Tag Archives: positioning
Focus on Benefits and “Get a ‘Ladder’ Up” on Your Competition
You’re likely familiar with the saying “get a leg up on your competition.” Did you know it refers to a jockey getting a boost from someone when mounting a large horse? Have you thought about how it applies to marketing? Read more
Tagged brand building, Brand Ladder, competition, marketing, positioning, relationships, technology, values
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Stop Worrying about Your Competitors’ Pricing – and Consider the Value You Project
Is it all about price for farmers? It is — if you make it all about price for your product. On any “Top Ten List” of what farmers consider important when making a buying decision — and probably near the… Read more
Tagged competitors; Circuit City, positioning, price
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Is one man’s “junk mail” truly another man’s treasure?
Agrimarketers might be badly misreading farmers when they judge the effectiveness of direct marketing. Increasingly, clients and other agrimarketers are saying:
“Farmers are inundated with junk mail. We need to find a better way to communicate with them.”
But is their belief accurate? Many public and proprietary research findings – including quantitative and qualitative research – tell us that, to most farmers, direct mail is a valued source of information on products and services.
Let’s look at the issue more closely. Certainly all consumers, including farmers, are at the receiving end of a constant stream of communications. But what constitutes “junk” as opposed to useful information?
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Tagged junk mail, positioning, targeting
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