When a company undergoes a repositioning, it can be a challenging time for all involved. However, the advertising effort that a company puts forward during this process can greatly impact its success. In this article, we will explore how advertising efforts can play a key role in the successful repositioning of companies and provide real-life examples to illustrate these points.
What is Company Repositioning?
Company repositioning refers to the process of changing an organization’s position in the marketplace by modifying its product or service, target audience, or branding. This can be done for a variety of reasons such as responding to changes in consumer needs, adapting to new technologies, or trying to differentiate from competitors.
Advertising Efforts: The Key to Successful Repositioning
When a company repositions itself, it is important that its advertising efforts align with the new positioning strategy. This means that the advertising should be targeted towards the new target audience and communicate the unique value proposition of the company’s new offering.
For example, when Coca-Cola repositioned itself as a healthier option, its advertising efforts focused on communicating the health benefits of its products. The “Share a Coke” campaign encouraged consumers to share a Coke with friends and family, while also highlighting the health benefits of the product. This strategy was successful in attracting new customers who were looking for a healthier beverage option.
Another example is the repositioning of IBM from a hardware manufacturer to a software and services company. IBM’s advertising efforts during this time focused on communicating its expertise in technology and how it could help businesses transform their operations through its software and services. This strategy was successful in positioning IBM as a thought leader in the technology industry and helped attract new customers who were looking for innovative solutions to their business challenges.
The Power of Storytelling in Advertising
Storytelling is a powerful tool in advertising that can be used to connect with consumers on an emotional level. When a company repositions itself, it is important to use storytelling in its advertising efforts to help communicate the new value proposition and resonate with the target audience.
For example, when Apple repositioned itself as a technology company focused on design, its advertising efforts included stories that highlighted the creativity and innovation of its products. The “Think Different” campaign featured famous inventors and artists who had used Apple products to create groundbreaking work. This strategy was successful in positioning Apple as a leader in design and helped attract new customers who were looking for innovative and well-designed technology products.
The Role of Social Media in Advertising
Social media has become an important channel for advertising efforts, particularly during times of company repositioning. With the ability to reach a large and engaged audience, social media can be used to communicate the new value proposition of a company’s offering and generate buzz around the repositioning effort.
For example, when Airbnb repositioned itself as a platform for travelers to rent unique and authentic accommodations, its advertising efforts included targeted ads on social media platforms such as Instagram and Facebook. These ads featured stunning photographs of unique accommodations and encouraged users to share their own experiences with the brand. This strategy was successful in generating buzz around the repositioning effort and helped attract new customers who were looking for unique travel experiences.
The Importance of Measuring Advertising Efforts
Measuring the effectiveness of advertising efforts is crucial when a company undergoes a repositioning. By tracking key metrics such as website traffic, social media engagement, and sales, companies can gain insights into how their advertising efforts are impacting the repositioning effort and make adjustments as needed.