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

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.

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! 🙌

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.

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.

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.

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.

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.

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

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.

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.

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*: