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Know your USP
I’m not really one for marketing lingo but everyone should know their USP -Unique Selling Point.
It will probably change as you grow, expand and find your market but you should have an idea of what it is right now.
If you’re starting up a marquee hire business or thinking of it and worried how you’re going to appeal to customers then don’t worry. These factors are in your favour and so you should promote these as often as possible:
- Brand new equipment. If you’re just starting out then all of your stock is new. You should be using phrases like ‘all of our stock is less than 6 months old’. Try and avoid saying it’s never been used before as that might just worry people that you don’t know what you’re doing
- The cheapest. When you start a marquee hire business you should be among the cheapest in the area.
As you grow as a business these will obviously change – for a start your stock will be older and your prices will probably have gone up! To give you an idea before I had to sell our marquee hire company I would promote the following about us:
- Wedding specialists. We had done a LOT of weddings by the end but always tried to make sure each customer felt special and individual. We’d offer them advice and choices even though 90% of people ended up having the same thing!
- Reliable and trustworthy – this is just something you build up over a long time by reputation. It can swiftly be lost which is why I was careful who we sold it to and made sure they’d carry on in the same vein.
So if you’re thinking of starting up a marquee hire venture then play on the ‘new stock’ and ‘cheapest’ angles to get you business.
If you’re an established company make sure you know your USP and where you’re currently at. If you don’t know then take time out and think about it, if you’re confused about what your angle is then how do you think customers are going to feel?
Thanks for reading
PS -advance warning, next week’s post will be all about our 9m wide kit as the pre-order deadline is coming up soon.