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Service vs Product Marketing

August 8th, 2011

If you manage a service-based business, you’re certainly aware of how ineffective some traditional product-based marketing approaches can be in promoting your company. The fact is, if you provide a service rather than a product, it can be downright detrimental to your company’s reputation and the perceived value of your service to use product-based marketing techniques.

Service businesses differ from tangible-goods companies in many ways. Many service companies focus their marketing efforts on the goal of instilling the proper perceived value of the service – the customer must feel – must KNOW – that their life will be made easier, better or richer in some way from using the service.  Since the customer, in many cases, won’t walk out of your office with a tangible product in-hand, this emotional connection is an imperative element in service marketing. The (sometimes) unfortunate reality is that service providers have to work many times harder than their product-offering counterparts to persuade the consumer of the service’s intrinsic value.

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