To be effective, Marketing of Service needs to a genuine commitment versus a one-off stunt. While few marketers will have the perseverance to make it 108 years like Michelin with its peripatetic guides, I suspect they can make it longer than a weekend like the recent painfully misguided “free taxi” effort by Tylenol.
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Marketing as Service can run rings around traditional approaches especially if you’re trying to expand your business in Asia. J&J provided a great service recently to the Chinese government by ridding their world famous terracotta warriors of a decay-causing fungus. Their reward included the right to display several of the “cured” statues [...]