It's especially vital when marketing in a downturn, and in a crowded marketplace, when competitors are fighting for attention
David Ogilvy – an advertising legend whose agency handled more than a billion dollars’ worth of advertising – was asked as to the single most significant lesson he had learned in advertising. His answer was that "Positioning was the single most important factor; get it right, and the way ahead comes into much sharper focus."
Put simply, positioning is how your target market defines you in relation to your competitors – it’s all about perception. It’s that the succinct, enduring message you want to win in the battle of your customers mind for your product or service.
It’s especially vital when marketing in a downturn, and in a crowded marketplace, when competitors are fighting for attention
Our MD Pat Shaughnessy has over 25 years experience in positioning companies. From the beginning with every start up he knew they had to ‘box above their weight’. With limited marketing resources he used his insights in positioning to gain an edge. He knew that it took more than shouting the loudest and that, for example, the best way to position an organisation is to clearly define differences and help people to understand why those differences matter to them.
As the former Marketing Director of Delphi Mountain Resort & Spa, he positioned Delphi as a world class destination. It wasn’t long before the media picked up on the message. Delphi was:
Voted in the World’s Top Ten Destination Spas by Conde Nast Traveller, The Observer‚ and Harpers and Queen.
Voted in the Top Ten Weekend Destinations by BBC1 ‘Holiday’ Programme
Winner of Destination Spa of the Year Award for three years at the Irish Beauty Industry Awards.