Positioning…The Battle Continues…

The concept of positioning as a marketing tool first burst onto the scene with the iconic 1981 best seller Positioning: The Battle For Your Mind by Al Reis and Jack Trout. The idea behind this concept was to replace the traditional selling of "features" with the selling  of "perceptions." The core message was, "Positioning is not what you do to a product, it is what you do to the mind of a prospect."  Positioning involves the creation of a perception in the consumer's mind of where a brand fits in with the general scheme of things and often where it ranks among competitors.  Since then, the practice of positioning has become pretty much the "holy grail" of strategic marketing. No planner worth their salt would endeavor to create a marketing campaign without first positioning the brand in the marketplace. But, what does that mean in the "new reality" of today's economy?
 
It means examining what is important to your customer now, and positioning your product to fill that need. For instance, looking at the current economic situation, and listening to how people are reacting, you can tell that stress is mounting. Stress relief, for the benefit of good health and stamina to fight on throughout the recession, is a "must." A relaxing vacation is sorely needed!  There was a time, not so long ago, when people traveled and took vacations as a reward for success on the job or for a life enriching experience, and they could easily justify the expenditures. Now that money is not flowing so freely and investments are dwindling, expenditures must be justified and measured by stricter criteria. Hospitality venues are competing more directly with other categories begging for disposable income, such as wardrobe updates for a "successful image" or cosmetic surgery to "look, feel and do one's best." Seen in that light, a "rested and rejuvenated" mind and body are certainly a justifiable investment. Now more than ever, the competitive landscape is broadening.
 
Because of recent government posturing on the "waste" in business travel, it is imperative that the industry illustrate the vital contribution it makes to the economy. Industry leaders have been doing this in Washington as of late, but remember that the same principles apply at all consumer levels. Use positioning to illustrate benefits and how they apply to your customer's current situation. Be relevant. Understand how this "new reality" is affecting your customer’s decision making process, and sell accordingly.

Winters Advertising & Public Relations is a full-service marketing communications firm specializing in the hospitality industry.

Logos, product and company names mentioned are the property of their respective owners.

Reader Comments:

Be the first to leave a comment for this article

Tweet