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Expressing Value Statement In AdvertisngPro Member
Posted By: bfestge on 9/18/2007 2:09 PM (CST) 250 Points
My CEO is pushing for a clear value proposition and I am working hard to help him understand that solution-focused value statements have to be unique for each customer. What solves Customer A's problems won't necessarily solve Customer B's. There is no one value statement. That's fine, but then what do we do in our advertising which is by its nature "mass communication"? What do we communicate?

Posted by: Frank Hurtte Accepted Answer
9/18/2007 2:17 PM (CST)
While there is no really simple answer, one way of doing it is to use case studies or references to existing customers.

For instance,
RHC's work with one distributor produced a 53% increase in profits generated.
or
RHC client 1st Distribution generated 15,000 in additional profits last year. Ask us how we can do the same for you.
or
Advertise a worksheet that spells out how to calculate your value. Then offer it as part of the value package.

Measuring value is what i do... contact me via my profile. I would be happy to chat with you.

Frank Hurtte
 
Posted by: Jay Hamilton-Roth Accepted Answer
9/18/2007 2:58 PM (CST)
Instead of solution-based, make the statements benefits-based, targeted for your audience. You won't solve client A's problems the same as client B's, but the reason that client A and client B both chose you is because you understand their "pain". Identify you audience's problem and position yourself as having their solutions.

Frank Hurtte's case studies are great for reinforcing that you are to be trusted and the examples may help them understand how you work in specifics.
 
Posted by: antonio.alexandre Accepted Answer
9/18/2007 4:07 PM (CST)
I believe the first question you should be asking is: "Do I really need to advertise?"

I am telling you this despite the fact that I don't know what product or service we are talking about.

However it you really need to advertise you must follow a step by step approach:
1 - You must find a common value/concept/feature. Usually if you have a proper branding strategy, your brand should to the trick and solve your advertising problem. You don't use commercial ads, but Institutional ads. You don't advertise products or services, you advertise values. For instance HSBC don't talk about funds, or deposits, or interest rates, they talk about "thinking globally, act locally". You may find lots of similar examples in magazines and newspapers.

2 - Then you allow people to set their own product/service up.
Take Nike or Converse for instance. Their website is worth a visit, since they are examples of what I just wrote here.

Hope I could be of some help.

Best Regards,
António
 
Posted by: W.M.M.A. Accepted Answer
9/18/2007 5:02 PM (CST)
What is your value? What do you do?
To use ours, for example -
"Helping You Reach The Summit"

Pretty general, until you learn our many pieces of the value pie.
What does your company do?
What would YOU say is the value of your company, in general terms?

Randall
WMMA
 
Posted by: mbarber Accepted Answer
9/18/2007 6:16 PM (CST)
HI Stephanie. Both the CEO and you are right - you can create one and each one needs to be specific to a customer which is why the focus on customer outcomes rather than the delivery mechanism is key.

Take Randall's for instance. The outcome is the focus, the 'how' is not. Which means each potential customer can assign their own structure to the outcome and you now have a Value Proposition that worls.

The following is one I devised for a national business here in Australia called Selby's. The MD tells me that they STILL get people telling them the reason they were called in the first instance was because of the Value Proposition which reads 'Selby's: Understanding, Creating, Delivering'.

The simple support document that comes with it when required says that 'We first Understand what your needs are, Create the product for You and then Deliver it when you want it'

So it is possible to create one that is outcomes based and not process based. It is also (with much thought) possible to create one that is also process based (though much harder to do)
 
Posted by: mgoodman Accepted Answer
9/19/2007 11:09 AM (CST)
Good advice above.

Jay hit the nail on the head. Your advertising should be all about the BENEFIT you promise (and then deliver). Advertising is all about the customer's need and how you satisfy it. HOW you do that is your problem, not your customer's problem.

And I definitely agree that a mini-case study in which you focus on the BENEFIT is a great way to make the point. After all, stories are very powerful, and people tend to remember them.
 
Posted by: Bill@ibranz Accepted Answer
9/19/2007 12:13 PM (CST)
Here is another consideration...

A broad value proposition can be achieved that covers all your business and tells the world why you are different - ex. Intel Inside - says it all for processors

Even though you dont have the Intel budget, narrowing your value statement will help drive in the minds of your targeted audience why you are unique.

Step back and think about the one thing you do better than anyone else in your field - single out a word of two that defines it, and apply it in earnest
 
Posted by: ASVP/ChrisB Accepted Answer
9/20/2007 12:05 AM (CST)
Stephanie

I have done this exercise with large company clients who serve multiple segments with a wide portfolio.

We segment the portfolio and the market segments and make a matrix of which product chunks are purchased by which market segments and focus on the 80% rather than the 20% - i.e. the big pieces of the business.

Then we develop a value proposition per portfolio segment for each market segment. Sometimes this means 10+ value propositions.

We then decide - can these be unified? Depends on the business, but often the value proposition can be generalised slightly to give it broader applicability.

But don't do that if it makes the value proposition general to the point of bland. Bland is bad. Specificity is good, with value propositions.

It's not a problem having multiple VPs. This focuses your message into each target segment.

Hope that helps.

ChrisB
 
Posted by: reg Member Response
9/21/2007 2:25 PM (CST)
I was going to respond, then noticed that this thread is closed. If interested, you will find my response on my blog at http://valueproposition.wordpress.com/
 


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