FESMARKETING

From USP to ESP

InTEN not-so-easy steps

Step 1. Remember who owns your brand

Your brand is owned by

your customers and not

your ‘marketing’

department.

Your brand is what your

customers think you are!

FESMARKETING

Step 2. Create a long term strategy

If you have no strategy will get no results

FESMARKETING

Step 3. Differentiate

And focus only on one or

two key features.

And avoid trying to sell

everything to everybody

• Segment

• Target

• Position

FESMARKETING

Step 4. Focus on

Emotions

Become an emotional

brand

Create a story...

FESMARKETING

Move from Unique Selling

Propositions to Emotional

Selling Propositions!

Step 5. Tell a Story

Storytelling is the most powerful way of communication.

In a visual world, words can be more powerful than

images.

FESMARKETING

Emphasis on the Production of relevant content

Inspire people to create their own content

User Generated Content (UGC) are new Ads.

But use only relevant content

And communicate only what interests your audience

From push to pull strategies

FESMARKETING

Step 6. Content

Digital marketing is not an option...

Social media is not a trend...

In times of scarcity,

Big ideas replace Big budgets

The Challenge:

How to communicate

a Relevant message

to a fragmented audience

in a saturated environment

with limited resources?

FESMARKETING

Step 7. Embrace digital

Use messages from the consumer

Get them to relate their personal experiences

Focus on engagement

Change from marketing execs to content execs!

FESMARKETING

Step 8. User Generated Content

FESMARKETING

Step 9. Engage & Empathise

(don’t do a Thomas Cook...)

FESMARKETING

10. Be Creative!