• Ask yourself what type of photography are you marketing? Be as specific as possible.
• List the ‘features’ that your photography will offer that differ from your competition.
• List the benefits to photography customers. How will you make their life better? Keep in mind, list ‘benefits,’ not ‘features.’
• Segment and pinpoint your target market even further. Ask, exactly who wants and needs your corporate photography Melbourne services?
Everyone – is not the answer. Keep it real. Very, very few photography businesses appeal to everyone. Identify exactly who wants your corporate photography Melbourne services the most. Talk about their age, income, weight, family size, profession, race, musical taste, height, taste in cars, television shows they watch, magazines and books they read.
Positioning – Fighting and Winning the Battle for Your Customer’s Mind
The following is taken directly from one of the best resources on marketing in the entire world, “The Guerrilla Marketing Handbook,” by Jay Levinson and Seth Godin:
Before you go any further, take a minute to understand how the competition affects your ability to offer your benefit to your target market. One of the best marketing books of the 1980s was “Positioning: The Battle for Your Mind,” by Trout & Reis (published by Warner Books). This book is a must-read for every guerrilla.
With so many products on the market (and thousands more being introduced every year) and the countless advertisements that promote them, consumers have become virtually immune to traditional marketing tactics. They just don’t have enough room in their brains to store every piece of information about every product. Instead, they either categorize a product or ignore it.
The concept behind positioning is simple: Find a hole and fill it. People pick one or two attributes to associate with a product, then file that information away. When they need those attributes, the product comes to mind.
Here’s an example: If you could rent any care made, what car would you choose to pick up an important visiting executive at the airport? Most people would say a Mercedes, a Cadillac, possibly a Lexus. Why? Because those products have been positioned as expensive, impressive executive sedans. While they also go fast, hold an entire family, and offer safety, first and foremost they’ve been positioned as status cars. The “status” position has been filled by these cars. If you decide to market a product that competes with these cares, you’re going to have to throw one of them out of the prospect’s mind. You may find that it’s easier to invent your own position than fight an industry leader for his spot.
What car would you use to drive a carpool of six kids to nursery school? Most yuppie parents would instantly pick a Volvo. While it’s a safe car, there’s nothing that specifically makes it a parent’s car except for the advertising done to position it. The brilliance behind Volvo’s position campaign is that they repositioned a fairly boring Swedish car into the darling of well-heeled parents. Without changing one thing about the car, Volvo was able to find a ‘hole’ in the market – safe cars for families – and fill it with their own product.