Communicating about services is entirely different from planning integrated marketing communication for a product(goods) due to its features of intangibility , variability etc

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