RUN WITH THE Big dogS™ newsletter
 Volume 3, issue 30

Is your product intangible?  Perhaps you need to create a tackle box...John

Marketing idea

We have a client whose core value to its customers is its intellectual property.  The processes they developed for the migration and integration of legacy systems gives them a competitive advantage.

The challenge was how to market such intangibles.  Prospects always have trouble grasping the intangible, they respond better to something they can put their arms around.  What our client came up with was a product they named the tackle box. The product consisted of a packaging of their proprietary processes, various case studies, software and training modules, etc.  They then changed their pricing and marketing material to align with this new way of presenting the company's capabilities.

By transforming a service and capability into a product they were able to present a crisp answer to their prospects when asked what exactly were they buying.