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November 17, 2004
STP
Was recently talking with a friend of mine, Russ Stockdale (very smart guy, big brain, big heart) and we got on the topic of positioning. And he reminding me of something - STP.
I am kind of a broken record about putting the positioning horsebefore the messaging and media cart. Well he reminded me that in many circustances you aren't even ready to do your positioning. That in fact very often you really need to understand your base value proposition before you figure out how to position it relative to the alternatives.
The old S T P - Segment, Target, Position:
- Step one - segment the market into group that actually could actually find value from what you have
- Step two - target one of those segments and make yourself most relevant to them
- Step three - position your value to this target as superior in some important way relative to the competitors.
OK, maybe this is Marketing 101 but hey, it is still useful to remember, especially with early companies or technology innovations in search of the right place to go. And by the way, while refreshing my memory on STP I did find this cool site called Marketing Teacher (great for those of us who never tire of Marketing 101). Check it out.
Posted by johnza at November 17, 2004 05:11 PM
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