From USP to ESP InTEN not-so-easy steps
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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!
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Step 2. Create a long term strategy If you have no strategy will get no results
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Step 3. Differentiate And focus only on one or two key features. And avoid trying to sell everything to everybody
• Segment • Target • Position
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Step 4. Focus on Emotions Move from Unique Selling Propositions to Emotional Selling Propositions!
Become an emotional brand Create a story...
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Step 5. Tell a Story Storytelling is the most powerful way of communication. In a visual world, words can be more powerful than images.
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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
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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!
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Step 9. Engage & Empathise
(don’t do a Thomas Cook...) FESMARKETING
10. Be Creative!
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