How to Strengthen Your Product Position
Don’t be fooled, you don’t have to spend a ton of money to up your product position game. All you need is to focus on consistent communication so that your product and your competitive advantage is clear.
One strategy that can help perfect product positioning is research. Just as you prepared for initial product positioning, that preparation and research should be perpetual.
You have to continue to hone in on your Unique Selling Position (USP) and communicate that information in every format. From your packaging to your promotions.
To help craft your communication, the Four Cs of marketing should be your foundation.
The Four Cs of Marketing to Aid in Your Product Positioning
Clients: Continue to understand what your customer wants and needs. Adapt your product or voice as you go.
Costs: Consider all costs you and your customers must endure.
Communications: Improve your voice so you’re speaking in a way your target market will respond. Whether that be with a stronger brand influence or directly through social media (or even one of the methods outlined here: https://www.ecommerce-vision.de/markenkommunikation/), communication is always key.
Convenience: It’s a necessity nowadays. Make your product convenient to purchase based on your market research.
Like any project, you identify, analyze, implement and monitor. The same approach applies to product positioning. While it sounds redundant, the answers to these questions are not constant.
You must stay ahead of change by staying abreast of your market, customers and communications.
Qualitative research can help you answer a lot of these questions as you go. Send out surveys, have group feedback from customers or product panels.
From this information you can adapt your promotions, advertising and communication to increase your conversions.
How to Avoid Over-Positioning Your Product
Positioning is a careful balance of research and communication, but your company can quickly turn into that “BUT WAIT-THERE’S MORE” companies. Don’t overpromise. Don’t underdeliver. If your product can’t offer what you want to promise, either make changes to your product or simply don’t promise it.
Trust and reputation is important. If you overhype what your product offers, you’ll guarantee that you’ll get one sale from a customer and that’s it. Couple that with some bad feedback and your product position is now in ‘last place’.
The factors to consider when positioning your product include
- Make it Clear
- Make it Concise
- Make it Convenient
- Be Honest
- Be Unique
- Be True to Your Brand
It’s clear you need a dedicated team to perpetuate your success in the market. Invest in research, a team and training to ensure your success in the market is constant.
Overwhelmed? Don’t be. Super Health Center offers Brand Development and Growth as part of its services.
Reach out today and let us position your products with perfection.