Service Marketing: Creating Value Beyond the Product
In today’s competitive landscape, marketing isn’t just about selling products - it’s about creating meaningful connections and delivering exceptional experiences. This is where Service Marketing steps in and what we specialise in.
What is Service Marketing?
Service Marketing is a specialised branch of marketing focused on promoting intangible offerings - such as services, rather than physical products. It’s about showcasing the unique benefits of a service, building trust with customers, and creating value that goes beyond the initial transaction.
The Key Elements of Service Marketing – 7 P’s
The first 3 P’s are unique to the service marketing
mix
- People: The backbone of any service. The interactions between customers and service providers are crucial. Building a strong, customer-focused team is essential for delivering consistent and positive experiences.
- Process: How services are delivered. This includes everything from the initial customer inquiry to the after-service follow-up. A smooth, well-designed process ensures efficiency and satisfaction.
- Physical Evidence: The tangible aspects of an intangible service. This could be the ambiance of a service environment, the quality of tools or equipment used, or even the appearance of service personnel - all of which contribute to the overall perception of the service.
- Product: In service marketing, the "product" is the service itself. Understanding what makes the service unique and valuable is key to creating compelling marketing messages.
- Price: Setting the right price for a service can be challenging. It’s not just about covering costs but also conveying the value of the service to the customer.
- Promotion: Communicating the benefits of the service to the target audience. This includes traditional advertising, digital marketing, word-of-mouth, and more.
- Place: Where and how the service is delivered. Whether it’s in-person, online, or a combination of both, accessibility plays a crucial role in service marketing.
Why Service Marketing Matters
In a world where customers have countless options at their fingertips, service marketing helps businesses stand out. It’s not just about making a sale; it’s about building relationships, fostering loyalty, and creating lasting impressions. By focusing on delivering value at every touchpoint, businesses can transform one-time customers into lifelong advocates.
Whether you're offering aged care, education, a consultation, or financial support service, the principles of service marketing ensure
that your offerings resonate with your audience and leave a lasting impact.
Types of Service Marketing
Service marketing can be categorized into different types based on various parameters, each playing a crucial role in delivering exceptional service experiences. Here are some common types of service marketing:
Internal Marketing: This type of marketing focuses on strategies aimed at employees, enhancing their understanding of the service offering. By aligning internal culture and values with service objectives, organisations can ensure employees deliver consistent, high-quality service.
External Marketing: External marketing involves strategies targeted at prospective and existing customers. This includes advertising, public relations, social media campaigns, and other promotional activities to create awareness, attract new customers, and retain existing ones.
Interactive Marketing: Interactive marketing is about creating positive and engaging customer experiences. It includes personalized interactions, customer feedback systems, loyalty programs, and anticipating customer needs to provide seamless service encounters.
Relationship Marketing: Relationship marketing emphasizes building long-term relationships with customers. It involves understanding customer needs, fostering trust and loyalty, and creating strong connections through personalised communication and tailored service offerings.
Ready to elevate your service marketing strategy? Explore how these approaches can transform your business and connect with your customers like never before. Contact us today to discover tailored solutions that fit your unique needs!
Services marketing are strategies focused on selling services (intangible) rather than a physical product. This includes personal services like spa treatments, haircuts, accounting, concerts or dance lessons). It focuses on the service’s appeal, benefits and the overall experience the customer receives.
Interactive marketing is a one-to-one marketing that focuses on individual customer and prospects. This involves marketing initiatives that are triggered by customers’ behaviours and preferences allowing the brand to talk directly to its target audience.
This is what separates the best from the rest! It ultimately converts a concept into action. Intertwining an idea and how that fits into the target market. Determining which products to develop, redesigns or improvements and take it to market along with evaluating its success.
To effectively influence your customers today, marketing must be personable, intelligent, relatable, and emphatic. This one-on-one marketing tactic can adjust and respond, in real-time, to the customer’s actions. Businesses can grow their brand awareness, differentiate from the competition, and increase loyalty and personal touch for the consumer.
Campaigns make businesses memorable. This is through a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication designed to accomplish a particular objective. They also give brands personality and emotion.
A Marketing plan is a strategic road map outlining the execution of advertising campaigns used to reach it targeted audience. This operational document summarizes the what and why of advertising and how the company measures the efficiency of these plans.
Is a plan to ensures a business achieves their communication objectives. It includes 4 key areas. Communication goals, target audience, communication plan and channels.
A marketing communications strategy plan addresses how your product is going to reach your audience. It ensures a business achieves their communication objectives. It includes 4 key areas. Communication goals, target audience, communication plan and channels.
Digital marketing is connecting with your audience at the right place at the right time. Moving with the times, Digital marketing takes advantage of societies technological adoption and encompasses all marketing efforts through digital technologies and media.
Marketing research addresses the implications on the marketing product through qualitative and quantitative methods. Specific design, information collection methods and analysis processes summarise these findings comparing with overall customer behaviour and the 4p’s of marketing.
‘The sound of silence’ is that subliminal suggestion when you enter the store, to buy a product. That is Customer Experience Design, tailoring the design of a product to the lives of the people. It's the connection between your brand and your customer, as well as your brand's promise.
We can lead you through the Customer Experience Design process. We offer you design consultations and tutorials that systematically cover practices within a marketing mix. We work with you.
Attracts customers by creating valuable experiences that have a positive impact. It forms connections consumers are looking for and solves problems or pain points they already had.
Is an advertising strategy that communicates information (sales pitch or message) directly to the potential customer. Usually in the form of email, letter or SMS.
Using existing social networks viral marketing relies on the consumer to generate the messages to promote a product or service. An organic, word-of-mouth sales technique.
Embark On The Journey
Choose Target Audience
Which demographics is your campaign directed at? How will this appeal to their needs and perspectives? All these will assist you to make informed decisions along your marketing plan pathway.
Research Customer Behaviour
Once you have decided who you need to target, you need to understand how the target audience behaves. How do they consume media? Do they use the internet at all, or do they operate more on signage, billboards or word-of-mouth? This will help you determine which channels are most effective in your marketing process.
Get Creative
Sure, a post on Facebook or Instagram could be nice, but why stop there? Perhaps your marketing could take on a more auditory or even physical angle. Force yourself to think outside the box and do something truly novel and memorable.
Pick the most effective channels
This is the crux of the marketing process. Understanding the way social media is used and consumed, and knowing which platforms connect you best with which demographics is pivotal to the success of your campaign.
Plan and Launch
After deciding where and how you will deliver your campaign, it's time to make a campaign road map and get ready to launch the campaign. Plan out when you will distribute different parts of your advertising and how it will change between different platforms and audiences.
Measure performance
You launched your campaign, fantastic! But you can't stop there. At the end of the process and throughout every step of it, you need to be analysing the statistics and engagement and letting that drive the way your marketing progresses and changes.
Marketing With 2 Creative Media
We do what we say, and we say what we do. We know how to get your message to the world; we know the innovative trends of branding so let us show you how to use each channel for maximum strength and coverage. We’re in it for the long haul, from the initial conversation and beyond we work with you developing your reputation so that people know the real you and the real side of your company. This kind of result only happens when you have years of experience and a thorough understanding of digital, physical, verbal and psychological marketing and a knowledge of how consumers think.
Talk marketing with us
2CM
PO Box 827
Tamworth, NSW, 2340
AU
Servicing Business
Across Australia