Sunday, April 17, 2011

Emergency Marketing: Position Right to Survive and Thrive

I love chocolate and I love marketing, so I love this example of creative positioning ...

You have to admire how well "Emergency Chocolate" is positioned to stand out -- literally -- in a crowded category.

Instead of spending millions in advertising dollars to go head-to-head against Hershey or Nestle, Emergency Chocolate sidesteps branding and targets impulse buyers, with clever packaging that makes you laugh and provides a handy excuse to buy a bar ("Yes, honey, this is an emergency. I need chocolate NOW.")

Here's the lesson: You can succeed in almost any market, by sidestepping the competition's strengths and positioning yourself as an attractive alternative.

In other words, pick a niche you want to own and can own. Then own that niche.

Example: Papa John's and Domino's pretty much own the home delivery niche among pizza restaurants.

So Papa Murphy's sidesteps delivery and targets cost-conscious buyers, with a less-expensive "take 'n' bake" pizza alternative -- and has grown 42% over the past three years, according to Inc. magazine.

Whatever your business makes or sells, there are plenty of opportunities to stand out, even in a crowded market. To succeed, sidestep the competition's strengths, by targeting the right buyers in the right niche with the right message -- one that plays to your strengths.

If you own a small business, you're in the Twin Cities, and it's not yet April 21, I hope to see you at my seminar to build your business and benefit the Japan earthquake victims, on April 21.

More ideas like these in my Free Report, Guaranteed Marketing for Service Business Owners.

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