Jeopardy is a popular American game show that is unique in that the answer is the question.
The show features a quiz competition in which contestants are presented with general knowledge clues in the form of answers, and must phrase their responses in the form of questions.
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In Marketing, the unique selling proposition is the value that a brand promises and must deliver to its primary target market. Finding an existing brand’s USP can be difficult. Here’s where the jeopardy paradigm becomes useful.
To find your brand’s true USP, find the questions where your brand is:
- The only answer
- In the first 2 or 3 answers that comes into mind (top of mind, unaided)
- The chosen answer when choices are given (aided awareness)
- The answer that people will choose when they have time to consider all factors (preferred)
- Most used often (BUMO brand used most often)
The higher you up on the ladder, the better your USP is
BUT only if the question is relevant and important to the primary target market (ie. meets the needs, wants and demands of the primary target customer better than competition.
Examples:
Which fastfood offers unli rice?
Top and possibly only Answer: Mang Inasal
Question is relevant only to the PTM who needs, wants and demands unli rice.
If you want unli rice, where do you go to?
Possible answers: Mang Inasal, all buffets
With multiple answers, then the question is inferior to one where the qualifier “fasttood” is included. And while there may be other fastfood answers, Mang Inasal may be the most common answer because it communicated this promise thru advertising and it has many outlets.
If you want unli rice and have only P150 budget and want to eat in an airconditioned and convenient place, where do you go to?
Top and possibly only answer: Mang Inasal
The very specific question further defines the additional components of the USP but the additions don’t diminish the main USP which is unli rice. The airconditioning may not be working but as long as there is unli rice that a PTM is looking for, then the answer is Mang Inasal.
What is the Olympic energy drink?
Only Answer: Milo
Question is irrelevant to those who hate chocolate.
What is your favorite chocolate drink?
Possible answers: Milo, Ovaltine, Swiss Miss, (notice it is already hard to have more than 3 anwers)
This is an inferior question to find the USP but it is still better than having no question at all. Also, this may lead to identifying the real USP.
What offers Langhap sarap meals? (no longer the emphasis of ads, but established and unchallenged for many years
Only answer: Jollibee
Anong fastfood ang love mo?
Only answer (reinforced by massive advertising): Love ko to McDo