The Secret To Creating A Value Proposition That Resonates.

Every business provides a unique value to their customers. But articulating that advantage in a compelling narrative—one that pinpoints what sets your business apart from competitors, and how that benefit impacts your customers—can be a challenging exercise.

These are the elements that create a powerful value proposition, which is an important first step before approaching marketing, branding, content creation, etc.  A value proposition serves as a guide for your brand. And it’s essential to targeted, well-crafted brand messaging. Different from a mission statement, tagline or slogan, a value proposition explains the “why” behind your service or product.

Here’s an example: I was working with a new client on value statement development; they kept coming back to their initial position: “We help our customers solve problems.” Zoom out and think about that statement: It can apply to most any company, from a software developer to an industrial grease manufacturer.

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The key to creating a powerful value prop is to keep digging deeper: It must speak to what you do that others can’t, the benefits that (your service or product) provides—and further, what your service or product enables your customers to do. That’s the sweet spot that you’re looking to hit when developing your value proposition.

HubSpot sums it up perfectly: “Your value proposition is your unique identifier. Without it, people don't have a reason to work with you over somebody else.” This article from HubSpot offers five prompts for value prop development:

1. Identify all the benefits your product offers.
2. Describe what makes these benefits valuable.
3. Identify your customer's main problem.
4. Connect this value to your buyer's problem.
5. Differentiate yourself as the preferred provider of this value.

After your brainstorm the answers to these prompts, it’s time to draft your statement. But what makes a strong or a well-composed value proposition? Here are a few guidelines from QuickSprout:

• Clarity—easy to understand
• Communicates specific results customers will get
• Explains how the product or service is different/better
• Succinct: Can be quickly read and understood—1 to 3 sentences 

This graphic from the HubSpot article offers some great examples.

If you’d like some help drafting your value proposition—or if you’d just like to bounce your ideas off of me, email me at emoriarty@shamrockcompanies.net.

Ellen Moriarty

Successful Marketing on Pinterest: Lessons from 5 Leading Brands

With more than 291 million active monthly users, Pinterest has become the go-to resource for everything from recipes, to makeup tutorials, to vacation destinations. Pinterest positions itself as the world’s catalog of ideas—but it’s also a prime channel for brand marketing: In a recent survey, 96% of pinners said they use Pinterest to research purchases—and 87% have purchased a product because of a pin.

If you’re marketing to women, then make sure Pinterest is part of your strategy: As of 2019, 79.5% of Pinterest users are female (Statista), which is significant: Women ages 25 to 54 make 80% of the buying decisions in U.S. households—and Pinterest is a valuable part of their purchasing journey.

• 83% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook
• 43% plan on getting their ideal home within the next five years
• 50% plan on taking a vacation in the next 6 months

So, what does it take to be a standout on Pinterest among the more than 75 billion pins? Following are five lessons from top brands that are killing it on the social media channel, building brand loyalty one pin at a time.

1. Offer variety. Don’t pigeon-hole your brand. With 4.5 million followers, upscale fashion retailer Nordstrom is one of Pinterest’s most recognizable brands. They’ve created a devoted following by casting a wide net—men’s fashion, prom, handbags, denim, baby. With 443,000+ pins on 78 boards, you’re sure to find something that speaks to you at Nordstrom.

2. Find a common thread. Specialty retailer L.L. Bean is a great example of how to make a brand connection by appealing to your audience and their interests. With 5 million followers, they’re doing it right: Boards like Outdoor Fun and Take Me Fishing draw pinners to the brand based on lifestyle, activities, pursuits, etc.

3. Provide value. Give them more, and they’ll keep coming back: Home improvement retailer Lowes goes above and beyond basic product info—they also provide step-by-step tutorials to show pinners how to use those products to complete DIY-projects.

4. Make it user-friendly. How many times have you searched for an item online but then struggled to find a retailer to make the purchase? Global marketplace Etsy simplifies the process, allowing you to search, pin and purchase products directly from your digital device.

5. Keep it subtle. Instead of leading with a product pitch, why not welcome your audience in like a good friend? Lauren Conrad does just that—her Pinterest page feels like that of any user, rather than that of a brand. With 1 million+ followers, she shares inspiration and introduces new ideas and products with fellow pinners without making a hard sell.

Which brands are most prominent on your Pinterest feed? I’d be interested in your feedback. emoriarty@shamrockcompanies.net.

Ellen Moriarty

Improve ROI with These Trade Show Marketing Tips

In a world ruled by digital interaction, establishing authentic, face-to-face connections is good for business. Trade shows are great for fostering that one-on-one interaction while providing a host of growth-driving opportunities like generating sales leads, attracting new partners or buyers, and creating and furthering brand awareness. 

If you’re not doing so already, these events should be a central part of your marketing strategy—especially if you’re launching a new product or service.

• 92% of trade show attendees say their main reason for attending trade shows is to see new products being featured. (CEIR: The Role and Value of Face to Face)

To be sure that you’re maximizing your trade show effort, consider these tips:

Keep it simple. Attendees should be able to quickly identify your brand and your product/service based on booth signage. You only have a few seconds to grab their attention, so make your booth simple yet memorable—and inviting: You want to draw people in.

Be consistent. As with any marketing channel, be sure to implement elements in your trade show that are consistent with your brand messaging strategy. A trade show shouldn’t be viewed as a separate event, but rather, as part of your seamless brand marketing effort.

Provide value. Give attendees what they came for—information about a new product or service, an enticing product demo (live or video), suggestions for using your product in a new or different way, etc.

Capture attendee data. This is the ideal venue for building your database; consider launching a contest or giveaway that requires people to provide their contact info.

Make it interactive. To engage attendees and encourage interaction with your brand (for a lasting impression) feature a prize wheel, an interactive video wall, photo op, VR experience, etc.

Give them a reason to stay. Provide comfy seating, charging stations for phones and laptops, light snacks or beverages, or a compelling video

Offer a quality giveaway. Everyone likes to free swag, but only if its practical. Be thoughtful about what you give away…instead of handing out stacks of product literature, provide a jump drive with your product info pre-loaded   

What brand had the best booth you’ve experienced at a trade show? Chime in on our Facebook page.

Ellen Moriarty

Marketing Success On Pinterest: Lessons from 5 Leading Brands

With more than 150 million active users, Pinterest has become the go-to resource for everything from recipes and makeup tutorials, to furniture refinishing and tattoo designs. Pinterest positions itself as the world’s catalog of ideas—but it’s also a prime channel for brand marketing: In a recent survey, 93% of pinners said they use Pinterest to plan for purchases—and 87% have purchased a product because of a pin.

What does it take to be a standout on Pinterest among the more than 75 billion pins? Following are five lessons from top brands that are killing it on the social media channel, building brand loyalty one pin at a time.

1. Offer variety. Don’t pigeon-hole your brand. With 4.5 million followers, upscale fashion retailer Nordstrom is one of Pinterest’s most recognizable brands. They’ve created a devoted following by casting a wide net—men’s fashion, prom, handbags, denim, baby. With 443,000+ pins on 78 boards, you’re sure to find something that speaks to you at Nordstrom.

2. Find a common thread. Specialty retailer L.L. Bean is a great example of how to make a brand connection by appealing to your audience and their interests. With 5 million followers, they’re doing it right: Boards like Outdoor Fun and Take Me Fishing draw pinners to the brand based on lifestyle, activities, pursuits, etc.

3. Provide value. Give them more, and they’ll keep coming back: Home improvement retailer Lowes goes above and beyond basic product info—they also provide step-by-step tutorials to show pinners how to use those products to complete DIY-projects.

4. Make it user-friendly. How many times have you searched for an item online but then struggled to find a retailer to make the purchase? Global marketplace Etsy simplifies the process, allowing you to search, pin and purchase products directly from your digital device.

5. Keep it subtle. Instead of leading with a product pitch, why not welcome your audience in like a good friend? Lauren Conrad does just that—her Pinterest page feels like that of any user, rather than that of a brand. With 1 million+ followers, she shares inspiration and introduces new ideas and products with fellow pinners without making a hard sell.

Which brands are most prominent on your Pinterest feed? I’d be interested in your feedback. emoriarty@shamrockcompanies.net

Print Distributor or Manufacturer? Top 5 Value Statements

I’ve been in sales for more than 30 years, and I’ve found two distinct camps when it comes to a preference for working directly with a manufacturer or through a distributor.

While direct manufacturers argue they have better control over quality and project management (than do distributors) because the job is managed in-house, I beg to differ. Here are a few reasons why print distributors almost always win the battle by providing greater value:

1. Cost – Trade-only sources do not call on end-user clients, and therefore, do not have to absorb the costs associated with a sales team. That means no office space, training programs, HR support, AND salesperson salaries. This is why trade-only sources can sell for much less and allow room for the distributor to mark up the product and still be competitive. In both situations, a salesperson (from the manufacturer or the distributor) will be compensated, so going direct to a manufacturer really doesn’t cut out the so-called “middleman.”

2. Flexibility/Options – Distributors usually have strong relationships with dozens of trade-only facilities; while direct manufacturers usually have one location and are limited by the equipment in their own facility. It is almost impossible for a direct manufacturer to be competitive in a large range of products.

When you think about, it is unreasonable to expect a single location to compete with a network of trade-only sources that specialize in various product segments. Distributors have the huge advantage when it comes to making sure your project is produced by a facility that matches the exact specifications of your project—and, also ensures competitive pricing over a broad range of print products.

3. Quality – Maintaining your brand is critical: This means upholding brand identity, adhering to style guides, and ensuring consistent print quality. Even direct manufacturers have multiple presses and various press operators to manage. What’s most important is providing the brand standard information, samples and following procedures—whether you’re working with a multiple-facility operation through a distributor or with single manufacturer. At the end of the day, the facility most committed to quality is your best bet.

4. Control – Is it really an advantage to be able to walk out onto the shop floor? Perhaps it is, but I question how often this is necessary. An important point to consider is attitude. A sales rep for a direct manufacturer works for and represents the company. Trade-only manufacturers work for distributors, and their livelihood is based on maintaining an impeccable reputation. This often results in a different attitude and perspective that translates to better quality.

5. Time – As a consumer, how much time do you have to devote to building and maintaining a trusted network of partners? How much extra time does it take to manage a stable of vendors, versus working with one trusted partner? A good distributor partner with a solid network will ensure competitive pricing, consistent quality, and customized service. In essence they’ll be an extension of your team.

As a distributor, Shamrock’s formula for success is offering the best products and services, at the best prices, for the best all-around value. It works for us—because it’s been working for our customers for 35 years.

Do agree with my rationale? Always, I welcome your feedback!
Connect with me @ bdegarmo@shamrockcompanies.net

Bob DeGarmo