Communicating a Service Offering in Cairns
January 31st, 2010
Because services are not touchable, marketing communications for services achieve more than promote services. Communications make 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 speak for themselves at all.
We implicitly give trust to most products. We trust that our new tyres won’t explode, our white sugar will taste sweet, and our aspirin will cure our headaches without bad side effects. But we are far less trusting and certain about most services.
We worry that our lawyers and web designers will do more than necessary, and bill more than necessary. We worry that the latest weight loss service will be useless, just like the four we have tried before. We worry that our builders will extend their budget and complete the job weeks after they promise. We worry that the collection agency we hire for our service will harass our customers 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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