The Big Fat Marketing Blog

Let’s face it, selling a product online is not a new-school idea. But for the Girl Scouts of America, it’s mind-blowingly illegal. I heard about this one on the way home from NEMOA on Friday, but am just getting around to researching it now.

The father of an 8-year-old girl in North Carolina was helping her sell Girl Scout Cookies. Innocent enough. But they say he went too far by using channels that are not face-to-face communication: YouTube, a page on Facebook and an online order form through his Web firm. more

Let’s face it, selling a product online is not a new-school idea. But for the Girl Scouts of America, it’s mind-blowingly illegal. I heard about this one on the way home from NEMOA on Friday, but am just getting around to researching it now.

The father of an 8-year-old girl in North Carolina was helping her sell Girl Scout Cookies. Innocent enough. But they say he went too far by using channels that are not face-to-face communication: YouTube, a page on Facebook and an online order form through his Web firm. more

Inbev, the maker’s of Budweiser beer have lost a lawsuit and cannot use the Budweiser name in Europe. Here’s the story.

Inbev, the maker’s of Budweiser beer have lost a lawsuit and cannot use the Budweiser name in Europe. Here’s the story.

For all the obvious reasons, I hope not.

A far more compelling argument for buying your product is its “unique selling proposition.” The “USP” is sometimes misunderstood. Although ideally your product possesses an essential feature that is truly unique, chances are it does not. The next best thing is for the customer to think it does.

This customer perception is created by advertising aggressively an important product feature(s). By doing so (in the absence of competitors’ claims) you establish ownership of these important features. The competitor is placed in a weak, “me too” position when he trys to overcome your advantage. The message here is that the first advertiser to describe his features or processes can be perceived as a leader and producer of a superior product. The customer thinks of this product less as a commodity and more as a better choice. Of course, in a recession you also need to sell VALUE. more

For all the obvious reasons, I hope not.

A far more compelling argument for buying your product is its “unique selling proposition.” The “USP” is sometimes misunderstood. Although ideally your product possesses an essential feature that is truly unique, chances are it does not. The next best thing is for the customer to think it does.

This customer perception is created by advertising aggressively an important product feature(s). By doing so (in the absence of competitors’ claims) you establish ownership of these important features. The competitor is placed in a weak, “me too” position when he trys to overcome your advantage. The message here is that the first advertiser to describe his features or processes can be perceived as a leader and producer of a superior product. The customer thinks of this product less as a commodity and more as a better choice. Of course, in a recession you also need to sell VALUE. more