Developing an Effective Positioning Strategy
Enter Innis Maggiore. With more than 40 years' experience applying and executing the principles of positioning, our agency has earned the reputation as America's #1 positioning ad agency. Each associate is a positioning strategist — positionist® — trained in the principles of positioning in order to effectively execute upon our clients' positioning strategies.
Most clients and agencies start with the "things." "Build me a website." or "Design me a brochure."
Innis Maggiore starts with the business challenge or goal. No one really wants a new logo. Everyone wants more customers. The business goal can come in many forms: "We want to successfully..."
- Start a new company
- Launch a new product or service
- Develop more leads
- Increase market share
Innis Maggiore applies the principles of positioning in a disciplined fashion in order to get the right idea — the concept that will direct all the marketing required to achieve the business goal. The marketing "stuff" is then prescribed by the positioning strategy.
The great thing about positioning is that it can be dramatized in a host of different creative executions. Think of Geico: Cavemen, the gecko, pop stars, and more ... all different creatives, but all of them communicate one thing: low price car insurance. The dramatization of their position is always "15 minutes will save you 15 percent or more on car insurance." They even have one commercial where they question whether or not to say this! They GET positioning strategy.
The important concept here is that the creative expression can differ as long as it ties to the positioning strategy and effectively dramatizes the position.
Here's how it works:
- Give us a call at 330-492-5500 (ask for Dick Maggiore) or contact us online.
- If you don't know your position, we typically start with our Appreciative Discovery® positioning strategy session.
- With your [new-found] positioning strategy, we start marketing together — successfully executing your position and growing your company.
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