Question

Topic: Strategy

Biggest Concept Writing/developing Challenges

Posted by Anonymous on5/29/2008 at 10:05 AM ET 250 Points
What are the major challenges or hurdles that your marketing teams face when writing/developing marketing positioning concepts? I am working on a book on this topic and really can't find anything written on the topic other than piecemeal articles. I have a ton of experience with my own client base would love to broaden my scope to make sure I haven't missed anything. I look forward to hearing your thoughts! What, if any resources, have you found to be helpful in this area?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
或,SIGN IN

RESPONSES

  • Posted byFrank Hurtteon5/29/2008 at 10:10 AM Member
    The biggest challenges I face are:
    Driving Clients to realize who the market is
    What are the drivers in the market
    What the value proposition for the client really is

    These are simple enough but it is amazing how many companies surround these discussions with hand waving. Often, getting to that point brings on major discussions within the client organization.
  • Posted bymelissa.paulikon5/29/2008 at 4:44 PM Accepted
    The biggest challenge I see is when marketers are too close to their product and not close enough to their target audience. They write messages that resonate with the marketer and can't understand it when the value proposition fails to resonate with the prospect.

    The second biggest challenge I see is when marketers assume that they need to write messages that resonate with existing customers. Unless you have significant market leadership in your segment, you need to spend at least as much time with those who aren't your customers.

    This would make a great roundtable discussion. If you ever decide to set one up, let me know. I'd be happy to participate.
  • Posted on5/29/2008 at 5:14 PM Accepted
    I've found that some clients want us to dump every imaginable feature about the product into the copy, instead of a doing simple 'benefit(s) to the customer' statements.

    A challenge is to help customers understand it's all about their customer's perception, not how well the company likes the messaging.
  • Posted byJay Hamilton-Rothon5/30/2008 at 9:13 AM Accepted
    Propositions tend to be filled with flowery superlatives: best-in-class, world-class, best, top-notch, ultimate, (etc.) and lacking in concrete (measurable) details. The details aren't specifications - they are concrete benefits to known consumer problems: earns 10% more revenue than nearest competitor or reduces customer service calls by 8%. To get the concrete benefits you'll need to clearly understand the target market, their problems, and your unique solutions.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)