Today, positioning statements are an important part of most company and product identities and promotions. The use of positioning statements has increased dramatically in the last few years, as evidenced by a quick review of tv commercials and ad placements. The reason is obvious; positioning statements add depth to every marketing program by making use of an important mechanism for relating to the target customer on a personal level and positioning the company or its product more effectively in the marketplace. This is a perfect opportunity to communicate important company values, vision, and objectives, as well as product benefits. In developing a statement it's important for a company to be very careful not to offend their audience's intelligence by reaching too far by making exaggerated claims, or implying a level of consumer loyalty that does not exist.
Shown here are positioning statements that we have developed for two products and a sales incentive program.
Chevron Fertilizer's CAN 17 promotion unites multiple program elements with a strong and relevant product benefit statement
that speaks directly to the product's impact on crop yields.
Chevron "U.S.A. Inc.'s training video direct mail piece for station managers. The statement implies exactly what the product can do for them as a training tool.
Equitec's sales incentive program gets the attention of their sales people and speaks to the central theme of the promotion.