Thread: Introduction To Direct Marketing
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Old December 20 '09, 01:42 PM (#6)
smoseley is offline
smoseley
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Regarding USP, it's important that before you begin creating a USP, you first define your company's PODs (Points of Difference), as well as Points of Parity.

Points of Parity are the ways in which your company is similar to competition - they help prove that you are at least on par with the competition in certain areas.

Points of Difference define the ways in which you exceed or differ from the competition.

Unique Selling Proposition is a message that states how your Points of Parity and Difference make you a better all-around package than the competition.


Let's take the pizza shop for example.

There are two high-end Italian pizzerias within 100 feet of my office (across the street from each other). Fratelli Milano had been there for 4 years, and was a preferred lunch destination for a lot of attorneys and businessmen in downtown Miami.

Ecco Pizzateca+Lounge then appeared about 6 months ago, and has been taking a lot of Fratelli Milano's business, through marketing and branding.

Their Points of Parity:
  • Fratelli Milano makes fresh, gourmet Italian food?
    So does Ecco.

  • Fratelli Milano has great-tasting cuisine in the price range of $8.00 to $16.00?
    So does Ecco.

  • Fratelli Milano has a wood-fire brick oven for pizza?
    So does Ecco.

  • Fratelli Milano has quaint sidewalk seating?
    So does Ecco.

Their Points of Difference:
  • Fratelli Milano is a small, cheaply furnished location.
    Ecco has a large, 2-floor space and spent a lot of money decking it out with refinished antique furniture mixed with modern architecture (VERY hip looking).

  • Fratelli Milano is only open for lunch, M-F.
    Ecco is open for dinner, as well. Fratelli Milano only serves wine or beer. Ecco has a full bar and liquor license, and serves mixed drinks, as well.

  • Fratelli Milano offers nothing other than food.
    Ecco's 2nd floor doubles as a night-club on weekend late-nights. Ecco also sponsors a lot of cool events like Miami Music Festival, Art Basel, etc.

  • Fratelli Milano's servers are mostly Latin.
    Ecco's servers are mostly Italian (from Italy).

Ecco's USP - "Authentic Italian food PLUS the lounge experience" (To view the link you have to Register. Fratelli Milano doesn't even have a website.
Last edited by smoseley; December 20 '09 at 01:47 PM.
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