Communicating services
Download as PPTX, PDF0 likes39 views
The document discusses the role of marketing communication in creating a strong service image, generating credibility, and maintaining customer contact. It identifies challenges associated with service marketing, such as intangibility and customer involvement, while also highlighting opportunities for effective communication and demand management. Key strategies include defining communication objectives, utilizing various channels, and emphasizing employee contributions to enhance service delivery.
![Personal
Communication
Advertising Sales Promotion Publicity & PR Instructional
Materials
Corporate
Designs
Selling
Customer
Service
Training
Telemarketing
Word of
Mouth
Broadcast
Print
Internet
Outdoor
Direct Mail
Sampling
Coupons
Gifts
Sign-up
Rebates
Prize
Promotion
Press Release
Press
Conference
Special Events
Sponsorships
Trade Shows
Websites
Manuals
Brochures
Interactive
Software
Voicemail
Signage
Interior Decor
Vehicles
Equipment
Stationery
Media –
initiated
Coverage
Uniforms
[Fig : The Marketing Communication Mix for Services ]](https://image.slidesharecdn.com/communicatingservices-200512114637/85/Communicating-services-10-320.jpg)
Communicating services
- 1. INTEGRATED SERVICES MARKETING COMMUNICATION Vi j y a t a As s i s t a n t P r o f e s s o r R a n c h i Wo m e n ’s C o l l e g e
- 2. ROLE OF MARKETING COMMUNICATION Role of marketing communication To create a powerful image To generate a sense of credibility, confidence & reassurance To inform value proposition and competitive advantage To maintain contact with its customer To inform when and where of the availability of this service
- 3. CHALLENGES & OPPORTUNITIES IN COMMUNICATING SERVICES Generally SERVICES pose different challenges in while preparing a integrated communication plan, these are : ꙮImplication of Intangibility ꙮCustomer as co-producer ꙮRole of customer contact personnel ꙮDifficulty in evaluation of services ꙮDemand – supply balance
- 4. IMPLICATION OF INTANGIBILITY ABSTRACTNESS: Vague, non-quantifiable concepts e.g. – financial security , expert advice etc It gets difficult to communicate abstract features in quantified terms GENERALITY: Class of objects , person or events e.g. – cabin crew, airline seats , nurses etc Creating a distinctive value proposition becomes a challenge MENTAL IMPALPABILITY : Introduction of completely new idea or service which seems multidimensional , complex for user. Convincing the customer for even trial becomes difficult NONSEARCHABILITY: Can’t be searched or inspected before use e.g. surgeon expertise, working with a trainer Creating a service space, word of mouth or testimonials
- 5. FACILITATING CUSTOMER INVOLVEMENT IN PRODUCTION OF SERVICES Many a times customers act as a co – producers of service. Training them properly on how to perform this service encounter will enhance their service experience . Advertising, incentives are useful tool for these.
- 6. EVALUATION OF SERVICE OFFERING Challenge :Customers may face problem in distinguishing one firm from another in terms of service supplied Opportunity: Providing tangible clues related to service performance , quality , employees etc to the customer
- 7. DEMAND AND SUPPLY EQUILIBERIUM Challenge : Managing demand – supply ratio is difficult in services as the supply can not be increased even if demand increases, neither can be reduced even if demand shortens. Opportunity : Advertising and promotion techniques can be used to increase demand during slow times and to reduce it during peak hours. Eg – happy hour discounts
- 8. CONTRIBUTION OF SERVICE PERSONNEL In high-contact services role of employee becomes too crucial. Advertisements show casing the expertise ,dedication, commitment and professionalism of employees can help in creating an edge over competitors
- 9. SETTING THE COMMUNICATION OBJECTIVES “5 W s” Model √Who is our target audience? √What do we need to communicate and achieve? √How should we communicate? √Where should we communicate? √When do the communications need to take place?
- 10. Personal Communication Advertising Sales Promotion Publicity & PR Instructional Materials Corporate Designs Selling Customer Service Training Telemarketing Word of Mouth Broadcast Print Internet Outdoor Direct Mail Sampling Coupons Gifts Sign-up Rebates Prize Promotion Press Release Press Conference Special Events Sponsorships Trade Shows Websites Manuals Brochures Interactive Software Voicemail Signage Interior Decor Vehicles Equipment Stationery Media – initiated Coverage Uniforms [Fig : The Marketing Communication Mix for Services ]
- 11. Front – line employees & call centre staff Service outlets Self service delivery points Advertising Public Relations Online marketing Websites Direct marketing Sales Promotions Personal selling Word of mouth Blogs and online ratings Media editorial T A R G E T A U D I E N C EFig : Sources of messages received by the target audience SOURCES
- 12. COMMUNICATION THROUGH INTERNET Websites - high in content quality - Easy to use - Quick to load and download - Updated frequently Banner advertising - eyeball ad - Skyscraper - Button/Postcard Search engine Advertising - SEO - SEM - Adwords
- 13. Some examples . . .
- 14. THANK YOU !!! Write to me at vijyata.rwc@gmail.com or comment in comment box