The Intangibles

So we all understand how to market a product. Have people test it, make ads and commercials, use humor and buzz marketing.
But how do you market something that you can't put in a bag and take home with you?
How do you market a service? Over 80% of U.S. Gross Domestic Product (the moeny our country makes) is from services! So this is where marketers will find not only the biggest challenges, but the biggest possible payoffs. In other words, it's where the money's at.
In my opinion, marketing a service is not truly that different from marketing a product. You can still use consumer testimonials, still use humor and buzz marketing, and still try to convince people that your service is something they can't live without.
In my mind that hardest part about marketing an intangible service is the possible lack on customer gratification due to the lack of something tangible they can hold, or wave around and say, "HERE! This is what I received for my money!"
When paying money for a service such as medical care, or consulting, or even live entertainment, there is the danger that the customer will forget the value of the service once it is complete.





Some markets try to solve this by making tangible merchandise that consumers can have as proof of their investment/purchase. Bands and sports franchises sell t-shirts, posters, and memorabilia, and most health care offers some sort of gratification, whether it's a release from pain, a prescription, or a sense of physical and mental well-being.
But that's all AFTER a costumer is aware of a service, once they like it, have used it, and have developed some brand loyalty.
How do you market a service that in new, and does not offer something tangible? Take for example a new insurance company How do you convince customers to spend their money with the company?

Customers judge intangible serives with criteria that they may not be aware of, including Reliability, Responsveness, Assurance, Tangibles (as discuseed above, but also including the atsmophere), and the Empathy or caring of the people providing the service.
So a marketer has to first make sure that the customer will feel the intangible serive is realiabilie, and will be just as great a quality every time they use it. One way to do this is to use testimonials of people who have used the service. Another is to offer a free no-obligations trial period. This can lose a company money if the customer does NOT find the service to be invaluable, but it is also a great way to build customer loyality if your service is excellent.
Th best way to market an intangible serive is to give the customer a mental picture that they can identify and unerstand, no matter how silly it may seem. This may come in the form of a mascot, like the Geico Geco, or a piece of atmsphoere, such as a comfortable couch
in a psychologist office, or the idea of a open and colorful office space such as with Google

and Facebook.
To market someting people can't see, touch , or taste, you have to give them things they can, and the mosre creative yet simple, the more effective the marketing campaign.
So marketing an intangible product is not only possible, but done all the time. It allows for great creativity, and that is what any marketing professional loves.