Service Merchandising and Selling

There is a constant drive to find new ways of product display. All the traditional channels have been used in various imaginative ways (and some not so imaginative). Given that advert regulating agencies now discourage the use of posters on the streets, new channels such as SMS, MMS and other forms of mobile advertising are being exploited often to the point of being intrusive to the proposed client. Sometimes, this service is not appreciated and can be downright rude.

But it is easy to sell a product. Just put it in the customer’s face and he (or she) will eventually give it a try. Even if it is only to prove that they do not really need it after all. At that point, the product better sell it self on its merit or else. Then the next step is to continue harassing the public to remember that the product is there for their use (benefit or otherwise).

So, how does one do the same thing for a service?

The current direction is to create an identifiable brand image and quickly make it recognisable tie the service to that image.

But branding a service is not the easiest thing in the world. Branding is relatively easy for a product, company or person. some services are completely far out unique and completely intangible so much so that they defy description to all but the creators. That said, one just has to create an identity for it. Build a brand that is “remember-able” so that when a prospect sees the name, ..aha!

How was it done in the days before the internet, before the television, before the telephone, before the megaphone, or even before the kite. yes Kite!

So, how did the christian cross or the swastika achieve recognition? How did your country’s flag become associated with the country?

…but leave all that. Suppose we define a service properly first, then add a few character attributes (say for example, accuracy of data or facts; timely delivery; or honest accounting or billing) which we consistently impress on the receiver of the service. Then, after this achieved, we then introduce a mark which certifies the service, and then after the mark is recognised to a few, we then create a campaign to broadcast the service.

Of course in planning the campaign, one should not forget the goal. Yes! it is often so easy to forget the goal especially when planning a multi-media, multichannel campaign. The use of technology and new media often makes us focus on the possible tricks and not on the message. The simple way is to hire a professional. Sometimes though, hiring a professional may not be so easy, but that is another story.