What do Brand Marketers do when their USP no longer drives sales?

By Ian Segail | Blog | 5 Nov 2019 |

How does one find a way to clearly differentiate on the shelf amongst a sea of competitors?
What to do when your USP no longer drives sales?

What will your product do for me?

The fact is, if you are selling an inferior product, no matter how great your packaging design looks, you’ll be found out along with all the consequences that go along with that.
So lets assume you have a really great product, is that enough? Is it enough to spruik its features and benefits loudly from the shelf?
We say NO. No longer is a pretty pack with features and benefits and promise call outs enough to convert at the shelf.

What to do when your USP no longer drives sales?

How does one find a way to clearly differentiate on the shelf amongst a sea of competitors?

What if one of your target customers asked you the following question, could you answer it? “How does your product work to deliver the result promised on the pack?”
In other words….Not, what will it do for me. Not simply the benefits.
Rather, what does it do to deliver the main benefits you’re promising on your pack?
This is a question that todays savvy marketers are coming to grips with to create cut thru on shelf. When answered correctly, it generates sales.
Whereas if your packs only present the traditional “features” and “benefits,” your sales at the shelf optimisation will suffer

Why is this? 

Far too many choices. 

How does one find a way to clearly differentiate on the shelf amongst a sea of competitors?
Today, your target audience is inundated with a plethora of product choices, not to mention being continuously bashed around the head every day with advertising claims and overhyped promises.

You dont have to be a marketing genius to know this is true. Just consider all the ads you see on Facebook, Instagram, Google, Amazon, TV and most of the other websites you visit.
The simple truth is that whatever you’re promising your customer.. Whatever benefits you’re telling them they’re likely to get by choosing your your product, they’ve already seen it and heard it.
Relying solely on a products features and benefits as well as claims and promises to get your product in a shopping cart doesn’t really differentiate your offer.
Price then becomes the only really benefit. How many times have you only just bought a product because it was on special.
So whist yes, your beautiful packaging design has drawn the consumer to your product on shelf…Now what? How do you get them to put you in their shopping cart?

Your differentiator no longer differentiates.

When you simply focus on features and benefits without a clearly defined differentiator, it doesn’t do much to make customers want your thing over all the other options.
Today’s educated consumer wants to know more than what your pack promises.
They want to know HOW the product inside the pack actually delivers the benefits.
HOW does it work?
HOW different from what they’ve already seen and heard?
The days of the consumer buying your promises are dwindling fast….if not gone altogether.

Consumers are drawn to buy when they see your product has a different way to ensure they get what you are promising.

Express your Unique Factor.

This is called your Unique Factor… it’s what the marketers, marketer, Todd Brown calls your Unique Mechanism.
As Todd says, “EVERY product or service can be presented with a Unique Mechanism”
When you invest the time and brain power to unpack the Unique factor present in your product and find a way to express that graphically via effective and emotional connective packaging design, now you’ll have a product that gets demand on shelf.
Because, the Unique Mechanism is what makes your promises and claims and benefits exciting.
Now your target consumer will view your offer as something new, different and fresh. Something that stands out in the sea of sameness on the retail shelf.
Let us help you discover your products Unique Factor… Contact us HERE

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