For my social media class I read the book Positioning By Al Ries and Jack Trout and I did a short presentation for my class today. So I have compiled my information and wanted to share it with you! I highly recommend reading Positioning if you are interested in any area of marketing or public relations as I feel that it will greatly benefit you and stimulate new ideas.
About the Authors:
Al Ries and his daughter Laura Ries have been working together at Ries & Ries for 18 years. This Positioning Series that he wrote with Jack Trout was his first rise to fame in 1972. More recently he and his daughter have written 6 books together and have continued to use different ideas to be seen and heard by the marketplace.
Jack Trout is the author of many marketing classics that are published in many languages. He is the president of Trout and Partners Ltd. Which is a marketing consultancy based in Connecticut. He has done consulting for Southwest Airlines, Procter and Gamble, Papa John’s Pizza and many more. He has over 40 years of experience in advertising and marketing and is known as one of the world’s foremost marketing strategists.
Overview of Book:
This book talked a lot about how our messages are getting lost in the number of media that we have invented to serve our communication needs. I mean, think about it:
There is television. Commercial, cable and pay
There’s radio. AM and FM
There are newspapers. Morning, evening, daily, weekly, and Sunday
There are magazines. Mass magazines, class magazines, enthusiast magazines, business magazines, trade magazines.
And of course buses, trucks, streetcars, subways, and taxicabs.
Generally speaking, anything that moves today is carrying a “message from out sponsor.”
Even the human body has become a walking billboard for
And Gloria Vanderbilt
Just after World War 2, the per capita consumption of advertising in the US was about $25 a year. Today it is 15 times as much. However, do you know 15 times as much about the products you buy? You may be exposed to much more advertising, but your mind can’t absorb any more than it used to. That is where Positioning comes into effect. You can use the principles found in this book to help you cope with our over communicated society
In today’s marketplace the competitor’s position is just as important as your own. Sometimes more important. The Avis Campaign will go down in marketing history as a classic example or establishing the “against” position. In Avis’ case, this was a position against the leader.
For 13 years in a row, Avis lost money. But when they admitted to being #2 in rental cars, they started to make money.
Many people think that Avis is successful because it tried harder. Not at all.
Avis was successful because it related itself to Hertz. Establishing the “against” position is a classic positioning maneuver. If a company isn’t the first, then it has to be the first to occupy the No. 2 position. Which is not an easy task.
If you want to be successful today, you can’t ignore the competitor’s position.
In order to be successful in the Positioning game is to
Know how words affect people
Be careful of change
Be willing to sacrifice
In our overcommunicated society, the name of the game today is positioning.
And only the better players are going to survive.
Image Caption: Amazon