Yes, there is a market for robots and automation that have proven successful in many ways. But with all the manufacturers vying for attention and sales in specific fields and industries, how does one stand out? Why is one product or service better?
The cost of these machines is coming down while they simultaneously contribute to advances in productivity, lowering costs, shortening production times, increasing quality, and are easier to use. Robots are found in healthcare, surgical applications, machine learning, and the Industrial Internet of Things.
The question that needs attention is how do the robot manufacturers continue to market their products? Many products offer similar technological or operational benefits. We must look for the unique selling proposition (USP) that was first introduced in the 1940s by Rosser Reeves of Ted Bates & Company. This is a unique benefit offered by a company, service or product that enables it to stand out from its competitors and, at the same time, is meaningful to the consumer.
Let’s start with the premise that no two companies, services or products are exactly the same.
It is these differences that can support a marketing promotion program. Differences may be found in the product or service or even in the company’s operations, i.e., it’s self-financing, offers longer warrantees or guarantees or free one year service and support. Any or all of these offers can contribute to a consumer’s positive attitude toward the product.
Another approach is using competitive intelligence to learn what your competitors are offering to support similar products or services. This can suggest new directions no one has yet promoted. Reviewing competitive literature might suggest new benefits that can be built into your product that no one else is offering.
Remember, your benefits could be your competitive edge.
Franklin Cooper © 2021
Tom Gerencer-contributing writer for HP Tech & Work
Wikipedia – Unique Selling Proposition