Soumettre la recherche
Mettre en ligne
Mastering Product Positioning with Mike Gospe: Moderated by Cindy F. Solomon
•
Télécharger en tant que PPTX, PDF
•
1 j'aime
•
380 vues
Startup Product Academy, LLC
Suivre
Business
Affichage du diaporama
Signaler
Partager
Affichage du diaporama
Signaler
Partager
1 sur 65
Télécharger maintenant
Recommandé
ALL VIEW REARVIEW MIRROR
ALL VIEW REARVIEW MIRROR
AKSHIT JAIN
How to Delight Your Customers without doing what they say - Joey Spinella at ...
How to Delight Your Customers without doing what they say - Joey Spinella at ...
Joey Spinella
ActionIntel
ActionIntel
Bill Bonk
A11y camp 2018 - Dos and Don't when building an accessible app
A11y camp 2018 - Dos and Don't when building an accessible app
Amir Ansari
Dos and Don’ts When Building an Accessible App
Dos and Don’ts When Building an Accessible App
Ricky Onsman
The Art of Product Marketing
The Art of Product Marketing
Rand Fishkin
Product biz plan template 1.0
Product biz plan template 1.0
Anders Grundborn
Being a Product Manager for Enterprise Products by Snapchat PM
Being a Product Manager for Enterprise Products by Snapchat PM
Product School
Recommandé
ALL VIEW REARVIEW MIRROR
ALL VIEW REARVIEW MIRROR
AKSHIT JAIN
How to Delight Your Customers without doing what they say - Joey Spinella at ...
How to Delight Your Customers without doing what they say - Joey Spinella at ...
Joey Spinella
ActionIntel
ActionIntel
Bill Bonk
A11y camp 2018 - Dos and Don't when building an accessible app
A11y camp 2018 - Dos and Don't when building an accessible app
Amir Ansari
Dos and Don’ts When Building an Accessible App
Dos and Don’ts When Building an Accessible App
Ricky Onsman
The Art of Product Marketing
The Art of Product Marketing
Rand Fishkin
Product biz plan template 1.0
Product biz plan template 1.0
Anders Grundborn
Being a Product Manager for Enterprise Products by Snapchat PM
Being a Product Manager for Enterprise Products by Snapchat PM
Product School
The Product Manager Pathfinder
The Product Manager Pathfinder
AIPMM Administration
eFolder Expert Series Webinar — 2015 eFolder MSP Survey: Learn What Your Peer...
eFolder Expert Series Webinar — 2015 eFolder MSP Survey: Learn What Your Peer...
eFolder
PMI-ACP Lesson 08 Nugget 2 Agile & Scrum - Value-Based Prioritization
PMI-ACP Lesson 08 Nugget 2 Agile & Scrum - Value-Based Prioritization
Thanh Nguyen
7 Ways to Understand the Market and Customer Without a Budget
7 Ways to Understand the Market and Customer Without a Budget
Jane Morgan
Insights Workshop For Newsletter Ssd 111708
Insights Workshop For Newsletter Ssd 111708
eshilondesign
Future State Asia - keynote presentation
Future State Asia - keynote presentation
Jenny Andersson
Webcast: Developing Successful Go To Market Strategies
Webcast: Developing Successful Go To Market Strategies
AIPMM Administration
e-Commerce Testing: The Coming of Age
e-Commerce Testing: The Coming of Age
HiConversion
Survival to Thrival at KIC Silicon Valley Meet Up
Survival to Thrival at KIC Silicon Valley Meet Up
Survival To Thrival
Go grp2 revised questions
Go grp2 revised questions
Alexander Go
Webcast: Differences Between Project Management & Product Management
Webcast: Differences Between Project Management & Product Management
Startup Product Academy, LLC
Blue ocean-book-notes
Blue ocean-book-notes
Jeffrey Luke Luke
2017 04 product camp how to be strategic
2017 04 product camp how to be strategic
Phil Burton
The Art of a Handoff
The Art of a Handoff
AIPMM Administration
Succesful Product Strategy | Moe Ali | ProductTank Toronto
Succesful Product Strategy | Moe Ali | ProductTank Toronto
Product Tank Toronto
Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)
Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)
Steve Robins
AQSS Present 01_15
AQSS Present 01_15
Andrew H
Key criteria for choosing APM solutions for the next normal: analysis of surv...
Key criteria for choosing APM solutions for the next normal: analysis of surv...
eG Innovations
Proven Strategies To Pull Ahead Of Your Competitors In Business Powerpoint Pr...
Proven Strategies To Pull Ahead Of Your Competitors In Business Powerpoint Pr...
SlideTeam
Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)
Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)
ProductCamp Boston
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Call Girls In Delhi Whatsup 9873940964 Enjoy Unlimited Pleasure
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
Matteo Carbone
Contenu connexe
Similaire à Mastering Product Positioning with Mike Gospe: Moderated by Cindy F. Solomon
The Product Manager Pathfinder
The Product Manager Pathfinder
AIPMM Administration
eFolder Expert Series Webinar — 2015 eFolder MSP Survey: Learn What Your Peer...
eFolder Expert Series Webinar — 2015 eFolder MSP Survey: Learn What Your Peer...
eFolder
PMI-ACP Lesson 08 Nugget 2 Agile & Scrum - Value-Based Prioritization
PMI-ACP Lesson 08 Nugget 2 Agile & Scrum - Value-Based Prioritization
Thanh Nguyen
7 Ways to Understand the Market and Customer Without a Budget
7 Ways to Understand the Market and Customer Without a Budget
Jane Morgan
Insights Workshop For Newsletter Ssd 111708
Insights Workshop For Newsletter Ssd 111708
eshilondesign
Future State Asia - keynote presentation
Future State Asia - keynote presentation
Jenny Andersson
Webcast: Developing Successful Go To Market Strategies
Webcast: Developing Successful Go To Market Strategies
AIPMM Administration
e-Commerce Testing: The Coming of Age
e-Commerce Testing: The Coming of Age
HiConversion
Survival to Thrival at KIC Silicon Valley Meet Up
Survival to Thrival at KIC Silicon Valley Meet Up
Survival To Thrival
Go grp2 revised questions
Go grp2 revised questions
Alexander Go
Webcast: Differences Between Project Management & Product Management
Webcast: Differences Between Project Management & Product Management
Startup Product Academy, LLC
Blue ocean-book-notes
Blue ocean-book-notes
Jeffrey Luke Luke
2017 04 product camp how to be strategic
2017 04 product camp how to be strategic
Phil Burton
The Art of a Handoff
The Art of a Handoff
AIPMM Administration
Succesful Product Strategy | Moe Ali | ProductTank Toronto
Succesful Product Strategy | Moe Ali | ProductTank Toronto
Product Tank Toronto
Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)
Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)
Steve Robins
AQSS Present 01_15
AQSS Present 01_15
Andrew H
Key criteria for choosing APM solutions for the next normal: analysis of surv...
Key criteria for choosing APM solutions for the next normal: analysis of surv...
eG Innovations
Proven Strategies To Pull Ahead Of Your Competitors In Business Powerpoint Pr...
Proven Strategies To Pull Ahead Of Your Competitors In Business Powerpoint Pr...
SlideTeam
Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)
Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)
ProductCamp Boston
Similaire à Mastering Product Positioning with Mike Gospe: Moderated by Cindy F. Solomon
(20)
The Product Manager Pathfinder
The Product Manager Pathfinder
eFolder Expert Series Webinar — 2015 eFolder MSP Survey: Learn What Your Peer...
eFolder Expert Series Webinar — 2015 eFolder MSP Survey: Learn What Your Peer...
PMI-ACP Lesson 08 Nugget 2 Agile & Scrum - Value-Based Prioritization
PMI-ACP Lesson 08 Nugget 2 Agile & Scrum - Value-Based Prioritization
7 Ways to Understand the Market and Customer Without a Budget
7 Ways to Understand the Market and Customer Without a Budget
Insights Workshop For Newsletter Ssd 111708
Insights Workshop For Newsletter Ssd 111708
Future State Asia - keynote presentation
Future State Asia - keynote presentation
Webcast: Developing Successful Go To Market Strategies
Webcast: Developing Successful Go To Market Strategies
e-Commerce Testing: The Coming of Age
e-Commerce Testing: The Coming of Age
Survival to Thrival at KIC Silicon Valley Meet Up
Survival to Thrival at KIC Silicon Valley Meet Up
Go grp2 revised questions
Go grp2 revised questions
Webcast: Differences Between Project Management & Product Management
Webcast: Differences Between Project Management & Product Management
Blue ocean-book-notes
Blue ocean-book-notes
2017 04 product camp how to be strategic
2017 04 product camp how to be strategic
The Art of a Handoff
The Art of a Handoff
Succesful Product Strategy | Moe Ali | ProductTank Toronto
Succesful Product Strategy | Moe Ali | ProductTank Toronto
Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)
Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)
AQSS Present 01_15
AQSS Present 01_15
Key criteria for choosing APM solutions for the next normal: analysis of surv...
Key criteria for choosing APM solutions for the next normal: analysis of surv...
Proven Strategies To Pull Ahead Of Your Competitors In Business Powerpoint Pr...
Proven Strategies To Pull Ahead Of Your Competitors In Business Powerpoint Pr...
Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)
Strategic roadmaps vs product roadmaps (ProductCamp Boston 2015)
Dernier
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Call Girls In Delhi Whatsup 9873940964 Enjoy Unlimited Pleasure
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
Matteo Carbone
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Ethan lee
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
Suhani Kapoor
RE Capital's Visionary Leadership under Newman Leech
RE Capital's Visionary Leadership under Newman Leech
Newman George Leech
The CMO Survey - Highlights and Insights Report - Spring 2024
The CMO Survey - Highlights and Insights Report - Spring 2024
christinemoorman
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
Seo
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Dipal Arora
M.C Lodges -- Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
Aaiza Hassan
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
KeppelCorporation
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
Andy Lambert
Forklift Operations: Safety through Cartoons
Forklift Operations: Safety through Cartoons
Forklift Trucks in Minnesota
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Orient Homes
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
lizamodels9
Sales & Marketing Alignment: How to Synergize for Success
Sales & Marketing Alignment: How to Synergize for Success
Aggregage
GD Birla and his contribution in management
GD Birla and his contribution in management
chhavia330
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Apsara Of India
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
Ravindra Nath Shukla
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
discovermytutordmt
Dernier
(20)
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Nepali Escort Girl Kakori \ 9548273370 Indian Call Girls Service Lucknow ₹,9517
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
RE Capital's Visionary Leadership under Newman Leech
RE Capital's Visionary Leadership under Newman Leech
The CMO Survey - Highlights and Insights Report - Spring 2024
The CMO Survey - Highlights and Insights Report - Spring 2024
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
M.C Lodges -- Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
Forklift Operations: Safety through Cartoons
Forklift Operations: Safety through Cartoons
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Sales & Marketing Alignment: How to Synergize for Success
Sales & Marketing Alignment: How to Synergize for Success
GD Birla and his contribution in management
GD Birla and his contribution in management
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
Mastering Product Positioning with Mike Gospe: Moderated by Cindy F. Solomon
1.
© AIPMM 2014
www.aipmm.com www.aipmm.com
2.
© AIPMM 2014
www.aipmm.com
3.
© AIPMM 2014
www.aipmm.com Follow: @AIPMM @cindyfsolomon @mikegospe Use: #AIPMM #ProdBOK Tweet!
4.
© AIPMM 2014
www.aipmm.com Participate and Win! Must be present to win! One lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
5.
© AIPMM 2014
www.aipmm.com Moderator: Cindy F. Solomon, CPM, CPMM @cindyfsolomon Today’s Speaker Presenter: Mike Gospe Marketing Guru, KickStart Alliance mikeg@kickstartall.com www.kickstartall.com
6.
© AIPMM 2014
www.aipmm.com Now a UDEMY online training course!
7.
© AIPMM 2014
www.aipmm.com Poll Question #1 How familiar are you with “product positioning”? Very familiar. I lead these exercises often. Somewhat familiar. I’ve participated in these exercises before. I know what they are, but I’ve never participated in the exercise. This is a brand new concept to me.
8.
© AIPMM 2014
www.aipmm.com
9.
© AIPMM 2014
www.aipmm.com Introducing The Better Mousetrap This is a real ad that appeared in several popular magazines in 1955.
10.
© AIPMM 2014
www.aipmm.com This is the headline
11.
© AIPMM 2014
www.aipmm.com Actual size: 15 ½ x 3 ½ x 15 inches Weight 12 lbs (not including 2 ½ quarts of water)
12.
© AIPMM 2014
www.aipmm.com It’s for a lot of people who work in a lot of different places Grain Elevators * Restaurants * Warehouses * Food Processers * Manufacturers * Chain Stores * Farms * Meat Packers * Institutions * Ships * Homes * Orchards * All Others Needing Rodent Control. MASS CATCHING Our record 102 mice to one setting of 8 hours. Amazing revolutionary method of eliminating one of the most dangerous and destructive mammals on earth – MICE! * FOR *
13.
© AIPMM 2014
www.aipmm.com SELF SETT MOUSE TRAP insures complete destruction of mice, ticks, lice, fleas and all other vermin in a quick, sanitary, efficient manner. SELF SETT MOUSE TRAP is neat in appearance, can be placed anywhere without attracting attention or causing embarrassment. SELF SETT MOUSE TRAP is a sanitary, sealed, locked unit: two traps in one, but simple in construction. SELF SETT MOUSE TRAP will prevent FILTH AND DISEASE, LAW SUITS, POSSIBLE FIRE LOSSES, AND OTHER COSTLY DAMAGE. BE PREPARED to face city, county, and federal inspectors who may inspect your place of business at any time without notice. And it offers a lot of benefits
14.
© AIPMM 2014
www.aipmm.com $29.95 Nearest competitive alternative: 5
15.
© AIPMM 2014
www.aipmm.com Advertising Strategy
16.
© AIPMM 2014
www.aipmm.com There are 4 fundamental flaws with the positioning strategy behind this ad.
17.
© AIPMM 2014
www.aipmm.com Flaw #1 1 • Who is the target audience? x Everybody x Trying to be “all things to all people”
18.
© AIPMM 2014
www.aipmm.com Flaw #2 2 • The Self Sett Mousetrap is the name of the product • But the category makes no sense because . . . x This product is neither sanitary, self-setting, nor portable!
19.
© AIPMM 2014
www.aipmm.com Flaw #3 3 • Too many benefits x Aimed at too many audiences x A laundry list of benefits that may or may not be meaningful
20.
© AIPMM 2014
www.aipmm.com Flaw #4 4 • Not compelling vs. competitive alternative x $29.95 vs. 5 cents x Even if catching 102 mice, $29.95 vs. $5.10 x Complicated pricing doesn’t equate to value
21.
© AIPMM 2014
www.aipmm.com The messaging in this ad was. . . X Confusing X Off-target X Irrelevant . . .because there was no positioning strategy to guide the messaging!!!
22.
© AIPMM 2014
www.aipmm.com Poll Question #2 Which of these issues have you experienced? We’re trying to appeal to “everybody”. We don’t know our target audience very well. We’re communicating too many benefits. We confuse features and benefits. Our product is a commodity. We don’t have a real differentiator.
23.
© AIPMM 2014
www.aipmm.com The mousetrap ad is a metaphor for problems commonly encountered by high-tech marketers Courtesy of Rob Blair: www.robbieblair.com
24.
© AIPMM 2014
www.aipmm.com V A L U E
25.
© AIPMM 2014
www.aipmm.com Control is an illusion. Customers & prospects define your position in the market.
26.
© AIPMM 2014
www.aipmm.com Positioning is what you do to the mind of the prospect So, how do we influence the minds of our prospects?
27.
© AIPMM 2014
www.aipmm.com The positioning statement guides product development & marketing programs A marketing tool for internal use only
28.
© AIPMM 2014
www.aipmm.com Poll Question #3 What is a “positioning statement”? It’s a tagline or slogan. It’s covered in the data sheet. It’s the product requirements document (PRD). It’s whatever the product marketing manager says it is. None of the above.
29.
© AIPMM 2014
www.aipmm.com A positioning statement is not . . .
30.
© AIPMM 2014
www.aipmm.com Tagline A positioning statement is not . . .
31.
© AIPMM 2014
www.aipmm.com Tagline Company history A positioning statement is not . . .
32.
© AIPMM 2014
www.aipmm.com Data sheet Company history Tagline A positioning statement is not . . .
33.
© AIPMM 2014
www.aipmm.com Product plans Data sheet Company history Tagline A positioning statement is not . . .
34.
© AIPMM 2014
www.aipmm.com Definition: A positioning statement is . . . A tool used by marketers to gain internal agreement and clarity around the specific value being offered to specific target audience segments (personas).
35.
© AIPMM 2014
www.aipmm.com Definition: A positioning statement is . . . A tool used by marketers to gain internal agreement and clarity around the specific value being offered to specific target audience segments (personas). However, the positioning statement is not the message to the customer.
36.
© AIPMM 2014
www.aipmm.com It’s all in how you position!
37.
© AIPMM 2014
www.aipmm.com Positioning Statement Format To: is the one that unlike . (One Target/Persona) (Product/Company Name) (Category) (Key Customer Benefit) (Differentiator)
38.
© AIPMM 2014
www.aipmm.com • Introduction: Why we need a “positioning statement” 1. Line 1 – Target segmentation & the persona 2. Lines 2 & 3 – Names & categories 3. Line 4 – A good key benefit 4. Line 5 – Competitive differentiation 5. Positioning statements in action 6. How to bring positioning statements to life • Conclusion Lessons in Mastering Product Positioning www.udemy.com
39.
© AIPMM 2014
www.aipmm.com The cure for jetlag
40.
© AIPMM 2014
www.aipmm.com Frequent Flyer Business Executive (Globetrotter persona) EXAMPLE To: (One Target/Persona)
41.
© AIPMM 2014
www.aipmm.com©Spice Catalyst 2013 The “globetrotter” persona focuses on travel-related concerns and priorities of the traveling executive.
42.
© AIPMM 2014
www.aipmm.com FlyRight EXAMPLE (Product/Company Name) Frequent Flyer Business Executive (Globetrotter persona)To:
43.
© AIPMM 2014
www.aipmm.com EXAMPLE To: is the one (Category) Frequent Flyer Business Executive (Globetrotter persona) FlyRight jet lag remedy
44.
© AIPMM 2014
www.aipmm.com EXAMPLE To: is the one that FlyRight Frequent Flyer Business Executive (Globetrotter persona) jet lag remedy allows you to stay healthy through the flight and arrive at your destination feeling as invigorated as when you left so you can get right to work (Key Customer Benefit)
45.
© AIPMM 2014
www.aipmm.com EXAMPLE FlyRight Frequent Flyer Business Executive (Globetrotter persona) jet lag remedy allows you to stay healthy through the flight and arrive at your destination feeling as invigorated as when you left so you can get right to work To: is the one that unlike sleeping pills and caffeinated drinks that provide temporary relief, but take a huge toll on productivity later on. (Differentiator)
46.
© AIPMM 2014
www.aipmm.com A near disaster!
47.
© AIPMM 2014
www.aipmm.com An example of the wrong headline! • ORIGINAL HEADLINE: Agilent Introduces High-performance Signal Generator with New Low Price This headline was written without the benefit of a positioning statement to guide the messaging.
48.
© AIPMM 2014
www.aipmm.com Creating & evaluating positioning statements To RF communications equipment production engineers: • the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Target audienceAgilent’s Positioning Statement
49.
© AIPMM 2014
www.aipmm.com • To RF communications equipment production engineers: the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Product Name Creating & evaluating positioning statements Agilent’s Positioning Statement
50.
© AIPMM 2014
www.aipmm.com • To RF communications equipment production engineers: • the Agilent E4438C ESG is the one vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Category Creating & evaluating positioning statements Agilent’s Positioning Statement
51.
© AIPMM 2014
www.aipmm.com • To RF communications equipment production engineers: • the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Benefit Creating & evaluating positioning statements Agilent’s Positioning Statement
52.
© AIPMM 2014
www.aipmm.com Does “New Low Price” = “Lowest Cost per Test”???
53.
© AIPMM 2014
www.aipmm.com • Actually, our signal generator costs MORE than the competition!
54.
© AIPMM 2014
www.aipmm.com • To RF communications equipment production engineers: • the Agilent E4438C ESG is the one • vector signal generator that • offers the lowest cost-per-test • unlike other solutions that are incomplete, limited in scope, and require additional costly components to conduct the same series of tests. Differentiator Creating & evaluating positioning statements Agilent’s Positioning Statement
55.
© AIPMM 2014
www.aipmm.com Positioning statements drive good messaging REVISED HEADLINE: Agilent’s New High-performance Signal Generator Reduces Test Costs This is NOT a story about low price! It’s a story about lowering test costs! X ORIGINAL HEADLINE: Agilent Introduces High-performance Signal Generator with New Low Price
56.
© AIPMM 2014
www.aipmm.com 6 questions to guide your positioning statement 1. Who is the product for? 2. What problem are they trying to solve? 3. Why will they select your product? 4. How will they use it? 5. What is the nearest competitive alternative? 6. How will their life be better, having selected your product?
57.
© AIPMM 2014
www.aipmm.com Don’t fall victim to your own “mousetrap” Focus on the solving the customers’ problem Be relevant! Follow the positioning statement template
58.
© AIPMM 2014
www.aipmm.com Poll Question #4 Which of the following statements is true? The advertising manager owns the final positioning statement. The product marketing manager drafts the positioning statement alone. The positioning statement should be built by a cross-functional team. Sales people are never involved in the positioning statement exercise. Engineering determines the positioning statement.
59.
© AIPMM 2014
www.aipmm.com Positioning Statements work!
60.
© AIPMM 2014
www.aipmm.com Special Offer for AIPMM • 50% off (a $96 value) thru June • A 6 hour course • Lectures, case studies, examples • Templates & exercises • http://tinyurl.com/MIKEGOSPE Now a UDEMY online training course!
61.
© AIPMM 2014
www.aipmm.com Moderator: Cindy F. Solomon, CPM, CPMM @cindyfsolomon Q & A Presenter: Mike Gospe KickStart Alliance mikeg@kickstartall.com www.kickstartall.com http://tinyurl.com/MIKEGOSPE
62.
© AIPMM 2014
www.aipmm.com Join AIPMM! For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here: http://bit.ly/1iUknEx.
63.
© AIPMM 2014
www.aipmm.com June 16-17 - McLean, VA Upcoming Courses AIPMM is offering several scholarships to these courses to reach those who are serious about learning these skills but have budget constraints. For more information visit: http://bit.ly/CILCourse.
64.
© AIPMM 2014
www.aipmm.com Upcoming Courses Course & Location Dates Days Time CPM® Certification Prep Course & Exam McLean, VA June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA June 11-12, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam McLean, VA June 13, 2014 F 8:30 am – 5 pm For more information, visit: Transform Your Career.
65.
© AIPMM 2014
www.aipmm.com Please Join Us Again! AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/
Télécharger maintenant