MARKETING COMMUNICATIONS FOR SERVICES [ Part 1 ]
Modern marketing process involves something more than Just developing a good product (the First P), Pricing it attractively (the Second P), and Making it accessible (the Third P).
It also calls for communication with the present and potential stakeholders and the general public (the Fourth P). Marketing communications, in one form or another, are essential to a company's success.
For most companies today, the question is not whether to communicate, but rather what to say, to whom, and how often. So managers need to debate the question: “How should the Marketers communicate what our service has to offer?”
In addition to being a global force, communication is the unique tool that marketers use to persuade the consumers to act in a desired way, say to vote, to buy, to donate, to patronise, etc.
The location and atmosphere of a service delivery facility, corporate design features like the consistent use of colours and graphic elements, the appearance and behaviour of employees, website design—all of these factors contribute to an impression in the customer's mind.
Communications are in many forms, like verbal, visual or symbolic, and convey special meaning that the marketers want to impart to the consumers. Communications can evoke emotions that put consumers in more receptive frames of mind, and it can encourage purchases that help consumers solve problems or avoid negative outcomes.
In short, Communications is the bridge between marketers and consumers, and between consumers and their socio-cultural environments.