Avatar News May 25, 2006

Working Out Your Business's USP

Last month, we urged you to think about calls to action and this month we're talking about another marketing fundamental, the USP. The concept of an USP or Unique Selling Proposition has been around since the early 1940s. One of the early pioneers of very successful TV advertising, Rosser Reeves, defined the USP as follows:

1. Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."
2. The proposition itself must be unique — something that competitors do not, or will not, offer.

Some good examples of New Zealand businesses with a clear USP are:

• Pak N Save: We buy big. You save big.
• The Warehouse: Where everyone gets a bargain.
• Avatar Web Promotions: Web design with a marketing focus.

Whilst advertising nowadays strives to capture audience attention and promote brand awareness in many different ways, a USP is still a powerful marketing tool. So think about your USP — is it your location, staff, technical knowledge, expertise, price, convenience, newness, speed, product or service? And what is the benefit to your customer of your USP?

This is Avatar's USP and the benefit of it for our clients:

"Web design with a marketing focus." — We specialise in creating Web sites that are visually and commercially effective, which can be promoted and marketed effectively — meaning more traffic to your Web site, optimum visitor experience, sales conversions and enquiries.

Think about your USP when you produce marketing material (not just Web based) for your business. Be creative, be unpredictable, look at pitching a strong USP in a memorable way and think about whom you are targeting.

If you'd like us to review your Web site's marketing, we'll look at your statistics, site usability, optimisation and use of language and graphics on the home page and one of your site's section pages. Contact us for more information.

Choosing Pictures With Oomph

The pictures on your Web site may only have a matter of seconds to catch the attention of an online visitor, so it's important that they're as effective as they can be. To help you out, we've put together a few tips and resources for finding and choosing pictures with online oomph.

Where To Get Good Pictures

• DIY — If you're a dab hand with a camera, you can produce some great results, (view for example, the Sea Spirit Web site) but if you're not sure whether your own pictures are up to scratch, ask someone else. Don't tell them who took the picture. Let them be nice or nasty, without thinking they're offending you personally.

• Professional photographers — If you don't know the front from the back of a camera, you could consider investing in the services of a professional photographer. Do make sure you've seen samples of their work so you know what quality of pictures you can expect and give them a very clear brief on what you want.
• Online picture libraries — These are some of our fave online photo libraries: iStockphoto, Stock.XCHNG, Fotolia, Gimmestock.com, Dreamstime, Can Stock Photo and BIG Stock Photo. The pictures offered are typically of very high quality and range from traditional to quirky. Before you purchase any pictures, check the terms and conditions of use carefully.

What Makes Web Site Pictures Effective?
Here are a few things to think about when you are choosing pictures for your Web site:

• Lighting — Pictures should be well lit with clearly visible subjects. Well lit pictures can be really effective against darker backgrounds.
• Composition — Effective composition isn't always about the rule of thirds. Choose some pictures for their interesting angles, use of space, unusual perspectives or extreme close-ups (macro).
• Mood Shots — Mood shots are often close-ups of details such as flower petals, wood bark, water drips, firelight, crockery, food and drink. You can use mood shots to create atmosphere, evoke emotional responses and add colour and style to your site.
• Colour — Select pictures in colour, black and white or sepia depending on the style and appeal you are trying to create. Army Museum, for example, uses black and white and faded pictures to create a sense of history with great effect.
• People Pictures — People are drawn to pictures of people. Putting people in landscapes, for example, not only creates a point of focus but also helps to create a sense of size and scale. Use people in your pictures that your target audience can relate to.

Have fun choosing your site's pictures, because if you enjoy picking them, your target audience may just enjoy looking at them!

Rocket is a Space Cadet

You may not be too surprised to hear the latest news from Avatar HQ, but we can confirm that Rocket is a space cadet. He's pursuing his life-long dream and in 2008 he's going into space. Our space geek, Rocket, is the first New Zealander to make a reservation to be one of the first 100 passenger astronauts aboard Virgin's VSS Enterprise. View the latest news on our space nut's stratospheric adventure.

Interesting Tidbits

• Kennedy pledged a man on the moon. On this day in history, 25 May 1961, US President John F Kennedy pledged to get the first man on the moon by 1970. In July 1969, Neil Armstrong fulfilled his vision.
• Monkeys in space. So this is the final frontier. No more mention of space after this, but we couldn't resist showing you a picture of Sam, one of the pioneering monkeys in space.
• New products from the Big G. There seems to be no stopping Google at the moment. Their latest offerings include Google Trends, Google Desktop, Google Personal Search, Google Notebook and Google Co-op. But what's useful? What's really useful? It's got to be Google Picasa - it's great for editing all your photos.
• New Zealand uses Google to search for sheep. The Age reports that according to Google Trends, most searches for "sheep" are made by New Zealanders. Nuts.
• New Zealand's Web sites are vulnerable. A recent report from Massey University suggests that New Zealand Web sites are vulnerable to Google hacking.
• Kiwi Expats Association launches a global talent centre. The Kiwi Expats Association brings together Kiwi expatriates, public and private sector organisations for the benefit of New Zealand.
• The world's worst job interview... live on the Beeb. Was it in make-up or was it when he was in the studio that it finally dawned on Guy Coma that his wasn't a typical BBC interview?
• Free online software tutorials. Want to find out how to use or get the most out of your Adobe, Microsoft or Mac software? Atomic Learning's site can help.
• Kiwi movies in the box office top 10 for 2005. Narnia and King Kong made the top 10 for box office earners in 2005.
• Spoof travel Web site provides a few laughs. We came across this spoof travel Web site, which made us chuckle. Selecting a hire car by spoiler size... classic.
• Everyone's a potential cartoon! It worked for Andy Warhol in the 1960s and now you can create pop-art images of your family and friends with this easy to follow guide.
• A little bit of silliness to make you smile. Yes, this one's just plain silly. Dogs that drive. The dachshund has extendible back legs, don't you know.

Sites of Interest

Here's a selection of sites we've designed, updated and/or promoted recently...

• NZS.com (design)
  One of New Zealand's leading search engines and Web directories providing over 56,000 listings for New Zealand businesses.
• Versatile (fielday banner)
  Versatile are one of New Zealand's most trusted builders of garages and small buildings, with branches throughout the country.
• Aperio Investigations (promotion)
  Hamilton based private investigations agency offering private and corporate clients discreet and professional investigation services.
• Blue Chip Coaching (promotion)
  Leading New Zealand coaches delivering executive, business and leadership coaching, training and development services.
• Clifftops (promotion)
  A luxury bed and breakfast accommodation on Waiheke Island offering gourmet retreats, cooking classes and a beautiful cliff top venue for small weddings.
• Lake Tekapo Budget Accommodation (promotion)
  Friendly backpackers' hostel with family rooms and dormitories with views of Lake Tekapo and the Southern Alps of New Zealand.