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What is Unique Selling Points (USPs)

Chapter 4
Shifts in Knowledge Sharing and Creativity for Business Tourism
Standing out in the crowd. In a competitive world, businesses and products need to differentiate themselves to succeed. This is where Unique Selling Points (USPs) come into play. A USP is a clear and concise statement that highlights the distinct advantage city’s offer, which has compared to competitors. It's the single, most compelling reason why a customer should choose this special city. It must clearly differentiate you from competitors. USP needs to address a genuine pain point or need of target audience. It should offer something that truly matters to them.
Published in Chapter:
Effectiveness of Territorial Marketing for the Polish Tourism Brand
Magdalena Tomala (Kielce University of Technology, Poland) and Joanna Radowicz (Kielce University of Thechnology, Poland)
Copyright: © 2024 |Pages: 17
DOI: 10.4018/979-8-3693-2619-0.ch004
Abstract
Territorial marketing influences economic growth in Polish cities. The effectiveness of activities, which territorial marketing carried out, should have resulted in a coherent vision and achievement of marketing goals. This chapter aims to examine the dependence between the touristic strategy of territorial marketing in Polish provincial cities and economic growth. The chapter is divided into three parts. Firstly, the meaning of territorial marketing will be analyzed. The second part will analyze the factors that influence territorial marketing. The unique selling points will be described within Polish cities. In the third part, the correlation between the number of tourists and Polish cities' incomes will be analyzed. It is worth mentioning that currently, most Polish cities apply marketing strategies toward tourist goals, which stand out because of their image, and specific attributions among others.
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