Chapter - 12

Promotion and Communication of Services

Chapter - 12

Objectives of the Session

To understand Importance of Communication and its Types Communication Issues for Service Marketers Objectives of Promotions Elements of the Promotion Mix Promotional Strategies for Services How to Design a Specific Service Promotion Strategies for Effective Promotions
Chapter - 12 2

Importance of Communication and its Types

Helps the organization to stay in touch with internal and external customers. An organizations success depends on communicating effectively with its external and internal customers Internal Communication External Communication
Chapter - 12 3

Types of Communications
Types of communication Internal communication External communication

Oral Written

Intercom (internal Telephone, customer call centers telephone lines) Newsletters, internal Company memos, notice boards statements, magazines Meeting, presentations seminars newsletters, business

Face to face

Seminars, meetings, presentations at the client premises

Online
Media

e-mails, internet, Internet, official websites intranet, websites

Advertising through print, radio, television
Chapter - 12 4

Communication Tools
Facsimile machines Written communication

Laptops

Communication Tools

Internet

Personal Digital Assistance

Chapter - 12

Telephones & Mobile Phones

5

Communication Issues for Service Marketers

Technology Budgetary constraints Content Delivery

Chapter - 12

Objectives of Promotions
To increase the awareness of customers about the new services. To encourage the intermediaries To face the competition

Chapter - 12

Elements of the Promotion Mix

Sales promotions Promotional mix Elements Direct Marketing

Publicity & Public relations

Advertising
Chapter - 12

Personal Selling

Personal Selling
Personal selling involves
persuading an existing or a potential customer through oral communication to purchase the service offering of the company. Aims to develop a rapport with the customer To enjoy a high success rate.

Chapter - 12

Advertising

Outdoor and retail

Bill boards and posters Electronic displays Transit advertising Retail store displays

Broadcast
TV Radio Internet Advertising Types Cinema

Print
Newspapers Chapter - 12 Magazines
10

Sales Promotions
Used by companies to improve the sales of a product or service by encouraging the existing customers to use the service more frequently by attracting new customers to use their services. through
Discounts, Allowances, Allowances to intermediaries
Chapter - 12 11

Publicity and Public Relations

Publicity
To create awareness about their offers among the existing and potential customers and even the general public.

Public relations
To maintain good relations with a companys employees, customers, stockholders, government, regulatory authorities, and general public at large. It is aimed at enhancing a companys image and prestige among its internal and external customers.

Chapter - 12

12

Direct Marketing
To contact the existing customers directly through
Telemarketing, Directing mail, Online marketing websites),

and potential

(e-mail

and

official

without employing any intermediaries in the process.

Chapter - 12 13

Promotional Strategies for Services

Services cannot be inventoried Reduced role of intermediaries Role of service personnel Service delivery location Customer as a co-producer
Sampling Premiums Prize promotions Price/quantity promotion Refunds and future discounts Coupons
14

Chapter - 12

How to Design a Specific Service Promotion?

Which service to promote Who would be the target customer What would be the value added to the product/brand Is the timing right for promotion and how long should a promotional campaign be run. Is the timing right for promotion and how long should a promotional campaign be run Who is benefited from the promotions How to differentiate a promotional campaign
Chapter - 12 15

Strategies for Effective Promotions

Effective planning Focused objectives Perfect timing Adding value through tie-ups promotion overlays Employee motivation Well differentiated Regular evaluation of the campaign
Chapter - 12

and

16

Summary
Importance of Communication and its Types Communication Issues for Service Marketers Objectives of Promotions Elements of the Promotion Mix Promotional Strategies for Services How to Design a Specific Service Promotion Strategies for Effective Promotions

Chapter - 12

17

Thank you
Chapter - 12 18