Positioning is a more detailed look at the product, specifically how it’s perceived by the target market. It is important to remember that it’s not how we as marketers or inventors perceive the product that matters, instead it’s how the potential purchaser does.
Effective positioning often requires either primary or secondary research. Care must be taken in identifying and effectively using the features and benefits of the product.
In addition to appealing to a large target market (see our discussion on Product), a successful direct response product needs to solve a real, or readily perceived, problem, or better yet, multiple problems. These benefits to the consumer should be easily explained and demonstrated. Again, the results of formal research, such as surveys or focus groups, can be helpful in determining the most compelling benefits and how best to present them.
Timing is another key issue in positioning. In addition to seasonal impacts on potential sales, current marketing trends and current category competition should also be carefully analyzed.
Understanding all of these elements of positioning are critical in developing the Unique Selling Proposition which needs to be clearly presented in order to let viewers know why they should “call now!”
In our next discussion, we will cover the “nuts and bolts” of the infomercial production – what we refer to as Presentation.
