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Positioning

Positioning. America: 5% of world’s population, but…. consume 57% of world’s advertising Over $500.00 advertising per capita US about $17.00 advertising per capita rest of world. America: Who we are…. 98% have TV’s; about 1/3rd have more TVs in the house than people.

branden-blackburn
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Positioning

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  1. Positioning

  2. America: 5% of world’s population, but… • consume 57% of world’s advertising Over $500.00 advertising per capita US about $17.00 advertising per capita rest of world

  3. America: Who we are… • 98% have TV’s; about 1/3rd have more TVs in the house than people. • watch 7.5 hours per day, • 2,738 hours per year (114 – 24 hour days) • Nearly 1,000 hours are advertising. (Yes, we watch the equivalent of 41 – 24 hour days of advertising every year!)

  4. America: Who we are… • Sunday NY Times • 12 lbs. • 1600 pages • 10 million words • 14 days (24 hours per day) reading for average reader

  5. America: Who we are… • Watch commercials; • 4X as many as a British child, • 2X Canadians, • 5X French.

  6. America: Who we are… • Average woman in US uses 68 branded products between the time she wakes and leaves for work.

  7. America: Who we are… • Average man uses 53 branded products.

  8. America: Who we are… • Average grocery list contains 32 items • average supermarket has over 15,000 products • average hypermarket (e.g. Sam’s Club, Costco, etc) has over 150,000 products • 12,000 new products introduced ever year.

  9. America: Who we are… • More information produced in past 30 years than previous 5000. • Printed knowledge doubles every 4.5 years. Counting the Internet, every 3 years. • Today’s New York Times contains more information than a person in 17th century England would learn in a lifetime. • 5X more words in the English language today than in Shakespeare’s day. Leave me out of this!

  10. America: Who we are… • By the time you hit your 18th birthday, you had viewed nearly 600,000 ads. • Bottom Line: There is simply too much!

  11. How do we deal with information overload? • Forget it. • Forget 85% of what we hear every day • Position new information “next to” something we already know or understand.

  12. Positioning: The Battle For your Mind • Al Ries & Jack Trout’s 1972 bestseller • Called “the most successful business strategy of all time.”

  13. Positioning: The Battle For your Mind • Definition: • Where your product lies in the mind of the consumer. • Answers, Who, When, Why, How • Something we do all the time naturally. • Trout & Ries simply labeled it, and made marketers think about where they wanted their brand to be.

  14. Where in your mind? • Defines a good or service in relation to something you already know. • Macintosh Computer • VH-1 • Wheaties • Syracuse University • Starbuck’s Coffee • Pantene shampoo • Mountain Dew

  15. Most important with new products • New Products • Trident Florogum: • Clementine Crush: • South Africa: • You: • Poorly Positioned Products: • Wendy’s • America

  16. Barak O’Bama Hillary Clinton John Edwards John McCain Mitt Romney Mike Huckabee Rudy Giuliani Fred Thompson “Repositioning” your Competition

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