Selling Experience

I've noticed over the years that there is an interesting dichotomy in the style of advertising coming from really large, really competitive companies. And this style repeats in a couple of different industries:

• Pepsi vs Coke
• Burger King McDonald's
• Universal Studios vs DisneyWorld/Land

In each case, the one on the right is significantly more dominant in their market than the one on the left (of course, the one on the left doesn't like to admit it). Coke outsells Pepsi 2 to 1.* ~14000 McDonald's to ~7700 Burger Kings. ~116 million visitors (worldwide) to 26.4 million (worldwide)

This is lopsided market share is not anywhere more evident than in their advertising. Here are some of the slogans & ideas they have each used:

• Better Tasting/Choice of a New Generation/Something for Everyone
  vs
  Have a Coke and a Smile/I'd like to buy the world a Coke and fill it with love
• Our fries are better/Flame broiled burgers are healthier (?) or better tasting
  vs
  Happy Meals/I'm Lovin it/You Deserve a Break today/We love to see you smile
• Better Rides/More Rides/Faster Rides/More Trills/Better Shows
  vs
  Magic Kingdom/Where Magic Lives/The Magical Place to Be

So, what are they selling? One side sells Soda/Pop/Drinks, Burgers, and Rides. The other sells Smiles, Happiness, and Magic.

It is a powerful message.

The fact that their drink does better in blind taste tests, or that some tribe from the Arctic (who has never seen cows) likes their burgers, or that people like their rides better are all product features. The other side is selling the experience.

So, when selling against competitors, what are you pushing? Do you point out features? Or do you sell experience?

What do you think?

* ok, so I don't have a source for this. And those who know me will understand that I'm biased. So, if you dispute this number, go find a better one and post it here. I'll correct.