Service promotion combination strategy of service promotion strategy

The most commonly used means to promote service enterprises are advertising and personnel promotion.

(1) advertisement

The advertisement of intangible service products is very different from that of tangible goods. Based on some characteristics of services, the following principles of service advertising can be put forward:

① Use clear information. The biggest problem of service advertisement is how to convey the field, depth, quality and level of the service provided with simple words and graphics.

② Emphasis on service interests. Attractive and influential advertisements should emphasize the benefits of services rather than some technical details. Emphasizing benefits conforms to the marketing concept and is also related to meeting customer needs. But the interests emphasized should be consistent with the interests pursued by customers. Therefore, in order to ensure that advertising can produce the most favorable effect, we must first fully understand and clarify the needs of customers.

3 Be cautious about promises. Only promise the service items that can be provided to customers, and should not make promises that make customers have too high expectations and enterprises unable to achieve them. Service enterprises must fulfill their promises in advertisements, which is more troublesome for labor-intensive service enterprises. Because the service performance of such service enterprises is often different due to different service implementers, this means that a minimum standard that can guarantee the service realization needs to be used. Commitment to service standards that cannot be completed or maintained often causes unnecessary pressure on employees. The best way is to guarantee only the "minimum service standard". If you can do better than this standard, customers will be happier.

4 recruiting employees. Employees employed by service industry are very important, especially labor-intensive service enterprises and service enterprises that must cooperate with employees and customers to meet customer needs. Therefore, employees of service enterprises are also potential targets of service advertisements.

⑤ Strive for and maintain the cooperation of customers in the service production process. In many service industries, customers themselves play a very important and positive role in the production and supply of services, so in service advertising, marketers face two major challenges: first, how to win and maintain customers' purchase of services; The second is how to obtain and maintain the cooperation of customers in the service production process.

6. Establish word of mouth. Word of mouth is a resource that marketers can't control, which has an important influence on the purchase and choice of service enterprises and service products. Service advertising must make good use of this mode of communication, which can be as follows: mobilizing satisfied customers to convey their satisfaction to others; Make some materials, entrust satisfied customers to hand them over to potential customers; Direct advertising campaign for opinion leaders; Encourage potential customers to consult existing customers.

⑦ Provide concrete clues. In order to enhance the promotion effect, service advertisers should use tangible clues as possible as hints. This kind of concrete communication display can be the embodiment or metaphor of non-entity. Well-known people or things, such as buildings and airplanes, usually act as "tangible displays" that services themselves cannot provide.

Publish continuous advertisements. Service enterprises can consistently use symbols, themes, shapes or images in advertising activities to overcome two shortcomings of service enterprises, namely, the invisibility and differentiation of service products. Some themes have the most obvious effect on improving service promotion, such as efficiency, progress, identity, prestige, importance and friendship.

Pet-name ruby remove post-purchase doubts. Consumers of products and services often doubt the rationality of purchasing behavior afterwards. Therefore, in service promotion, it is necessary to ensure the rationality of buyers' purchase choices and encourage customers to pass on the benefits of purchasing and using services to others.

(2) personnel promotion

Like advertising, the principles, procedures and methods of personnel promotion in service industry and manufacturing industry are similar. But in the service market, the implementation of these tasks and activities is different from that in the manufacturing market. For example, service enterprises may sometimes have to hire specialized technicians instead of professional salesmen to promote their services. In addition, some characteristics of service also put forward special requirements for the qualifications of salesmen. In service marketing, the importance and influence of interpersonal contact have been generally recognized, so personnel promotion and interpersonal contact have become the most important factors in service marketing. Generally speaking, the satisfaction of service procurement is often lower than that of tangible products procurement, and the purchase of certain services often involves greater risks. Therefore, compared with promoting tangible products, service personnel should adopt some strategies that can reduce risks, especially the following principles:

① Develop personal relationship with customers. Good interpersonal contact between employees and customers in service enterprises can satisfy each other. Service enterprises must rely on the real personalized care in the market and express their concern for personal interests through advertisements.

② Take professional orientation. In most service marketing, customers believe that sellers have the ability to provide expected service results. In the eyes of customers, salespeople must act like a real expert. Therefore, the appearance, actions, manners and attitudes of service providers should meet the standards that a professional should have in the eyes of customers.

③ Pay attention to indirect sales. The following three forms of indirect sales can be adopted: first, when selling related products and services, pay attention to guiding customers to effectively use existing services and create extended demand; The second is to use notaries, witnesses and opinion leaders to influence the service selection process of customers; The third is self-recommendation.

④ Establish and maintain a good image. Effective marketing depends on the creation and maintenance of a good image. Although the images of employees and enterprises are different, the goal of advertising, public relations and other promotional activities is to establish and maintain a good image in the eyes of customers, because customers' impressions of enterprises and their employees will directly affect their purchase decisions.

(5) selling a variety of services instead of a single service. When selling core services, service enterprises can benefit from a series of auxiliary services around core services, which can also make customer procurement more convenient and simple.

⑥ Simplify the procurement process as much as possible. Customers may not know much about the concept of service products, which may be because customers don't buy them often, or because customers have special circumstances, such as using funeral services. In view of this situation, service sales personnel should strive to simplify the customer's purchase, that is, take care of and properly handle it in a professional way, and minimize the requirements for customers. The service industry is gradually expanding the trend of using advertisements. Based on the characteristics of the service industry, when using advertisements, the service industry can put forward several guiding principles for service advertisements. Although these guidelines also apply to physical products, they are more important for the service industry:

First, use clear information.

The biggest problem of service industry advertisement is to convey the field, depth, quality and level of the service provided with simple words and graphics. Different services have different advertising needs, so the problems faced by advertising companies are: how to create concise words, properly grasp the richness and diversity of service connotation, use different methods and means to transmit advertising information, and play a good advertising effect.

Second, emphasize service interests.

An influential and eye-catching advertisement should emphasize the benefits of service rather than some technical details. Emphasizing benefits conforms to the marketing concept and is also related to meeting customer needs. The benefits emphasized in service advertisements must be consistent with what customers seek. Therefore, the interest appeal used in advertising must be based on a full understanding of customer needs, so as to ensure the greatest impact of advertising.

Third, we can only publicize the promises that enterprises can provide or customers can get.

The promise of "benefits from using services" should be pragmatic, and should not be a promise that makes customers have too high expectations and the company is unable to achieve them. Service companies must fulfill their promises in advertisements, which is troublesome for labor-intensive service industries, because the service performance of such service industries often varies with different service providers. This also means that it is necessary to use a method that can guarantee the minimum consistency standard of performance. Commitment to service standards that cannot be completed or maintained will often cause pressure on employees (such as hotel service industry and consulting service industry). The best way is to protect only the minimum service standards. Customers will usually be happier if you can do better than this standard.

Fourth, advertise for employees.

Employees employed in the service industry are very important, especially in the service industry where people are intensive and employees have to interact with customers to satisfy customers. Therefore, the employees of service enterprises are also the potential targets of service advertisements: because the services that customers want to buy are expressed by people, service advertisers should not only care about how to motivate customers to buy, but also motivate their own employees to express.

Fifth, strive for and maintain the cooperation of customers in the service production process.

In service advertising, marketers face two challenges: first, how to win and maintain customers' purchase of services; Second, how to obtain and maintain the cooperation and cooperation of customers in the process of service production, because in many service industries, customers themselves play a very active role in the production and performance of services. Therefore, well-conceived advertisements can always win and maintain the cooperation and cooperation of customers in the process of service production.

Sixth, establish oral communication.

Word-of-mouth communication is a resource that marketers can't control, which has a great influence on the purchase choice of service companies and service products. Service advertising must strive to establish this mode of communication, and the specific methods that can be adopted are as follows:

(1) convince satisfied customers to let others know their satisfaction;

(2) Making some materials for customers to transfer to non-customer groups;

(3) Direct advertising for opinion leaders;

(4) Encourage potential customers to talk with existing customers.

Seventh, provide practical clues.

Service advertisers should use tangible clues as possible as hints to enhance the effect of promotion. This more specific communication presentation can become an immaterial incarnation or metaphor. Well-known people and things (such as buildings and airplanes) can usually be used for tangible displays that service providers themselves cannot provide.

Eighth, develop the continuity of advertising.

Service companies can use symbols, themes, shapes or images continuously in advertisements to overcome the two major disadvantages of the service industry, namely, the invisibility and differentiation of service products. British Airways' successful "flying flag" slogan advertisement benefited from continuous use. Some brands and symbols have become so familiar that consumers can even know what company they are from the recognition of their symbols. A survey of various advertising themes used by service companies shows that efficiency, progress, identity, prestige, importance and friendship are the most prominent.

Ninth, eliminate the doubts after purchase.

Consumers of products and services often doubt the rationality of purchasing behavior afterwards. For products, we can dispel doubts through physical evaluation, but not for services. Therefore, in service marketing, we must work harder to ensure the rationality of buyers' purchase choices and encourage customers to pass on the benefits of buying and using services to others. However, the best and most effective way is for consumers to get considerate, caring, decent and polite service when they contact with service company personnel. At this time, the sales method of personnel is particularly important.