DO YOU USE YOUR USPs?

 

You’ve probably heard the phrase ‘unique selling proposition’ – USP. For some companies it’s the centre of how they operate, for others you may not have ever considered it. Some of you may be thinking it doesn’t apply to me – I’m not big enough; while others haven’t referred to or thought about it for some time. Either way, in tough times, it should become your major focus.

 

Simply put, your USP is what differentiates you from your competitors. It makes you stand out from the rest in a positive way. It should be something that your competition isn’t doing or can’t do. It can apply to your products, service or your company and how you do business with your suppliers, internally with staff, and your end customers. Larger companies may have more formal marketing plans that play off these, however all companies should make it their focus.

 

If you’re not sure what your USP is you need to step back and walk in the shoes of your clients – this perspective should highlight why they buy from you. From here you need to look at the total marketplace offering, both in product/service and your competitors. As an example, here are some thoughts to give you some direction to look at your USPs:

 

• Did you design it yourself?
• Is it made in Australia?
• Is it an exclusive product?
• In what way is it innovative or saves time/cost over other products?
• Does it have a guarantee?

 

Evaluate what other options exhibitors and visitors have, as these will differentiate you over time. What impact in efficiencies or dollars does it have? From the objectives you have set for the exhibition how are you incorporating your USPs into the exhibit?

 

At an exhibition your USP plays an important role connected to the memorability of your product/service and therefore company, for up to 12 months. It should also play a role in the use of the five senses as this will underline your point of difference and have a long term effect with visitors. Be sure this is also linked back to your exhibition objectives so you can track them and evaluate them properly.

 

It also needs to link back to the display and core message in signage, media, advertisements – in fact – everything you do around the exhibition so that all understand the value of your USP, why you’re different and why they should be buying from you.

 

Remember the newsletter where we talked about ‘Benefits versus Features’? This is the very focus on which benefits need to shine through and demonstrate how they matter to your customer.

 

Companies sometimes make the mistake of dropping or swapping from their USP especially if they don’t get an instant result. Your USP isn’t a quick trip, it’s a journey that will endure and separate you over time that needs investing in.

 

IN A NUT SHELL:

 

Remember to watch the market and keep testing your USP so that you have the point of difference.

 

See you on the floor.