Service Communication

LESSON 9
LEARNING OBJECTIVES
• 9.1 Integrated Marketing Communications
• 9.2 The Role for Communications
• 9.3 Services Communication
• 9.4 Key Communication Variables
• 9.5 Corporate Identity
• 9.6 Branding Services
• 9.7 Advertising the Services
 INTRODUCTION
• Today’s environment is fiercely competitive. It is therefore
not enough to develop a service for which there is known
demand.
• It is not enough to say that a good service will sell itself. The
service must be communicated to the target market in order
to generate and develop a loyal customer base.
9.1 Integrated Marketing Communications
• The concept of integrated marketing communication
(IMC) was introduced in the 1980s (Schultz and
Schultz, p. 19) and has since changed the way
communicators and marketers interact and conduct
business.
• The American Marketing Association defines IMC as
“a planning process designed to assure that all brand
contacts received by a customer or prospect for a
product, service, or organization are relevant to that
person and consistent over time.”
 5 Tools for Integrated Marketing communication
1. ADVERTISING
• Advertising has always been an effective way to communicate to large
audiences quickly. Although it can be expensive, it’s the most efficient
long term because of its wide reach.
• The goal of advertising is to solidify a global brands personality and
spread its message quickly and convincingly to mass consumers. This
form of Integrated marketing communication has an abundance of
mediums to choose from depending on the brand and its audience.
https://youtu.be/m9N5fxsF2gQ

The benefit of the dog wielding a lightsaber campaign is that they’ve become
relatable and humorous. Budget Direct’s brand personality has removed the
negativity from insurance and allowed a connection to their targeted audience, and
consumers primarily based on personality.
5 Tools for Integrated Marketing communication
2. DIRECT MARKETING
Direct Marketing is a type of integrated marketing
communication that focuses on presenting brand information
to only those with similar interests.
Although direct marketing has features of mass advertising, its
use of the target market makes it more susceptible to
achieving brand goals.
The methods of communication focus on a greater need for
customer communication. This is why direct marketing
methods include telemarketing, EDM marketing (Electronic
Direct Mail), brochures, and online targeted display ads.
5 Tools for Integrated Marketing communication
3. DIGITAL/INTERNET MARKETING
Digital Marketing is probably one of the most common methods of
integrated marketing communication that you would see today. In our
current technologically driven environment, using the internet and other
digitals mediums as a way of promoting brands is a no brainer.
With such a broad range of marketing tactics, from EDMs, search engine
optimization, blogs, sponsorships, and more, brands are left with a
plethora of choices to best target their audience.
https://youtu.be/_cBAj4X0tV8

A modern day interpretation of this is the League of Legends (LoL)

and Mercedes-Benz esports collaboration for Worlds 2020. Worlds is
a global esports event that runs primarily through online streaming
platforms. This year Mercedes-Benz has partnered with League of
Legends to promote their A-class and B-class vehicles.
 5 Tools for Integrated Marketing communication
4. SALES PROMOTION
Sales promotion has two primary
categories for integrated marketing
communication. The first is
consumer-oriented promotion, a
tool which aims to increase sales of
existing customers and pull in new
customers to “try”. The second is
trade-oriented promotion, a
directive that focuses on selling more
of a company’s brand products than
other brands, forcing them to order
more from a singular seller.
 5 Tools for Integrated Marketing communication
5. PUBLICITY/PUBLIC RELATIONS
• Companies rely on maintaining their positive
brand image to their consumers in order to
successfully build relationships. It's not
unusual for them to pay big money to
a branding agency just to keep their public
relations (PR) model aligned to their
audience.
• Whether it be by community engagement,
transparency, or addressing pressing issues,
establishing credibility is PR’s sole purpose.
 9.2 The Role for Communications
• Communication is a vital part of society. It plays a lot of roles,
and it is essential for survival. People use it to encourage, share
ideas, connect, inform, and more. Without communication, there
will be a misunderstanding.
• That is why, in business, it is a major factor in the success of it.
Good and effective communication has a great emphasis on how
successful and big businesses reached where they are right now.
• The next slide will discuss the vital role of communications.
1. It is a Foundation of Decision Making
• Decision making is the process of choosing, selecting, or deciding on a thing
that needs to happen. In business, a lot of decision making takes place.
2. Promotes Productivity
• Nonstop productivity is essential in having the best services or products.
Without communication, the business won’t be productive. The goal to be
productive serves as an inspiration for employees to strive more and
become better.
3. Enables Employees To Be Closer
• Communication should take place when promoting organization and
cooperation. When there is no communication, the business can become
messy.
4. Brings a Positive Atmosphere
• Being stressed with work is nothing if the atmosphere is friendly and
accommodating. It is easier to deal with stressful work if you have a support
system like online collaboration tools you can connect with.
5. It Keeps Misunderstanding Away
• Having misunderstanding and conflict often happens because of
miscommunication. If there is a miscommunication, there is a chance for the
employees to have a conflict with each other.
6. Communication Will Keep Your Employees
• If there is communication in your business, there will be a lesser turnover.
Most employees leave a company because of a lack of communication. If
there is no communication, they are discouraged from working, which
affects their productivity.
7. It Connects You With Your Customers
• Without excellent communication skills, you will not win customers, which
will make your business fail. Customers are vital factors in your business. If
you lack the communication skills to connect with them, your business is
more likely to fail.
8. It Invites Customers
• If your business has creative ways of communicating, you will be able to
draw customers to your business. Communication is the number one step to
connect with your customers. It feels like they are wanted and needed.
 9.3 Services Communication
• The key differences between products and services should be taken into
account in considering service communication as follows:
1. Simultaneous production and consumption: The layout of facial spa and
the appearance and manner of the staff are critical communication variables.
So too is communicating the role that the consumer is expected to play in the
production of the service they want to consume.
2. Intangibility: Service providers should attempt to reduce the risk to the
consumer of buying an intangible product by providing tangible clues about
the service offering. These clues come from all aspects of corporate
communication.
 9.3 Services Communication
3. Heterogeneity: This, too, leads to greater perceived risk. Again
communications can help to reduce this factor. It may be appropriate to
communicate a service guarantee or promise, or to demonstrate how well
trained your staff are.
4. Perishability: Many promotional tools, e.g. advertising, sales promotion
and direct marketing, have a role to play in shaping demand. This is one of the
most challenging aspects of service management and arises from the fact that
services cannot be inventoried.
 Five key aspects of communication for the service
marketer:
• The role of personal selling
• The importance of internal marketing communications
• The management of expectations
• The provision of tangible clues
• Word-of-mouth communications.
 9.4 Key Communication Variables
The role of personal selling
Personal selling is also known as face-to-
face selling in which one person who is
the salesman tries to convince the
customer in buying a product. It is a
promotional method by which the
salesperson uses his or her skills and
abilities in an attempt to make a sale.
• The way in which that encounter
develops can determine whether the
customer walks away feeling pleased,
satisfied, annoyed, or victimized.
 9.4 Key Communication Variables
The importance of internal marketing
communications
When internal marketing is properly
executed, your communications
campaigns will improve the employee
experience, boost company loyalty
and increase employee engagement,
which ultimately leads to a better-
performing business. Internal
marketing can also turn your employees
into active brand advocates.
 9.4 Key Communication Variables
The management of expectations
Communicating with the customer about what to expect of
the service is important.
If expectations can be managed so that customers have more
realistic expectations of the service delivery then their
expectations are more likely to be met.
American Express informs its card holders that ‘Membership has
its privileges’. Customers then come to look for their privileges.
 9.4 Key Communication Variables
Tangible clues
A physical representation strategy refers to the use of
tangible cues (i.e. physical evidence and artifacts of the
service) that are directly or peripherally part of a service.
An example would be a bank credit card in gold or
platinum symbolizing a status.
 9.4 Key Communication Variables
Word-of-mouth Word-of-mouth communication options
communication Introduce a friend scheme: Encourage current users to
inform others of the good service. (American Express offers
Personal recommendation is a current card holders a case of wine if they introduce a friend.)
powerful communication vehicle Testimonials: Use satisfied customers’ experiences in
in the service sector. advertising.
Persuasion of opinion formers: Use PR to target opinion
The importance that consumers leaders or early adopters.
attach to word-of-mouth Promotional items: Promotional items can provide tangible
endorsement by their peer clues implying ‘club’ membership. The Open Golf
group arises from their need to Championship umbrella, or the Wimbledon sweatshirt are
examples of this.
reduce risk from the intangible
Appointment of brand ambassadors: These are people
and variable nature of services. employed by the company whose remit it is to build personal
relationships with customers and other stakeholders.
9.5 Corporate Identity
• Corporate identity is how your
business presents itself to the
outside world. Although internal
culture and values are integral to
shaping company identity, the
corporate identity definition
applies to a company’s visual
assets and brand design.
How do you create corporate identity?
• A corporate or company identity can only
be built once your internal team has
aligned on your brand’s positioning,
mission, values, messaging, and
personality. With this strong foundation in
place, you can then work with your design
team or a corporate identity design
company on creating a visual language that
reflects your brand.
• These visual brand markers should be as
strategic as they are creative. Rather than
rigid fixed brand components, your design
elements should also be agile, keeping your
business relevant throughout changing
market and consumer landscapes.
 Creating A Visual Language That Reflects Your
Brand
NAMING THE SERVICE
• What should a service name communicate? It is often felt that the best names
communicate the key benefit that the service offers: Creased Lightning for an
ironing service, Typewrite for a typing service.
• If the marketplace is competitive or the key benefit is different for different groups
of consumers then the name should attempt to convey creatively the service that
is offered, e.g. Branching Out for a florist, or The Potting Shed for a garden center.
• At a third level, it may be that this cannot be done creatively and so the generic
service name is incorporated (often alongside the owner’s name) e.g. Martin’s
Removals, or Fraser’s Launderette. The three levels of naming are illustrated for a
service that provides laundry service;
• Speedwash Launderette – main benefit communicated
• Mr. Labada – service creatively communicated
• EJ Laundry & Dry Cleaning – service generically communicated
 Creating A Visual Language That Reflects Your Brand
DESIGNING THE LOGO
• The logo can take this process a stage further. It can help
consumers to form a picture of the company by presenting them
with visual clues of the service that is on offer.
• A good logo helps both the company and its customers. It
enables the company to have more impact in its desire to imprint
a memorable picture on the consumer’s mind.
 Creating A Visual Language That Reflects Your Brand
THE UNIFORM
• For many service organizations today, the corporate look is incomplete
unless all front-line staff are dressed by the company. This can serve three
purposes.
• First, it helps customers to identify those individuals who are in fact
employees of the company.
• The second objective: that of communicating an appropriate corporate
image.
• And finally, the uniform serves the purpose of suppressing individuality.
9.6 Branding Services
1. Logo design
• First impressions are important, and for
many potential customers, your logo will
provide the initial glimpse of your brand.
• A company logo is essentially the face of
the organization, and it should tell
prospective customers everything they
need to know about your business right up
front.
• A well-designed logo supports marketing
efforts in brand awareness and brand
identity
9.6 Branding Services
2. Brand messaging
• What can you offer customers? How do
your services or brand experience compare
with the competition’s? What do customers
get from your business that they can’t get
anywhere else?
• Your brand messaging should account for
these questions and more. It defines what
your company is, permeating everything
from marketing materials to tag lines to
product descriptions.
9.6 Branding Services
3. Brand positioning
• Brand positioning is how you set yourself
apart from the competition. What do you
bring to the table that’s wholly distinct
from other players in your market? If you
don’t have a clear answer to that question,
it’s going to be difficult to convince
potential customers to choose your
business over another one.
9.6 Branding Services
4. Brand Voice
• Brands are like people: Each one has its
own particular way of expressing itself.
Some are friendly, some are irreverent,
some are unflaggingly professional and
some are aspirational.
• Establishing a brand voice and adhering to
it across all touch points, marketing
campaigns and customer interactions is
extremely important. Having a strong
brand voice solidifies your company’s
identity, and any deviation could negatively
impact the perception of your organization.
9.6 Branding Services
5. Style Guide
• Style guides can lay out your brand voice,
messaging, design principles and more in
precise detail.
• They instruct your staff members and
business partners on the exact language to
use in different scenarios, what color
schemes to incorporate into design layouts
and how to most effectively communicate
with your core audience.
9.6 Branding Services
6. Social Media Branding
• Many companies struggle with social
media branding. On one hand, you
want to have the same consistent
branding across all channels.
• On the other hand, social media
platforms like Twitter often lend
themselves to more irreverent and
playful content.
 9.7 Advertising the Services
Advertising is the lure that draws
new customers to your business or
product. The trick is to find a form of
advertising that fits your business,
your budget and your target
clientele. You'll have plenty of
options to choose from, as
traditional media such as print and
new media such as social networks
both have their advantages.
 9.7 Advertising the Services
Purchased Online Ads
• Posting ads on websites that receive
heavy traffic is one way to get the word
out about your business.
Social Media Marketing
• Social media platforms are an attractive
marketing tool for new businesses,
because promoting yourself there has
little or no monetary cost. The catch is
that you'll need to invest significant
time in building a presence, and making
your content engaging enough to be
worth following.
 9.7 Advertising the Services
Traditional Newspaper Ads
• A traditional form of advertising, daily
and weekly newspaper ads allow you to
target specific geographic
neighborhoods. Attaching an incentive,
such as a coupon, to the ad can help you
judge its effectiveness.
Targeted Radio Advertising
• A catchy jingle and quick tag line can
enhance a radio ad's effectiveness.
Matching the station you choose with
your target demographic is key.
 9.7 Advertising the Services
Local or National Television Advertising
• Television ads on local stations might
require time and effort to produce, but
can be especially effective if you sell a
product or service with a high price
point.
Public Speaking Events
• If the product you sell relates to your
own expertise, public speaking can be a
great advertisement. Offer your services
to organizations that could benefit from
one of your workshops or lectures.
 9.7 Advertising the Services
Door Hangers and Flyers
• Canvassing the neighborhood, placing flyers
in mailboxes or hanging ads on doorknobs,
is a good way to target a specific area and to
make sure your potential customers have
seen your information.
Event Sponsorship and Appearances
• Advertising your product or service through
event sponsorship can take many forms.
You might receive an acknowledgement in
the event program, have an on-site location
where you can give out sample product, or
your company logo might appear on the
event posters.