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WEBSITE MARKETING

3 Marketing Essentials
By: Developer Shed
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    2004-01-05

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    3 Marketing Essentials
    by Peter Andersen

    To succeed in the digital marketplace you must focus your marketing
    efforts. What follows are a few marketing principles that emphasize
    positioning, top-of-mind awareness, and delivering a focused-impact.

    Positioning is a powerful concept in marketing. To illustrate, have
    you ever visited a fast food restaurant and in a rush to complete
    your order asked for a coke when you "perhaps" meant to order
    some other soft drink? The Coke brand and its owners have
    achieved a top of mind awareness. Their brand name has become
    synonymous with a commodity that has a strong demand.

    A lot of their success may be attributed to being the first successful
    soft drink on the mass market, other possibilities may be due to
    their perpetual multi-million dollar global marketing campaigns
    that span life-times as well as cultures. Whatever the true cause,
    the Coke brand has established a very successful & fortified position.

    Another example of a strong positioning statement that achieves
    a great top of mind awareness is Verizon's "Can you Hear Me Now"
    campaign. How many times have you uttered those exact words,
    sometimes even consciously when you or the person the on other end
    of the line has a weak signal. In most cases, what follows are expressed
    or unexpressed images about the "Can You Hear Me Now Guy."

    Professional marketers know that with strong positioning, it is nearly
    impossible to be out-flanked by the competition using moderate
    marketing dollars alone. A handful of cases exist where product owners
    with seemingly unlimited/ multi-million dollar marketing budgets were
    unsuccessful at winning significant market share against a product
    with an established position.

    Given a strong position that is known by the market, the
    competition is better off not competing on your terms, because the
    consumer already intuitively associates your brand with the commodity
    and has successfully filed you away in their mental filing cabinets as
    occupying that "spot." Therefore, when marketing communications
    arrive that are contrary to the consumer's product knowledge, they are
    challenged or unconsciously blocked/denied by the mind.

    Now, having demonstrated the power of a strong positioning
    statement and the need to create a focused-impact, log-on to this
    search engine site to see an interactive demonstration of how
    positioning can help you achieve the coveted "top-of-mind."
    http://www.hawaiisearchengine.com/

    ..........................................................................................
    Power Positioning Exercise: Can you think of a few viral-like
    positions (intentional or not) that help reinforce Mountain Dew's
    Code Red brand? Hint: One deals with extreme heat/humidity
    advisories within U.S. Cities & States that have extreme summer
    temperatures.
    ..........................................................................................

    Article: "Focused Impact Marketing" (c) 2003

    Focused Impact Media Group specializes in integrated marketing
    communications. We are skilled at optimizing results by coordinating
    multiple communication channels into a highly focused-impact that
    enhances brand identity, positioning and market awareness. For more
    information and to receive our popular monthly newsletter visit
    http://www.focusedimpact.com/
    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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