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RAB Radio Training Academy RAB Radio Training Academy Your clients know the difference... Do you? Consumer Marketing Features & Benefits
RAB Radio Training AcademyRAB Radio Training Academy
Your clients know the difference...Do you?
Consumer Marketing
Features &
Benefits
RAB Radio Training Academy
“Why should I advertise on your station?”
Your clients have one primary question...
RAB Radio Training Academy
What’s the Difference?
Feature Attribute of your station
from your point of viewFeature statements usually
begin with WE or OUR
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“We rank #1 in adults 25-54.”
Examples:
or“Our signal covers eleven counties”
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What’s the Difference?
Feature
Benefit
Attribute of your station from your point of view
Feature statements usually begin with WE or OUR
Attribute of your station from the prospect’s point of view
Benefit statements usually begin with YOU or YOUR
RAB Radio Training Academy
“Your message will be heard in all eleven counties of our metro area.”
Examples:
or
“You will be reaching the largest adult 25-54 audience in the market.”
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Can I interest you in really nice hat?
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Write down three FEATURES this hat offers.
Step 1:
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Write down three FEATURES this hat offers.
After each FEATURE, write the phrase“which means that you...”
Step 1:
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Now, identify the corresponding BENEFIT for
each FEATURE and complete each statement.
Step 2:
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That’s pretty good, but let’s
give it even more impact!
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with the BENEFIT.
with the FEATURE.
Re-phrase
Lead
Support
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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
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Say... Your hat will provide you with years of protection from the elements because it is coated with our patented Clear Coat
varnish.
Example
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Let’s apply this to your station
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Step 1:
Write down three FEATURES that you often use
when presenting your station to clients and
prospects.
RAB Radio Training Academy
Step 2:
Identify the BENEFIT to advertisers
(“Which means that you…”)
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Step 3:
Lead with the BENEFIT
Support with the FEATURE
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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.
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When presenting, be sure to include support materials for any claims you make...
Coverage Map
Coverage Map
Coverage Map
Ratings Data
Coverage Map
Qualitative Research
Coverage MapEtc.
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Solving their problems
Achieving their objectives
Consumer Marketing
The Most Important BENEFITS To Your Clients and Prospects
RAB Radio Training Academy
• 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
The Complete System
RAB Radio Training AcademyRAB Radio Training Academy
Consumer Marketing
Features &
Benefits
