Marketing Academy

Module 3: Positioning, Niche and Offer

Most event businesses describe themselves in the same handful of words, and then wonder why clients compare them on price. This module fixes the problem at its root. You will decide what…

Most event businesses describe themselves in the same handful of words, and then wonder why clients compare them on price. This module fixes the problem at its root. You will decide what single idea you want to own in a client's mind, choose a niche that is narrow enough to be remembered and wide enough to pay the rent, and turn that choice into a value proposition backed by proof. Then you will package what you do into a signature offer with a clear scope, a clear price and fair terms, including guarantees that reduce the client's risk without breaking Canadian consumer and competition law. It is written for planners, performers, caterers, venues, photographers, décor and rental companies alike, with Lantern & Lane as the running example. By the end you will have a one-sentence positioning statement and a one-page offer sheet you can send to your next inquiry.

By the end of this module you can

Write a positioning statement that names your client, your category and your one point of difference
Choose a niche using real arithmetic about bookings, prices and market size
Back every claim in your value proposition with proof you could show a regulator
Design a signature offer with a fixed scope, an all-in price and a named outcome
Offer guarantees and terms that reduce client risk and stay within Canadian law