Vous êtes sur la page 1sur 47

MKTG3311

Services Marketing

Lecture Five: 27 August 2014


Daniel Schepis

Lecture Five:
Promoting Services

What can promotions be used


for?
o Position and differentiate service
o Promote contribution of personnel and
backstage operations
o Add value through communication content
o Facilitate customer involvement in production
o Stimulate or dampen demand to match
capacity

Positioning and
Differentiating

Promote the Contribution of Service


Personnel and Backstage Operations

Add Value through


Communication Content

Facilitate Customer
Involvement in Service
Production

Stimulate or Reduce Demand


to Match Capacity

Service Context
Communications Challenge
Intangibility
Generality
Non-searchability
Abstractness
Mental Impalpability

Overcoming Intangibility
Problems
Use Tangible Cues

Overcoming Intangibility
Problems
Use Metaphors

Overcoming Intangibility
Problems
Use Metaphors

The heart
and soul of
the brand:

= the organisation, its customers,


employees, management,
stakeholders. In short, its any and
everyone who touches or is

Overcoming Intangibility
Problems
Show customers benefiting
Good for abstractness issues

Overcoming Intangibility
Problems
Show facts and figures
Good for generality issues

Overcoming Intangibility
Problems
Get testimonials from happy customers
Good for non-searchabillity issues

Overcoming Intangibility
Problems
Present step-by-step guide
Good for mental impalpability issues

Marketing Communications
Planning
Who is our target audience?
What do we need to
communicate and achieve?
How should we communicate
this?

Where should we communicate


this?

When do communications need


to take place?

Target Audience
Prospects
Employ traditional communication mix because prospects are not
known in advance

Users
More cost effective channels

Employees
Secondary audience for communication campaigns through public
media
Shape employee behavior
Part of internal marketing campaign using company-specific
channels

Setting out objectives


Create memorable images of specific
companies and their brands
Build awareness/interest for unfamiliar
service/brand
Compare service favorably with competitors
offerings
Provide reassurance (e.g., promote service
guarantees)

Setting out objectives


Build preference by communicating brand
strengths and benefits
Position or reposition service relative to
competition
Reduce uncertainty/perceived risk by providing
useful info and advice
Encourage trial by offering promotional incentives

Setting out objectives


Familiarize customers with service processes
before use
Teach customers how to use a service to best
advantage
Stimulate demand in off-peak, discourage during
peak
Recognize and reward valued customers and
employees

Objectives by Stage
Product Life Cycle
Stage

Communication
Objective

Communication Tactics

Introduction

Informational

Introduce the service offering


Create brand awareness
Prepare the way for personal
selling efforts
Encourage trial

Growth and Maturity Informational and


Persuasive

Create a positive attitude


relative to competitor
offerings
Provoke an immediate buying
action
Enhance the firms image

Maturity and Decline Persuasive and


Reminder

Encourage repeat purchases


Provide ongoing contact
Express gratitude to existing
customer base
Confirm past purchase

Marketing Communications Mix

Marketing Communications Mix

Advertising

Build awareness
Inform
Persuade
Remind

Public Relations
PR/Publicity involves efforts to
stimulate positive interest in an
organization and its products through
third parties

Direct Marketing

Mailings, recorded telephone messages, faxes, email

Sales Promotion
Communication that comes with an
incentive

Personal Selling

Interpersonal encounters educate customers and


promote preferences for particular brand or product

Trade Shows
Large industry specific event

Company Website
Can communicate a variety of things

Banner Advertising
Tips for effectiveness

Interactive
Customizable
Contextual
Entertaining
Playable

Search Engine Advertising


Pay for targeted
placement of ads to
relevant keyword
searches
Sponsor a short text
message with a clickthrough link
Buy top rankings in
the display of search
results

Service Delivery Channels


Service outlets

Can be through banners, posters, signage, brochures,


video screens, audio etc.

Service Delivery Channels


Frontline employees

Communication from frontline staff can be for the core


service or supplementary elements
New customers in particular need help from service
personnel

Service Delivery Channels


Self-service delivery points

ATMs, vending machines and websites are examples

Messages from Outside


Word of Mouth (WOM)
Can be more credible
How to promote positive and control negative
Stimulation through social media

Hartline & Jones (1996)

Messages from Outside


Media Coverage

Compares, contrasts service offerings from competing


organisations
Advice on best buys

Issues
Setting unrealistic
expectations
Following through
with message
Deception
Advertising intrusion

See
you
next
week

Vous aimerez peut-être aussi