1.05 Features and Benefits of Sport and Event products and services

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Presentation transcript:

1.05 Features and Benefits of Sport and Event products and services Determine sport/event features and benefits Describe factors that motivate people to participate in/attend sport/events

What do you see?

What do you see?

Feature Benefit Selling Providing product features to satisfy consumers by offering them a benefit they need or want

Feature and Benefit Feature: Describes an actual part of a product or service Benefit: Describes how a product or service will directly offer a user a solution Answers the question “What’s in it for me?” For every feature, there should be a corresponding benefit for a consumer

Define and Identify: Obvious Benefits and Unique Benefits Easy to recognize Example: Alloy Rims vs Factory Grade – Status Symbol Example: 4G – Connectivity Availability Unique Benefits: Specific to the product or service Example: I-Phone 4S “Siri” – Hands-free Example: Victoria Beckham Edition – Exclusive style

Define and Identify: Hidden Benefits &Feature Benefit Selling Hidden Benefits: Implied but not obvious Example: Hybrid Cars = Better gas mileage

Feature and Benefit Example: Golf Clubs Service Product Example: Sports Spa/Gym Features: Massages, Yoga Classes, Weight lifting classes Benefits: Better health, fewer injuries, better performance Example: Golf Clubs Features: Loft, weight, graphite vs. steel, woods vs. irons Benefits: Control, durability, backspin, low score

Feature-Benefit Chart

Feature-Benefit Chart Example Product Features 160GB internal hard drive Provides storage for games, movies, music, photos and other media. Blu-ray Disc player Delivers the ultimate high-definition movie and gaming experience. Built-in Wi-Fi Makes it easy to connect to the Internet for additional entertainment options. HD streaming Lets you enjoy thousands of movies, sports and TV shows in high-definition streamed instantly to your PlayStation 3 system with CinemaNow, Netflix, Hulu Plus, Vudu, NHL GameCenter and MLB.TV (requires subscriptions, not included). 3D gaming Immerses you in the game with stereoscopic 3D (3DTV required, not included).

Describe how to prepare a feature-benefit chart for a product Identify each feature Align each feature with benefit(s) Feature Benefit 160GB internal hard drive Provides storage for games, movies, music, photos and other media. Blu-ray Disc player Delivers the ultimate high-definition movie and gaming experience. Built-in Wi-Fi Makes it easy to connect to the Internet for additional entertainment options.

Prepare a feature-benefit chart for a product Teacher assigns product for students to use in filling out a chart

Identify sources of feature/benefit information Consumer Reports Company Websites Angie’s List Blogs Government Websites (ie: FDA) Social Media Twitter

Explain the importance of understanding why people participate in/attend sports/events Target marketing – help to key on your customers Assist in market(ing) planning – where to market Economic analysis Health

Describe techniques for identifying sport/event motivators Surveys Social Media Blogs Face to face Blind sampling Focus groups Promotions

sport/event motivators to sell products Sample Discounts Testimonials Endorsement Exclusive Prestige Patronage