Introduction to USP:GCSE Media
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The document defines a unique selling point (USP) as something that makes a product attractive to potential customers by suggesting a specific benefit that competitors do not offer. Creating a strong USP is important because without one, a product will not stand out and consumers will only compare options based on price. A good USP should uniquely position a product and be compelling enough to attract new customers. The document provides examples of well-known USPs and asks the reader to identify products based on their USPs. It emphasizes that an effective USP singles out a product from competitors in a way that appeals to consumers.
Introduction to USP:GCSE Media
- 1. Selling Products: Creating a Unique Selling Point • AIM: To define the term Unique Selling Point, in relation to advertising. • Objectives: – Definition of the term – Analysis of its use in advertising – Creation of a unique selling point
- 2. Unique Selling Point • Creating a unique selling point for your product is about making it attractive to potential customers. • Each advertisement must suggest to the customer: "buy this product, and you will get this specific benefit." • Ideally, the suggestion will be unique - something that competitors do not, or will not, offer. • It must be strong enough to pull new customers to the product.
- 3. If you don't have a USP then: • Your product will be just another 'also ran' • Your audience will tend to compare your offering with others purely on price • You will have no clear competitive edge, and there will be no outstanding reason for consumers to consider buying from you. Unique Selling Point
- 4. Can you identify the product from the USP 1.“Try something new Today” 2.“I’m lovin’ it” - USP = Experience and Taste 3. “love the skin your in” – 4.Velvet Tissue - “love your bum” - USP = Quality Red Bull - “Give you wings” - USP = Experience 5. “For the little things that make the big things happen” - Unique Selling Point 1. Sainsbury’s - USP = Variation and Choice 2. MacDonalds - USP = Experience and Taste 3. Olay- - USP = Protection and Care – Quality 4. Velvet Tissue - USP = Quality 5. Post Office-USP = Service
- 5. Advert for Adidas Trainers titled the ‘Shadow Ad’.
- 6. Product USP (Message behind the advert?) Possible Target Audience Appeal?: Think – personality type, character, attitude, lifestyle, Adidas – Shadow
- 8. iPhone 5 vs Samsung 4
- 10. Product USP (Message behind the advert?) Possible Target Audience Appeal?: Think – personality type, character, attitude, lifestyle, Adidas Original Nike Retro iPhone Samsung 4 Aston Martin BMW 6 Series Jaquar XF
- 11. TASK: • Copy the list of products into your book. • Next to each, write down what could be the product’s USP. – Toothpaste – Sun glasses – Hand and Nail Cream – Game console – MP3 Player
- 12. So, what makes a killer USP? • It should single you out from the opposition in just a few words • It will often have the words "the only.." or "no- one else can.." • It will be a proposal that will appeal to your consumers • It is often reinforced by the slogan Unique Selling Point
Editor's Notes
- #3: USP USP stands for Unique selling point (or unique selling proposition). To market a business or product successful it is always important to establish what its unique selling points are. What makes it different form the rest. Maybe you are cheaper, maybe your product is of a better quality, maybe it has features that other products don’t, maybe in the context of the fashion example mentioned above it is classier than the competitors. USP’s do not have to be real – some can be apparitional. This is part of branding – the messages and the persona which surrounds your company or product. Find out more about Unique Selling Propositions / Points from Wikipeadia.
- #4: For example pick up your nearest fashion magazine. Check out an advert by Calvin Klein, Armani or Dolche and Gabriana. More often or not it will be a black and white photo with their logo in the bottom left. That photo you are looking at is not just a photo. It is a message. It has been painstakingly been chosen from possibly thousands of potentials. The model, the pose and the cloths are all directed to send a message. Don’t let the casual smile, the slightly tilted camera angle and the over exposure in the top left corner fool you into believing its just been slapped on. Its not. My point is this. Not only will it look good but it will have purpose - it will have a message which you may not be able to see straight off but your subconscious will. If its directed at you, you will like it, you will then be influenced when shopping the next day in town.
- #5: Taglines USPs can be communicated in many different ways. Visually or typographically - or both. The trend I wish to briefly look at however is the specific inclusion of USP’s in taglines. Taglines are those supporting sentences, often displayed with a logo. These are there to communicate in a minute amount on time a unique selling proposition. Why should I deal with these guys? Why should I buy this product? A good tagline in my view does this and we see that this is the case with many of the large brands. For example: