INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved SEASON 2 Quick Recap LESSON #8 Positioning Advertising Examples AGENDA Doubt / Dissatisfaction Ad Examples
Next Time
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP
• Where We Left Off Last Time:
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP
• Where We Left Off Last Time: • The consumer decision-making process
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP
• Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP
• Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase • Discovery triggers the consideration pathway to the evoked set
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP
• Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase • Discovery triggers the consideration pathway to the evoked set • Different levels of risk and cost can shorten or extend the timeframe of the decision-making process
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP
• Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase • Discovery triggers the consideration pathway to the evoked set • Different levels of risk and cost can shorten or extend the timeframe of the decision-making process • Positioning and de-positioning can maximize the result
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved IN THIS SESSION
• Review and Deconstruct the Use of Positioning and De-Positioning in Advertising
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved IN THIS SESSION
• Review and Deconstruct the Use of Positioning and De-Positioning in Advertising • Some examples from Marty’s Vault
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY
• The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY
• The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY
• The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY
• The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination • Or a search for more information
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY
• The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination • Or a search for more information • But From Our Positioning Perspective, Our Intention is to Compel the Target Further IN FAVOR of our brand or product or service
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY
• The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination • Or a search for more information • But From Our Positioning Perspective, Our Intention is to Compel the Target Further IN FAVOR of our brand or product or service • And AWAY FROM our competitors
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved POSITIONING IN ADVERTISING
• When Incorporated Properly in Advertising (Any and All Channels), Positioning Can Do MORE Than Stimulate Getting the Click (or Action)
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved POSITIONING IN ADVERTISING
• When Incorporated Properly in Advertising (Any and All Channels), Positioning Can Do MORE Than Stimulate Getting the Click (or Action) • It can SET UP THE TARGET TO BE READY (or READIER) TO BUY!
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved POSITIONING IN ADVERTISING
• Let Us Learn From The Masters
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY
• 1911-1999
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY
• 1911-1999 • Ogilvy & Mather
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY
• 1911-1999 • Ogilvy & Mather • The “Father of Advertising”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY
• 1911-1999 • Ogilvy & Mather • The “Father of Advertising” • Perhaps one of the best copywriters of all time
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY
• 1911-1999 • Ogilvy & Mather • The “Father of Advertising” • Perhaps one of the best copywriters of all time • ALWAYS USED POSITIONING!
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 1
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY
The amazing story of a Zippo that worked after being taken from the belly of a fish
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY
The amazing story of a Zippo that worked after being taken from the belly of a fish Mr. Harry Best, recently retired fish and game protector for the Mew York State Conservation Department, told this remarkable but true story to the Zippo man: A party, just west of Cleveland and Oneida Lake was fishing for Great Northern Pike in Three Mile Bay. They caught a Pike that weighed 18 pounds. When they dressed the Pike, in the stomach was one of your lighters.
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY
The Pike must have picked it off the bottom or could have grabbed it before it got to the bottom. The lighter was in fine shape. The best part of it was that the Zippo lit the first time. Even for a fisherman its quite a yarn. But then there are thousands of other Zippo lighters which have lived through adventures that would have made brave Ulysses’ hair stand on end.
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY
Zippo was not surprised that the lighter worked. They make every one of their lighters to work. Not just for weeks, months or years, but FOREVER!
Whether you buy your Zippo lighter in a store or find it in a fish, Zippo offers you this incredible guarantee: No matter hold old it is or what its condition, if a Zippo ever fails to work, they’ll fix it FREE!
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 2
• 1963 - It Still Works Today
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 2
• 1963 - It Still Works Today • “Santa Claus slipped this Zippo into a Christmas stocking in 1932. It still works today.”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 4
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ROLLS ROYCE AD COPY
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ROLLS ROYCE AD COPY
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ROLLS ROYCE AD COPY
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 5
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved HATHAWAY AD COPY
At long last, American men are beginning to realize that it is ridiculous to buy good suits and then spoil the whole effect by wearing a cheap, mass-produced shirt.
Hence the growing popularity of Hathaway shirts, which are in a class by themselves.
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved HATHAWAY AD COPY
Hathaway shirts wear infinitely longer – a matter of years. They make you look younger and more distinguished, because of the subtle way Hathaway cut collars.
The whole shirt is tailored more generously and is therefore more comfortable. The tails are longer, and stay in your trousers.
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved HATHAWAY AD COPY
Above all, Hathaway make the shirt of remarkable fabric, collected from the four corners of the earth – Viyella, and Aertex from England, woolen taffeta from Scotland, Seal Island cotton from the West Indies, hand-woven madras from India, broadcloth from Manchester, linens batiste from Paris, hand-blocked silks from England, exclusive cottons from the best weavers in America.
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved HATHAWAY AD COPY
You will get a great deal of quiet satisfaction out of wearing shirts which are in such impeccable taste.
Hathaway shirts are made by a small company of dedicated craftsmen in the little town of Waterville, Maine. They have been at it, man and boy, for one hundred and twenty years.
At better stores everywhere.
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved HATHAWAY AD COPY
• WITHIN ONE WEEK OF RUNNING IN ONE MAGAZINE: • EVERY HATHAWAY SHIRT IN NEW YORK CITY WAS SOLD OUT
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• Let’s Look at Some Classic Examples of Ads That Successfully Used The Stimulation and Creation of Doubt and Dissatisfaction to Stimulate Actions in FAVOR of the brand and AWAY from competitors
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• To Create an Effective Positioning-Grounded Ad, You Need to Rely on a Combination of TWO Tactics
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• To Create an Effective Positioning-Grounded Ad, You Need to Rely on a Combination of TWO Tactics • Triggering the DISCOVERY of the target’s need, pain point or desire… and
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• To Create an Effective Positioning-Grounded Ad, You Need to Rely on a Combination of TWO Tactics • Triggering the DISCOVERY of the target’s need, pain point or desire… and • Creating DOUBT or DISSATISFACTION with their current solution or situation
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• To Create an Effective Positioning-Grounded Ad, You Need to Rely on a Combination of TWO Tactics • Triggering the DISCOVERY of the target’s need, pain point or desire… and • Creating DOUBT or DISSATISFACTION with their current solution or situation • It’s Important to Try and Accomplish BOTH at the Same Time
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• We Will Use the DIFFERENTIATION Element to Speak to the Target’s Pain Point, Need or Desire, to Trigger their Realization of the STATUS DISCREPANCY
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• We Will Use the DIFFERENTIATION Element to Speak to the Target’s Pain Point, Need or Desire, to Trigger their Realization of the STATUS DISCREPANCY • “I am HERE now, and I want / need to be THERE”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• We Will Use the DIFFERENTIATION Element to Speak to the Target’s Pain Point, Need or Desire, to Trigger their Realization of the STATUS DISCREPANCY • “I am HERE now, and I want / need to be THERE” • The DE-POSITIONING Element Will Speak to Eliciting Feelings of DISSATISFACTION
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• We Will Use the DIFFERENTIATION Element to Speak to the Target’s Pain Point, Need or Desire, to Trigger their Realization of the STATUS DISCREPANCY • “I am HERE now, and I want / need to be THERE” • The DE-POSITIONING Element Will Speak to Eliciting Feelings of DISSATISFACTION • “I am NOT happy with the current status”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
• We Will Use the DIFFERENTIATION Element to Speak to the Target’s Pain Point, Need or Desire, to Trigger their Realization of the STATUS DISCREPANCY • “I am HERE now, and I want / need to be THERE” • The DE-POSITIONING Element Will Speak to Eliciting Feelings of DISSATISFACTION • “I am NOT happy with the current status” • “I am UPSET or ANGRY with the current status”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
REALIZATION OF A DISCREPANCY
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
REALIZATION OF A DISCREPANCY + FEELINGS OF DISSATISFACTION
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DOUBT & DISSATISFACTION IN ADS
REALIZATION OF A DISCREPANCY + FEELINGS OF DISSATISFACTION = COMMENCEMENT OF THE BUYING DECISION-MAKING PROCESS
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved TRIGGERING THE REALIZATION
• Triggering the Target’s Realization of Their Discrepancy is Most Effectively Accomplished by
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved TRIGGERING THE REALIZATION
• Triggering the Target’s Realization of Their Discrepancy is Most Effectively Accomplished by • Asking a question that MUST be answered in their mind
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved TRIGGERING THE REALIZATION
• Triggering the Target’s Realization of Their Discrepancy is Most Effectively Accomplished by • Asking a question that MUST be answered in their mind • Provoking an emotional reaction
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved TRIGGERING THE REALIZATION
• Triggering the Target’s Realization of Their Discrepancy is Most Effectively Accomplished by • Asking a question that MUST be answered in their mind • Provoking an emotional reaction • Creating an “interrupt”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• WENDY’S 1984 “WHERE’S THE BEEF?”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• WENDY’S 1984 “WHERE’S THE BEEF?” • DIFFERENTIATION: Wendy’s Has More Beef
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• WENDY’S 1984 “WHERE’S THE BEEF?” • DIFFERENTIATION: Wendy’s Has More Beef • DE-POSITIONING: McDonald’s Gives You Less Beef
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• WENDY’S 1984 “WHERE’S THE BEEF?” • DISCREPANCY: “I Want More Beef”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• WENDY’S 1984 “WHERE’S THE BEEF?” • DISCREPANCY: “I Want More Beef” • DISSATISFACTION: “I’m Getting Ripped Off By McDonalds”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Verizon Wireless “Can You Hear Me Now?”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Verizon Wireless “Can You Hear Me Now?” • DIFFERENTIATION: Clearer Sound Over Longer Distances
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Verizon Wireless “Can You Hear Me Now?” • DIFFERENTIATION: Clearer Sound Over Longer Distances • DE-POSITIONING: AT&T Coverage Only In Prime Locations
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Verizon Wireless “Can You Hear Me Now?” • DISCREPANCY: “I Need Good Service Wherever I Go”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Verizon Wireless “Can You Hear Me Now?” • DISCREPANCY: “I Need Good Service Wherever I Go” • DISSATISFACTION: “I’m Paying Too Much For AT&T’s Spotty Coverage”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Miss Clairol Hair Dye 1956 “Does She or Doesn’t She?”
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Miss Clairol Hair Dye 1956 “Does She or Doesn’t She?” • DIFFERENTIATION: Do It Yourself Hair Color
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Miss Clairol Hair Dye 1956 “Does She or Doesn’t She?” • DIFFERENTIATION: Do It Yourself Hair Color • DE-POSITIONING: More Convenient Than Going to the Salon
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Miss Clairol Hair Dye 1956 “Does She or Doesn’t She?” • DISCREPANCY: I Need to Have My Hair Colored More Often, But…
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved THE WINNING COMBINATION AT WORK
• Miss Clairol Hair Dye 1956 “Does She or Doesn’t She?” • DISCREPANCY: I Need to Have My Hair Colored More Often, But… • DISSATISFACTION: Going to the Salon Takes Time and is Expensive
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• All Ads Share a Number of Commonalities
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• All Ads Share a Number of Commonalities • Present a message
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• All Ads Share a Number of Commonalities • Present a message • That appeals to a certain audience
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• All Ads Share a Number of Commonalities • Present a message • That appeals to a certain audience • That is compelling and attention-grabbing
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• All Ads Share a Number of Commonalities • Present a message • That appeals to a certain audience • That is compelling and attention-grabbing • That stimulates an action
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• All Ads Share a Number of Commonalities • Present a message • That appeals to a certain audience • That is compelling and attention-grabbing • That stimulates an action • But There Are Differences in Approach for Maximum Effectiveness of Ads on Different Platforms
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• All Ads Share a Number of Commonalities • Present a message • That appeals to a certain audience • That is compelling and attention-grabbing • That stimulates an action • But There Are Differences in Approach for Maximum Effectiveness of Ads on Different Platforms • And for ads with specific functional objectives
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• Facebook Ads Have Certain Approaches Necessary for Effectiveness
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• Facebook Ads Have Certain Approaches Necessary for Effectiveness • FB users have short attention spans
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• Facebook Ads Have Certain Approaches Necessary for Effectiveness • FB users have short attention spans • FB users are bombarded by ads
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• Facebook Ads Have Certain Approaches Necessary for Effectiveness • FB users have short attention spans • FB users are bombarded by ads • FB users may fall into multiple targeting ranges
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• Facebook Ads Have Certain Approaches Necessary for Effectiveness • FB users have short attention spans • FB users are bombarded by ads • FB users may fall into multiple targeting ranges • So Positioning in FB Advertising Needs to be HIGHLY Specific
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• Facebook Ads Have Certain Approaches Necessary for Effectiveness • FB users have short attention spans • FB users are bombarded by ads • FB users may fall into multiple targeting ranges • So Positioning in FB Advertising Needs to be HIGHLY Specific • And FB Ads Need to Meet the Positioning / De-Positioning Requirements Even More Strongly Than Ads on Other Platforms
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN FACEBOOK ADS
• Let’s Take a Look at a Number of Facebook Ads, and Let’s De-Construct Them From a Positioning Perspective
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved NEXT TIME
• The Positioning Venns
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved NEXT TIME
• The Positioning Venns • The Positioning Mapping Venn • The Sweet Spot Venn
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved