Take a granular look at your business. What do you see? Is what you are seeing a pretty picture? What a business should look like today is a mirror image of the community they serve. Consider your community and think of the demographic mix.
Within your community, the following demographics play into a customer’s shopping patterns: age, gender, ethnicities, and religion. At times the demographic components will intermingle and also stand alone. The role of business is to understand their customer base enough to ensure the appropriate mix. The unique marketing proposal in reference is business of the community.
When considering a unique marketing proposal, you have to be able to explain why. Why is your brand important? Why does the customer want to spend their money in your business? Now think of what you are attempting to get across to the customer. As a business of the community, your “why” has to be related to your demographic mix.
Being unique within you community goes beyond how you market your brand. You demographic mix plays an all important part to this equation. If you have a high Hispanic demographic, you would not want to display a product assortment which caters to the majority. Focus on items which call attention to your demographics buying power. You have to generate a “buzz” around your brand. Your customers have to look at your product and say to them, “I must have this item.”
The specifics of a unique marketing proposal involve proof. You cannot make false claims or you will lose credibility within your market. If you claim your product is the best for teenagers age 13-18, you will need to a unique marketing proposal to support those claims. Have there been extensive studies? Where is the research? If your business is a national brand, polling a handful of teenager will not be enough to prove credibility.
Now is the time to have a clear concise statement regarding your unique marketing proposal. Within your statement, you need to sell your brand with every word. Your audience needs to be compelled to trust your brand and want to buy your product. Once you have identified your target audience, align your statement to them.
How are you going to let your audience know about your unique marketing proposal? In the digital age, social media reigns supreme, but this isn’t the only form of media. In rural markets, traditional media outlets service more customers than not.
Setting your business apart from the competition is essential to the brand. Creating and delivering on your unique marketing proposal will ensure business success. With fuel in hand, are you ready to be a business of the community?