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| Seven signs it's time to reposition. |
| The trouble with reality is that it’s a moving target. Every time you turn around, there’s a “new reality” to deal with. What you stood for yesterday may no longer be right. What’s changed? Most likely, everything: you, your product, the competition, the environment, your customer, your knowledge base. See if any of these common signs fit you. |
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1) You've changed
You've outgrown your message
and image. You're bigger, more diversified, smarter, and/or
more focused than you were when you developed your current
sales support tools and website. |
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2) Your target market
has changed
You're expanding into new market
segments with new offerings. Or, maybe your old market
is shrinking, shifting purchase patterns, or saturated.
The new segments have different issues. |
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3) Competition has changed
Your current value proposition
isn't quite so unique anymore. Or, you know about a big
competitor getting ready to enter your niche and you need
to pre-empt them. |
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4) The old model doesn't
work
It was an innovative concept
with great potential, but didn't pan out as expected.
You've learned where the true opportunity is, and it's
time to make a shift. Fast. |
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5) People don't "get"
what you do
Very common with technology
companies. After a half-hour discussion or visit to your
website, the question you get is, "What do you do, again?"
Time to focus and simplify. |
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6) The environment is
different now
Pre- crash of global economy versus post. Pre- Obama election versus post.
Pre- YouTube (and the age of user-generated content) versus post. Major events and trends that cause profound change often require a re-evaluation of marketing messages. |
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7) You're ready to go
to the next level
When you first started, you
could get by with the home-grown approach. Now you're
ready for the next leap forward. It's time to bring in
professional marketers for strategy and execution. |
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It may be time for reality-based repositioning
This is our process of reframing your message to be relevant now, while paving the way to the future. It's similar to the process we use for a new product launch. Reframe your message to address the new realities of your business, and revenue will follow. This is true whether you're a business-to-business or consumer marketer. |
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