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Small Business Series: Positioning, Naming and Taglines

Michael Goodman
Valerie Witt
Fri., Jul. 20, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

Most small businesses can't afford to invest thousands of dollars in advertising and promotion every week. They have to rely on making the greatest possible impact with a small budget. The starting point for many of them is a well-thought-out positioning statement that captures the essence of the company and then gets translated into a meaningful and memorable tagline.

This seminar will take a practical look at positioning as the cornerstone of a marketing plan and the basis for naming, taglines and brand building. It will look at the key considerations in identifying and defining your prime target audience, knowing when to use features and when to use benefits, what makes some positioning statements better than others, how the brand/company name and tagline can make the positioning come alive.

It will include a real-time example of the key steps and considerations in creating a tagline that really delivers for a new company.

This is the 3rd installment in our Small Business Seminar Series. These sessions will be held monthly on Friday afternoons. We'll deal with everything, including: advertising, taglines, promotion, budgeting, publicity and low-cost (even no-cost) market research. We'll use case studies from small B2B and B2C companies, and we’ll borrow some ideas from large companies that have paid the big bucks for some of the most valuable lessons in marketing.

Be sure to check out the other events in this series:


Michael Goodman is a senior marketing and management consultant with experience that spans the spectrum from micro-businesses and start-ups to the Fortune 25. He learned marketing at corporate giants Procter & Gamble, Frito-Lay and Playtex. He has consulted with clients in both business-to-business and business-to-consumer; local, regional, national and international markets; and industries ranging from industrial chemicals and consumer packaged goods to financial services and healthcare.

Who Should Attend?

This seminar will address both B2B and B2C markets. It's intended for:

  • Marketers and general managers in small- and medium-sized companies
  • Entrepreneurs who are planning to start a new business
  • Service professionals and consultants in small practices
  • Consultants and marketing service providers who serve the small business community

What Will You Learn?

  • How a positioning statement can energize the marketing mix
  • The structure and key components of a good positioning statement
  • The 7 "must-have" characteristics of an effective positioning statement
  • The 3 positioning "magic-tives" (based on real-world experience)
  • 5 important considerations for creating a tagline—including a real-time example to illustrate each one


This series is a must for marketers and entrepreneurs in small and medium-sized companies where everyone has to pitch in and make sure the work gets done and products and services are delivered as promised. Taken together the sessions promise to deliver a virtual "SBMBA"—a Small Business MBA.

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