profile) and lenders
- Symbolic positions
- Self-image enhancement
- Ego identification
- Belonging and social meaningfulness
- Experiential positions
- Provide sensory stimulation
- Provide cognitive stimulation
Understanding your Value Proposition
- What is the value that customers derive from using your brand / product?
- How are they better off doing business with you?
- What Characteristics make your brand distinct from competitors?
- Who is your Brand Targeting?
What is the Psychographic & demographic profile of your consumer? (country / urban / gender / age / bias / interest / association / habits / behavior)
What unique traits do your consumers possess?
- What motivates the consumer to associate with your brand?
- What common traits do groups of distinct high value consumers possess that would identify them (audiophiles, moviebuffs, art lovers)
- How will your customers perceive key dimensions of your brand (ex. Price, Packaging, Feel,Taste) relative to competitors brands.
- What needs do your target audience wish to satisfy with your brand & how would you position your brand to communicate this to them?
The primary objective of segmentation is to identify specific customers with like attributes, and to find segments of customers that are attractive from a profit perspective. In plain english, figure out who your best customers are and find more people like them!
Generic Markets (Large Segments)
comprised of groups of customers who have a general need
A generic market is comprised of groups of customers who have a general need, but have many offerings to choose from to meet that need. For example: transportation is a generic market that can be met by many offerings: car, bus, train, subway, taxi, etc.
Product Markets (Small Segments)
comprised of groups of customers who have a very specific need
A product market is comprised of groups of customers who have a very specific need, with fewer offerings to choose from. For example: The Luxury Car market has only a few options to choose from: Bentley, Aston Martin, Ferrari, etc. Product market segments are similar within the specific segment (ex. Luxury Cars), and are different across segments (ex. Luxury, Mid-size, Economy); and each segment has very specific characteristics, which, when reflected in the product, can return higher profits to the organization.
Markets can be segmented by defining the goals of the customers in that market subset. For example, in the transportation market(The Generic Market), a group of customers who’s goals of transportation are to be able to travel in their own vehicle, feel comfortable/safe/fast relative to other transport options, and be able to show other people how “nice” their own vehicle is: this subset can be said to have goals which define them as a Luxury Car segment.
- Segment Dimensions = Impact on Marketing Mix Decisions
- Demographics = Affects consumer needs
- Geographic Location = Affects size of market
- Behavior and Consumption Patterns = Affects product and promotion variables
Urgency of Satisfaction = Affects Place and Price variables Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy.
They are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way.
Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private sector. Small segments are often termed niche markets or specialty markets. However, all segments fall into either consumer or industrial markets. Although it has similar objectives and it overlaps with consumer markets in many ways, the process of Industrial market segmentation is quite different.
The process of segmentation is distinct from targeting (choosing which segments to address) and positioning (designing an appropriate marketing mix for each segment). The overall intent is to identify groups of similar customers and potential customers; to prioritise the groups to address; to understand their behaviour; and to respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment.
Improved segmentation can lead to significantly improved marketing effectiveness. With the right segmentation, the right lists can be purchased, advertising results can be improved and customer satisfaction can be increased.
Requirements for Successful segmentation are:
- S Substantial: the segment has to be large and profitable enough
- A Accessible: it must be possible to reach it efficiently
- D Differential: it must respond differently to a different marketing mix
- A Actionable: you must have a product for this segment
- M Measurable: size and purchasing power can be measured
Have I missed anything? Feel Free to Comment 😉
Yes, we may choose to ignore it, but the vast majority of the world has no idea what we do, and that’s probably a good thing. If everyone became a doctor overnight, we wouldn’t really need doctors any more, now would we?
Just because some of my friends ask, and I really don’t want to tell them what I do in any more detail, here’s the lowdown on Internet Marketing
Internet marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes many different overlapping business models including:
- Display Advertising Media Buying
- E-mail marketing
- Native Advertising (ads that pretend not to be an ad)
- Affiliate marketing
- Search engine marketing (including search engine optimization)
- Business to business and business to consumer blog marketing
- Article based marketing
- Social Media marketing
OK, I know that’s not all there is to it, but at least it’s enough for you to go “oooh, ok” and change the subject.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” -Sun Tzu
My failures mostly come in the form of a sucker punch I didn’t anticipate. It’s easy to get lulled into a false sense of security when everything is going well.
Sailing as a young kid my dad always used to say “Keep an eye out for the freak waves. They’re the boat killers.” It’s funny though that even though I learned to keep my head up it was only once I got into business that I realized that the adage applies in every phase of life.
How then, do you develop a business or marketing strategy? I’m not the authority, everyone has their own method. I will however share some points that worked for me.
- Understand who your customers are.
- Understand your competitors
- Figure out what makes your product different and unique
- Identify the technologies or products that can kill your business
- Look for weaknesses in your competitors marketing, product and business.
- Figure out how you’re going to tell your customers why they need to buy from you.
Of course there’s tons more to say on each one the points above, but you get the idea. Figure out who you want to sell to, why you’re better than your competition, what you can offer that your competitor can and how long you’ve got before you get disrupted.
Sometimes Affiliate Marketers can step too close to the line, or just blatantly stomp all over it. In South Africa we have the Advertising Standards Authority, while the US has the Federal Trade Commission. They impose HEFTY fines for transgressions.
I doubt LeadClick Media would survive this…..
“A U.S. district court has ruled that LeadClick Media, an affiliate marketing network, and its parent company, CoreLogic, Inc., must turn over $11.9 million in ill-gotten gains they received from a deceptive marketing scheme that sold purported weight-loss products.
In granting the FTC’s request for summary judgment, the court ruled that LeadClick was responsible for the false claims made by affiliate marketers it recruited on behalf of LeanSpa, LLC, a company that sold acai berry and “colon cleanse” weight-loss products. According to the FTC’s complaint, LeanSpa used a “free trial” ploy to enroll consumers into its recurring purchase program that cost $79.99 a month and that was difficult to cancel.”
I’m conflicted over this report. The percentage of adult South Africans involved in starting a business has plunged by 34%.
On the one hand, I want to rail against the system that saddles entrepreneurs with unworkable tax burdens, restrictive employment & business practices and bureaucracy that doesn’t do enough, but wastes money on window-dressing entrepreneurship.
On the other hand I’m shocked at the sense of entitlement and lack of basic business principles that some aspiring entrepreneurs seem to have.
Gone is the passionate work ethic, replaced by chasing the ‘perfect startup dream’ and buying into the fantasy stories of mega-ipo’s and stellar valuations.
Business plans have become ‘optional’ Read Full Story
My FB buddy Scott Ames‘s posted this insightful thought. It’s too good not to keep for posterity. Follow Scott for more sage advice:
“When I get flustered, down, or stressed I sometimes come back to the phrase ‘100 years from now it won’t matter’ . In 100 years everyone I know, including my 1 1/2 old will be gone.
Sometimes I look at old black and white pictures from the 1800’s or early 1900’s and realize the children in those shots are gone now. I read old accounts of people’s lives and they had stress, they had worries, they had pain and sorrow and problems. All of those are gone. All their concerns are over.
Did you ever leave a job and look back and wonder why you feared the boss so much? Did you wonder why you stressed out and worried about deadlines, perfection, or being on time? Once you leave it seems all a fantasy. All the pressure is off. You look at that boss with new eyes and wonder why you acted like a military cadet.
Life is short. You had better do what you want or it’s going to be over before you get those things done. When you are on your death bed are you going to wish you had spent more time at work making someone else money or are you going to wish you had spent more time with family and doing the things you enjoy? Do them now. Find a way. Maybe it’s not easy, but it’s worth it.
As one of my friends once said “It doesn’t matter anyway, and what if it did?” I like that. ( Rand Laird )
I do need to take my own advice as I have spent way too much time trying to please others and have ignored my own passions. My passion now is helping my wife achieve her goals, and my passion is also my children. I have not done everything in life I’ve wanted to do. Some things are too far gone to realize. ( fighter pilot, commercial pilot ) , but I can certainly find joy in supporting my wife in her dreams. That makes me happy.”
South Africa is full of homegrown heroes that have a profound impact on global business, technology and science. Elon Musk may be the poster boy is not the only brilliant SA born mind that left to find fortune, fame and glory overseas.
Patrick Soon-Shiong, the son of Chinese immigrants to South Africa, is the world’s richest doctor and the wealthiest resident of Los Angeles with a net worth of almost R150-billion.
Imagine if we could retain their skills in SA….
In an effort to cut down on red meat for health & even some of the missus’ ethical reasons, i’m on a mission to try vegetarian alternatives. This, dear Sleeks, is not for the fainthearted.
You may want to block me now, as I’ll offer unfettered and unbiased foodie reviews for the foreseeable future, or as long as i’m presented with vegetarian meals.
Black bean, Quinoa & Chia bites.
Quinoa is a grain (stop frowning all you paleos) and though high on the GI scale actually has a low Glycemic load, so i gave it the thumbs up as an ingredient.
As i’m a heart attack 2fer, i’m all over Chia and have incorporated them into my daily routine. Why you ask? Actually it was a flippant semidrunk late-night google that led me to find a 2012 clinical study blaming 100% of coronary artery disease on inflammation. I won’t bo re you with the details, as I digress from my review, but suffice it to say, its a killer and I want none of it, so chia’s become a daily staple as it’s little buggers combat inflammation better than anything else I van find.
Coming out of the packet my little fluffy balls of yum did not look at all appetizing.
Pressed flat like a macnugget, they were.
They’re not meat and don’t pretend to be, but it has a satisfying chewability.
Keep in mind, my 10 is Matt Moran’s Aria Restaurant in Sydney while 2 is soaked toilet paper. You don’t want to know what 1 is, believe me.
Would I eat it again?
If presented, i’m hungry and there’s nothing nicer on the plate.
stay tuned for my next adventure