Your product positioning faces fierce competition. How can you make it stand out and captivate customers?

The is the What. 1. Invest in the brand: Emotion sells. Figure out what emotions your brand emanates to users. 2. Invest in messaging: Identify a unique and distinctive value proposition and develop a creative way to share this uniqueness. 3. Invest in delighting consumers, CX and post purchase. The How is a different story! 🙌

Positioning is about identifying the free spots (gaps) in the mind space of target customers and addressing them. Success is about ensuring the product / service is available to the right customer at the right time and right place.

To stand out in a competitive market, focus on unique value propositions like innovative features, exceptional quality, or superior customer service. Leverage emotional branding to connect with customers' desires and needs. Use targeted marketing campaigns to highlight these strengths, ensuring your brand resonates deeply and remains memorable.

Certainly the importance of a UVP of the product is clear, but do you really understand your "whole" product? In addition to the one thing your core product does better, what other Expected or Augmented Products does your company offer that are differentiators? Highlight something like exceptional online training videos, or a best in class warranty, or a wider variety of accessories for customization, etc. - or all of them if you can back it up! Lead them to the promised land with the Potential Product - what is in the future that the customer can only get from your product? In highly competitive situations, it usually is not just one key UVP of the core or generic product but a combination of key attributes that can win them over.

Well stories always start of by "Once apon a time" When I introduced the Pink Pegs onto the market lots of people from business to manufacturers said man what a waste of time there are so many diffenrent pegs on the market why bother. Women are the most usesers of pegs so start there on handling , marking clothes and wind disruption to name a few. So after 123 different colour mixes the right one was found and so combining a company Called Pink Pegs and having pink coloured pegs a marridge was formed. Within six months of launching it over came the number one selling peg on the NZ market held for 30 years. So even the humble clothes peg mage a difference. Next a secret that enabled penetration into the Australian market.

Value selling is key, always focus on the value that your products offer, it could be the features, quality, aftermarket solutions or exceptional customer service.

Standing Out in Fierce Competition: Unique Value and Audience-Centric Innovation In a competitive market, focus on unique value and audience-centric innovation. Identify your product’s unique value. Highlight features in your messaging to show why your product is the best choice. Innovate based on your audience’s needs. Conduct research to understand their pain points. Use this insight to develop features that address their needs and create a strong connection. Consider personalized marketing. Tailor messaging to resonate with different segments, emphasizing how your product meets their needs. In summary, to captivate customers: Emphasize unique value. Innovate for your audience. Personalize your approach. Stand out dynamically.

For me to identify the UVP we should first identify the customer problem or issue that our product will solve. That is very common to find many companies bringing an inside-out UVP, but not really addressing a customer need or issue. The ambition to have a customer centric UVP is key for an impactful solution

It's all about finding innovative ways to connect with customers and drive sales. One strategy that proved successful for me was tapping into the power of social media influencers. By partnering with popular personalities in our industry, we were able to reach a wider audience and generate more leads. Additionally, I discovered the value of content marketing in building brand awareness and credibility. Creating informative blog posts and engaging videos not only attracted potential customers but also positioned us as thought leaders in our field.

This is… What you need to do: Know your audience intimately by uncovering their deeper motivations and challenges. How you do it: Tailor messaging to address specific pain points and position your product as the ideal solution. Use data to keep insights sharp and strategies effective. Foster a culture of empathy and proactive problem-solving within your team. Why should you do it: This approach not only helps your product stand out but also builds a loyal customer base that feels truly understood and valued, ensuring long-term success.

To be stand out in fierce competition, which one should we think about first? consumers or products? If we think about the product first, it will definitely be easy to offer it to consumers. But it would be better if we understand consumer needs first and then create products that will make our brand more impactful to that audience.

Conocer y entender a tu público objetivo es crucial para que tu producto destaque. En mi experiencia, segmentar el mercado y crear perfiles detallados de los clientes nos permitió personalizar nuestras estrategias de marketing. Por ejemplo, al identificar que nuestro producto era particularmente popular entre deportistas de élite, diseñamos campañas específicas en redes sociales y plataformas digitales. - Segmenta tu mercado basado en datos demográficos, psicográficos y comportamentales. - Crea perfiles detallados de tus clientes ideales (buyer personas) o AVATAR. - Personaliza tus mensajes de marketing para cada segmento de mercado. - Recoge y analiza feedback constante para ajustar tu enfoque.

Customer is always first. They'll tell you what pains and wants they have and that will be your starting point in crafting a solid product. What you'd want to do is make sure to segment the customers in the right bucket. The more specific you are the better you can come up with an effective narrative. BAD target audience: Software Developers GOOD target audience: Senior Software Engineers in FinTech companies working remotely No need to be cute or clever here - use the exact words your customers used to describe your values. If a large percentage of your audience expressed same pains with similar descriptions, you can be confident that those exact words are going to translate well with the rest.

To effectively position your product, dive deep into understanding your target audience's needs, preferences, and pain points. Start by creating detailed buyer personas and segmenting your market. For instance, if senior software engineers in fintech are your key segment, tailor your messaging to address their specific challenges and desires. Use insights from surveys, interviews, and feedback to shape your product features and marketing communications. By resonating with your audience's exact needs, you'll create a strong emotional connection that translates into loyalty and conversions. Measure success by tracking engagement, retention, and conversion rates.

The target audience is the specific group of consumers most likely to be interested in your product or service. They share common characteristics such as demographics, interests, needs, and behaviors. Identifying and understanding your target audience allows you to tailor your marketing strategies effectively to meet their specific preferences and requirements.

Conhecer as necessidades, preferências e problemas dos clientes permite que as empresas adaptem suas mensagens de marketing de forma mais precisa e impactante. Ao usar linguagem e imagens que ressoem com o público-alvo, o produto é apresentado como uma solução personalizada, o que fortalece a conexão emocional com os clientes. Esse nível de personalização e empatia ajuda a destacar o produto em um mercado competitivo, criando um vínculo mais forte e aumentando as chances de sucesso.

With the audience bombarded with so many ads today, it’s crucial to identify the Who to develop and deliver your messaging or voice clearly above the rest. A voice that says ‘I’m here to make your life easier’ will always win. Developing personas beyond demographics always helps. Content that resonates with the audience is King and the product is its Queen. The How is a different story.

What’s been very valuable to me as a product marketer is to not only conduct a competitor analysis when a change is needed, but to set it as a quarterly routine. It ensures that we not only react on market changes, but stay ahead of them.

El análisis competitivo te permite entender las fortalezas y debilidades de tus competidores, ayudándote a identificar oportunidades para diferenciarte. Realizar un análisis exhaustivo de la competencia nos ayudó a descubrir áreas donde podíamos sobresalir. Identificamos que nuestros competidores no ofrecían un servicio de atención al cliente efectivo, mejoramos nuestro servicio y lo destacamos en nuestra comunicación. - Realiza un análisis FODA de tus principales competidores. - Estudia las estrategias de marketing y los canales de distribución que usan tus competidores. - Monitorea continuamente sus movimientos y adapta tus estrategias en consecuencia. - Busca oportunidades para ofrecer algo que ellos no estén ofreciendo.

Ao compreender o que os concorrentes estão oferecendo, é possível identificar lacunas e oportunidades de diferenciação. Destacar recursos ou benefícios únicos que seus concorrentes não possuem e comunicar esses pontos aos clientes pode posicionar seu produto como uma escolha distinta. Essa abordagem não só enfatiza a exclusividade do seu produto, mas também permite antecipar e reagir estrategicamente a possíveis movimentos dos concorrentes, fortalecendo sua posição no mercado.

Competitive Analysis goes hand-in-hand with your business planning! When doing a competitive analysis, raise the points that your customers most values and be honest on how you are solving their issues and how your competitors are. Most often we tend to have a large bias and consider us better than everyone else. Being on the field will help you understand what is driving your customer's choice and what your competitors are doing, this is key to be always ahead when it comes to competitive analysis. Do not forget to also analyze your market trends to adapt your strategy over the years! The five forces of porter will be your guide on this!

Conduct a thorough competitive analysis to understand your competitors’ strengths and weaknesses. Identify gaps in their offerings that your product can fill. Use this analysis to position your product as a superior alternative, addressing the shortcomings of competitors while highlighting your advantages.

Identifying Competitors: Determine who your direct and indirect competitors are. Analyzing Products/Services: Compare features, quality, pricing, and unique selling points. Assessing Market Position: Understand their brand positioning and market share. Evaluating Marketing Strategies: Examine their advertising, promotional tactics, and customer engagement methods. Studying Customer Feedback: Look at reviews, testimonials, and social media mentions to gauge customer satisfaction and pain points.

Siempre es importante estudiar a los competidores para identificar sus debilidades y las oportunidades existentes que nos permitan diferenciarnos. El conocimiento es poder y puede marcar la diferencia entre una estrategia exitosa y un fracaso.

Understand your position and also the position from competitors are key to identify profitable venues for your solution and avoid being always on the obvious approach that normally drive you to a “red ocean” market

No cabe duda que la competencia será feroz siempre que lo permitamos, sin embargo debemos de tomar en cuenta los detalles que nos hacen diferentes con respecto a ellos. ¿Cómo estamos en la calidad y mejora continua de nuestros procesos y productos? ¿ Cuál es nuestra estrategia para tener precios competitivos y justos respecto a nuestra calidad? ¿ Cómo estamos en el área de atención a clientes y como manejar las situaciones críticas? ¿Que hace realmente diferente a nuestro producto que lo haga superior o solo somos una copia más? Y si lo somos, ¿Que plus nos hace realmente diferentes? Que tan rápido respondemos y nos adaptamos hará una diferencia, siempre que la burocracia interna no nos ahogue. Estrategia, estrategia, ¡Estrategia! Ánimo.

Analyzing competitor supply and audience demand is key. Even in high-demand, low-supply scenarios, a company can successfully position its products.

Além de uma história da marca ser uma boa estratégia a autenticidade é crucial. É importante se certificar de que a história da sua marca seja genuína e reflita verdadeiramente quem você é como empresa. Assegure-se de que a sua história seja contada de forma consistente em todas as plataformas, desde o seu site até as redes sociais, fortalecendo a identidade da marca e criando uma experiência coesa para o cliente. Uma boa história pode fazer com que um cliente se torne fã da marca e tenha lealdade por ela.

Contar una historia de marca convincente puede hacer que tu producto se destaque en un mercado saturado. Una narrativa que conecte emocionalmente con los clientes puede generar lealtad y diferenciación. Lanzamos un nuevo producto, compartimos la historia de cómo nació la idea, los desafíos superados durante el desarrollo y los valores que nos motivaron. Esta historia resonó con nuestros clientes, creando una conexión emocional y fortaleciendo la lealtad hacia la marca. - Desarrolla una narrativa auténtica que refleje los valores y la misión de tu marca. - Utiliza diversos canales (videos, blogs, redes sociales). - Involucra a tus empleados y clientes en la narrativa. - Mantén la coherencia en todos los puntos de contacto con el cliente.

A compelling brand story is a powerful tool for product positioning. Narratives that evoke emotions and connect personally with customers make your product memorable and desirable. Your brand story should integrate the product's history, mission, and values, crafting a relatable persona. By aligning this story with your audience's values and aspirations, you create a bond that transcends the product itself, fostering loyalty and deeper customer engagement. This emotional connection differentiates your brand and drives long-term success.

Debemos capitalizar la reputación y trayectoria de la marca para construir confianza con nuestros clientes. En mi caso, siempre resalto la experiencia y logros de la marca que represento en el desarrollo de soluciones de conectividad fiables y de alta calidad, su trayectoria de más de 20 años, la fabricación de los equipos en Europa y el hecho de ser la 3ra empresa más grande del mundo en fabricación de equipos de conectividad. Es crucial que toda la información proporcionada sea veraz y respaldada por datos que podamos mostrar a los clientes, de lo contrario, puede volverse en nuestra contra. Este enfoque marca una gran diferencia inicialmente frente a competidores sin tanta historia.

Deixando a história da sua marca e despertando emoções em clientes e possíveis novos clientes é o melhor que se pode fazer para criar uma conexão com a marca, fazendo assim sua marca ficar sempre em evidência na hora de decisão de compra dos seus clientes.

Nowadays, the strategy on Go to Market or Channels are even more important than a product strategy. For me, product development is just a enabler for the strategy, but GTM strategy is the one that will define the success of the strategy

It's tempting to think you need to be active on every channel, but it's crucial to focus on the ones that best engage your target audience and build relationships there. Spreading yourself too thin across multiple channels can waste time and effort, leaving you without enough time to connect where your customers truly are.

Elegir los canales de comercialización adecuados es fundamental para llegar eficazmente a tu público objetivo y destacar en un mercado competitivo. Combinar canales tradicionales con digitales es clave. Lanza una campaña multicanal que incluya publicidad en redes sociales, marketing de contenido y eventos presenciales. Alcanza diferentes segmentos de clientes y maximiza el impacto. - Identifica los canales más frecuentados por tu público objetivo. - Utiliza una combinación de canales online y offline. - Mide el rendimiento de cada canal y ajusta tu estrategia. - Mantén la coherencia en tu mensaje a través de todos los canales.

The more research you do, the less you will need to be "creative" to pick the right channels. To pick the right ones: BEST - Qualitative and quantitative interviews and studies of your existing customers. They will tell you where they found you and what channels they are using. BETTER - Competitive and own analytics. See which channels and sources brought you the most qualified leads, opportunities, and sales. GOOD - Using the broader channels in a unique way that speaks to your value props. Whatever channel you pick make sure there's a message/platform fit (narrative posts on LinkedIn, pain-forward copy on Google Search, Hooks and threads on Twitter etc...) Measure, evaluate, optimize, repeat and take time for experiments too.

La selección adecuada de los canales de comercialización es vital para el éxito de las ventas y la posición de un producto en un mercado competitivo. Esta elección impacta de lleno en la visibilidad del producto, su accesibilidad para los clientes y, en última instancia, en las ventas. Por ejemplo, nuestra estrategia actual combina grandes distribuidores para garantizar una amplia visibilidad y accesibilidad, mientras colaboramos con distribuidores especializados para alcanzar segmentos de mercado específicos que demandan un trato más personalizado y especializado. Así garantizamos nuestra presencia en el mercado de manera extensa.

Os canais de marketing são fundamentais para alcançar e engajar seu público-alvo. Eles permitem que você distribua suas mensagens de forma eficaz e eficiente, aumentando a visibilidade do seu produto. Escolher os canais certos ajuda a maximizar o impacto das campanhas, seja através de mídias sociais, e-mail marketing, publicidade paga ou outros meios. Um uso estratégico dos canais de marketing pode ampliar seu alcance, fortalecer sua marca e impulsionar as vendas, garantindo que sua mensagem chegue às pessoas certas no momento certo.

With the proliferation of social media platforms and digital channels, it's crucial to continuously assess performance, adapt strategies, and explore new avenues to communicate effectively with your audience. A tiered approach that allows for flexibility and adaptation is key in navigating the dynamic landscape of marketing communication. Being agile and open to change, as what works today may not guarantee success tomorrow, is imperative for sustained relevance and engagement.

Internally: - Keep talking to customers and test new ideas with them. - Look at the engagement numbers within the product. Improve friction points or introduce value points where - Talk with departments where they see options for improvement (especially customer success teams) Externally: - Look at competition to stay ahead and live in the proactive mode instead of reactive one. Think about how their play in the market impacts you (if at all) and what your course of action should be. - Stay in the know with upcoming trends - study fast movers and continue working on experiments with new technology and ways of reaching the market.

A inovação contínua é essencial para o sucesso sustentável de qualquer empresa. Ela envolve a melhoria constante de produtos, serviços e processos, permitindo que a empresa se adapte rapidamente às mudanças do mercado e às necessidades dos clientes. Ao fomentar uma cultura de inovação, as empresas podem manter sua competitividade, explorar novas oportunidades e oferecer soluções mais eficientes e criativas. Isso não apenas impulsiona o crescimento, mas também fortalece a lealdade do cliente e a reputação da marca.

Talk to the customers: as product marketers, we can only really understand what the customer cares about by talking to them. Win/Loss interviews are an excellent way to understand what customers care about and your true difference!

Product differentiation is often misunderstood, with teams believing it’s valid only if it’s path-breaking or a unique feature. As a result, teams default to ease of use or price until a more compelling differentiator is available. In crowded markets, being more focused on the needs of a specific customer segment is more useful than being unique. For example, compare the equity management systems: Pulley is more focused on the needs of founders compared to Carta. The product offering, website, and service component signal to founders that Pulley will serve their needs better than an alternative. Anchor your differentiation around a use case, pain point, or type of customer. Your focus can help you stand out in a crowded market.

Positioning is not just about features but should be rooted in “differentiated value” as April Dunford, positioning expert shared in her book and podcast. Positioning and differentiation doesn’t captivate customers if they don’t translate into value that will help them fulfill their needs and solve their pain points. I think a common pitfall when it comes to product positioning is too focus solely on features. Asking yourself “so what” is a good pressure test.

1. *Unique Selling Proposition (USP)*: . 2. *Emotional Connection*: 3. *Storytelling*: 4. *Innovative Packaging*: 5. *Exceptional Customer Experience*: 6. *Influencer Partnerships*: 7. *Interactive Experiences*: 8. *Social Responsibility*: 9. *Awards and Recognition*: 10. *User-Generated Content*:

Cases de sucesso são ótimos exemplos de aprendizado para estabelecer um bom OVP e podemos observar a importância da observação do comportamento de possíveis clientes e da pesquisa de mercado. Por exemplo no mercado de maquiagem, com a estética “clean girl” tendo crescido nas redes sociais diversas marcas buscaram fundamentar linhas de produtos nesse claiming sobre ser prático, leve, dia a dia.