The best practices for marketing a service, or other intangible, have been the subject of debate for as long as there’s been a concept called “marketing”. One thing is certain, if you’re in a service-based business. If customers don’t understand what you’re selling, they won’t buy it. Whether you’re a banker, a consultant, delivering software as a service, or providing facilities management, some of your prospective customers just can’t understand concepts that aren’t concrete. So how do you explain something that they can’t see, taste, or touch, in a way that they can understand it? One of the most effective tools to do this is to use a metaphor. A great example is TD Canada Trust’s big green armchair, and its slogan “Banking should be this comfortable.” With their campaign, the bank immediately created a concept of how they wanted to serve customers that could be instantly grasped without any explanation, demonstration, or prospectus.
So today, if you’re marketing a service or some other intangible, consider this: what’s the best metaphor for what you want to do or be for your prospective customers?
Keeping it real,
Megann & Steve