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Consumer Benefit
Glossaries
| Term | Definition |
|---|---|
| Consumer Benefit | The Consumer Benefit is the main, unique, and desirable advantage that a consumer perceives they will get from buying or using a specific product or service. It is not the product's technical characteristic, but the answer to the customer's implicit question: "What's in it for me?". It is the specific, tangible or intangible value that solves their problem or satisfies their need. What it is for / why it is importantIt is the heart of marketing strategy and advertising communication. Clearly identifying and communicating the consumer benefit is fundamental for differentiating an offer from that of competitors. People do not buy products; they buy solutions and benefits. Focusing on the customer advantage, rather than on simple product features, makes the marketing message more persuasive and effective. When it is used / in what context it is usefulThe concept is crucial during new product development (concept development), in defining brand positioning, and in the creation of any advertising campaign. Every effective advert, slogan, or product page is built around a clear consumer benefit. It is used to translate features into benefits for the target audience. Practical exampleA smartphone battery has a "feature" of 5,000 mAh. The "consumer benefit" is not the number, but "getting to the end of the day without needing to recharge the phone". A car has the "feature" of 7 airbags, but the "consumer benefit" is "the peace of mind of knowing your family is travelling protected". Extra insightThe most common trap is confusing the benefit with the feature. The feature is "what the product is" (e.g., "patented rubber sole"). The benefit is "what the product does for you" (e.g., "running without slipping, even in the wet"). Good marketing always focuses on the latter, using the former only as supporting proof (the Reason Why). |
