Crafting a positioning map is a key component of your marketing strategy review that will be instrumental in shaping your brand's marketing and business strategy. For example, it can help facilitate an analysis of the competitive landscape, helping you pinpoint potential market gaps and opportunities for growth.
So how do you formulate your positioning map, one that captures the essence of your company vis-a-vis the market and your competitors?
The first critical step on marketing positioning is to select the right attributes for your analysis. Selecting the right attributes depends on what aspects of your services are most important to your clients and the strengths and distinctiveness that you offer. For this analysis, we've chosen Service Specialization and Customization Level, as these are two key attributes clients value.
We have a wealth of experience across all aspects of marketing, we position ourselves high generalists in service specialization. On the customization level, we listen and work closely with our clients to understand how to best support their marketing efforts. This places is in the top-left quadrant of this positioning map, influencing our market approach in several ways:
Wide Appeal: As generalists, we're able to attract a diverse clientele, not limiting ourselves to niche markets or singular aspects of the marketing funnel. This can be an advantage in attracting a diverse client base.
Customized Solutions: We provide tailored marketing strategies, which can be a key selling point for clients looking for personalized service. We work hard to really understand your needs, through a thorough diagnosis of your current strategy, tactics and implementation.
Resource Allocation: We need to allocate resources efficiently to manage the wide array of services and maintain a high level of customization, requiring strong client management and a flexible team. We manage our clients directly, use a well developed team of freelance specialists and incorporate the transfer of knowhow to our clients as part of our process.
Competitive Edge: The combination of being a generalist with high customization sets Marketing Flow apart from niche specialists who may not offer the same breadth of services or from other generalists who may not offer as much customization.
Scalability Challenges: Our market breadth is advantageous, yet it presents scalability challenges due to the intensive nature of custom service delivery. That's why we only take on new clients when we are sure we can serve their needs in accordance to our service level agreement.
Market Flexibility: Our generalist role may provide flexibility and resilience against market changes, as we can shift focus between different marketing services as demand changes.
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By understanding these strategic implications, "Marketing Flow" can better position itself in the market, capitalize on its strengths, and address potential challenges. But what if a shift in strengths or internal/external developments necessitated a strategic redirection? We can explore alternative strategic positions by evaluating different combinations of service specialization and customization levels. Here are a few alternative strategies:
Niche Specialization (Top-Right Quadrant):
Shift towards offering specialized services in a particular aspect of marketing, such as digital marketing or social media strategy.
Continue to provide high customization to cater to clients within this niche.
Generalist with Standardized Solutions (Bottom-Left Quadrant):
Offer a broad range of marketing services but with standardized packages.
This could allow for scaling the business more efficiently and attracting smaller clients who prefer off-the-shelf solutions.
Specialist with Standardized Solutions (Bottom-Right Quadrant):
Specialize in a few marketing services offered as standardized packages.
This could appeal to clients who need expert services without the premium cost of customization.
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