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Strong positioning can buy you a building with a full renovation. Don’t believe me? I’ll prove it.
It's
no coincidence that the year K9 Design truly overcame their fear of
focusing on one industry (magazine publication design) -- they also
increased business by a whopping 30%. It also wasn’t without smart financial management and long termplanning. But the positioning is what provided the confidence to grow. Here's the short version: In early 2008, we chose the target market and began to put the positioning pieces in place: sharpened portfolio and sponsoring market-specific events. In 2009 and 2010, we focused on thewebsite redesign, added a blog and Twitter feed and embarked on the production of a market-specific contest, Magazine Makeover, which by itself, brought K9 into contact with the big players in the magazine industry. The results, in addition to the 30% increase and the new building: - Strengthened their position in the Canadian magazine market
- Gained national exposure as experts in that industry
- Finally got the clients they’ve been trying to get for years
"It’s so much easier to market to one industry," says K9
co-owner, Neal. "It has absolutely attracted a different breed of
publication to us. And we are proud to have them come to our new office
for the first meeting. It's just ramped everything up." More resources to help you with your marketing: Join a group Need expert guidance—and advice and accountability from your peers? Next Advanced Marketing group starts Friday, Jan 28th. One spot left! Details here or fill out this form. Try a free session If you want to talk about your marketing for 2011, I offer a free mentoring session. Fill out this form. Ilise Benun Your Marketing Mentor P.S. Get goodies from the blog -- in your inbox!
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