Reading through the Positioning area, I'm realizing how much we're guilty of all the chronic problems of a start-up marketing campaign. The good news is that there's a lot of passion and energy. The downside of this is that we tend to run full speed ahead, coming up with taglines, product and price definitions at will, with no strategic planning or even a speck of forethought.
Still, there are clues to our final product in what we've already come up with... So i'm going to try to reverse-engineer them into an STP strategy.
Tagline #1: Sustainability in My Back Yard
Benefits implied:
- learning about sustainable practices
- exploring nearby places - "staycation" appeal
- personalized approach
Tagline #2: celebrate the land, connect with the people, and taste the future.
Benefits implied:
- direct connection with farmers
- meeting new people
- tasting local food
- connection with your local area (staycations again)
- learning new things (ostensibly about the future)
- not sure what celebrate the land means, but i guess some people are into that...
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