Hello. It's time again for Hoover ink Think. Positioning is our primary focus in this issue. We'll briefly explore how good positioning can win, and lose, you some business. But that's the point.

I'd love to hear from you. Drop me a note and let me know if there are subjects you'd like Think to cover.
Let's get started.

Cordially,

Harry Hoover
harry@hoover-ink.com
Ink Briefs
Want to learn more about positioning? There is a good tutorial on the subject at www.marketingprofs.com.
Or, contact me at harry@hoover-ink.com if you'd like to discuss your organization's positioning needs.


Jupiter Research reports that 55% of customers expect accurate responses to an email within 6 hours, but only 20% of companies meet their expectations.


Communicators - like the shoemakers kids - are often barefoot when it comes to nurturing their personal communication skills. If you need to resole your skills, consider picking up Ty Boyd's new book, The Million Dollar Toolbox. It's an excellent book by one of today's top communicators. Visit www.tyboyd.com for more information.


Check out nTarget, the application that drives Hoover ink Think, at www.ntarget.com. It is a simple, powerful and affordable way to handle relationship management and e-marketing. Or if you want to discuss developing your own e-marketing program, drop me a note at harry@hoover-ink.com.


About Hoover ink

Hoover ink helps position businesses that are serious about their success. Then, we craft and deliver bottom line messages that ensure it.

Who are we? We're a marketing communications firm with more than 25 years experience in providing services to financial, high tech, real estate, tourism and consumer products companies.

From employee relations and media relations to collateral material and interactive technology, we develop the programs and communication tools that will differentiate you from your competitors. And that's the bottom line.
 
  A Positioning Success, A New Business Loss

 Recently I was making a new business pitch to a Charlotte area professional services firm. The second meeting took place after I had provided a detailed proposal to the company on how I work. From the two meetings and the proposal it was made abundantly clear that I take a comprehensive, strategic approach to communications.

One of the partners asked me if there was a "PR light" alternative. This meant that he wanted a tactical program that required very little involvement or input from him and the other partners. I assured him there was, but that was not my approach.

I guess I could have taken the company's money every month just to perform a few tactical activities, but it would have been wrong for both of us. I wouldn't feel right taking their money, nor would I be happy implementing a program that a PR intern could accomplish easily.

Needless to say, the firm selected another communications agency. To understand why this new business loss was a success, we need to look at a definition of positioning.
  Positioning Defined
An organization's brand identity must be a reflection of three things: market perceptions, the organization's acumen, as well as its aspirations. Positioning is where these three elements overlap.

The point of positioning is to develop a platform from which all communications emanate. Positioning defines who we are, the kinds of customers we want, how we will compete, and how we are different.

So, before you can hone your brand identity, and before you develop and implement a communications plan, you must approve a positioning statement. From a communications standpoint, it is the heart of your brand.

Let's look at the elements of positioning:
  • Market. The kinds of clients we want to do business with. Hoover ink's market definition is: For organizations that are serious about their success and that understand the need for focused communications,

  • Competitive Offering. The products/services and/or type of service we will provide. Hoover ink's competitive offering is: we are the PR and marketing firm that carefully defines audiences and develops market-based positioning,

  • Differentiation. The benefit that makes us special. Hoover ink's differentiation is: so that we can help our clients communicate to all of its constituencies clear, concise messages that have a bottom line impact.

When the firm called to say they had selected another agency to handle its PR program, I was told that my approach was too strategic and comprehensive. I'll take that as a compliment any day, and as an indicator that my positioning is on track.