To stay ahead, you must be able to show the unique value your business offers. Understanding your customers and your competitors can help you develop your value proposition. On this page
Your competitive advantage is the combination of marketing elements that sets your business apart. It's about the unique benefit customers get when they do business with you. Practical examples include:
Finding your competitive advantage will help you to make the most of your existing strengths and to prioritise improvements. A strong competitive advantage will:
The following 3 steps can help you find your competitive advantage.
To uncover gaps in the market, you need to analyse and understand your customers and your competitors. This will show why you're making sales (the drivers for your business) and the reasons why not (the barriers against your business). Use the free market research kit and refer to your marketing strategy. Ask yourself:
When customers buy a product or service, they're actually buying the benefits they expect to get from it. They are buying the experience and the outcome. How does your competitive advantage benefit your customers? For example:
Remember that different benefits may appeal to different customers. Imagine you're running an award-winning sandwich shop. You:
Different customers will be attracted by different benefits. They may, for example:
Find out what trends are shaping the market and what benefits your customers want. Then find practical ways to address those needs. Use our template for reviewing your 7 Ps of marketing to help identify:
While doing this, ask yourself:
Focus on, and promote, benefits:
Check that your marketing collateral includes the most compelling benefits.
One way to stand out from your competitors is to innovate. Focus on solving problems, even problems your customers are not yet aware of. You could, for example, change existing or design new:
Learn more about how to achieve growth through business innovation. Map out the end-to-end customer journey to see where customers might:
This will help you plan and make business improvements.
Your marketing programs will be more focused and effective when you: Improve this further by being clear about your customer value proposition (CVP).
A good CVP is a short, powerful statement about how you deliver value to your customers. It answers the question: What value do you promise to deliver to customers in exchange for their payment? A business typically has 1 value proposition. It's about the big picture—their main and consistent difference.
Your value proposition links your: The CVP:
You can use these 3 points to quickly clarify your CVP:
Example CVPThink about the sandwich shop offering a gourmet alternative to customers.
To write a more comprehensive CVP, answer these questions:
Example CVPThink about the sandwich shop and how it compares to a chain of sandwich shops. 'Lunch time should be your time. Time to relax and enjoy. Time to get away from it all. Something to look forward too. But all too often it's the opposite of these things—more stress and heavy food. That's why our sandwiches are made with love, for what you love. Choose your ingredients and we'll make every sandwich fresh to order. You'll be supporting the local growers and farmers and you'll be supporting us, a family-owned business in the local community. You'll enjoy the friendly chat and the gourmet food, without the gourmet price. It's the award-winning service and taste that will keep you coming back.'
Business is about exchanging value. Value is based on what the customers thinks about the price they paid relative to the benefits they received. What will the answer be if a customer asks: What's in it for me (WIIFM)? Read more about pricing products and services. Keep the following in mind when you evaluate your customer value proposition:
Develop your customer value proposition (CVP) by:
Based on your competitive advantage, you'll have one or more unique selling points (USPs).
A USP:
It answers the question: Why should customers buy from you?
You'll need a USP, or a series of USPs, when you run a marketing campaign. You'll also need to add it to the creative brief if you decide to partner with an agency. The most effective way to stand out in a crowded market is with a unique selling point coupled with a distinctive brand. The USP must convey the benefit you deliver, relative to competitors, that your target persona values most. This benefit may be real or perceived. You’ll likely need many versions of your USPs, depending on your:
To create and deliver high-impact marketing communications, follow these steps:
Use the name 'unique selling point' as a guide:
Think about potential areas like:
Your USPs should be true to your business—you must be able to deliver the promise. Example USPsUsing the local sandwich shop as an example and looking at its CVPs, we can identify the main points of difference and write USPs to match:
While competition may be fierce, it's important to still follow fair and legal practices. Every business must comply with the relevant laws while trying to find a position in the market. The most important legislation to be aware of is the Competition and Consumer Act 2010. It provides a fair and competitive operating environment and covers:
To understand your rights and responsibilities in the field of competition law, you can read: Maintain your relevanceThe only constant in business is change. That's why it's important to regularly review the trends that are shaping your market. These could include things like new:
You may need to evolve your business, but change also creates opportunities. This will require change management. Find out more about how to adapt and change your business. The marketing field is always changing too. There's often an overemphasis on 'shiny new things.' It's good to stay up to date, but always:
Your goal is to achieve your marketing objectives. To support this journey, make sure you refer to industry sources and external partners for: Visit the Australian Marketing Institute to find information on best practice and standards. Also consider...
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