What the Heck is a USP? And do I need one?
âąAls PPTX, PDF herunterladenâą
0 gefĂ€llt mirâą558 views
Empfohlen
Empfohlen
Weitere Àhnliche Inhalte
KĂŒrzlich hochgeladen
KĂŒrzlich hochgeladen (20)
Empfohlen
Empfohlen (20)
What the Heck is a USP? And do I need one?
- 1. What the heck is a USP? one? And do I need Copyright 2014 Liz Craig All rights reserved.
- 2. The Mighty USP Devised by Rosser Reeves, the original Mad Man Unique Selling Proposition
- 3. Fast, fast, fast relief!
- 4. Unique? Unique means: Only you (your company, product or service) can or do claim this benefit. Example: Hormel Square Hot Dogs?
- 5. Selling? Selling means: The unique claim you make must be compelling enough so that your competitorsâ customers stop buying from them and start buying from you.
- 6. Proposition? Proposition means: If you buy my X, you will get Y (benefit). Hormel says, âIf you buy our square hot dog, it wonât roll off the bun.â USP?
- 7. The proposition A Unique Selling Proposition (USP) is a compelling (selling) statement only you can (or do currently) make, which promises, âIf you buy my X, you will get Y (desirable benefit).â Whatâs yours?
- 8. Marketing strategy Competitors: #, $$, ? Target audience: Who? What benefit do you have that your logical competitor(s) donât have? What benefit do they have that you donât have? Marketing messages and media: What and where?
- 9. Marketing strategy (contâd.) SWOT â related to competitors in the marketplace: Strengths â Build on them. Weaknesses â Be honest with yourself. Address and eliminate weaknesses vs. your competition. Opportunities â Where can you make inroads? Threats â Competition, legal, regulatory?
- 10. Creative strategy How do you present your USP in a way that grabs attention in a crowded, noisy marketplace? AIDA â The familiar formula How do you turn attention into interest, desire and action? What voice do you use, in language and graphics?
- 11. Media Which media are best for promoting your product to your target audience, within the constraints of your budget? Print â Ads, brochures, direct mail, flyers Broadcast â TV spots, YouTube, radio, webcast Web â Web site, blog, paid ads, Facebook, LinkedIn, Twitte r, other Web thingies Outdoor - Billboards
- 12. Putting it all together USP development Marketing strategy Creative strategy Budget Media Timeline
- 13. Questions?
- 14. Contact info Liz Craig, Writer liz@lizcraigwriter.com http://lizcraigwriter.com Twitter: @LizCraig1 LinkedIn 913-236-7595 Thank you!
Hinweis der Redaktion
- Rosser Reeves (10 September 1910â24 January 1984) was a hugely successful American advertising executive and pioneer of television advertising. He believed the purpose of advertising is to sell. He insisted that an advertisement or commercial should show off the value of a product, not the cleverness of a copywriterDonâtâweâ on your prospects.
- Rosser Reevesâ most typical ad is probably that for Anacin, a headache medicine. The ad was considered grating and annoying by almost all viewers but it was remarkably successful, tripling the productâs sales. In 7 years the 59-second commercial made more money than the movie Gone With The Wind had in a quarter-century. âŠ
- Is the Hormel Square Hot Dog a unique product? Yes. Does it make a proposition? Yes. Is it a compelling proposition? Am I willing to switch to Hormel square hot dogs because I am worried about my hot dog falling off the bun? NO. Shut down the production line, itâs over. This proposition is not a USP. What would be a good USP for a new kind of hot dog? Say you were charged with developing a new kind of hot dog. What unique selling proposition could you build a new product around? Sidelight: New product ideas often come before the actual product. Ideas?
- Comments, questions?
- Now you have your unique selling proposition. Whatâs next? To develop a marketing strategy to bring that USP to the customers or clients who can use your product or service. What things do you need to consider? How can you get your target audience to jump from their product or service to yours? And how do you think about that?Your competitors â How many competitors do you have? How much money are they spending, and where? Target audience â The people who would be the most likely buyers of what youâre selling. Where are they? How old? How much income? Family or singles? Sociological & demo info. Example: Hardeeâs TV commercials. Who do you think their target audience is? Competition? Difference?Benefits you have over competitionBenefits they have over youHow youâre going to frame your USP in marketing language (creative strategy will refine it).
- By the time you get to creative strategy, you know who youâre talking to, what benefit youâre going to talk about, and where youâre going to say it (generally based on budget and common sense). Creative strategy is all about how your marketing message looks, feels and sounds. And very importantly, how youâre going to create a message that gets you from attention to action. Familiar formula AIDA. Letâs say youâre doing a brochure. Do the colors matter? How about the language you use? How about the type style you use? How about the logo? The pictures you show? Give me an example of something youâre selling. Letâs go through those considerations briefly.
- These are the basic types of media. Can anyone here tell me your experience with any or a combination of these? What considerations led you to choose that medium or media?