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HAWAII MARKETING GROUP
Creative. Visionary. Powerful.
"Focused Impact Marketing"
Hawaii Marketing Group (c) 1999 - 2006
http://www.focusedimpact.com
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. Nevertheless, the Coke
brand has established a very successful & fortified position.
Another example of a strong positioning statement that achieves
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 equipped solely with
a fully-funded marketing campaign. 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 suited 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." Furthermore, 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
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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 that have extreme summer
temperatures.
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Article: "Focused Impact Marketing" (c) 1999 - 2007
Hawaii Marketing Group is a professional business consultancy firm specializing
in integrated marketing & PR 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.
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