Marketing of services therefore is a totally distinct from that of goods and this calls for its distinction on the one to be used in the marketing of services. In the marketing of services, one has to be conversant with and apply the 7 Ps of service marketing. These elements offer a guideline toward how strategic and operational activities can be manoeuvred to produce outstanding customer experiences.
- Product:
Core Service: Identify the main motive that clients should obtain your services.
Additional Services: Think of some small additional services or products that can be offered to the consumer to add up to the experience.
Branding: Brand your service well so that it can easily stand out from the pack and be preferred by a lot of clients.
- Price:
Cost-Based Pricing: Estimate the cost of delivering the service and then apply a mark up to it.
Value-Based Pricing: The case is that value as seen by the customers should determine the price of the service.
Competition-Based Pricing: Understand your competitor’s pricing strategy and align yours.
- Place:
Distribution Channels: Decide on the place and manner in which the service is to be delivered.
Accessibility: Make your service easily available and reachable by the customers.
Location: There is the aspect of the location of the delivery of the service if it is physical.
- Promotion:
Marketing Mix: Aim at using ads, PR; Sales promotion and personal selling all at once.
Digital Marketing: Optimise the opportunities of internet usage, including social networks, content marketing, e-mail marketing.
Customer Experience: Increases the emphasis on delivering superior customer experiences that in turn will create ‘word of mouth’ in the market.
- People:
Employee Training: Make sure that your employees know your service and are aware of the facts.
Customer Service: Ensure you offer your customers the best services to make them develop confidence in your business.
Employee Satisfaction: Ensure that work environment is favourable for stimulation of the employees so that they can be retained.
- Physical Evidence:
Tangible Cues: Design interiors and exteriors of the business premise in a way that will change the customer perceptive of your brand.
Signage: Proper and well-marked signages should always be placed so as to lead customers.
Facilities: See to it that your buildings are not worn-out and coy.
- Process:
Service Delivery Process: Establish the processes of delivering your service.
Efficiency: Optimise the processes that take place in order to reduce the time that people have to wait.
Quality Control: Set quality assurance standards right across the health care firm with specific reference to the service delivered.
By carefully considering and implementing these 7Ps, you can create a comprehensive service marketing strategy that drives customer satisfaction, loyalty, and business growth.
