Artikel ini muncul dalam Pembuat Tanda Berilustrasi.
Oleh Jim Hingst
Mengapa
should anyone choose your sign shop rather than your competitors’ shops? As a
marketer, this is the first question that you should ask yourself? If you can’t
articulate your company’s unique product differential, you are leaving your
chances for success up to chance.
should anyone choose your sign shop rather than your competitors’ shops? As a
marketer, this is the first question that you should ask yourself? If you can’t
articulate your company’s unique product differential, you are leaving your
chances for success up to chance.
Mungkin
your prospects walk through your shop door because they see your shop, while
driving past it. Or maybe your company was listed in an internet search.
Perhaps someone mentioned your shop in passing. These are hardly world-sharing
marketing advantages.
your prospects walk through your shop door because they see your shop, while
driving past it. Or maybe your company was listed in an internet search.
Perhaps someone mentioned your shop in passing. These are hardly world-sharing
marketing advantages.
Di sebuah
competitive sales situation, you are often relegated to selling price without a
unique selling proposition or USP. Without a product differential, your
products and services are no better than commodities. That makes realizing healthy
profit margins difficult if not impossible.
competitive sales situation, you are often relegated to selling price without a
unique selling proposition or USP. Without a product differential, your
products and services are no better than commodities. That makes realizing healthy
profit margins difficult if not impossible.
Menemukan
and defining your USP is not an easy job. It requires significant soul
searching. Unfortunately, most shop owners give little thought to how they will
differentiate their business from the others.
and defining your USP is not an easy job. It requires significant soul
searching. Unfortunately, most shop owners give little thought to how they will
differentiate their business from the others.
If
you examine how your competitors describe their business, you will likely read
a number of tired and trite clichés:
you examine how your competitors describe their business, you will likely read
a number of tired and trite clichés:
●
Komitmen terhadap Layanan
Komitmen terhadap Layanan
●
First Choice for Quality and Value
First Choice for Quality and Value
●
Guaranteed Lowest Prices
Guaranteed Lowest Prices
●
Dedicated to Professionalism
Dedicated to Professionalism
Yang
business isn’t committed to service? What shop doesn’t sell quality products?
Don’t all companies have low prices? None of these statements is compelling
enough for any customer to choose one business over another. If you are not
different from the other guys, you have nothing.
business isn’t committed to service? What shop doesn’t sell quality products?
Don’t all companies have low prices? None of these statements is compelling
enough for any customer to choose one business over another. If you are not
different from the other guys, you have nothing.
Terkadang
a great USP can fall into your lap, even if your product or service is
unremarkable. This happened to me, when I worked as a product manager for an
application tape manufacturer.
a great USP can fall into your lap, even if your product or service is
unremarkable. This happened to me, when I worked as a product manager for an
application tape manufacturer.
Kredensial mikro
product line had to overcome some significant disadvantages. The biggest
obstacle to surmount was that the company had come late to the party. They had
no base of customers in the graphics market and little understanding of the
sign and screen print industries. By comparison, the two competitors were
powerhouses, with long histories in the market and were well established.
product line had to overcome some significant disadvantages. The biggest
obstacle to surmount was that the company had come late to the party. They had
no base of customers in the graphics market and little understanding of the
sign and screen print industries. By comparison, the two competitors were
powerhouses, with long histories in the market and were well established.
Kedua
of these competitors manufactured very good products, had good name recognition
and had experienced sales teams, which had established networks of dominant
distribusi.
of these competitors manufactured very good products, had good name recognition
and had experienced sales teams, which had established networks of dominant
distribusi.
company that I worked for had none of these advantages. The company, though,
did manufacturer a product that was different. No one, however, realized the
significance of that difference.
Untuk
solve a technical issue, my employer had started to prime the paper before
adhesive coating. The acrylic primer used allowed the user to tear the paper
cleanly with no adhesive strings.
solve a technical issue, my employer had started to prime the paper before
adhesive coating. The acrylic primer used allowed the user to tear the paper
cleanly with no adhesive strings.
Memiliki
worked in production for a graphics provider and as a truck graphics installer,
I recognized how annoying it could be if you tried to tear or cut application
tape and had to contend with adhesive legging. Voila! I instantly realized that
I had a new product name and my USP.
worked in production for a graphics provider and as a truck graphics installer,
I recognized how annoying it could be if you tried to tear or cut application
tape and had to contend with adhesive legging. Voila! I instantly realized that
I had a new product name and my USP.
I
named the product “PerfecTear”. My USP was “PerfecTear tape tears cleanly with
no stringy adhesive. At the time, PerfecTear was the only application tape
using a primer. That feature provided other benefits to the sign maker that I
could use on advertising and in sales presentations. The primer and adhesive
used prevented blocking and allowed the tape to unwind easily. The primer also
anchored the adhesive to the paper facestock so if adhesive touches adhesive,
the tape pulled apart easily without damage to the graphic. For those sign
makers, who performed wet applications, the adhesive stayed on the paper
instead of delaminating and leaving a gluey mess.
named the product “PerfecTear”. My USP was “PerfecTear tape tears cleanly with
no stringy adhesive. At the time, PerfecTear was the only application tape
using a primer. That feature provided other benefits to the sign maker that I
could use on advertising and in sales presentations. The primer and adhesive
used prevented blocking and allowed the tape to unwind easily. The primer also
anchored the adhesive to the paper facestock so if adhesive touches adhesive,
the tape pulled apart easily without damage to the graphic. For those sign
makers, who performed wet applications, the adhesive stayed on the paper
instead of delaminating and leaving a gluey mess.
Untuk
emphasize my USP in trade magazine advertising, I used photographic proof. One
picture showed our tape tearing cleanly. Another picture showed a competitor’s
tape tearing with stringy adhesive. To add some dramatic effect, I took the
photo with a black background. To highlight the adhesive strings, I sprayed
them with spray adhesive and backlit them.
emphasize my USP in trade magazine advertising, I used photographic proof. One
picture showed our tape tearing cleanly. Another picture showed a competitor’s
tape tearing with stringy adhesive. To add some dramatic effect, I took the
photo with a black background. To highlight the adhesive strings, I sprayed
them with spray adhesive and backlit them.
In
addition to advertising, the USP provided me with a product differential that I
could use in demonstrations at tradeshows. Within five years, sales for my
product line quadrupled. Best of all, a competitor noticed my success and hired
saya.
addition to advertising, the USP provided me with a product differential that I
could use in demonstrations at tradeshows. Within five years, sales for my
product line quadrupled. Best of all, a competitor noticed my success and hired
saya.
If
you haven’t already done it, your challenge is to discover and define your USP.
As a business, what do you stand for that would compel prospective customers to
do business with you? As a company, what value do you provide that
differentiates you from your competitors?
you haven’t already done it, your challenge is to discover and define your USP.
As a business, what do you stand for that would compel prospective customers to
do business with you? As a company, what value do you provide that
differentiates you from your competitors?
Sekali
you have decided upon your shop’s USP, you need to develop a plan for
delivering your message on your website, in social media and in your
advertising. If your unique selling proposition centers around a concept that
you can dramatically transform a company’s identity, you need to demonstrate
that in your messaging. One way you can do that is to show before and after
pictures of a company’s signage, fleet graphics or interior store graphics.
Another way is to develop testimonial stories about your customers, explaining
how your shop designed and implemented new identity programs.
you have decided upon your shop’s USP, you need to develop a plan for
delivering your message on your website, in social media and in your
advertising. If your unique selling proposition centers around a concept that
you can dramatically transform a company’s identity, you need to demonstrate
that in your messaging. One way you can do that is to show before and after
pictures of a company’s signage, fleet graphics or interior store graphics.
Another way is to develop testimonial stories about your customers, explaining
how your shop designed and implemented new identity programs.
Untuk
support your marketing claims, you can present statistics showing how your
programs affected your customers’ business by increasing store traffic or by
improving sales and profits.
support your marketing claims, you can present statistics showing how your
programs affected your customers’ business by increasing store traffic or by
improving sales and profits.
Hari ini
you have a number of media channels, which can help deliver your message. Many
of these platforms are low cost, such as email marketing, social media and your
website. Stories about satisfied customers are powerful because people believe
in the written word. Equally important are the messages that you deliver in
video clips, in which a satisfied customer relates his personal story.
you have a number of media channels, which can help deliver your message. Many
of these platforms are low cost, such as email marketing, social media and your
website. Stories about satisfied customers are powerful because people believe
in the written word. Equally important are the messages that you deliver in
video clips, in which a satisfied customer relates his personal story.
storyline could begin with the customer describing a problem or challenge
facing his business. This set up leads to the solution in which the customer
explains how the new graphics program was developed and executed. To conclude
this testimonial, the customer describes what impact the program had on the
company’s business and the uplifting effect it had on employee attitudes. A
testimonial is one type of storytelling device that you can use to support your
proposisi penjualan yang unik.
Setelah
defining your USP, you must project what differentiates your shop from others
consistently in your corporate imagery and in the messaging in your advertising
and marketing materials to your target
markets, community and your employees.
defining your USP, you must project what differentiates your shop from others
consistently in your corporate imagery and in the messaging in your advertising
and marketing materials to your target
markets, community and your employees.
Discovering Your USP
Semua orang
and every business is unique and special in some way. Recognizing what makes
your business special is usually difficult for business owners to realize.
Often an outsider, who knows you and your
business well, can more easily identify and articulate your differentials
better than you can. That’s why, you might consider asking a trusted friend for
help in defining your USP.
and every business is unique and special in some way. Recognizing what makes
your business special is usually difficult for business owners to realize.
Often an outsider, who knows you and your
business well, can more easily identify and articulate your differentials
better than you can. That’s why, you might consider asking a trusted friend for
help in defining your USP.
Awal
in my marketing career I was assigned to create a sales brochure for a plastics
molding company on the Southside of Chicago. Upon first touring the facility,
the manufacturing plant seemed unremarkable at best. In fact, the interior
presented a grim picture of an aging industrial setting.
in my marketing career I was assigned to create a sales brochure for a plastics
molding company on the Southside of Chicago. Upon first touring the facility,
the manufacturing plant seemed unremarkable at best. In fact, the interior
presented a grim picture of an aging industrial setting.
president of the company, George, viewed his plant through very different eyes.
He didn’t see an assortment of grey, grease-covered old equipment. George had built his company from the ground
up and was proud of his array of various types of compression and injection
molding machinery that he had collected in his 35 years of business.
Apa
George did not realize was that his business was more than machines. All of his
competitors had machines, too. After spending time with his employees, they
explained what made their company remarkable. It was George himself. When you
bought from their plastics molding company, you bought 35 years of George’s
experience in engineering and producing difficult jobs that other companies
could not produce.
George did not realize was that his business was more than machines. All of his
competitors had machines, too. After spending time with his employees, they
explained what made their company remarkable. It was George himself. When you
bought from their plastics molding company, you bought 35 years of George’s
experience in engineering and producing difficult jobs that other companies
could not produce.
Malah
of featuring machinery, we decided to feature George. He was the company’s unique
selling proposition: if you have a plastics molding problem, call George. His
35 years of experience made impossible jobs possible.
of featuring machinery, we decided to feature George. He was the company’s unique
selling proposition: if you have a plastics molding problem, call George. His
35 years of experience made impossible jobs possible.
On
the cover of the brochure, we used a picture of George, who looked like Lee Iacocca. To keep George happy, the
machinery was in the distant background. As company president, George wore a
white shirt and tie, but his sleeves were rolled up as his elbows rested on
bags of plastic pellets. The image that he projected was friendly, down to
earth, experienced and approachable.
the cover of the brochure, we used a picture of George, who looked like Lee Iacocca. To keep George happy, the
machinery was in the distant background. As company president, George wore a
white shirt and tie, but his sleeves were rolled up as his elbows rested on
bags of plastic pellets. The image that he projected was friendly, down to
earth, experienced and approachable.
narrative of the brochure supported the theme that George could make the
impossible project possible. A selection of stories explained how George
produced difficult jobs that his competitors could not produce. These were the
stories that the employees told about their boss. George’s 35 years of problem
solving was why a prospective buyer should buy from his shop instead of another.
Berikut
my point. If you are having difficulty defining what makes your shop unique and
special, you may not see the forest for the trees. You probably need a fresh
set of eyes that see you for who you are.
my point. If you are having difficulty defining what makes your shop unique and
special, you may not see the forest for the trees. You probably need a fresh
set of eyes that see you for who you are.
baik
Semoga Beruntung Menjual!
Semoga Beruntung Menjual!
Tentang Jim Hingst: Menandatangani otoritas bisnis pada bungkus kendaraan, grafis vinil, sablon, pemasaran, penjualan, daun emas, ukiran kayu, dan lukisan.
Setelah Setelah empat belas tahun menjadi Manajer Pengembangan Bisnis di RTape, Jim Hingst pensiun. Ia terlibat dalam banyak aspek bisnis perusahaan, termasuk pemasaran, penjualan, pengembangan produk, dan layanan teknis.
Hingst memulai kariernya 42 tahun lalu di bidang seni grafis dengan membuat dan memproduksi materi iklan dan promosi untuk produsen peralatan uji besar. Bekerja untuk percetakan offset, percetakan layar format besar, produsen film vinil, dan perusahaan pita aplikasi, pengalamannya meliputi estimasi, perencanaan produksi, pembelian dan produksi seni, serta penjualan dan pemasaran. Dalam kapasitasnya sebagai tenaga penjual, Hingst diakui dengan berbagai penghargaan atas prestasi penjualan.
Dengan mengandalkan pengalamannya dalam produksi dan sebagai subkontraktor pemasangan grafis, Hingst memberikan saran praktis kepada industri, dengan menerbitkan lebih dari 190 artikel untuk berbagai publikasi, seperti Signs Canada, SignCraft, Signs of the Times, Screen Printing, Sign and Digital Graphics, dan Sign Builder Illustrated. Ia juga mengunggah lebih dari 500 cerita di blognya (hingstssignpost.blogspot.com). Pada tahun 2007, buku Hingst, Vinyl Sign Techniques, diterbitkan. Teknik Tanda Vinyl tersedia di distributor perlengkapan tanda dan di Amazon.
© 2019 Jim Hingst, Semua Hak Dilindungi Undang-Undang.
