A Short Article by Business Video Guru, Stu Marks
This article is targeted towards any web video user who is new to general marketing practices. There are no new ideas in this article. It is meant as a general help to those who need it.
The pattern for successful marketing safely rests in the giants like Burger King, McDonald's and Chick-fil-A. Why do they not engage in massive, reinvention of their public facing image on a regular and frequent basis? Because things that work—things that made you big, like where you are now, are dangerous to walk away from.
If you have not found that sweet spot; that public facing image that best explains what you are about, then you are still dealing with your Uniqueness. Your USP (Unique Selling Points) are what makes your business distinguishable from your competitors, while (even more importantly) creating a profile that invites new and old customers to trust you in your arena. Once you have arrived at this USP profile, it is dangerous to keep changing it in large fashion.
Here are some tips towards managing your Public Facing Profile for long term success.
Create a profile that allows for small changes while maintaining your main thrust and feel. Change the sub text while keeping the main logo intact. McDonald's used to state how many billion burgers have been served. They went along for years changing the value, then they dropped it all together. For years now, they have carried the tune, “I’m Lovin’ it”. The big, golden arches have only changed a very small number of times in their finite design, but they are still recognizably The Big Golden Arches.
Identify something uniquely yours that would be difficult for competitors to both copy and excoriate. Or, create a viable new label for an industry wide function that makes your version of it unique. Your competition can either ignore your new title or copy it. Either way, you win. At some point you have to just let them do and say what they are going to do and say, but don’t make it easy for them. The classier businesses pretty much ignore much of their competitors and simply double down their message on what their company does best and better than anyone else. Right now Uniroyal Tire carries the sub logo statement, “For Everything You Value.” This promotes both Safety and Value, along with making the connection with family and expensive assets. It would be difficult for Firestone to emulate the same message without appearing to be copying. Copying is usually bad if the message is perceived as too close to who had it first.
Your uniqueness MUST carry a valuable message that represents a tangible value that is reachable immediately to the buyer—something realistic and believable. Some claims are so grand and tangibly unidentifiable that they are virtually valueless; too grand equals unreachable and unbelievable. It makes no difference whether the value you are presenting is saving money, experiencing great flavor or style, or simply protecting your family or providing them with the best available "X". The value must be attainable sooner rather than later.
Another tip here, be real, be honest. If your company is not the best at customer service in the area and it’s easily proven such by recent failures, avoid stating that yours is the best customer service in town. Best work on that for a while before making it an issue publically. Pick something that you HAVE attained or designed and improved, and feature that.
EZWebPlayer’s main thrust has always been for a rich feature set for small to medium sized business partnerships. No other web video host even comes close to competing with us in this arena. We did well at choosing our USP for public consumption. And the loyalty of our long term core customers proves that.
In order to try out EZWebPlayer's free trial (no credit card needed), click here.
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