HOW TO WRITE A CREATIVE BRIEF #3 TARGETING and POSITIONING

3.      POSITIONING STATEMENT

If you have put together the right information under headings 1 and 2, this should be fairly easy to write.  A positioning statement is a succinct sentence stating the best way of positioning the product in the market, bearing in mind product features, product benefits, competitive activity and consumer preferences – both practical and emotional.

A positioning statement should also ensure there is consistency with other products your company may be selling, to give your company an overall positioning.

4.      TARGET MARKET

This section should pin-point the group of people it will be most rewarding to reach and influence.  Avoid making it simply a list of everyone likely to use your product.  It is very hard to be all things to all people to set your priorities right.  Bear in mind that media coverage, even with the best mailing list, often extends outside your ideal target market.  However, aiming your advertising at your best chances that ensures you attempt to persuade the most important people.

http://www.marketing.org.au

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