MARKETING OF SERVICES
Ing. Veronika Braciníková, Ph.D.
MARKETING MIX IN SERVICES
MARKETING COMMUNICATION
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• Communicating the positioning of the service to customers.
• MC adds significance to services.
• The service marketers must design a MC strategy which helps
the customers overcome some constraints.
MARKETING COMMUNICATION
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• Establish need for category
• Build Brand Awareness
• Build Brand Attitude
• Influence Brand Purchase Intention
SETTING THE COMMUNICATION OBJECTIVES
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• Provide tangible clues.
• Make the service understood.
• Communication continuity.
• Promising what is possible.
• Capitalising on word of mouth.
• Direct communications to employees.
GUIDELINES FOR SERVICE ADVERTISING
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• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
• Online Marketing
• Event Marketing and Sponsoring
MARKETING COMMUNICATION MIX
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• Paid, non-personal method of promotion.
• The role of advertising:
• to build awareness,
• to add to customer’s knowledge,
• to help persuade the customer to buy,
• to differentiate the service.
ADVERTISING
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• WOM.
• 15th and 16th – development of printing.
• 17th – newspapers in London.
• 18th – advertising in newspapers was flourishing.
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HISTORY OF ADVERTISING
A Coca-Cola advertisement, 1890s.
• 19th – growth of advertising industry – advertising agencies.
• 20th – advertising developed in a variety of media.
• 21th – increasingly used digital technology.
• Successful advertising campaigns can be emotive, creative,
eye-catching, catchy, musical, or even intentionally annoying.
SUCCESSFUL
ADVERTISING
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Billboards advertising Broadway shows, Times Square, NYC.
• Anything to grab attention!
• Vital role in services.
• Personal interaction between the service provider and
the customer.
• Provided by a person, not a machine.
PERSONAL SELLING
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• Personal contact
• Relationship enhancement
• Cross selling
PERSONAL SELLING
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• Multilevel Marketing.
• Body Language:
• Kinesics
• Chronemics
• Paralanguage
• A gesture
• Face-play
• Oculesics
• Haptics
• Proxemics
PERSONAL SELLING
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• The product is promoted using short-term attractive initiatives to
stimulate its demand and increase its sales.
• Sales promotion tools used for consumer-oriented promotion are:
• Free Samples.
• Free Gifts.
• Discounts/Discount Coupons.
• Exchange Schemes.
• Finance Schemes.
• Shipping Schemes.
• Bundle Discounts.
• Bulk Purchase.
SALES PROMOTION
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• Mainly in the fast-moving consumer goods market.
• Sales promotion tools are aimed at these audiences:
• Customers.
• Intermediaries.
• Sales force.
• POP/POS materials.
SALES PROMOTION
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• A management function that establishes and maintains relationships
between company and various groups of the public.
• PR is responsible for selling the company's reputation, inspire confidence.
PUBLIC RELATIONS
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• Build relationships.
• Generate information.
• Pass information to the media.
• Promote awareness.
• Gain publicity.
• Lobbying.
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PUBLIC RELATIONS
PUBLICITY
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• Publicity/PR refers to the ability to generate interest about business,
service, or product through media outlets at very little to no cost.
• Use of direct channels to reach customers and delivery of goods
and services without using marketing middlemen
(intermediaries).
• Many marketers use direct marketing to build long-term
relationships with customers.
DIRECT MARKETING
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• Direct marketing transmits the promotion message directly to
the existing or future consumers.
• To obtain an immediate response, we can use coupons, phone
calls and personal visits.
DIRECT MARKETING
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• Sponsorship is the financial or material support.
• Funds are made available to the recipient of the sponsorship deal.
• Service for service.
SPONSORSHIP
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• Benefits for sponsors:
• Exposure.
• Lack of clutter.
• Opportunity to build image.
• Differentiation.
• Exclusion of competition.
• Opportunity to sell goods or services.
• CSR.
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SPONSORSHIP
• It has dual purpose:
• To strengthen the firm's brand.
• To provide sales.
• The combination of the creative side of the discipline (using
powerful narratives) and the technical side of data (digital
engineering and analytics).
ONLINE MARKETING
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• Tools of OM:
• Website
• Social media
• SEO
• Webinar
• Content marketing
• Online ads
• Email Campaign
• Newsletter
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ONLINE MARKETING
• Refers to the fact that creative teams are no longer tied
to a limited palette of surfaces.
• Guerilla Marketing.
• Viral Marketing.
• Product Placement.
ALTERNATIVE FORMS OF MC
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• Unconventional marketing campaign designed to achieve
maximum effect with minimum resources.
• Forms of GM:
• Ambient Marketing.
• Ambush Marketing.
• Buzzmarketing.
• Mosquito Marketing.
• Sensation Marketing.
GUERILLA MARKETING
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• Self-replicating viral processes.
• Advantages: low costs, quick spread of information,
high effectivity of targeting.
• Disadvantages: loss of the information control.
• Examples of successful viral campaigns.
VIRAL MARKETING
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• Products are placed in movies, music videos, TV shows,
video games etc.
• Quality PP puts the product in a positive context.
PRODUCT PLACEMENT
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• Influencer marketing.
• Wild posting.
• Green marketing.
• Neuro marketing.
• Mobile marketing.
OTHER ALTERNATIVE FORMS OF MC
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THANK YOU
FOR YOUR ATTENTION☺
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