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SVCM CHAPTER 8- IMC (roles of IMC (Position and differentiate
the service…
SVCM CHAPTER 8- IMC
roles of IMC
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Add value through communications content ( as customers are made aware of the service options available for them)
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target audience
Prospects - use traditional comm mix (media ad, PR,and telemarketing)
Users- ( use frontline employees to up/cross sell, point of sales promotions, with the help of customer database: email, sms, direct mail and social media
Employees- public media, usually using internal company specific channels
Comm objectives
FOR USERS -
Compare service favourably with competitor offerings
Build preference by communicate strengths and benefit of brand
Reposition service
Provide reassurance and guarantee
Familiarise customers with service processes in advance
Teach customers how to use service
Stimulate demand in low-demand periods
Create memorable images of company and brand
FOR PROSPECTS
Reduce uncertainty and perceived risk
Encourage trial of service
Build awareness and interest of unfamiliar brand/service
FOR EMPLOYEES
Reposition service
Recognise and reward valued customers
Create memorable images of company and brand
Marketing MIX*
firm has control over
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Traditional comm mix
Advertising
TV, RADIO, MAGAZINE, NEWSPAPER,MOVIE THEATRES, OUTDOOR MEDIA
Public relations
EFFORT TO STIMULATE POSITIVE INTEREST IN FIRM
NEWS RELEASES, PRESS CONFERENCES, SPECIAL EVENTS,SPONSORING ACTIVITIES
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Sales promotions
COMM ATTACHED WITH AN INCENTIVE TO ACCELERATE PURCHASE DECISION, MOTIVATE CUSTOMER TO USE SERVICE SOONER, IN GREATER VOLUME AND FREQUENCY
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DEFINITION
IMC means that a firm's various media deliver the same messages, look and feel and the communications from the different media and comm approaches become part of a single overall message and service promise about the service firm and its products.
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