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  • Post last modified:October 15, 2021
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What are service marketing agencies? What qualities of a service marketing agency distinguish it from a regular marketing agency? If you own a services business, you must be familiar with the strategies for marketing of services. We have found for you, some of the key factors that form the foundation of services-centered marketing agencies. 

The difficulties of service marketing agencies, vary greatly from that of product marketing agencies. When it comes to the qualities of a service marketing agency, there are unique characteristics that should be acknowledged and comprehended, while creating a marketing plan or a competitive strategy. This is what separates them from product-based marketing companies. The four key components that marketers use to plan their strategies for marketing of services are listed below:

1. Intangibility

When it comes to the qualities of a service marketing agency, tangibility is difficult to achieve because, with products, a customer can feel it. Services do not function that way. For services, they cannot be experienced before they are actually purchased by the consumer. So, communication is the key here. The agency needs to give the audience a feel of the service via words and sentences. They have to do their best to reduce the element of intangibility. Read more about how an advertising agency maintains effective communication with its clients in our blog: HOW AN IDEAL ADVERTISING AGENCY MAINTAINS EFFECTIVE COMMUNICATION WITH CLIENTS.

2. Inseparability

When it comes to service marketing agencies, the location of the services cannot be moved. It is fixed at a particular location throughout. Agencies need to make a strong impression in the minds of the customers, in order to lure them to the location of the purchase. Customer satisfaction is of utmost importance. Strategies like direct marketing, used for product related businesses, cannot be applied here. 

3. Perishability

While making strategies for the marketing of services, the agencies have to make sure that they take into consideration, the element of perishability. Services sometimes may not have that imperishable capacity for future use or sale. Therefore, the factor of time, supply, and demand is something that needs to be managed effectively. The consumer must purchase the services before they go out of value. This is one of the most important factors which, if not managed well, will cause a massive reduction in revenue. 

4. Variability

When it comes to the qualities of a service marketing agency, one should always take into account the factor of variability. Although, variability can be seen in small-scale businesses, it is seen more prominently in the services business. Services may vary with time, location, and consumers, especially if the services rely on human work and efforts. As a business owner, it is vital to ensure consistent service delivery. Employees should be managed and educated in this respect. 

It is easy to get overwhelmed, when you are working with a services marketing agency, as there are so many areas to base your strategies upon. Challenges are mere opportunities in disguise. In order to attain success for a small-scale service enterprise, it is not just enough to attract new customers, but one must also develop long-term relationships with existing customers, while framing strategies for the marketing of services. To know more about small business advertising, read our next blog: SMALL BUSINESS ADVERTISING: A KEY TO GROWTH & SUCCESS.


Uni Square Concepts is an advertising agency located in New Delhi, India. By initiating The Uni Square Blog, we aim to provide a comprehensive portal where readers can educate themselves about the various aspects of advertising and marketing. The articles and blogs are written by our professional team of content writers, under the guidance of senior leaders of Uni Square Concepts including its CEO, Uday Sonthalia.