Over the last few years, media technology has become more accessible and, therefore, more widely deployed than it’s ever been.
The highest-end cameras, production workflows and backend technology are no longer limited to broadcasters and streamers, with a multitude of major brands now using them in-house to create video-based marketing assets and channels. High-fidelity projectors, screens, and displays span beyond entertainment venues, becoming present in retail spaces, theme parks and other LBE activations. 3D modelling and AR / VR workflows are, of course, deployed in architecture and product design as much as VFX or post-production.
While this has been the case for several years (and will continue to be), it’s still fairly common to see the vendors behind those technologies sticking with their old market positioning and not refreshing their key messages to reflect new audiences. This is an unfortunate reality for marketing and sales teams, which are forced to use content or assets designed for the high-end media production or distribution market, not their real-world buyer base.
As an integrated marketing agency, we talk to clients about this a lot. So, I thought I’d give you a quick rundown of how you can take your market positioning up a notch.
Show you know their market
In B2B sales, buyers put a lot of stock in buying from a vendor or service provider they can trust. While the B2B sales process hasn’t been disrupted in the same way as it has for consumers, buying power still lies with generations that expect to be able to trust the vendors they do business with.
If you can’t demonstrate that you know your buyers’ market, it will inevitably be harder for them to give you that trust. By positioning yourself differently in all the markets you want to sell in, you can show that you’ve got a vested interest in their specific needs rather than just wanting to move units.
Acknowledge different customer challenges
The challenges your technology or services address won’t always translate from industry to industry. That’s why it’s crucial to make sure you establish a plan of action, adapting your positioning to reflect the needs of different target markets. Otherwise, you’ll end up pushing the wrong selling points and failing to attract prospective buyers as a result.
In broadcast media, for instance, your technology’s speed and efficiency will be the main selling point. But if that same technology is already being used by major brands, then it’s likely your target audience will search for an easier-to-use user interface that can simplify training for individuals without a background in media.
Adapt your language use
Now that you’ve mapped out the most pressing challenges your tech helps prospects overcome, the next step is to refer to them in the right way.
The language used to describe technologies, services and USPs is another underrated consideration for vendors’ market positioning. If you’re selling to live entertainment venues one day and a media studio the next, certain terms and phrases simply won’t translate between the two. To ensure your market messaging resonates with each target audience, it’s important that your market positioning documents outline those key differences. That way, your sales team will be armed and ready to approach prospects with what they need to go to market.
The takeaway?
While creating new market positioning may not be considered one of your top priorities, making this simple change is sure to make a huge impact. It’ll soon pay for itself as your team gets pointed in the right direction for their go-to-market plans.
Maybe you’ve moved into a market but haven’t seen the anticipated results, or you’re seeing opportunities emerging in new industries. Either way, being correctly positioned is absolutely key. It’s something our teams do day-in, day-out to help clients analyse the markets they wish to attract buyers in and help shape their story in the right way.
The bottom line is: if you don’t act now, you’ll be waving sales goodbye. Don’t let it cost you.
