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Once you have a clear CUPS formed, it becomes the principal message that is communicated to your company’s target client family members. So your CUPS should be reflected throughout all of your communications—newspaper advertising headlines, ad copy, website, telemarketing scripts, and social media content, on-line ads, emails, etc. No matter the form it takes, the CUPS is the ntral focus of your marketing program.
You will find it much easier to tell your story once you have established a clear, concise CUPS. In fact, a CUPS can easily be converted to support a wide variety of uses, in promotional media, such as a newspaper ad headline or the opening sentence of a broadcast commercial, or even the key message in a blog or on a website. If you are sending a letter out to former client family members or creating a cedirect-mail letter or an email blast to go out to new prospective client family members, you describe the CUPS in the form of a headline. The CUPS should be integrated into any direct mail campaign as well as email campaign or pay per click campaign and also on websites, blogs and social media.
For example: ABC Children’s Clothing Stores has 150 different comfy winter jackets for children of all ages. They are available in 20 different colors, with prices ranging from $45.00 to $150.00. ABC’s company website can tell customers about the benefits of their merchandise. I would also suggest communicating things like product selection, and ending the promotion with an offer, bonus, and guarantee.
Let’s say you own a health clinic that offers a distinct price advantage, you could consider a print or online headline that reads:
“Preventive health practices can save your family as much as $500 a
year, and XYZ Health Services charges just $25 plus a $5 lab fee for a check-up.”
Additional information showing how the clinic’s approach can be placed in the print copy or by clicking the clinic’s website link. Don’t be afraid to tell prospective client family members about the businesses’ motivation and reasons for the clinic’s lower price.
An automobile dealer who offers guarantees for used cars that are better than other local dealerships might use this headline:
“Many car dealers give you a limited warranty for your used car. When you buy a car from XYZ Dealership, you get a lifetime warranty.”
Your print ad can explain how you can do this, along with your motivations and reasons behind the offer. You can use the same headline in radio ads, television commercials, your website, social media and magazine display advertisements. Plus, you get the added bonus of integrating your CUPS across all media, ensuring prospective client family members get a consistent message.
Once you identify what will be emphasized in your CUPS, you can generate your ad headlines or website and other headlines. Next you move on in the copy of the ads to explain more of the process and teach your prospective client family members exactly why your quality product or service is better than their other options. Here’s an example of a retailer whose CUPS is based on product quality: XYZ Furniture Store offers better merchandise than most stores in the market area because they manufacture their own furniture, and sell it at a local retail outlet.
“XYZ Furniture Store makes the highest quality furniture from quality oak and other hardwoods. Our experienced craftsmen can custom design any piece of furniture to meet your requirements. Other stores use particle board in their products to lower their costs. At Your Top Furniture Store, you get the area’s top quality in furniture.”
When a salesperson speaks to a prospective client family member the CUPS message becomes the focal point of the conversation. Salespeople no longer have to come up with their own talking points because they have the CUPS which will help them state the benefits of the company’s products or services.
Because of the flexible nature of a CUPS, companies can use it in a variety of ways to ensure client family members and prospective client family members get constant reminders of the CUPS. When companies market to client family members, the CUPS should be communicated to them through direct mail, by email or by phone. When people visit a store location, salespeople should continually remind client family members what sets the company apart from the competition. The CUPS also should appear on your company’s website and all social media. The goal of integrating the CUPS into all marketing campaigns is to only appeal to a targeted market segment. Consequently, you may have more than one CUPS. Also, one CUPS can be pitted against another, so you can test your CUPS and refine them over time.
CUPS also support telephone promotions. For instance, if you are offering a special telephone promotion targeting former client family members, offering a special price on certain items remember to integrate your CUPS. For example:
“Hello, Ms. Jones. This is XYZ company, calling our client family members to express appreciation for your business. We’d like to let you know that we have a fresh, new line of clothing for spring, and for our preferred client family members we have a special discount this week. You are a valued client family member, and we wanted to call you to extend this invitation before the sale s offered to the general public. For one day only, you get 10% off any women’s jackets. ”
“We also want to remind you that in addition to the special discount being offered, we still have the largest clothing selection and a wide range of sizes. We also accept special orders. If there’s anything we can get for you, please let us know.”
The promotion gives an opportunity for the store to extend the CUPS and make certain that former client family members as well as new prospective client family members are reminded of it.
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