NEWS & UPDATES
NewsAugust 7, 2007 In Archives By Advent
Service-Based Marketing
Service based marketing is a topic that is worthy of a full-length article (which I’ll try to get to soon!). Meanwhile, a quick blurb here may be helpful.
For simplicity, let’s define the concept with examples:
Example 1: Pampers’ Child Seat Safety Inspections
Pampers introduced a new diaper. As part of the awareness building campaign, they offered a free child seat safety inspection program at various retail outlets that parents of young children might visit. The brand ambassadors (which is a critical concept, also worthy its own full-length article), were trained and certified in safety seat inspections. After they performed each inspection, they gave the family a coupon they could use right then to try the new diapers.
Example 2: Nestle Water’s Beach Cleanup
Nestle Waters (makers of Arrowhead, Ozarka, Deer Park, and other bottled water brands) wanted to strengthen its image as a wholesome, socially-conscious, environmentally friendly brand.
Nestle organized a “Give Back / Kick Back” event in conjuction with a local beach cleanup organization. The public was invited to spend the day helping clean up a local beach, and then enjoy a free concert that evening.
At the cleanup site Nestle’s brand ambassadors were passing out bottled water, offering massages at a branded station, and performing other services– all designed as touch-points for the brand.
I think this type of marketing is something that all of us are going to be integrating into our plans in the future. If you have questions about the concept, let me know. We’ll be glad to help…
Authored By Advent
Advent partners with organizations to help them visually express differentiation.
