Product Positioning – Download our FREE whitepaper!
Robyn Sachs has headed RMR & Associates since 1987. As one of the top marketing firms for product positioning in the country, RMR fully understands that to gain attention, positioning demands a higher order of creativity. But we also know your product’s positioning must produce results. So we build accountability into every client’s program. Because we’re not just another marketing firm for product positioning. We realize that all of your marketing communications must be measurably productive.
Robyn Sachs, President of RMR & Associates, one of the leading woman-owned marketing and product positioning firm in the country, located in Rockville, Maryland says: If you’re looking for marketing and product positioning, no one will work harder for you to achieve the results you want than we will. And we have over 250 company and product roll-outs to prove it!
Says Sachs: Let me explain a little more about the way this firm works when it comes to marketing communications in Washington DC, and why you should go with RMR.
How to Use Marketing to Add Value to Your Company.
When writing a marketing plan for a high tech company, remember that high tech has a significantly higher FUD Factor (Fear, Uncertainty and Doubt) than consumer marketing. People are not going to agonize over buying a tube of toothpaste or a different brand of diapers. But they will agonize over buying technology. High tech marketing can really help with the FUD Factor by offering a combination of comfort, stability and confidence. High tech marketing also helps with positioning in the public’s mind. Positioning starts with the product (quick, name a round, hard candy with a hole in it), moves to the market (quick, name the car rental company who is #2 and tries harder) and finally, to corporate positioning (quick, name the leading manufacturer of PC microprocessors).
Typically, your marketing plan will call for positioning in this order of product, market, corporate. But if the market is hot, you can sometimes skip steps getting to corporate positioning faster — the place that can lead to acquisitions, public stock offerings and increased investment capital.
Once happy with your marketing plan, you’re ready to develop your marketing communications strategy. How will you present your message to your prospects? Consider these key points:
- Define where you are today. Quantify your current market share and reputation.
- Define where you are trying to go. Establish your goals in terms of market share and reputation.
- Define how you can best get there. Identify the sales vehicles that best get you to where you want to be. These might include combinations of advertising, public relations, direct mail, Internet, tradeshows or telemarketing.
- Define what it will cost. Remember that frequency over time equals results. The rule of seven reminds us not to ever run just one ad to “test the waters.” Your budget should be large enough to allow for frequency (at least seven impressions) over time.
- Define how you will measure success. A good marketing communications agency will insist on measuring results, so it can prove its value. You can measure image, awareness, number of qualified sales leads,article placements, benchmark studies and sales stats.
What marketing communications should do for you, if it’s done right, is funnel out your best leads. This has been seen time and time again. If you begin to use higher reach vehicles like the Internet, advertising and public relations, you will get more and higher quality leads that will literally lower your cost of selling. Once the marketing plan has been written, it is important to evaluate the program at least once a year. In particularly volatile markets, evaluation may need to be done even more frequently. Markets are not stagnant, so effective marketing plans cannot afford to be either. By using these tools and keeping yourself informed about the markets you are in, as well as the markets you would like to play in, you can add value to your company and help build image and awareness and ensure that you too are positioned to take advantage of opportunities.
Robyn Sachs is the president of RMR & Associates, a full-service advertising, marketing and public relations firm based in the Washington metropolitan area that specializes in the high tech industry and is known nationally for its innovative campaigns. Or call Robyn today at (301) 230-0045 x200 or email us below and tell us what you’re working on. We’ll let you know how we can help!