I've discussed the marketing strategy known as positioning numerous times in the past. Why is this? Because it works! This marketing strategy is often ignored in the Green Industry and usually confused with branding.

Positioning is the process in which you create an identity in the mind of your prospect. This identity is a reflection of your strengths as well as how you differentiate yourself from your competition.

Positioning is a long term approach to marketing your Green Industry business and services. It means you stand for something--you have an identity.

Remember the Wendy's "Where's the Beef" television ads? This campaign, beginning in January of 1984 and ending in 1985, increased traffic to Wendy's restaurants by 20% compared to the previous year.

Why were these ads so effective? The clever slogan and abrasive (but lovable) delivery by Clara Peller was one reason. It was also terrific positioning against their competition--McDonald's and Burger King.

Do you remember how McDonalds and Burger King responded to "Where's the Beef"? Instead of using positioning they resorted to gimmicks.

McDonalds responded in 1985 by introducing the McDLT in its clever packaging with the slogan "The hot stays hot and the cool stays cool!" It was a total failure--even with a young, hip George Costanza pitching it in the ads.

Also in 1985, on the heels of "Where's the Beef", Burger King introduced "Herb" to America with the "Where's Herb" campaign. Pretty original don't you think? If you spotted Herb at your local Burger King you would win $5,000. This marketing gimmick only led to confusion and ultimately a controversy that put Herb to rest (as well as the ad agency).

Gimmicks don't create an identity in the mind of your prospects. Gimmicks don't differentiate you from your competition. A positioning strategy does both.

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