I did some work a few weeks ago with a client who wanted a Unique Selling Proposition (USP) created for his small business. Kudos to him for taking the initiative for wanting to create something that will help him grow his business.
Every business needs the advantage of having a unique product or service. Once they determine what it is, they have to let everyone know about it. Keep your USP short, make it easy to understand, and then use it on all your marketing material.
From time to time I have clients comment on how expensive it is to print their corporate brochure or product guide. Before you grumble about the unit price, let’s say that it ends up costing $5.00 each to produce, think about how much the client could be worth if he does send you some business. It can make the $5.00 investment insignificant in the long run. Remember, marketing is an investment, not a cost.
I always preach that sponsorships are only great if you pick the right one. The opportunity has to fit with your company’s product offering and you have to make sure your target market will see you. For example, next Tuesday the Fredericton Chamber of Commerce is hosting the State of the City address. We are a sponsor of this event. Why this event? Because business owners are our target market, and there will be hundreds of them in attendance. This is always a great event and we get to be associated with the high profile Chamber brand, and the room is full of potential customers.
Make your sponsorship investment worth it.