Literacy Basics - Community Literacy of Ontario

Features and Benefits

Introduction

While we are developing our marketing mix, another important distinction to think about is the difference between features and benefits. Features are the special or unique characteristics of a program or agency. Benefits are features articulated as advantages for our target market.

For example, we may have a computer class that begins with the absolute basics for people with zero computer experience. The feature is the computer class. The benefit is that self-conscious learners can learn about computers in a non-threatening class. Converting features to benefits is one way of ensuring that your marketing mix has good positioning in the target's mind. It also helps us to think through our marketing. What would be the point of promoting a basic computer program to pre-college students? Chances are that this group's knowledge of computers is highly sophisticated and they would fail to see the benefits of such a program. Therefore, this feature of our programming is not one that we would promote to younger students upgrading to enter college.

Focusing on Benefits

Focusing on the features of our programs is an easy trap to fall into when we plan our marketing. One easy way to prevent this is to state a feature of your program, add “which means” or “so that” and finish the statement with the benefit to your target. This is an important exercise because the benefits of what we do are so obvious to us, we do not often think of translating them for our stakeholders.

Example for prospective learner:
We offer an introductory computer course so that you will feel comfortable as a student who has never used a computer.

Another method you can try is to craft your marketing message and then step into your target's shoes and read it. If you aren't clear on the “So what?” then you have not adequately expressed the benefits in your message.

Example for Ontario Works partner:
“We can offer your clients programs to upgrade their skills.”
So what?
“We can offer your clients programs to upgrade their skills which means that your clients will be more self reliant and able to find employment more quickly.”

If you have ever visited the Ontario Works website at the Ministry of Social and Community Services, you will know that self-reliance and short, but effective routes to employment are very important within their mandate. www.mcss.gov.on.ca/mcss/english/pillars/social/programs/ow.htm.

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