I’m just back from InterACT! – our conference on how mobile, social, print and online work best when they work together. It was a great event, and I want to thank our terrific speakers, generous sponsors and the hundreds of attendees who engaged, interacted and contributed to making this such a success.
Keynoter Vic Walia of Hotels.com really knocked it out of the park. He started by talking about the predicament Hotels.com was in a short 18 months ago. The challenge: How could Hotels.com differentiate itself from the competition: Expedia, Travelocity, Priceline, etc.
In other words, what was the USP – Unique Selling Proposition.
Turns out they had several, with the two biggies being a rewards/loyalty program and a toll-free 24/7 call center (all the other players were web-based only.) With the USP firmly in focus, Hotels.com developed a wonderfully creative claymation figure named “Smart” – Hotels.com’s biggest fan – who is driving home the message in engaging and memorable ways!
Read more about this remarkable campaign, including VirtualVacay – the augmented reality website!
Meanwhile, I hope this has got you thinking about your USP.
Do you know what it is?
If you don’t know … where do you start? First, you not only have to have a handle on what you offer your prospects and customers, you need to know what your competitors are offering. What makes you different? What makes you stand out?
Here’s where we can help. The Who’s Mailing What Archive is the world’s largest library of direct mail samples. With over 200,000 direct mail campaign descriptions in over 200 categories of mail, you can gain the competitive direct mail intelligence you need. You’ll see the offers that are being made as well as view full-color scans of the direct mail packages so you can check out their creative.