6. Promotion, Interactive Marketing, Advertising, INTEGRATED SERVICES…
The Role of Marketing Communication
Position & Differentiate the service
Promote the contribution of Service personnel & Backstage Operation.
Add value through communication content.
Facilitate customer Involvement in service production.
Stimulate or Dampen demand to match capacity
Communications and the Services Marketing Triangle
Key Reasons For Service Communication Problems
Approaches for addressing
Advertising & other communication
Inadequate Management of Service Promises
Approaches for managing service promise
Create a strong service brand
Coordinate external communication.
Increase ad effectiveness
Encourage brand switching
Encourage brand loyalty
Get customers to make purchases at the point of purchase
Prompt existing customers to buy more.
Introduce new products
Attract new customers
To check seasonal changes in sales volume
Inadequate Management of Customer Expectation
Approaches for managing Customer Expectations
Make realistic promises
Offer service guarantees
Create tiered-value service offerings
Communicate the criteria and levels of service effectiveness
Inadequate Customer Education
Prepare customers for the service process.
Confirm performance to standards and expectations.
Clarify expectations after the sale.
Inadequate Internal Marketing Communication
Create effective vertical communications
Create effective horizontal communications
Sell the brand inside the company
Create effective upward communication
Align back-office and support personnel with external customers
Create cross-functional teams
Center Service Encounters
INTEGRATED SERVICES COMMUNICATIONS
External Marketing Communication