Archive for January 31st, 2010
Communicating a Service Offering in Cairns
Posted on January 31, 2010, under Uncategorized.
Because services are not touchable, marketing communications for services achieve more than market services. Communications render services more tangible, and give prospects something firm to measure.
As a result, marketing communications for most services haul around a heavier burden than communications for products. A bright red Porsche 911 convertible, for example, yells loudly and beautifully for itself. Very few services speak 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 web designers will toil on our behalf more than necessary, and bill more than necessary. We worry that the latest weight loss service will fail, just like the two before it. We worry that our builders will extend their budget and finish weeks after they promised. We worry that the collection agency we hire for our service will badger our clients worth keeping and collect only a small part of our outstanding receivables.
So unlike communicating about products, communicating about services must make the service more tangible and real, and must reduce risk for 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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