On Thursday, February 28th join the BCAMA for a Strategic Positioning Masterclass with consultant, keynote speaker, and author April Dunford.
When products are not actively positioned, customers will decide what your product is by matching your product’s most obvious features with a market category they already understand. Sometimes the resulting positioning works and your product’s value is correctly understood. However, there is also a good chance that the positioning will pigeonhole your product into a category that makes your strengths seem irrelevant and your entire product seem like an inferior choice. By deliberately positioning a product, you have the best chance of putting your product’s unique capabilities at the centre of how customers think.
Great positioning is a process of deeply understanding what sets your product apart from other solutions on the market, the value that differentiation brings to customers, and which customers care the most about that value. It is a crucial piece of any marketing plan that sets the foundation for messaging maps, value statements, and agency briefs. When positioning is weak the effects are felt throughout the marketing funnel with poor conversion rates, long sales cycles, and high churn.
What you can expect to takeaway?
In this 2 hour intensive and hands-on class you will learn and be able to apply:
- How to spot the warning signs of weak positioning
- Why a Positioning Statements exercise won’t fix your positioning problems
- How to break down your positioning into component pieces to ensure you are positioning around your strengths
- How to bring those pieces together using a proven step-by-step positioning methodology
- How to leverage market trends to help customers better understand why your offering is important right now
Part 1: The What and Why of Positioning
- Positioning as a concept – where did it come from and how has it evolved over time
- Why positioning is important in a digital world
- What are the common signs of weak positioning
Part 2: The How of Positioning
- The Positioning Statement and why it isn’t enough
- Mistakes April has made in re-positioning 16 products as a VP of Marketing
- Breaking down positioning into its component pieces
- Bringing the pieces together in a methodology
- 3 styles of positioning and when to use each
- How to make use of trends to help fine-tune your positioning
- Shifting a position over time – how to monitor and maintain a winning position
Who should attend
This workshop is designed for mid-level marketers, account managers and planners, as well as early start up entrepreneurs who are bringing to market new products, services or organizations.
If your best prospects can not easily understand the value of your offering or you are losing market share to competitors with inferior products, this workshop will help teach you how to position your products in a way that customers will intuitively understand.
About April Dunford
April is a positioning consultant, entrepreneur, board member, angel investor and advisor. Her expertise is built on 25 years as an executive in a series of 7 successful technology startups and 3 global tech giants. She has launched 16 products as an executive and as a consultant assisted in dozens more.
She has spoken at StartCon in Sydney, SaaStock Dublin, The Growth Hacker Conference, Inbound, and CTA Conference on the topics of Positioning, Market Strategy and New Product Introduction. Her goal is to help marketers, entrepreneurs and sales teams do a better job of positioning innovative new products so that customers find them obviously awesome.
EVENT HASHTAG: #bcamaEDS
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