What should you really be marketing this spring? Benefits, not features. Last week, Bridget and Charlie Hall discussed his article on plant benefits. This week, Bridget can help you turn product features into benefits. Features are attributes about the product (what color the flower is or how much nitrogen the fertilizer has in it). Benefits are what the product does for the buyer. In this episode of the Marketing Munchie podcast, Bridget will give you some insight about how to help you and your employees market benefits, not features.
Plants have many benefits, but we rarely talk about them or communicate them in our marketing efforts. Why? Most marketers don’t realize that people buy benefits (what the product does for them) not features (what the product is or how it can be described). Charlie and Bridget discuss Charlie’s article in the Journal of Environmental Horticulture outlining the environmental, economic, and ecosystem services benefits of plants.
Branding has been prevalent in many industries, but is only a few decades old in horticulture. Recent research showed that younger horticultural consumers had greater brand awareness and were more likely to buy branded products. In this podcast, Bridget will share some insight about branding herbs and vegetables for consumers of all ages.