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There are currently more than 40,000 references in an average supermarket, 260 car models, 340 breakfast cereals, 790 magazines, 87 brands of soft drinks, 70 different types of Levi's jeans ... and only the tip of the iceberg of goods and services.
Now add that more than 2,100 advertising messages the average person takes every day and you'll quickly see that consumers are paralyzed by information overload.
To resolve this issue, many seek marketingshouts the loudest noise break - more money for more ads, more often and more outrageously creative. While these tactics may work to some extent, can significantly reduce the ROI. And like other vendors to follow, they become less effective.
However, it is a substantially easier way to get your products noticed and remembered.
According to Al Ries and Jack Trout in their book, Positioning: The Battle for Your Mind "The best approach to take in ourovercommunicated company has a simple message. You have the sense to refine your message to the cut. "USP, branding, Cousin Subs that is) the basis of the Unique Selling Proposition (USP.
Developed by the advertising agency president Rosser Reeves in 1960 is a USP-only attribute and the product has unique and significant. E 'as the product is placed not an end in itself, but compared to competing products.
For example:
o = Volvo Safety
Crest o =Caries
Energizer batteries or "durable"
O Papa John's ingredients = better
O = Cousins Subs best bread
O = Miller Lite tastes, less filling
or Domino's Pizza delivery = 30 minutes or its free
O = BMW Ultimate Driving Machine
= or M & Ms melt in your mouth, not in the hand
These products and trademarks are characterized by supporting the drawer for consumers as the "only _________." _________
On the contrary, "me-too" products withoutUSP are rarely very profitable, because there is nothing special about them to determine the value in the minds of consumers. What is the only competitive advantage can be created is more favorable, leading to little or no profit margins.
"If you do not tell consumers how to select, they do not have to choose, or go up the only thing they know how to choose. Price"
-Sergio Zyman, The End of Marketing As We Know It
To create the type oflead to powerful USP that consumers see the product, the product you prefer, and pay a premium for them three criteria are required:
1. You must have a proposal for the consumer, who says: "this product and get this specific. Benefit Buy"
2. The phrase should not be competition or offering.
3. The proposal must be strong so they can share for the target audience.
Jack Trout, in his book,Differentiate or Die, states that the most unique features fall into one of nine categories:
1. First on the market
2. Possession of a particular product attribute
3. Demonstration of the sale, technology, performance, or leadership
4. Based on history, heritage or product
5. After a specific product for a specific target
6. Show that the product is preferred by an influential group of peers
7. Is revealed as a product is made / special componentsor ingredients
The last eighth / current
9. His popular, trendy or "hot"
"Differentiation is a key strategic and tactical activities in which companies must constantly engage."
-Theodore Levitt, thinking management
While this is the most effective universal service provider for the implementation of marketing's most popular universal service are looking for, are often the weakest. These are the attributes of "quality" and "service".
In the minds of consumers, quality andService is not distinctive - are the basic expectations. Consumers think they have the right to assume that the products are of good quality are friendly and the service.
Furthermore, most consumers simply can not judge the quality. And the most progress in terms of quality are so slight as to be hardly noticed by the average consumer - which then irrelevant.
Also, how often we hear that companies have a better quality of service and first class? (AllTime.) How many times have you believe them? (Almost never).
You do not hang strong USP for your product on his hat? All is not lost.
You can use a right of first refusal. That is, if you claim a product that makes it unique ... It 's just not supported by the competition.
For example, Folger this tactic is used when successfully implemented their coffee as "mountain grown". All the mountain grown coffee, but Folger was the first to capitalizethe little-known fact.
Similarly, the slot has been # 2 beer in America in 1920, arguing that uses pure artesian well water, yeast, and steam-clean bottles - used all things beer. But she claimed the first slot. And because these statements are relevant to consumers at the time and were only in the public mind, for decades this has resulted in USP company.
Once you find the most powerful USP for your product, should become the main messagebe used to sell it. In the words of business guru Tom Peters: "Your product or service is not differentiated until the customer understands the difference."
This requires discipline, because all the functionality of the product must be further subject to the USP. This can be for marketers in their desire to reach revenue targets, try to be all things to all people, in the hope draws all difficult. Unfortunately, they are offering only when they succeed rather weak everywherestrong somewhere.
The final stage of the process is the ongoing search for new ways to deliver your product USP - to find new reasons to consumers this unique location is relevant, useful and valuable to them - its "simplified communications."
The result is a consumer preference and profitability of the product can be increased.
Tags : Proposition 8 jessica seinfeld
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