Talk Benefits, Not Features

Free Activities, New Product Process, Products and Brands, Promotion, Review Exercises

Topics

benefits, features, product design, positioning, customer needs

Review the activity below or download the PDF student worksheet

Student Discussion Activity

Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features!

Below is an example of how to convert features into benefits (for a potential new product for Burgers Galore, namely fruit salad). Your task is to identify the benefits for a swimming pool toy, and a new pet walking service.

 Fruit Salad Example

Features-Based

  • Enjoy Burgers Galore’s new fruit salad
  • With an array of different fruits
  • Fruits are cut into pieces
  • And not cooked
  • Served in a plastic container
  • They are chilled for your enjoyment

Benefits-Based

  • Enjoy Burgers Galore’s new fruit salad
  • With an array of delightful tastes and textures, that come in easy-to eat, bite-size pieces
  • And they are all natural and fresh
  • Easy to eat anywhere
  • And they are always cool and refreshing

Now complete for…

For a Swimming Pool Toy

Features-Based

  • Introducing an inflatable trampoline that floats on your pool.
  • Enables jumping, diving, and games.
  • Weight capacity of 100kg.
  • Electric inflation pump included.
  • Repair kit included.
  • Available in black, red, or yellow.

For Pet Walking service

Features-Based

  • We offer a new service of walking your dog.
  • This service is available in most suburbs.
  • We will pick and return your pet – and there’s no need for you to be home at the time.
  • Walks range from 30 to 90 minute duration.
  • Maximum six dogs per walk.
  • All our dog walkers are animal lovers.
  • Can also include dog basic training (if required).

Student Discussion Questions

  1. Rewrite the list of product features for the swimming pool toy and the walking service as a list of benefits (as per the fruit salad example).
  2. Which approach (features or benefits) do you think is likely to be more effective in marketing communications?
  3. When evaluating a product offering, are consumers more likely to buy a product for its features, its benefits, or a combination of both?
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