From USP to ESP in Ten Steps

From USP to ESP InTEN not-so-easy steps

FESMARKETING

Step 1. Remember who owns your brand Your brand is owned by your customers and not your ‘marketing’ department.

Your brand is what your customers think you are!

FESMARKETING

Step 2. Create a long term strategy If you have no strategy will get no results

FESMARKETING

Step 3. Differentiate And focus only on one or two key features.

And avoid trying to sell everything to everybody

• Segment • Target • Position

FESMARKETING

Step 4. Focus on Emotions Move from Unique Selling Propositions to Emotional Selling Propositions!

Become an emotional brand Create a story...

FESMARKETING

Step 5. Tell a Story Storytelling is the most powerful way of communication.

In a visual world, words can be more powerful than images.

FESMARKETING

Step 6. Content Emphasis on the Production of relevant content Inspire people to create their own content User Generated Content (UGC) are new Ads. But use only relevant content And communicate only what interests your audience

From push to pull strategies

FESMARKETING

Step 7. Embrace digital Digital marketing is not an option...

Social media is not a trend...

In times of scarcity, Big ideas replace Big budgets

The Challenge: How to communicate a Relevant message to a fragmented audience in a saturated environment with limited resources?

FESMARKETING

Step 8. User Generated Content Use messages from the consumer Get them to relate their personal experiences Focus on engagement Change from marketing execs to content execs!

FESMARKETING

Step 9. Engage & Empathise

(don’t do a Thomas Cook...)

FESMARKETING

10. Be Creative!

FESMARKETING