Marketing guru Al Ries once said, “Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.” It’s true. Positioning your organisation, and choosing the messages that you want to get across, is done most effectively when keeping your audience in mind. Your audience is your end goal; it’s them you are trying to reach.
Positioning is therefore about delivering the right messages from your organisation to your target audience. That’s why with new clients, from virtual events experts to asset tokenisation disruptors, we often dedicate specific sessions to honing their messaging, making sure we fully grasp their own position so that we can help them communicate this most effectively.
How do you connect with audiences
A simple place to start is the thing you (should) know most about: you. What are the key facts that make up your organisation’s identity, that you want to get across to your audience?
Once you have established the facts, the next step is to understand their function. What does your organisation bring to market that no one else does, that will uniquely benefit your audience, be they consumers, shareholders, or regulators?
You can then begin to think about the response that these functions will stimulate from your audience. How will you achieve the desired response, based on the proposition that you are offering them? In doing so, it is important to remember that responses can be rational but also emotional. Indeed, the latter often exerts a more powerful influence on people’s decision-making process.
Appealing to people’s basic human drivers will equip your digital marketing and communications activity to strike its target with power and precision. Putting yourself in a position to do this, moreover, means knowing your audience well from the outset, not just as consumers, shareholders, or regulators, but as human beings.
So, while your conference calls with colleagues may feel disappointingly “impersonal”, your marcomms strategy doesn’t have to.
At Sapience, we have a strong track record of positioning clients where they want to be, so their messages can be heard by the audiences that matter to them. This intimate understanding of our clients’ markets allows us to tailor a marcomms strategy to meet their specific needs.
Contact us today to learn more about how we can help you meet yours.