Shaw Marketing Services

Marketing Trends - Positioning
Marketing Positioning

There is a highly influential marketing book called Positioning: The Battle for your Mind, which revolutionised the way people thought about marketing. This book was written over 25 years ago but the concepts are still as relevant and thought-provoking today as they were back then and I believe they are very useful for businesses to consider.

The key concept of positioning is that your brand exists in the minds of your customers and potential customers and this is shaped by their preconceptions of your company and your competitors. As a brand cannot stand alone from your audience's perception of it, you must look for your selling point in the mind of your potential client and connect what you want to say with their perception.

It is a brave approach which forces companies to face the "truth" and the perceptions about their product and address that head on.

Positioning is a tactic which has been developed in response to a society which is saturated by marketing messages. This has led consumers to be defensive in the way they respond to advertising and only respond to messages which match what they feel they "know" about the product or service. The founders of this concept feel that it's a waste of time trying to change a prospect's mind about your product as this is insulting their perceptions and is likely to alienate them. It's better to agree with what they think and find the positive selling point in this perception, than trying to convince them of something which contradicts their perceptions.

I believe this technique can help us to think differently about our business and engage better with our target market, so after reading the book, I wrote two detailed articles outlining the basics of positioning and also applying positioning to your business which you can check out on the blog here. I hope you find them useful.

IT Support

Quality IT Services

Did you know we also offer IT support services?

Andy Turnbull is our resident IT expert who has over 20 years experience working with computers and supporting small, medium, large and blue-chip companies in the UK and in Spain. With his experience and expertise we can offer you a cost-effective way to care for your computers and prevent problems from developing, as well as ensuring your computers are helping not hindering productivity and deal with problems if they arise.

He's put together some helpful information on caring for your business computers on our website, click here to find out more.

If you have any problems you'd like solving or your computers are driving you mad, get in touch with Andy by email or call 951 775 606.



Menopause Seminars

Long Life Clinic Menopause Seminars

We’re working with Dr. Jean Garant Mendoza of The Long Life Clinic and La Chispa to organize and promote a number of free seminars on the subject of the menopause. Dr Garant is one of the only medical practitioners in Spain to be offering Bioidentical hormones for the treatment of the symptoms of the menopause and he’s passionate about sharing his knowledge with women looking for an alternative to conventional HRT.

The seminars will be perfect for women currently experiencing the menopause, or their families, who want to learn about the alternative treatments to conventional HRT which are free from side-effects.


The seminar is entitled “How to improve your menopause symptoms naturally” and will look at the important issue of using Bioidentical hormones to treat the menopause. It will specifically concentrate on the use of natural estrogens and progesterone for treating menopause symptoms.

H10 Hotels

Dates and Location:
Tuesday 29th March at the H10 Andalucia Plaza and Wednesday 30th March at the H10 Estepona Palace


Places must be booked by Friday 25th March click here to choose your date and book your place, email or call 952 770 714. Please note that places are limited to a maximum of 20 per seminar.

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