Positioning Creates Focus and Enables Repetition

In high-technology marketing, two major challenges are the pressure to fragment messages and the lack of budget for sustained, repetitive advertising. A strong product position is the solution to both problems.

The Problem of Fragmentation and Low Budgets:

• Fragmentation: Companies with broad, complex product lines feel pressure to communicate too many messages about too many products to too many people. This leads to a series of unrelated, dense, and ineffective communications that overload the customer.
• Low Budgets: Typical high-tech ad budgets (1-3% of sales) are insufficient to achieve the high levels of repetition needed for a message to stick in a broad market.

How Positioning Solves the Problem:

1. It Creates Focus: The process of positioning forces the company to focus on one main point. This single, clear message becomes the core of all communications.
2. It Enables Consistency and Repetition: With a single, focused message, every ad, press release, and seminar can support and reinforce the basic position. Instead of a dozen fragmented messages shown once, one powerful message is shown a dozen times in different ways.

A clear position, born from a focused corporate strategy, is what allows a company to transmit a simple, powerful message with the consistency and repetition required to win a place in the customer's mind.