Sports Marketing 1.05 – Features & Benefits/Attendance Motivation
describes an actual part of a product or service
how a product or service will directly offer a user a solution or positive result
easy to recognize benefits. Example: alloy rims vs factory grade implies status and luxery.
specific to the product or service. Example: hands free voice dialing
implied benefits but not obvious. Example: NASCAR provides research for innovation in automobiles and tires.
providing product features to satisfy customers offering them a benefit they need or want
Graphic that compares the features and benefits of several products/services in a chart form.
Service Feature (examples)
Examples: Sports Spa/Gym – massages, Yoga classes, weightlifting classes
Service Benefit (examples)
Examples: Sports Spa/Gym – better health, fewer injuries, better performance
Product Feature (examples)
Examples: Golf Clubs – loft, weight, graphite vs steel, woods vs irons.
Product Benefit (examples)
Examples: Golf Clubs – control, durability, backspin, low score
a specific group of customers that you want to reach
research method in which information is obtained by asking many individuals a fixed set of questions
electronic media that allows people with similar interests to participate in a social network
Online journals where people post their thoughts, usually on a narrowly defined topic
Face to face
in person; in a situation where two people can see each other and speak to each other directly; not over the phone or by email
sampling of a product while blindfolded so as not to bias the outcome
small groups of people who are interviewed, typically to provide advertising or public relations professionals with detailed information
short-term incentives to encourage trial or usage of a product or service
a promotional program that allows the consumer the opportunity to try a product or service for free
temporary price reductions, often employed to boost sales
the use of satisfied customers and celebrities to endorse a product in advertising
usually a paid for recommendation regarding the use or quality of a good or service
not shared with others
Recognition or respect from others
be a regular customer or client of; brand loyalty