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Features & Benefits

Features & Benefits. Your clients know the difference... Do you?. Consumer Marketing. “Why should I advertise on your station?”. Your clients have one primary question. What’s the Difference?. Attribute of your station from your point of view. Feature.

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Features & Benefits

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  1. Features& Benefits Your clients know the difference... Do you? Consumer Marketing

  2. “Why should I advertise on your station?” Your clients have one primary question...

  3. What’s the Difference? Attribute of your station from your point of view Feature Feature statements usually begin with WE or OUR

  4. Examples: “We rank #1 in adults 25-54.” or “Our signal covers eleven counties”

  5. What’s the Difference? Attribute of your station from your point of view Feature Feature statements usually begin with WE or OUR Attribute of your station from the prospect’s point of view Benefit Benefit statements usually begin with YOU or YOUR

  6. Examples: “You will be reaching the largest adult 25-54 audience in the market.” or “Your message will be heard in all eleven counties of our metro area.”

  7. Can I interest you in really nice hat?

  8. Write down three FEATURES this hat offers. Step 1:

  9. Write down three FEATURES this hat offers. After each FEATURE, write the phrase “which means that you...” Step 1:

  10. Now, identify the corresponding BENEFIT for each FEATURE and complete each statement. Step 2:

  11. That’s pretty good, but let’s give it even more impact!

  12. with the BENEFIT. with the FEATURE. Re-phrase Lead Support

  13. Rather than saying... Our hat is coated with our new Clear Coat varnish which means that the straw will last through years of exposure to the elements. Example

  14. Say... Your hat will provide you with years of protection from the elements because it is coated with our patented Clear Coat varnish. Example

  15. Let’s apply this to your station

  16. Write down three FEATURES that you often use when presenting your station to clients and prospects. Step 1:

  17. Identify the BENEFIT to advertisers (“Which means that you…”) Step 2:

  18. Lead with the BENEFIT Support with the FEATURE Step 3:

  19. When writing proposals or “one-sheeters”, you can improve on the standard FEATURE oriented wording by leading with the BENEFIT and using the FEATURE as support information.

  20. Coverage Map Coverage Map Coverage Map Ratings Data Coverage Map Qualitative Research Coverage Map Etc. When presenting, be sure to include support materials for any claims you make...

  21. The Most Important BENEFITS To Your Clients and Prospects Solving their problems Achieving their objectives Consumer Marketing

  22. The Complete System • Conduct a thorough needs analysis • Identify the client’s primary objectives • Identify the client’s most pressing problems • Lead with the BENEFIT of solving their problem and/or achieving their objective • Support with the corresponding station Features • Offer proof Consumer Marketing

  23. Features& Benefits Consumer Marketing

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