The whole concept of positioning is finding out what benefit or need that you can provide for customers, or potential ones, that no one else is providing.

It may be your service, or maybe you specialize in a particular thing and do that well, but it is not obvious. Whatever the situation, you need to establish a position.

Finding that valuable hole in a marketplace is what people like us help you with. In addition to making all this work in advertising, we can provide you with the integrated solution needed in today's diverse marketplace. 

Getting to your position takes some homework. There are 3 main points required in order for you to get at a positioning or finding a niche...

For 13 years the car rental company AVIS had lost money. Their number 1 competitor was Hertz.

Finally Avis admitted they were number 2 and gave up trying to go at Hertz head on. Instead they went with the campaign "Avis is only number 2 in rent-a-cars, so why go with us? We try harder."

Avis went on to make millions and was bought by ITT. The reason they became successful is because it related itself to Hertz.

In the minds of the consumer this brought about instant recognition for AVIS. That is how positioning works.

Using Public Relations in your marketing effort is a valuable tool that many business owners overlook.

Many big companies use PR as an effective marketing tool to get the word out about their product. This has a way of driving in sales and increasing company exposure.

But what is PR really? Basically it is making good works well known. It would also involve letting a companies public know about it's policies.