Developing a USP means differentiating yourself from your competitors, that is to say, other bands and musicians whom potential clients could hire instead. Think carefully about what makes you stand out from the crowd, and then start shouting about it! In this blog, we’ll give you some top tips on standing out from the crowd…
USP stands for “Unique Selling Point”. It’s a business term that’s generally used to highlight what makes a product or service different from the others on the market.
As a function band, many different aspects of what you do that can be turned into your USP. You may well have more than one.
Your USP can be anything, as long as it separates you from your peers. For instance:
- The style of music you play
- The instrumentation that makes up your group
- The costumes you wear
- The light show you can put on
- How much you charge
4 easy steps to define your unique selling point
If you’re struggling to work out what your band’s USP is, you can start by writing down the following:
- Explain your style of music
- Define your target audience
- List the biggest distinctive features of your band
- Define what you offer the client
Show off your testimonials
Including testimonials that back up your USP on your website or Last Minute Musicians profile is always a good idea. These testimonials must show off your best qualities and are reasonably up to date.
A great way to tell potential clients about you is to share your current testimonials through social media.
Your goal is to communicate to potential customers why they should use you rather than someone else. Customers want to know why you’re good, what style of music you play and what other people think about you.
Last Minute Musicians joint-founder, Adam Hughes
It is a good idea to contact clients a few weeks after their event to encourage them to give a review.
Giving a polite reminder will jolt their memory, and they will remember how fantastic their entertainment was.
USP example 1: The Royal
The Royal’s USP is their huge stage persona and ability to offer a wide range of line ups.
The Royal offer small to large entertainment packages to suit mid to high range budgets.
The band then promote this selling point through a short video that outlines their repertoire and energetic stage show.
USP example 2: Men in Blue
Many clients love the idea that they are getting the same entertainment as the stars. Men in Blue use their high profile performance in Hyde Park for the Royal Wedding celebrations and performances at secret celebrity parties as a USP.
For a party band, it can be difficult to set yourself aside from other bands performing the same ‘pop’ music style.
A potential USP for such a band could also be performing pop music in a slightly different style to the original.
USP example 3: Abba Sisters
You might expect an Abba tribute group to feature four members. However, the Abba Sisters have marketed towards clients who seek to hire entertainment on a budget but not cut back on quality.
The group can also be hired as a four-piece band featuring Benny & Bjorn – everything a client could wish for in a 70s entertainment package for those looking to spend a little more.
The Abba sisters also offer a separate ‘70s Fever Show’, which they incorporate into their Abba performance.
A unique selling point should be as simple as possible and specifically tailored to your target audience.
Bands are likely to get a greater number of gigs by targeting a niche market than by simply advertising themselves as a ‘pop function band available for hire’.Sources
- https://www.lastminutemusicians.com/entertainment_agency.html
- http://www.convinceandconvert.com/digital-marketing/5-ways-to-develop-a-unique-selling-proposition/
- http://www.sitepoint.com/how-to-create-unique-selling-proposition/
What’s your band’s USP? How do you promote it? Let us know in the comments below.
