Cartoon Characters Can Tell Your Story

This client sells a solution to a big problem for food manufacturers ... costly damage to valuable product during shipping. But, Locus-Traxx's amazing solution - a GPS powered monitoring system apropriately named "OVERSIGHT" - is so new that their potential customers don't even know they need it!

So, the Locus Traxx marketing director (a VERY smart guy!) asked us to tell a little story to get the point across: With OVERSIGHT you don't ever need to have another bad day! Here's the first in our series of "story ads" ...

Learn more about OVERSIGHT at http://locustraxx.com

New Media Merchandising: How To & Why To!

Learn about New Media Merchandising ... how you can brand your business and sell merchandise through social media campaigns. Click on each slide to get a close-up view and learn about the new way to go direct and how it can work for your business.

What’s your Unique Selling Proposition (USP)?

If you haven’t defined it yet, take a look at the definition of the term, written in Rosser Reeves in his 1960 book, Reality in Advertising:

"Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: Buy this product, and you will get this specific benefit.

The proposition must be one that the competition either cannot, or does not, offer. It must be unique – either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.

The proposition must be so strong that it can move the mass millions (i.e., to pull over new customers to your product)."

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312.929.4882

Own It! The Defining Attribute of Your Unique Selling Proposition (USP)

That one special distinctive feature or characteristic is what you want to define. What’s unique about your product is the attribute you want to promote. It cannot be the same as your competitor’s – your must own it. Adopt the complete opposite attribute from your competitor if what first comes to mind is already “owned.” Your defining attribute cannot be similar because it will simply be second best.

Keep it simple and benefit oriented. Find that one word or benefit that sums up your special attribute. And, as some attributes are more important to customers than others, try to “own” the most important one.

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312.929.4882

A Few Simple Words About Differentiation

When differentiating your brand, keep it simple. Zero in on the one most powerful differentiating idea and drive it home. Help the consumer to immediately see how simply you’ll solve their problem. Your concept must make sense, be something your competitors cannot claim, and be easy to grasp without complex analysis. Find a fit with your customers’ perceptions.





info@measuredmktg.com


312.929.4882

4 Steps to Constructing a Unique Selling Proposition (USP)

1. Identify The Differentiating Idea – Identify what separates you from your competitors; it doesn’t have to be product related. Figure out your difference and then turn it into a benefit for your customer.
2. Use It In Context – Understand the perceptions of both your product and your competitor’s product. Consumer perceptions are what matter and you need to know what they are. Your messaging has to make sense in the context of those perceptions.
3. Offer Your Credentials – You should be able to demonstrate a difference, providing proof of your claims. Your differentiating idea must be convincing and believable.
4. Tell Us Your Difference – Communicate your difference in everything you do, from business cards to packaging, and presentations to advertising. Perception is everything so get the word out.

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312.929.4882

Being Different is Important! Differentiate.

When consumers choose among their options they base decisions on implicit or explicit differences. Science tells us that memory is enhanced when something can be intellectually appreciated. So, if you can take a product and tie it to strongly differentiated differences, you will help the consumer remember your product and give them a reason to choose it.



info@measuredmktg.com

312.929.4882