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A Successful Failure
A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote. Recently I was making a new business pitch to a Charlotte area professional services firm. The second meeting took place after I had provided a detailed proposal to the company on how I work. From the two meetings and the proposal it was made abundantly clear that I take a comprehensive, strategic approach to communications. One of the partners asked me if there was a "PR light" alternative. This meant that he wanted a tactical program that required very little involvement or input from him and the other partners. I assured him there was, but that was not my approach. I guess I could have taken the company's money every month just to perform a few tactical activities, but it would have been wrong for both of us. I wouldn't feel right taking their money, nor would I be happy implementing a program that a PR intern could accomplish easily. Needless to say, the firm selected another communications agency. To understand why this new business loss was a success, we need to look at a definition of positioning. Positioning Defined An organization's brand identity must be a reflection of three things: market perceptions, the organization's acumen, as well as its aspirations. Positioning is where these three elements overlap. The point of positioning is to develop a platform from which all communications emanate. Positioning defines who we are, the kinds of customers we want, how we will compete, and how we are different. So, before you can hone your brand identity, and before you develop and implement a communications plan, you must approve a positioning statement. From a communications standpoint, it is the heart of your brand. Let's look at the elements of positioning: Market. The kinds of clients we want to do business with. Hoover ink's market definition is: For organizations that are serious about their success and that understand the need for focused communications, Competitive Offering. The products/services and/or type of service we will provide. Hoover ink's competitive offering is: we are the PR and marketing firm that carefully defines its clients' audiences and develops market-based positioning, Differentiation. The benefit that makes us special. Hoover ink's differentiation is: so that we can help our clients communicate to all of its constituencies clear, concise messages that have a bottom line impact. When the prospect called to say they had selected another agency to handle its PR program, I was told that my approach was too strategic and comprehensive. I'll take that as a compliment any day, and as an indicator that my positioning is on track. Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.
Latest News:Site: Yahoo! News Search Results for news [News] 5 O'Clock Shadow News you can't leave work without: Asamoah makes a deal News of record News of record reports for Chelan and Douglas counties Newport News police seek help on thefts from cars NEWPORT NEWS A rash of summer-night car break-ins and vandalism has police asking the public for help, and warning them to lock their vehicles. Newport News hit with rash of car break-ins NEWPORT NEWS -- Police are asking for help in solving a large number of car break-ins and vandalism cases in Newport News. According to police, 134 cases were reported in the area between J. Clyde Morris Blvd. and Oyster Point Road since June 1. Most of the incidents were between J. Clyde Morris and Middle Ground Blvd. and happened during the early evening hours. Police say many thefts happened ... NEWS ALERTS: Sign up to get breaking news on your mobile phone Get breaking local news as it happens. Enter your phone number: Standard Messaging Rates or other charges apply. To Opt-out text STOP to 4INFO (44636). For more information text HELP to 4INFO (44636). Contact your carrier for more details. Powered by 4INFO. Newport News police search for suspects in string of car thefts Newport News detectives are seeking assistance from the Community, in solving a large number of cases involving damage to, and larcenies from, cars. Newport News police seek information regarding larcenies and property damage NEWPORT NEWS -- Police are investigating 134 cases of damage to cars and larcenies from cars that occurred between June 1 and July 25, according to police. News in brief Here are a selection of brief news items from this week?s paper edition, and possibly a few news briefs that didn?t make it in the paper. Newport News townhouse damaged by fire NEWPORT NEWS A townhouse in the 1000 block of Willow Green Drive was damaged by fire this morning, fire officials said. One of the residents had minor burns to his hand, a Fire Department news release says. An off-duty city firefighter/medic helped evacuate the adjoining homes. News of the Past who has deep genealogical roots to Winston County, provides news from past editions of the Winston County Journal. The Winston County Board of Supervisors posted a notice of the new "Dog Law" which was passed in the July term. Site: news - Google News Arizona News Round Up - San Francisco Chronicle (blog)
MORE RESOURCES: Site: Yahoo! News Search Results for branding Branding children as witches 'is criminal' A CHILDREN'S charity has repeated a call to criminalise the branding of children as witches or as being possessed by evil spirits. Branding Bergado By all indications, it would seem that 14-year-old El Segundo resident Allysha Bergado is a typical teenager who loves to skateboard. @Twitter Users #Fail as Branding Automatons Just about everything people say on Twitter is public, offering marketers a rare chance to listen in on what folks are saying about their brands, and to trumpet their messages to the masses. But Twitter users fail spectacularly when it comes to disseminating branding messages to each other. Tenner & Associates, Inc. to Head Up Business Development & Branding for Charity Wins Events and Entertainment, Inc ... Tenner & Associates, Inc. has been named to direct business development and branding for Charity Wins Events and Entertainment, Inc. , the provider of a dynamic new platform designed to create video-interactive entertainment events and affinity-based casual gaming for charity fundraising or non-profits. Capitol Communicator Signs ZilYen as Branding Sponsor FALLS CHURCH, Va.----Capitol Communicator has finalized an agreement for branding and marketing communications agency ZilYen to become an exclusive sponsor of the online publication?s branding-focused content. Convergys taps branding, social media to get talent pool Convergys Corp., the largest contact center in the Philippines with over 20,000 employees, is using branding and social networking as a strategy to get talent pool that has become quite competitive in recent years. Branding becomes a family affair Cattle branding in Saskatchewan has been a family tradition for years. Scott and Jenna Campbell had about 30 people help brand their spring calves on Thursday. How brand and labelling impact purchasing decisions Branding and labelling have the most impact on consumers? buying decisions, followed by blind tasting, concludes a study that used wine tasting as a model to determine the relative influence of different cues on purchasing intent. Christian teacher settles Ohio arm-branding case An Ohio family has settled a lawsuit against a middle school teacher who was accused of burning the image of crosses on students' arms. Red Thinking Hits the Ground Running With Two Industry Awards Northern Virginia branding and marketing firm lights up the business stage with two industry award recognitions. Site: branding - Google News Branding Boehner - Politico (blog)
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