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| Sooo... what DOES a "Positioning Specialist" really do? |
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Trisha
21-09-2007 |
How do you efficiently viral-market a product across diverse cultures in a region such as "Latin America and the Caribbean", where research is locked behind omnibus commissions and frigid corporate gatekeepers? The truth is we're still learning to adapt to our global society and as marketers the challenge is often daunting.
As entrepreneurial as we are, it's hard to tell when industry-specific marketing research (beyond censuses) on the region's segments will be readily available? So will we see "positioning specialists" emerging to provide consultancy to companies that want to enter these markets down below-the-line?
Global trends indicate that below-the-line marketing is becoming a more efficient and effective way for global brands to 'push' their products. So who will do the pushing at the ground level? Especially in less-understood emerging markets?
For want of a better description for the pimpish title, a Positioning Specialist in any single country will be able to give you objective data and current trends on consumer attitudes, beliefs and response activity in her area. His job is to know the right spots to find your segments and the right position to place your brand to get consumers to respond. It doesn't matter the industry - telecoms, finance or consumer goods - if he doesn't already have it, its not far from his fingertips.
As a global marketer, you're willing to pay a premium for this information because it means that you take from two to eight weeks to start developing campaign strategy instead of three to six months. In addition, conglomerates can determine market potential for other companies in its portfolio.
So... what position will you put your brand in?
(The views expressed above are not necessarily those of GetCaught Media unless you have commendations, praise or notable recognition to award.) |
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