How to define your destination’s Unique Selling Proposition (USP)
Stand out among your competitors
Knowing the Unique Selling Proposition (USP) of your destination, attraction, or venue is what’s going to differentiate you from your competitors.
Having a clear and unique USP makes it easier for potential visitors to understand what makes you different and why they should visit. It can also allow them to connect with you on an emotional level, which will ultimately lead to greater sales.
But how do you define a unique selling proposition?
Writing an effective USP could mean the difference between low ticket sales to a buzzing summer season!
It can be difficult to identify what makes you special, everyone can claim they offer the best day out, but what really stands you out amongst the crowd - is it experience? Something you can guarantee that others can’t?
How to define your destination’s USP in 5 steps:
1. Define your target audience
First you need to understand who your target audience is. In order to do this, you need to discover what they like, what they don't like, and what motivates them, as well as general demographics such as age range. The more information you have on your target audience the better!
2. Define what need your destination meets
Start by creating a list of features and benefits on what you have to offer. It's about finding all the needs your destination could meet, what problem do your features solve? How does a visit to you make their lives better? These will be key selling points.
3. Compare your USP against your competitors
Take a look at your competitors, what are their USPs? Find out and remove any matching ones you’ve created from your list. The keyword here is Unique, if you’re using the same USP as a competing destination then you won’t stand out against them.
4. Match your USP to your strengths
Take a look at your destination’s strengths. What are you good at? What value do you add to a day out? How do you want to be seen? This can really set you apart from other destinations.
5. Does your USP pass the following criteria
The final test is to ask yourself the following: Does it highlight a benefit of visiting you? Is your visitor likely to remember it? Is it clear who you are targeting? Can you actually guarantee what it promises? Is it unique enough?
Your USP should be simple, memorable and something that speaks to your potential visitors directly or indirectly about how your destination will improve their life. Once you’ve got your USP nailed, make sure you convey the message in every part of your marketing.
