Footy fever has hit with a vengeance Down Under. The National Rugby League grand final is scheduled this Sunday and for the first time in its history (the third time in VFL/AFL), the AFL Grand Final is to be replayed after a draw.
This weekend’s drawn result has attracted much comment about the extra time rules. Traditionally no extra time is allowed in AFL Grand Finals. If the game is drawn a replay will ensue.
The AFL is resisting considerable pressure to change the rules beyond next Saturday’s game. From a strategic marketing perspective, it’s a great example of knowing and adhering to your Unique Selling Proposition (U.S.P.) – that is, how your product is uniquely different to those of competitors.
The AFL’s USP
In his weekend media conference, AFL CEO Andrew Demetriou commented that the AFL is uniquely differentiated from other football codes by the shape of the ball, the oval and its scoring system. Demetriou seemed keen to maintain the AFL’s differentiation from other codes in which games including World Cup soccer finals can be decided by penalty shoot-outs.
Although a resolution has been passed to permit extra time and ensure a result next Saturday, it remains to be seen if the AFL will maintain its differentiation in respect to extra time – or if the rules will eventually be changed.
Personally – I’m for maintaining the differentiation. It distinguishes the game from other codes and in this instance has provided even more excitement for fans – particularly St Kilda supporters who are keen to see their team win a premiership for only the second time in a lifetime.
Do you know your own USP? Why does it matter?
In a world full of similar products and time poor consumers, identifying and communicating your USP, helps your brand stand out from the crowd, making it easy for customers to choose.
Seth Godin talks of products being ‘remark-able’ – that is worthy of remark. Providing products that solve your customers’ problems in ways uniquely different to your competitors, can help your product become remark worthy.
So how do you identify your USP ?
• Think about your product’s benefits. What customer problems does your product solve?
• How do you solve them differently to your competitors?
• What is the most compelling reason to purchase your product?
• What is the evidence for this?
Your answers to these questions will highlight what makes your product unique. Can you summarise in less than 15 words?
The RPOV8
In his book ‘The Little Big Things’, Tom Peters continues Seth’s idea about remarkabilty, and speaks of RPOV 8: “a remarkable point of view captured in eight words or less”.
To paraphrase Tom: “Is what you’re up to remarkably different and can it be captured in simple, compelling language (4,6,8,10 ..no more than 15 words)?”
Tom regards working on your RPOV8 far more important than any strategic planning exercise.
It can also encourage innovation if uniqueness is not apparent.
So what’s your USP?
(And Go Saints for next Saturday! ☺)
[...] Seth recommends the definition be expanded to include more outcomes than exist currently, describing seven different types of failure to be considered in our businesses. (They’re also applicable to losing football teams. For background on this – see last week’s post.) [...]
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This post seems to get a good ammount of visitors. How do you promote it? It gives a nice unique twist on things. I guess having something real or substantial to say is the most important factor.