USP Template: Crafting a Convincing Marketing Message, Exams of Marketing

Download USP Template: Crafting a Convincing Marketing Message and more Exams Marketing in PDF only on Docsity! Unique Selling Proposition (USP) Guide and Template Planavia Marketing Planning Resources Planavia Live Marketing Plans What is a USP? Unique Selling Proposition/Point (USP), aka Unique Value Proposition (UVP), or Unmatchable Offer, or Brand Promise. The USP goes by many names these days but they all serve the same purpose and have only slight differences in format. The USP is the ultimate distillation of your product or service positioning into the form of a short statement, proposition, or promise. But unlike a positioning statement, a USP is meant to be seen and remembered by prospective customers. Your USP is the point where much of your strategy becomes tactical and may even be the single biggest influence on sales. Planavia Live Marketing Plans Product or Service Offering: Example: Our entire direct-to-consumer line Target Market Segment Name: Example: All consumers USP Template USP: Make sure it’s believable and compelling! Example: “Shoelaces and footwear accessories for colorful people” Format Examples: Benefit Alone “This is what you can expect when you buy our product.” Example: “Save money. Live Better.” (Walmart) Offering + Benefit “When you buy this product you will experience this.” Example: “The Ultimate Driving Machine” (BMW) Benefit + Target “The person who will receive this benefit is you.” Example: “To bring inspiration and innovation to every athlete in the world.” (Nike) Planavia Live Marketing Plans Action Items Now that you’ve crafted a USP, list specific places you will take begin to use your USP. Planavia allows you to connect your action items directly to campaigns and tactics. Planavia allows you to connect your marketing strategies directly to campaigns and tactics. ● Example: Homepage of our website as a main heading ● Example: In-store signage Planavia Live Marketing Plans It’s More Better with Planavia Visit Planavia.com to learn more about live marketing plans Planavia is now accepting applications to participate in the beta release and feedback program. It’s free! Want in? Go to Planavia.com Apply Now This template is a live strategy in Planavia where it can be easily connected to your campaigns and tactics, and shared with your entire team—better, right?