It's a nice day when the worlds of digital and traditional marketing collide in the most on-point manner. It's called the 5 Box Positioning Model. And it should be a strong part of any client's marketing foundation to create better magic behind B2B digital marketing. I've used the 5 Boxes for at least 30 years of my career and they work in both traditional and digital marketing, but they are sadly missing more in the digital side.
So, how do you create better market positioning? How do you communicate effectively with the right customers who will benefit from your product or service? Strong positioning addresses beliefs, value and action that you want customers to notice and engage. So often in the hurried pace of digital marketing, new and novice marketers forget the positioning for a product, service or brand. This is the beauty of having a traditional marketing tool shape the digital marketing message.
Let's not forget that positioning a brand, product or service is the much-needed platform for any type of marketing. In its simplest definition, positioning is communicating the unique benefits of your products to your target audience so they can differentiate your product from competitors.
Basically, positioning happens in the mind of the consumer. The result of good positioning is your product being called to mind first when a customer needs or wants what you market. And positioning should be the required platform in a noisy and competitive digital marketing space. In really good market positioning, a company makes a claim and then gives the audience reasons to believe the claim.
First identify the segment of the market that needs or wants your product. The more you know about your customer, the better. How old are they? Where do they live? What are their attitudes and beliefs toward similar products? When you figure out what your customer wants or needs, then you can craft a “Value Proposition” that succinctly describes the benefit of your product. (More on that later). All of this customer data is at your fingertips through Google and your own company research.
And positioning is a lot easier than it sounds – especially if you use the Five Box Positioning Model.
The Five Box Positioning Model helps you organize the process of identifying and changing your audience’s perceptions and guiding them toward your company’s desired outcome – buying your product or service. Each box plays an important role in the process.1.) Current Belief Box
The top left box is the Current Belief of your customer. This is what your customers currently believe is relevant to your service or product. For example, if your company sells luxury leather iPhone cases, then a current belief of your target customer could be, “My current iPhone case is cheap, it's cracked and it's scratched. I hate it.”2.) Current Action
The Current Action is what your customer is doing based on their belief. For the luxury leather iPhone case example, the current action could be something like, “I use cheap plastic iPhone cases that crack, scratch and break too often and I’m fed up!”3.) Value Proposition - the Silver Lining of Positioning
In the middle of the diagram is the Value Proposition. This is the claim or statement that your company makes that will influence your customer’s perceptions and cause them to act. A Value Proposition should persuasively tell the potential customer how they benefit from using the product. It is the most important part of your marketing strategy, and should be the central message in everything your company does.
In our example of iPhone cases, one obvious benefit is that the company’s luxury leather iPhone cases function and look better than cheaper ones. However, the most persuasive benefit is often psychological. These leather iPhone cases are a luxury item, a status symbol, and the customer who purchases one will feel sophisticated and important. So the Value Proposition will be, “Our luxury leather iPhone cases work better than cheap cases, won’t crack, and will complement your iPhone as a status symbol.” Snazzy content writing, eh?!4. Reasons to Believe
Your Value Proposition should be as persuasive and informed as possible. People can be stubborn and will not change their habits without a good reason. That is why your Value Proposition should be backed up with “Reasons to Believe” your company’s claim. For example, the luxury leather iPhone case company can discuss the meticulous way the cases are crafted, or show a comparison test between your case and the competitors’ and even convey the psychological benefit that the case makes you feel like a VIP.5.) Desired Belief
The Value Proposition connects the Current Belief to the Desired Belief. The Desired Belief is the attitude you want the customer to have about your product after they hear your message. In this example, the Desired Belief would be, “A luxury leather iPhone case looks and works better and makes me feel like a VIP.”6.) Desired Action
This leads to the Desired Action, which in this example is, “I will buy a luxury leather iPhone case from your company.”
Positioning your product is the difference between being an industry leader and an “also-ran”. The more you understand your product, your target customers, and your market strategy, the more successful your digital marketing program will be.
Our digital marketing company has over 26 years of experience crafting custom digital strategies with clients in vertical B2B markets. We can help you with strategy, deployment and management. Read more about our B2B digital marketing services. Our other top services include Business Transformation, Software Development and Web Design. Please call our company president, Jay Joyce, at 704-398-4437 or email firstname.lastname@example.org to schedule a time to discuss your company's specific needs to accelerating digital growth.