Marketing tips what is positioning for success?

Townsend Letter for Doctors and Patients, July, 2003 by Terra Wellington

Garnering mind share usually means you have consistently utilized marketing and public relations tools to gain exposure. You would try to use multiple channels and strategies in reaching your audience to gain this strength in the marketplace.

On a grassroots level, let's say you're a physician with a family practice in a local area. Once you have identified your key services and messages, you would not only use advertisements to maintain a media presence, but you would also develop promotional and public relations tactics to reach out, such as giving community talks, volunteering in your community, spearheading a health fair, involving yourself in a charity, or developing stories that can be played out in the media. Credibility and positioning are closely tied together in developing and gaining mind share.

What's Next?

Now that you understand the basics of positioning and what is mind share, you might ask "What is the next step?" The answer depends on each individual situation.

However, whether you're starting to position from scratch or whether you already have a service or product, for example, that needs additional work, the starting point is the same: evaluate then plan. While it may appear that starting from scratch has an advantage, it really can be harder because you don't yet have a track record and you might have to create credibility out of what is seemingly thin air.

Any product, service, company or personal name can be better positioned for success. All it takes is some expertise and dedication.