All Blog Posts Tagged 'USP' (7)

Is That Your Strategy?...Or Your Tactics?

I always find it interesting the number of so-called marketing ‘experts’ who don’t know the difference between a ‘strategy’ and a ‘tactic’.



These words get thrown around daily by folks who have read about them somewhere; or they've heard other self-proclaimed marketing ‘gurus’ use them, so they mimic those people...in lockstep, without questioning; and feel they’re using the ‘correct’ business buzz words.



A lot of buzz, and buzzing around...means nothing,… Continue

Added by Roy MacNaughton on August 14, 2008 at 5:31pm — 2 Comments

What’s Your Unique Selling Proposition?

Can you spout your USP off to someone in less than three sentences?



If you don't know what it is, or can't succinctly say it, you may want to give it some serious thought.



Formulating your 'USP' is the most important strategic marketing task you will ever do. Implementing it well is likely the second most important.



What exactly is the USP? I hear people using many different variations of it. I've even heard the USP to mean: unique selling… Continue

Added by Roy MacNaughton on June 26, 2008 at 12:43pm — 1 Comment

HOW TO BE A RESTAURANT MAVERICK

When you consider the number of restaurants and web sites out there all competing for the same set of scarce dollars, how in heck can you make folks come to or pay attention to yours?



The only way I know of is to differentiate yours from all the rest. Stand out in the crowd. This, of course, is much easier said than done. Today we live in a copy-cat world, where your competitors rush in to copy anything they see that is successful. This creates a ‘commoditized sea’ of sameness, which… Continue

Added by Roy MacNaughton on April 8, 2008 at 6:22pm — 6 Comments


Non-Operator
Unique selling points - vol. 2

See "Unique selling points - vol. 1"

I hear all the time from owners and operators that companies like Applebee’s are successful because of their big advertising budgets. I say “bull”. Applebee’s, for example, is successful because of it’s branding. It’s the effectiveness of their marketing that gives them their competitive advantage, not the number of…

Continue

Added by Brandon O'Dell on January 31, 2008 at 7:59am — 6 Comments

The Best Brand Is....You!

Recently, I wrote an article discussing the Unique Selling Proposition: its definition, its use and its penultimate importance in all aspects of marketing, no matter what business you’re in. In another article, I told the story of Julie’s Mansion, a wonderful restaurant I was studying as a young hospitality school student. I mentioned that Julie (Jules F., the owner) was an eccentric, flamboyant entrepreneur who knew how to differentiate himself with the public by using the…

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Added by Roy MacNaughton on January 25, 2008 at 7:18pm — 2 Comments


Non-Operator
Unique selling points - vol. 1

Excerpt from a post to an Indian restaurant owner:

A unique selling point stays away from claims about "better food" and "better service". Those are minimum expectations of your customers, not reasons to choose you over your competition. Sure, you may be able to get that very small market of people looking for Indian food by being the only Indian restaurant around, but you'll starve to death if you're depending on that market. Your market must be bigger and transcend your…

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Added by Brandon O'Dell on January 12, 2008 at 4:46pm — 2 Comments

You Are Your Own Brand: the Experience The Guest Enjoys...and Remembers...

When I was a young whippersnapper, attending classes at Ryerson University, what was then and still is called “one of the best hotel schools in North America", the marketing professor gave us an interesting, but quite challenging assignment.…



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Added by Roy MacNaughton on January 2, 2008 at 6:54pm — 2 Comments

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Restaurants may feel the pinch of pricier coffee later this year

Prices for arabica coffee futures hit a 26-month high amid a drought in Brazil, which produces a third of the world's coffee  -More

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McDonald's breakfast menu accounts for 25% of the chain's U.S.  -More

Easy ways to use 5 uncommon spring greens

As light, crisp greens arrive at farmers markets and grocery stores, chefs are finding creative ways to add them to spring me -More

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The National Restaurant Association has released three new DVDs that offer best practices in dealing with harassment and discrimination, customer service training, and the first of its kind video guide on the use of social media.

Yum! Brands Reports First-Quarter EPS Growth of 24% Excluding Special Items

China Division System Sales Increased 17% with Operating Profit Growth of 80%; Yum! Reaffirms Full-Year Guidance of at Lea

Souplantation & Sweet Tomatoes Certified As Nation's Largest 'Green' Restaurant Chain

National Group Salutes Country's Only Large Restaurant Group to be 'Certified Green Restaurants®'

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The National Restaurant Association and EatStreet have released a free educational guide focusing on online ordering and emerging restaurant technology trends.

Boyd's Coffee Launches Single-Cup Coffees For Retail And Foodservice

The coffees come in a variety of roast levels and include organic and Rainforest Alliance Certified™ options: French No. 6®, Red Wagon® Organic Coffee, Good Morning™, Hi-Rev® (delivers more caffeine), and Lost Lake™ Decaf Organic Coffee.

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TED TALKS VIDEO

TED: Hamish Jolly: A shark-deterrent wetsuit (and it's not what you think) - Hamish Jolly (2013)

Hamish Jolly, an ocean swimmer in Australia, wanted a wetsuit that would deter a curious shark from mistaking him for a potential source of nourishment. (Which, statistically, is rare, but certainly a fate worth avoiding.) Working with a team of scientists, he and his friends came up with a fresh approach — not a shark cage, not a suit of chain-mail, but a sleek suit that taps our growing understanding of shark vision.

TED: Michel Laberge: How synchronized hammer strikes could generate nuclear fusion - Michel Laberge (2014)

Our energy future depends on nuclear fusion, says Michel Laberge. The plasma physicist runs a small company with a big idea for a new type of nuclear reactor that could produce clean, cheap energy. His secret recipe? High speeds, scorching temperatures and crushing pressure. In this hopeful talk, he explains how nuclear fusion might be just around the corner.

TED: Sarah Lewis: Embrace the near win - Sarah Lewis (2014)

At her first museum job, art historian Sarah Lewis noticed something important about an artist she was studying: Not every artwork was a total masterpiece. She asks us to consider the role of the almost-failure, the near win, in our own lives. In our pursuit of success and mastery, is it actually our near wins that push us forward?

TED: Matthew Carter: My life in typefaces - Matthew Carter (2014)

Pick up a book, magazine or screen, and more than likely you'll come across some typography designed by Matthew Carter. In this charming talk, the man behind typefaces such as Verdana, Georgia and Bell Centennial (designed just for phone books -- remember them?), takes us on a spin through a career focused on the very last pixel of each letter of a font.

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