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ADVERTISING & MARKETING UNIQUE SELLING POINTS / PROPOSITION

17 Aug

ADVERTISING & MARKETING UNIQUE SELLING PROPOSITIONS

Why they are so important to the advertising industry.

1. A good USP should be:
Only one sentence. Clearly written so that everyone can understand it.
Composed of benefits that are unique to your company or product.  The Unique Selling Proposition (also Unique Selling Point) is the Marketing”marketing concept
Examples Some good current examples of products with a clear USP are:

1. “Head & Shoulders: “You get rid of dandruff”
2.”Olay: “You get younger-looking skin”
3. “loreal: “Because you are worth it”
4. “Set Wet: “Very very sexy”
5. “Red Bull: “You get stimulation of body and mind”
6.     “Ronseal: “”exactly what it says on the tin
” BURGER KING = HAVE IT YOUR WAY
M&M: “Melts in your mouth, not in your hands.
”  Federal Express created one of the most famous USPs of all times when it said: “When it absolutely, positively has to be there overnight
“You’re in good hands with Allstate”
• Avis – We Try Harder”
• “Federal Express: When it absolutely, positively has to be there overnight  A very famous example comes from the automobile industry: when people hear “Volvo” they instantly identify it with “Safety”.
Some unique propositions that were pioneers when they were introduced:

Pizza”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
“FedEx: “Your package absolutely, positively has to get there overnight”     “M&M’s: “The milk chocolate melts in your mouth, not in your hand”
“Wonder Bread: “It helps build strong bones 12 ways”
The meaning of the term proposition is extended by some analysts to include the meaning content of units within the clause.
Example:   The tall, stately building fell is said to express propositions corresponding to the following:
•     “The building is tall.”
•     “The building is stately.”
•     “The building fell.”
The Domino’s Pizza USP is a good example of a Unique Selling Proposition that does all of these things:
“Fresh hot pizza delivered to your door in thirty minutes or less, guaranteed”
Your USP is the unique thing that you can offer that your competitors can’t. It’s your “Competitive Edge”. It’s the reason that customers buy from you and you alone.
USPs have helped many companies succeed. And they can help you too when you’re marketing yourself (when seeking a promotion, finding a new job or just making sure you get the recognition you deserve.) If you don’t have a USP, you’re condemned to a struggle for survival – that way lies hard work and little reward.

In developing your marketing message, it’s very helpful to develop a Unique Selling Proposition, or USP.  What is a USP? The USP very clearly answers the question, “Why should I do business with you instead of your competitors?”
The USP may be used repetitively in your marketing literature to build the customer’s or client’s identification of your company with your product or service.  There are two major benefits in developing the USP.
First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance.  For example, who do you think of when you hear the phrase, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed”?  Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn’t even promise the pizza tasted good.

How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?

Further interesting facts about advertising.

Myths and Facts about a Career in Advertising

1. Advertising is a service based industry that promotes ideas and products on behalf of their clients. It happens to be one of the major component and part of the marketing wing of a product or a service based company. It helps to establish a relationship between a product and a customer. And advertising promises a very happening and interesting career to a student aspiring to make career in it. Here some interesting facts related to career of Advertising is provided.

2. Advertising is generally looked our by advertising agencies that vary in size and scope. Some big companies have their own advertising departments to look into specialized areas like market research, film and video production.

3. Advertising generally have three basic purposes sales promotion, public relations and education. In sales promotion it persuades people to purchase a specific product or commodity. Public relation tends to create positive image for the company. And by education an advertiser influence social attitude on issues and topics of general concern and tell people about welfare schemes through public interests campaigns started by government or private organizations.

4. Basic eligibility for Advertising is having postgraduate courses so a person should be graduate with at least with minimum of 50 percent numbers. And admission to most of these courses occurs on the basis of entrance examination or an interview. Few colleges also offer BA courses in advertising.

5. Though advertising is a very honest profession yet it is considered by people by large as dishonorable profession due to the tendency or nature of selling something is involved with it. So people think that an advertiser tries to deceive other and sometime it is not considered as an honorable profession.

6.  Another interesting convention related to advertising career that it is filled with money and everyone into it can make six figure salaries. It is not true as many a number of people who entered into the career of advertising started from the very bottom and entered for free with minimum wages and simultaneously grow themselves towards the top of their career.

7.  Another misconception related to career of advertising is that it is indeed very hard to make a start in career of advertising. However, this doesn’t mean that you can not make into the advertising. Rather you would not get that prestigious assignment as on your first project. But if you are interested in making career for yourself than you should keep on making effort towards it.
And in the last do not go for those blossoming and always smiling characters from advertising world you see in a movie. Indeed, it is a field full of glamour and sometimes it becomes really a fun to create an advertising campaign. But anyhow you would have to work very hard to bring an ad campaign to final broadcast and publication.

This article was created by blueorangeasia advertising agency in Mayfiar London UK, Bangkok Thailand, Hong Kong, Vietnam, Singapore. One of the Top Creative Advertising Agencies in Europe and Asia.

Blue Orange UK in London England UK   www.blueorangeuk.com          

Level 1, Devonshire House, 1 Mayfair Place, London W1J 8AJ, United Kingdom

Email ideas@blueorangeuk.com

 

Blue Orange Asia in Hong Kong

The Hong Kong Club Building.  Suite 901 Level 9, 3A Chater Road Central Hong Kong

Email ideas@blueorangeasia.com

 

 

 

Blue Orange Asia in HCMC Ho Chi Minh City Vietnam  

Me Linh Point Tower 2, 6th & 7th Floor, 02 Ngo Duc Ke Street, District 1, Ho Chi Minh City

Email ideas@blueorangeasia.com

 

Blue Orange Asia in Yangon Myanmar

Office hub. Office@36th, No.129, 36th Street, Kyauktada Township, Yangon, Myanmar.

Email ideas@blueorangeasia.com

 

Blue Orange Asia in Singapore       

The Metropolis Tower 2. 11 North Buona Vista Drive, Unit #08-09, Singapore

Email ideas@blueorangeasia.com

ideas@blueorangeasia.com | www.blueorangesia.com | +66 (0) 2 231 2047

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You & your brand deserve the best. So shouldn’t you work with the best?

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