This document discusses marketing communications strategies for promoting services. It explains that marketing communications can position services, promote back-stage operations, and add value through content. However, communicating intangible services faces challenges like generality and non-searchability. To overcome this, marketers can use tangible cues and metaphors. The document also provides guidance on determining the target audience, key messages, best communication methods, channels, and timing for a marketing communications plan promoting a service.

1. Promoting services and educating customers

2. Role of marketing communications
Position and differentiate the
service
Promote the contribution of
service personnel and back
stage operations

3. Add value through communication
content
Stimulate the demand

4. Challenges of service communications
 Generality
 Non searchability
 Mental impalpability

5. Overcoming the problem of intangibility
 Tangible cues
 Metaphors

6. Marketing communication planning
 Who is our target audience?
 What do we need to communicate and achieve?
 How should we communicate this?
 Where should we communicate this?
 When do the communication need to take place?

7. MARKETING COMMUNICATION MIX

9. Messages
originating within
an organization
Sources
Production
channels
Marketing
channels
Front line staff
Service outlets
Self service
delivery points
Advertising
Public relations
Direct marketing
Sales promotion
Personal sellingTrade shows
Internet

10. Messages
originating
outside an
organization
Word of mouth
Blogs, social networks
Media coverage

11. Production channels
Front line staff Service outlets
Self-service delivery points

12. Marketing channels

14. Messages originating outside the organization

15. Questions???

16. THANK YOU!!!!!