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…

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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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When he was young, artist Shih Chieh Huang loved taking toys apart and perusing the aisles of night markets in Taiwan for unexpected objects. Today, this TED Fellow creates madcap sculptures that seem to have a life of their own—with eyes that blink, tentacles that unfurl and parts that light up like bioluminescent sea creatures.

TED: Nikolai Begg: A tool to fix one of the most dangerous moments in surgery - Nikolai Begg (2013)

Surgeons are required every day to puncture human skin before procedures — with the risk of damaging what's on the other side. In a fascinating talk, find out how mechanical engineer Nikolai Begg is using physics to update an important medical device, called the trocar, and improve one of the most dangerous moments in many common surgeries.

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