Question

Topic: Strategy

Positioning "boutique" Firms

Posted by Anonymous on 10/25/2009 at 6:35 AM ET 125 Points
I'm looking for

- case studies
- market research
- white papers
- academic papers

about positioning small (boutique) firms in a B2B-market where all suppliers offer more or less the same range of services and the playing field is easily accessible (low start up and technological costs), and where - as a rule - lead generation and sales is of the utmost importance for continued success.

Marketing and PR is a good example, but also accounting, IT consultancy and even law.
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RESPONSES

  • Posted on 10/26/2009 at 7:07 AM Moderator
    What will you do with these case studies, market research reports, white papers and academic papers?
  • Posted on 10/26/2009 at 12:48 PM Author
    I will read them, try to understand them and use them to formulate a positioning strategy for

    - our own firm (a small PR firm)
    - our clients (lawyers, designers, accountants, consultants etc.)
  • Posted by Markitek on 10/26/2009 at 4:27 PM Accepted
    First place to start is Trout and Ries: Positioning: the Battle for the Mind (or something close to that). I think it's been updated. Trout coninues to write about the subject so check him out in general.

    There are articles on MProfs (including a series I wrote) that might shed some light as well

    Since you're a PR firm, I'm going to try and dissuade you from entering the positioning game, because it's not the generally sweet spot of a PR agency. You want to adhere to a position, not define it. Not always the case but I think generally so.

    Since your clients appear to be professional services companies (existing or projected I'm not sure), you want to ask what they are most interested in finding from an agency (hassle-free, industry knowledge, fast response . . . whatever the list turns out to be), figure out which one you're best at, and then position yourself that way.
  • Posted on 10/27/2009 at 4:26 AM Author
    I read Trout and Ries on 'Positioning'. I'll check out your series on the site.
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