A number of businesses currently use the concept of a “Unique Selling Proposition USPs as the basis for their marketing campaigns. The USP concept is to present products and services as different as or better than the competition
There are not many one-of-a-kind businesses which makes this is an effective sales strategy to persuade customers to switch brands to your product or service.
In 2010 at the “Masters of Marketing conference given by the Association of National Advertisers (ANA); Global Marketing Officer of Proctor and Gamble, Mark Pritchard presented the new marketing concept of P&G as purpose-driven marketing, (PDM).
P&G is known as a master of marketing on a global scale and has stated they are moving away from the “selling products business to the business of improving life" as the definition of purpose-driven marketing. Purpose-driven marketing (PDM) in a data-driven, digital advertising world addresses the demand side platform of marketing.(DSP)
They present five key elements of purpose-driven-marketing…
- Defining Purpose ~ how your brand touches and improves lives
- Reinforcing The Brand's Core Benefit ~ reinforces the core benefit or the Soul of the brand” (does your brand have a soul?)
- Serving People With Brands ~ deliver benefit shifting from marketing to serving
- Insights on People ~ know who you serve by learning everything there is to know about your target customer.
- The Big Idea ~ that lifts the brand and makes it relevant in people lives.
Keeping these purpose driven concepts in mind and adding them to your tools for marketing can help you to make yourself stand out as a business by designing a campaign that is manageable and can be duplicated.
Know your purpose for being in business by learn who your target customer is and what their needs are. Incorporate the purpose-driven concept to add another dimension of your marketing campaign.
Follow up with prospects with holiday cards or thank you cards and offer incentives to get feedback and referrals from customers with contests and surveys. Use social networking sites to increase visibility by creating unique groups based on your target market and use buzzwords that are appropriate for your product or service.
Write articles for trade journals, newspapers, and other publications that reach your audience to add to your credibility.