Think of all the products and services out there. Why should anyone come to you? The fact is that you need to develop a unique selling point. This is a method to market your product or service in a way that is different from other competitor’s in the hopes that the unique selling point will encourage people to come to you.
As many products and services are about equivalent, marketers must look for ways to package or advertise in a unique way, one most convincing to their intended buyers. In looking at your unique selling point a few ideas dominate: penetration, usage pull, volatility, and consistency.
Look at the information given below and develop your USP using this model.
Penetration is achieved when people remember the message by a particular advertiser when they shop. If you’ve ever passed a product in the store and remember a jingle about the product, or other ads about is as you pass it, likelihood of purchasing the product increases.
Usage pull is the difference between people who buy the product or service after hearing the ads, and those who opt for the product without hearing or viewing ads. Usage pull can determine the success of a unique selling point. Some ads can create negative reactions, so that people are more likely to purchase a product if they have not seen advertisements for it.
Volatility is the concept that advertisements or campaigns may not be remembered by consumers for very long. Some remain memorable, but many of us forget most advertisements if they don’t continuously air.
You could achieve greater penetration by keeping advertising campaigns going. Once advertisements stopped, after a while, limited benefit can be derived from having once advertised a product. You have to keep the product in the forefront of consumer’s minds to keep them loyal to the product.
Consistency is a related concept to volatility in a USP strategy. While you may want to pull ads that are creating negative usage pull, if you change the message too much, you’re likely to lose customers. By presenting the product or service with the same basic message each time, you may achieve greater penetration. Some advertising executives of today say the idea of consistency lacks strong factual evidence that changing the message, changes volatility or penetration.
Slogans are yet another means of creating the USP. The idea the “Red Bull gives you Wings,” or that Oil of Olay provides “Younger looking skin,” sloganizes the benefits of these products. Skittles® candy “Taste the rainbow,” or that you’d “want to be a pepper too,” from Dr. Pepper® commercials, can stick in your mind, resulting in higher consumer value of a product and greater likelihood that consumers will purchase it.
For example when you look at the My World Plus model the company states - The only company offering the opportunity to Make Profit without selling anything to anybody. A unique business model.
Unique being the operative word.
More Information here http://bosse1953.TryMWP.com
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