At the core of any successful small business marketing strategy is a value proposition. Knowing the ‘value’ your product/service offers will better direct your marketing goals and in turn, improve your sales. Marketing strategies are built on value propositions.
RSA Conference Exhibitor List 2024 - Exhibitors Data
How to Create a Value Proposition and Brand Position statement
1. Activate Your Marketing
The secret to every profitable
marketing strategy
Presented by:
George Giantsopoulos
GIANT Marketing Solutions
george@giantmarketingsolutions.ca
www.giantmarketingsolutions.ca
2. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Presenter Background
• Entrepreneur
• Chief Marketing Guy & Founder at GMS
– Build brands
– Build WordPress websites
– Build Mobile Apps
• Co-founder QuickEnrollment Inc. in 2000
• Philanthropist and Advisory Board Member –
Exela Ventures
• Over 13 years of professional experience in
marketing, branding, technology and BD
3. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Today’s Priorities
1. What is “value”?
2. What is a value proposition?
3. Revealing “The Secret”
4. Components of a value proposition
5. Tips on Pitching Your Business
4. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
GROUP EXERCISE
WHAT IS “VALUE”?
Think of a substantial recent purchase you
made…what benefits did you value when you
made that purchase?
5. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
What is value?
Quality Price
Service Sentiment
VALUE
6. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
WHAT IS A VALUE PROPOSITION?
What is the importance of a value proposition?
7. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Value Proposition
A value proposition
is a statement
describing the unique
benefits delivered by
your business to solve
a specific problem of
your target customer
8. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Value Proposition
www.keepvid.com
9. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
REVEALING “THE SECRET”
OF A SUCCESSFUL
MARKETING STRATEGY
10. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
11. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Importance of Value Proposition
• Foundation of your brand and all
marketing communications
• “Why us?”
• Drive decisions – increase sales
• Your business’ UPM
12. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
COMPONENTS OF A VALUE
PROPOSITION
13. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Components of Value Proposition
Target
Market
Customer
Problem
UPM
Business
Solution
V
14. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
CUSTOMER PROBLEM AND
SOLUTION
15. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Customer Problem & Solution
• “I wish someone
invented…”
• “Wouldn’t it be great if there
was a…to…”
• Clearly define the problem
– e.g. Gatorade
• Be specific on the solution
– Key attributes, features,
benefits
16. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
UNIQUE POSITION IN THE
MARKETPLACE (UPM)
What is your competitive advantage?
17. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Identifying Your UPM
Value 1 - Price Value 2 - SafetyValue 3 - ServiceValue 4 -Reliability
Nissan
Ford
BMW
HIGH
LOW
MED
18. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
TARGET MARKET
19. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Characteristics of a Target Market
1. Geographic
1. Local
2. Regional
2. Demographic
1. Age
2. Gender
3. Race
3. Psychographics
1. Interests
2. Lifestyle
20. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
CHARACTERISTICS OF A
VALUE PROPOSITION
STATEMENT
21. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Value Proposition Example
Google
Google is the largest search engine in the world that
allows internet users to search through enormous
amounts of information online and provides relevant and
up-to-date content quickly and easily.
22. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
THE “PITCH”
23. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Tips to Pitching your Business
1. “It’s all you baby!”
2. Don’t forget your name
3. Identify the problem;
a) build empathy
4. Accentuate the benefits
5. Call-to-action
24. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Learning Outcomes
1. Value – understand the value your product or
service is providing
2. Brand – foundation of your brand
3. Marketing and Communication – basis of
your marketing and communication to your
target market
25. Presented by: George Giantsopoulos, Chief Marketing Guy
www.giantmarketingsolutions.ca
Questions and Download
the Seminar
http://www.giantmarketingsolutions.ca/
download-value-prop/
Presented by:
George Giantsopoulos
GIANT Marketing Solutions
george@giantmarketingsolutions.ca
www.giantmarketingsolutions.ca
26. “A cynic is a person who
knows the price of everything
and the value of nothing.”
Oscar Wilde
Hinweis der Redaktion
Whether you are starting out or already established, this is an important exercise and marketing principle
-let’s put our “consumer”-hats on-e.g. I “valued” reliability when I purchased my Nissan Rogue
Try and place the feedback from the audience in each of these categories to confirm this point (and diagram)-Oxford defines it as: worth, desirability, utility-When determining your value proposition, keep these componentsin mind.
NOTMission StatementVision StatementCompany’s positioningon a single attributeIT IS…a solution to a problemtotal experience that the product promises supported, by the effectivedelivery of the product/service
What do you think of his value prop?-no clarity-no value to customer (the girl)-What is the problem?
CORE OF BRAND
Foundation of your brand and MarComAnswer the question: “Why us?” – why should the consumer purchase from your company?To drive customer purchasing decisions4) Your business’ UPM Unique Position in the Marketplace; “But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.” -Al Ries and Jack Troute.g. -BMW is “the ultimate driving machine”; e.gTimex“Takes a licking and keeps on ticking” (durability)
Determine what problem in the customer’s life are you attempting to solve (i.e. the customer’s “pain”);-Is the problem big enough?UPM-how are you different?
CG
Got an idea = Solution to a Customer Problem-typically how a business startse.g. Elliptical Exercise machine – “ouch, my knees hurt – low impact”e.g. Gatorade – is the problem “consumer is thirsty” – NO – “what to replenish and have more energy”Target Market is bound together by a consumer problemBusiness Solution-it’s the product or service
CG
Who are your CompetitorsWill only be able to ID them when you know your target marketPut on Customer Hat - researchWhat value are they looking at and holding in high regardTalk to customers, friends, associatesWhat is HIGH, that’s what we push in Value Statement(When defining the VALUE of your business, refer to the “Value Components”; where do they fit in?)
GG
KEY: Target Market is bound together by a consumer problem-Resist the temptation to be too general in the hopes of getting a larger slice of the market.Target CustomerAnswer the following questions: what does the customer feel? What does she see? What does she hear? What does she do? Say? What are her frustrations? Hopes? -Communication message is tailored and aimed at the target market
ProblemSolutionUPMTarget MarketRelates specifically to your target marketDescribes the emotional and practical utility the product/service offersAppeals to the customer's strongest decision-making driversShould identify uniqueness in comparison to your competitors
Value Prop – springboard for the elevator pitch as well
1-70% you and 30% content – in the end, the purchaser, investor buys into you2-Important they understand who you are – name of company and your name3-clearly state the problem in the marketplace – otherwise, why are you in business; build empathy4-Your power punch – the benefits NOT your features; describe how it satisfies the problem5-Do you want them to invest, to purchase, meeting60 seconds