In this Tourism Marketing Tip, I want to share the wonders of the Product Benefit. But first; a bit of background may be in order. I speak with owners all the time who confuse a feature with a benefit. I will show you why the line between these two items can seem a little blurry.
First, let’s define a product feature. I want to pick on Kentucky Fried Chicken because I have seen these restaurants in Moscow and Rome and my home town. So you are familiar with these folks no matter where you live.
Years ago their slogan was “40 herbs & spices”. It was on every television commercial: the chicken taste better because of forty herbs and spices. Nobody could possibly match the taste!
You already know where I am going: the spices is a feature (I hate English). The benefit of all this extra seasoning is that the chicken is so good you will lick your fingers when you are done. The product benefit is that their chicken is “Finger Lickin’ Good”.
So perhaps twenty years ago, they switched their slogan from a feature to a benefit.
Consider this: Avis (the car rental company) tries harder. Clearly, their trying harder is something that will benefit you. They really, really want your business. Why? Because of a feature: they are the second largest car rental company. So they have to try harder to earn your business. This is a great concept; they took a negative and turned it into a positive.
I need you to be clear on the difference between a feature and a benefit. So I will take a few imaginary examples from the tourism industry:
Notice something in each example: the benefit is how the feature will help you. You will have a happy wife so you will enjoy your vacation more because of our clean restroom. The benefit is how the feature will make your vacation better.
The take away from the above is that we are looking for something that will help us. We do not care about your fresh fish, we care about how your fresh fish will improve our dinner. The product benefit is a selfish thing - how will this help the tourist from his point of view.
Now you have an idea about the difference between a feature and a benefit, lets dig into the very best product benefits. Let’s talk about family, love, and memories.
Warning: we will now play with fire and must be careful. Do not ever toy with emotions in an overt, open manner or you will surly pay. Marketing Death = “If you loved your children you would spend money with us”.
In my home town, there is a small theme park. It’s called Dollywood after the American Country Singer, Dolly Parton, who is from this little town. I wanted to show you this because of words like little and small. This is not Apple, this is something any small business can do.