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I. Buy this brand; get this benefit. II. No other brand can or will deliver this benefit. III. You actually want this benefit. We agree with I and III. We do not agree, however, with Reeves's idea that all ads should promise the same benefit. People buy brands for a variety of
personal emotional reasons. There can be no unique buying reason,
so there can be no unique selling reason.
Moreover, any brand that wins a huge share of market based on one benefit
will surely attract competitors offering the same benefit. |
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Some customers may think your brand is way cool. Others may appreciate its reliability, or taste, or some other tiny nuance that's important only to them. Ask 100 unique customers why they buy your brand and you'll likely get multiple buying "reasons" some of which may be at odds with each other. MSP - MULTIPLE SELLING PROPOSITIONS MAKE MORE SENSE THAN USP. |
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"How to Create A Genius" ran in magazines such as Parents, and described the way language learning expands the brain capacity of any child. It appealed to Moms, mostly, who wanted to get their kids ready for Harvard early. The other ad ran in general interest magazines and suggested that learning Spanish would be more fun and much easier at age 2 to 6 than waiting until High School. It appealed to Dads, mostly, who wanted to do something nice for their kids. Both ads set benchmark response levels in their respective magazine categories. The ads don't look like each other. There is no USP common to both. Our "Click the Dice" radio campaign for IT Job Board Dice.com addressed multiple mindsets in the Information Technology arena. The only common theme was, in fact, the themeline. |
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Direct Response is one of the few genres of advertising in which advertisers routinely test several executions, choose the one that gets the best overnight results, then run that Control over and over until it finally burns out. Here's a more constructive idea. Plot your Optimum Effective Frequency range on a good benchmark station or destination program. (METHOD). If you've been running the same Control for weeks or months, go back to your media plans and response logs and do the arithmetic. Find the center digit in the OEF range. Run that many spots in your rollout. Example: OEF = 3.3 to 6.5. The middle digit is 5. Run 5 different spots. Try to address different mindsets or need states. Defuse any "Yeah, buts..." that turn up in your Brand Resistance Survey. Offer different meaningful benefits (USP I and II). Don't worry about being unique. Do try to cover the emotional waterfront, so to speak. Multiple Selling Propositions keep your brand image lively and fresh, help prevent burnout, and give everyone in your media audience different reasons to call or click. |
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