Workshop 3 4 fei proposition & benefits 2

Abigail Carney Associates 2010

Marketing Festivals

WHAT’S THE PROPOSITION?

THE BENEFITS?

FEI Festival Marketing Workshop HCMC December 2010


Benefits?

• The offer – who, when, where, how . . .• Seem like benefits in themselves• But they are actually features• They may not be enough to persuade• We may need to make deeper connection with

our customers . . . • We must offer benefits


Turning features into benefits

• Facts• Practical details• Apparent benefits

• Customers buy these• It is what they get out of a

product / service• They fulfil a need• They are often action or

change related

Features Benefits


Features• Compact• Portable• Access to internet• Word processing• Power point• Ram and Gbs

Benefits• Do computer work• Access to files all the time • Do presentations• Work anywhere• Maximise time• Go on line• Keep in touch with clients

Example: Your Laptop


Features• Gym• Classes• Swimming pool• Crèche• Café• Membership £50 a month

Benefits• Get fit• Deposit kids• Have coffee, lunch, etc• Cheaper then single classes

Example: Gym


Features• Gym• Classes• Swimming pool• Crèche• Café• Membership £50 a month

Deeper Benefits• Makes me go regularly• Time for myself• Make a day of it• Make friends• Develop confidence• Live longer

Example: Gym


Features• World class music events

across county• Day & evening events -

affordable ticket prices• Events in unusual, rarely seen

venues• Local restaurants & pubs

offering special deals• Performers offering

workshops, talks

Benefits• Local & accessible, near you,

no need to go to city• Cheaper than EIF, see more

than one event • Discover your county, invite

your family & friends• Lunch / afternoon event,

dinner / evening event – whole day

• Opportunity for students to see behind the scenes, learn new skills

Example: Lammermuir


Lammermuir

Benefits can help to define customer groups:• Music & heritage lovers • Local residents• Local young music students• Tourists• Visiting friends & families


Features: Families programme• Festival happens in school

holidays• Participatory events for

children• Demonstrations & theatre

shows about science• Family day ticket for adults &

children• Café in the same building for

parents & carers

Benefits• Something to do in holiday• Hands on fun• New way of learning• Parents can watch & enjoy• Parents can leave & relax• Ignites interest in science• Supports school work• Family day out• Value for money• Wet weather activity

Example: Science Festival


Features: Adult talks programme• Talks for adults on a range of

topics• Talks about every day topics:

dreams, food, attraction• Singles night!

Benefits• For everyone, scientists & non

scientists• Makes science accessible &

enjoyable• Topics that are part of every

day life• Topics for further discussion

with friends• Different night out to normal• Meet someone!

Example: Science Festival


Edinburgh Science Festival

Benefits can help to define customer groups:• Families on school holidays• Adults interested in scientific topics• Young people studying science


Features: Schools programme• Shows for children aged 4 – 12

years old

Benefits• New experience for children, a

change from film & TV• Support learning in the

classroom – child & teacher• Teaches children how to be at

a performing arts event• A school trip different to

normal park, zoo, etc

Example: Imaginate Festival


Exercise

Review your event• What are the features?• Can you translate them into benefits?• Do your benefits appeal to certain people?• Who & why?


So where are we?

• Feedback• Considerations?


So where are we?

• The ‘What, where, when’ are features• Need to translate these into benefits• Customers buy benefits• Benefits meet customer needs• Benefits become marketing messages• Talk to customers, see what they think• Benefits define who our customers will be

Workshop 3 4 fei proposition & benefits 2

Education

Transcript of Workshop 3 4 fei proposition & benefits 2