Defending the Caveman is a one man show by Rob Becker which plays on the differences between men and women. One premise: men are hunters and bond through activity where women are gatherers and bond through social interaction.
Over the past few weeks I have heard some radio commercials which start with a short monologue by Becker and then describe "the first TV designed for both men and women." Hmmmm, I say, an interesting positioning statement. It's great to be the first.
I don't remember the name of the TV or the manufacturer, so I don't know how well the radio commercial worked. I've heard the thing probably 7 times. The commercial talks about color depth for her and clear action so he can enjoy sports better. This might work, but it seems like a stretch.
Personally I don't buy the premise that there's a TV out there that uniquely meets the needs of both my wife and I. She likes The Gilmore Girls and I like Stargate Atlantis. However, I am a focus group of one and maybe the manufacturer is on to something. Maybe the company did tons of research and found that women across the country pined for better color depth. Maybe men complain about a lack of clear focus while watching sports. Or, maybe the marketing team came up with a desperate yet creative way to position the set.
For my dollars, marketing is about uniquely meeting needs. If you produce a commodity - find a way to truly make it unique and market that. I visited a coffee shop in Maine recently called the Mad Monkey Cafe. They have great coffee imported from Mexican growers - the money goes directly to the farmers. The cafe has a big screen TV with an X-box and PlayStation 2 hooked up. There are board games everywhere, notebooks for people to draw in and leave notes, and computers connected to the Internet. The crowd is quite young, mostly high-school and younger. They have a very unique position and fill a need (a cool, safe, fun place for young folks to hang out). Instead of creating another biscotti-slinging cafe - they have something really exciting.
Legal Seafood is a popular upscale seafood chain in the Boston area. Their positioning strategy revolves around the quality of their fish. They have their own laboratory at the docks to ensure their food exceeds government standards. Their clam chowder is served at every presidential inauguration. Their brand is about quality and exclusivity - fish that other restaurants will serve won't make it to Legal Seafood. Because they have built their brand consistently around this position, they are extremely successful, and can charge a premium for their food. It's not the most expensive restaurant in town, but it certainly isn't the cheapest.
What's your positioning strategy? Think unique, relevant, and superlative. What are you the best at in your area, or in the world? Why is that important to your customer?
J D Moore - Marketing Comet