Effective Advertising Starts with Great Positioning
Before they changed their name, KFC was more commonly known as Kentucky Fried Chicken. And up until 2011, they used one of the most recognizable advertising slogans ever: ”Finger Lickin’ Good.” That statement was effective because it is so real and honest. It painted such a positive mental image that those three words alone were more effective than 100 more would’ve been.
Many successful companies have utilized the same concept, including:
- “It’s Everywhere You Want To Be” - Visa. This slogan is simple yet powerful.
- “The Ultimate Driving Machine” - BMW. Their cars are targeted to the consumer who is more focused on performance than luxury (even though these days, BMW provides plenty of both).
- “Eat Fresh” - Subway. What a great slogan for what is a technically just another fast food restaurant.
- “Connecting People” - Nokia. Just these two words not only describe what Nokia does, but the declarative statement leaves the impression that they are also GOOD at connecting people.
Effective positioning is the key to successful advertising. However, all too often, companies don’t spend the time or use the proper resources to focus on this important part of their marketing strategy. You don’t have to be a national brand to effectively position yourself. Any of the examples above could have been used for a local company.
DC Marketing Pro has written many of articles that will help any business with positioning. A few of them are:
Great positioning statements aren’t just written, they’re developed. They are created with background research on your target and comprehensive analysis on the “benefits sought” of that target audience. Think about what the Visa consumer seeks with his or her credit card. One of the benefits sought is being able to use the card anywhere, unlike other credit cards that aren’t accepted everywhere. On top of that, Visa WANTS you to use it everywhere since the more you use it, the more Visa makes - from transactional fees and interest owed for unpaid balances. Considering that, you can understand how they created their successful positioning statement.
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