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Изключително предложение за продажба Изключително (уникално) предложение за продажба (на английски: Unique Selling Proposition или Unique Selling Point, абревиатура: USP) представлява маркетингова концепция, която е предложена като теория, изясняваща специфичен модел, характерен за някои успешни рекламни кампании в началото на 1940-те. Според тази теория въпросните кампании са направили уникални предложения на клиентите, с което са ги убедили да преминат към тяхната марка. Днес много компании използват USP като основа на своите маркетингови кампании. Определение[редактиране | редактиране на кода] В своята книга „Реалността в рекламата“ (Reality in Advertising) Росър Рийвс (Rosser Reeves), председател на управителния съвет на Ted Bates & Company, дава точното определение според разбирането и прилагането му в неговата компания: - Всяка реклама трябва да предлага на клиента: „купи този продукт и ще имаш тази специфична полза“. - Предложението трябва да бъде уникално — нещо, което конкуренцията не предлага в момента и/или няма да предложи в бъдеще. - Предложението трябва да е достатъчно убедително, за да привлече (да „придърпа“) нови клиенти към продукта. Рийвс предупреждава обаче да се избягва формирането на USP, основано на това, което той нарича „Измамната разлика“ — уникалност, която е твърде незначителна, за да бъде забелязана от клиентите в практиката. Примери[редактиране | редактиране на кода] Добри примери за продукти с ясно изразено изключително предложение за продажба са: - Head & Shoulders: „Избавя те от пърхота“ - Red Bull: „Стимулира тялото и духа“ Някои уникални предложения, отправени за първи път в съответната област:
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Unique selling proposition The Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. [edit] Definition In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts: - Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit." - The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. - The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product... [edit] Examples Some good current examples of products with a clear USP are: - Head & Shoulders: "You get rid of dandruff" Some unique propositions that were pioneers when they were introduced: - Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." - FedEx: "When your package absolutely, positively has to get there overnight" - M&M's: "Melts in your mouth, not in your hand" But their "uniqueness" is debatable (for example Head & Shoulders is hardly unique in its claim) and it's not entirely clear what a 'proposition' actually is. If it is simply an assertion of a product benefit, by this standard, any assertion about a product could be called a USP.[citation needed] The 'weak theory' of advertising however suggests that customers cannot be compelled to shift allegiance in quite the way suggested.[citation needed] Others will argue that there is a difference between a USP and a brand slogan. In fact, the FedEx and M&M lines are catchy ad slogans that were created for the purpose of making their USP memorable. M&M's USP is chocolate wrapped in a hard sugar candy shell. The slogan is, "melts in your mouth, not your hands." FedEx's USP was the ability, unlike the Post Office, to guarantee overnight package delivery. The Fed Ex slogan is similar, but not the same as the USP The Domino line is an actual USP. The company has dropped the "or it's free" promise, but their current slogan is "You got 30 minutes." The term USP has been largely replaced by the concept of a Positioning Statement. Positioning is determining what place a brand (tangible good or service) should occupy in the consumer's mind in comparison to its competition. A position is often described as the meaningful difference between the brand and its competitors [edit] References Reeves, Rosser (1961), Reality in Advertising, New York: Alfred A. Knopf, LCCN 61007118 [edit] See also - Point of difference: POD - Unique Perceived Benefit: UPB