Innovative start-ups with earth-shattering, game-changing products and services have marketing handed to them on a golden platter. But, most of us don’t have these differentials. This makes creating your UVP an exercise in creativity which encourages you to do some real thinking about your business and market.
- Your Target Sector
The first thing you need to do is identify is your target sector – that’s easy for builders or bakers, but far more difficult for someone like a videographer, who must decide if he (or she) is targeting their services for private functions, corporate events or social media use. These three targets all have different business and branding models. A videographer appealing to everyone will find it appeals to no-one. It is important you decide which sector you slot into to create a far tidier advertising campaign.
- Your customers
We have all seen that episode of the Apprentice where the project manager ignores the market research and berates his colleagues. They are likely to lose and get fired. Listening to your target audience is one of the most important aspects of your marketing strategy and creation of your UVP. Create a market research campaign, identify your target market and ask them clever, incisive questions. Be careful not to ask leading questions, but rather open queries that prompt a real thought process.
- Your competition
We all have competition, and it’s important you look at what they are doing. Some of it will be good and lots will be bad, but all is important, particularly their UVP. In most fields there is already a company or organisation that is known as the best, the lowest cost or the most efficient. Cadburys, Leonidas and Lindt are all extremely recognisable and reputable brands, but they all work on different UVPs – everyday, gourmet and luxury. Find your niche to create your UVP.
- The benefits you offer to customers
There is a famous marketing parable told by Claude Hopkins in his book My Life in Advertising and Scientific Advertising which tells of a marketing professional touring a brewery searching for inspiration on how to market a beer. He was fascinated by a process that sanitises beer bottles by steam. Despite this being true of every beer manufacturer, he cleverly used it as a UVP. His beer was marketed as being “so pure the bottles are washed in live steam.” Once his company had claimed this UVP there was very little his competitors could do without sounding petulant.
- Your UVP
Once you have identified your own UVP, ensure you know how it appeals to your consumers. Is it at an emotional or practical level – are you fulfilling a desire or a need? This knowledge will help guide your branding, and even pricing. Because once you know what you are aiming for you will have a far better understanding of how to appeal to your ideal customers.