Underdog Marketers create a distinctive personality.
They are youthful, hip, and often a bit irreverent. They
bark a lot and keep clamoring for attention. Brash personalities are always more engaging and memorable than
those that you’d find inside corporate boardrooms. A
bright and energetic attitude is what the public expects
but seldom finds in a typical chain operation. Underdogs create a Unique Selling Proposition (USP) and let
prospects in their area know about that USP at every
opportunity. The Underdog’s USP is the reason customers should eat at his pizzeria rather than the competitor’s.
The USP becomes the badge that Underdogs place on all
of their marketing messages. This may be higher quality,
better service, customization, lower price or a combination of all of these things. The USP tells the Underdog’s
customers—and the world—why the Underdog’s pizzeria is the only pizzeria for them!
Underdog Marketers practice transcendental marketing.
They know that human desire transcends time, language
and culture. Since the beginning of time, people have
desired health, happiness, status, security, beauty and
prosperity. The specifics of these desired qualities may
change in different areas and times, but the basic desire
transcends all. Underdog Marketers make sure all of their
marketing speaks to these basic human desires.
Tom Feltenstein is a restaurant marketing consultant and the CEO/Founder of Tom
Feltenstein’s Power Marketing Academy.
Click here to read an expanded version of this article,
“ 35 Principles of Underdog Marketing.”
Cane Rosso, an authentic Neapolitan pizzeria in Dallas, stands out from its competitors by
cultivating a hip, fresh and irreverent personality.
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