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Promosi dan Edukasi Pelanggan

DOSEN: IMANUDDIN HASBI, ST., MM

ADVERTISING IMPLICATIONS FOR OVERCOMING INTANGIBILITY


Problem

Advertising Strategy
Document physical system capacity Cite past performance statistics Present actual service delivery incident
Present customer testimonials Cite independently audited performance Display typical customers benefiting Documentary of step-by-step process, Case history of what firm did for customer Narration of customers subjective experience

Generality - objective claims - subjective claims

Nonsearchability Abstractness Impalpability

Source: Mittal and Baker

OTHER COMMUNICATIONS CHALLENGES IN SERVICES MARKETING

Facilitate customer involvement in production


prepare customers for service experience and demonstrate roles teach customers about new technologies, new features

Help customers to evaluate service offerings


provide tangible or statistical clues to service performance highlight quality of equipment and facilities emphasize employee qualifications, experience, professionalism

Simulate or dampen demand to match capacity


provide information about timing of peak, off-peak periods offer promotions to stimulate off-peak demand

Promote contribution of service personnel


help customers understand service encounter highlight expertise and commitment of backstage personnel

SETTING CLEAR OBJECTIVES: CHECKLIST FOR MARKETING COMMUNICATIONS PLANNING (5 WS)


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 communications need to take place?

COMMON EDUCATIONAL AND PROMOTIONAL OBJECTIVES IN SERVICE SETTINGS

Create memorable images of specific companies and their brands Build awareness/interest for unfamiliar service/brand Build preference by communicating brand strengths and benefits Compare service with competitors offerings and counter their claims

Reposition service relative to competition


Stimulate demand in off-peak and discourage during peak 5

EDUCATIONAL AND PROMOTIONAL OBJECTIVES (CONT.)


Encourage trial by offering promotional incentives Reduce uncertainty/perceived risk by providing useful info and advice Provide reassurance (e.g., promote service guarantees) Familiarize customers with service processes before use Teach customers how to use a service to best advantage Recognize and reward valued customers and employees

MARKETING COMMUNICATIONS MIX FOR SERVICES


Personal Communications
Selling

Advertising
Broadcast

Sales Promotion
Sampling

Publicity & Public Relations


Press releases/kits Press conferences Special events Sponsorship

Instructional Materials
Web sites

Corporate Design
Signage

Customer service

Print

Coupons Sign-up rebates Gifts

Manuals

Interior decor

Training

Internet

Brochures Videoaudiocassettes Software CD-ROM

Vehicles

Telemarketing Word-of-mouth Word of mouth (other customers)

Outdoor

Equipment

Direct mail

Prize promotions

Trade Shows, Exhibitions

Stationery

Media-initiated coverage

Voice mail

Uniforms

Key: * Denotes communications originating from outside the organization

ORIGINATING SOURCES OF MESSAGES RECEIVED BY A TARGET AUDIENCE


Messages originating within the organization
Front-line staff Service outlets

Advertising Sales promotions Direct marketing Personal selling Public relations

A U D I E N C E

Word of mouth

Messages originating outside the organization

Media editorial

WHAT IS BRAND EQUITY AND WHY DOES IT MATTER? (FROM BERRY, CULTIVATING BRAND EQUITY) Definition: A set of assets and liabilities linked to a brands name and symbol that adds to (or subtracts from) the perceived value of the product Insights

Brand equity can be positive or negative Positive brand equity creates marketing advantage for firm plus value for customer Perceived value generates preference and loyalty Management of brand equity involves investment to create and enhance assets, remove liabilities
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A SERVICE BRANDING MODEL: HOW COMMUNICATIONS + EXPERIENCE CREATE BRAND EQUITY

Marketer-controlled communications

Firms Presented Brand (Sales, Advertising, PR)


Uncontrolled brand communications

Awareness of Firms Brand

What Media, Intermediaries, Word-of-Mouth Say re: Firm

Firms Brand Equity

Customers Experience with Firm

Meaning Attached To Firms Brand


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Source: Adapted from L. L. Berry ( Fig. 1)

MARKETING COMMUNICATION AND THE INTERNET (1)

International in Scope
Accessible from almost anywhere in the world Simplest form of international market entry

Internet Applications

Promote consumer awareness and interest Provide information and consultation Facilitate 2-way communications through e-mail and chat rooms Stimulate product trial Enable customers to place orders Measure effectiveness of specific advertising/promotional campaigns
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MARKETING COMMUNICATIONS AND THE INTERNET (2)

Web Site design considerations


Memorable address that is actively promoted Relevant, up-to-date content (text, graphics, photos) Contain information that target users will perceive as useful/interesting Easy navigation Fast download

Internet advertising
Banners and buttons on portals and other websites seek to draw online traffic to own site Limits to effectivenessexposure (eyeballs) may not lead to increases in awareness/preference/sales Hence, advertising contracts may tie fees to marketing relevant behavior (e.g., giving personal info or making purchase)

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