Communicating a Service Offering in Cairns
January 31st, 2010
Because services are intangible, marketing messages for services achieve more than market services. Communications render services more tangible, and present prospects something firm to measure.
As a result, marketing communications for most services haul around a heavier load than communications for products. A bright red Porsche 911 convertible, for example, shouts loudly and beautifully for itself. Very few services shout for themselves at all.
We implicitly trust most products. We trust that our new tyres won’t blow out, our white sugar will taste sweet, and our aspirin will reduce our headaches without bad side effects. But we are far less trusting and certain about most services.
We fret that our lawyers and auto mechanics will do more than necessary, and bill more than necessary. We are concerned that the latest weight loss service will be useless, just like the three before it. We worry that our remodelers will pad their budget and complete the job weeks after they promise. We worry that the collection agency we engage for our service will harass our clients worth keeping and collect only a small part of our outstanding receivables.
So unlike communicating about products, talking about services must make the service more tangible and real, and must soothe the worried prospect. It’s not like selling Porsche automobiles.
For more information about services marketing and making services more concrete, visit Rob Johnson’s Twitter page. Sponsored by Rob Johnson of http://seocairns.seovoodoo.com.au/
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