Selling Products: Creating a Unique Selling Point (UPS)

• 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

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.

Every product should have a Unique Selling Point. This is something which sets your product or service apart from your competitors' in the eyes and minds of your target audience. 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

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

Can you identify the product from the USP

Sainsbury’s - “Try something new Today” - USP = Variation and ChoiceMacDonalds - “I’m lovin’ it” - USP = Experience and TasteNike - “Just do it” - USP = QualityHeiniken - “Refreshes the parts others cannot reach” - USP =TasteHalifax - “Always giving you extra” - USP = ServiceBMW - “The Ultimate driving machine” - USP = QualityOlay - “love the skin your in” - USP = Protection and Care – QualityVelvet Tissue - “love your bum” - USP = QualityRed Bull - “Give you wings” - USP = ExperienceRonseal - “Does what it says on the tin” - USP = SimplicityPost Office - “For the little things that make the big things happen” - USP = Service

You see how all these communicate a USP?

Unique Selling Point

Advert Denotation Connotation Message behind the advert?

Adidas Trainers

Climbing Trainers

Nike Trainers

Advert for Adidas Trainers titled the ‘Shadow Ad’.

Advert for Climbing Trainers, ‘one’ in a series of three.

This advert is entitled ‘Sprinkler’.

Advert for Climbing Trainers, ‘two’ in a series of three.

This advert is entitled ‘Vent’.

Advert for Climbing Trainers, ‘three’ in a series of three. This advert is entitled ‘Light’.

An advert for Nike Trainers, entitled ‘Fast Forward’.

TASK:

• Copy the list of products into your book.• Next to each, write down what could be

the product’s USP.– Toothpaste– Bread– A pair of high heeled shoes– Hand and Nail Cream– Eye shadow– Underwear