Service as Marketing
TOOLMARKETING
What is Service as Marketing?
Service as Marketing is a strategic approach where a physical service becomes an active and recurring marketing channel. Proposed by Diego Martinez as part of the ToolMarketing ecosystem, this model turns in-person interactions into continuous value experiences, where delivery comes before the sale and the relationship is built through functionality, not persuasion.
Physical tools as marketing channels
A Recurring Value Tool (RVT) can be physical. It might be a free tire calibration station, a posture scanner at a gym, an interactive retail space, or even a room equipped with sensors, screens, or devices that communicate with the visitor. These physical elements become autonomous, useful, and reusable marketing vehicles.
Service as Marketing is not giveaways or activations
It’s not about promotional gifts or isolated actions. A Service as Marketing structure delivers practical value from the first contact, generates behavioral data in the physical world, and naturally encourages engagement and conversion. The service provides value before the sale, and the sale becomes a natural outcome.
Practical examples
Imagine a store offering free vehicle scanning or a waiting area with interactive kiosks and personalized diagnostics. Or a van equipped for in-person analysis at events that also showcases products or collects preferences. That’s Service as Marketing: transforming the physical space and service into an active and memorable marketing channel.
Integration with ToolMarketing
Service as Marketing is a functional branch of ToolMarketing. Like digital RVTs, physical tools also follow the FIRE pillars — Functionality, Integrity, Recurrence, and Experience. They become continuous touchpoints with high brand perception impact and the potential to generate sales without relying on campaigns or content.