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February 6, 2013

Why UCA Is The New USP: Share YOUR Input On A New Marketing Concept

Martin (Marty) Smith

Unique Customer Aspirations
UCA stands for Unique Customer Aspirations. I am creating this idea right now on Atlantic BT's blog. The concept is a mashup of an idea discussed in Seth Godin's new book The Icarus Deception and Jim Stengel's book about how brand ideals should drive called Grow (both highly recommended).

I was taught to sell by P&G back in the day. P&G stressed USP, or unique selling propositions. USPs was the unique brand quality of P&G products such as Ivory soap's "so pure it floats". 

The concept of USPs was matured by Kim's book Blue Ocean Strategies. Kim stressed the development of Unique Value Propositions or UVPs such as how Cirque du Soleil changed the concept of "circus". I've discussed the importance of USPs and UVPs on a ScentTrail Marketing Video.

 

Marketing has changed so much, but our understanding of those changes is running behind. I believe there is a new concept called Unique Customer Aspiration or UCA and undrestanding UCAs is critical to successful Internet marketing. 

UCAs are about how your product or services change, empower and help people, customers, friends and so create brand advocates. I'm writing about this new UCA idea now for Atlantic BT's blog.


Want to help define a new concept? Want to lend your ideas to UCA? Share your thoughts in comments here or email Martin.Smith(at)Atlanticbt.com. 

Look for my first draft tomorrow.  


Great comment by Phil Buckley (@1918) about UCA on Google Plus: https://plus.google.com/u/0/102639884404823294558/posts/fsR8GLTC6g5 

 


Martin (Marty) Smith:

UCA is going to be a key Ecom concept. 

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January 25, 2013

What is a Unique Selling Proposition and Why You Need One [VIDEO - Feedback Requested]
Martin (Marty) Smith
ScentTrail Marketing is about what is happening NOW in Internet marketing.
Martin (Marty) Smith:

Atlantic BT is working with Ryan Shelley (@barnapkins) to create short videos about Internet marketing. We've been tweaking the format and have learned a few things including:

* Standing up is better than sitting down (more energetic).

* Short is better than long (duh).

* Graphics and b-roll footage help pick up the pace.

* Important to address the camera.


We just tested only having ONE person speaking instead of two. My concern is two people becomes strange. It feels like WE (the two people on camera) are having the conversation instead of sharing with the viewer.

I think two people work here thanks to Ryan's editing. What do you think? One person talking to the camera or two people where there is an onscreen moderator (a guide), but most of the talking comes from one of the two? 

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Kevin Rutherford's comment, January 28, 2013 8:44 PM
I agree that having two people helped get the conversation started, but to much time of both people can be a distraction. You hit the right balance. I think watching how a television news broadcast is shot can be helpful in determining what the right balance looks like.
Martin (Marty) Smith's comment, January 31, 2013 5:09 PM
Thanks Kevin. We are still testing.
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