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Integrated Service Marketing Communication
Integrated Service Marketing Communication
MARKETING
COMMUNICATION
SERVICE MARKETING COMMUNICATION
• Service marketing communication is all about promoting yourself and the service of your
company.
• It has direct impact on the communication gap, in Gap model of Service marketing
• Integrated Services Communications
• a strategy that carefully integrates all external and internal communication channels to
present a consistent message to customers
• This means coordination across:
• sales and service people
• print
• Internet
• other forms of tangible communication including the servicescape
Provider GAP 4
CUSTOMER
• Research suggests that less than half of all ads generate a positive
return on their investment
Messages through Marketing Channels: Public
Relations
PR/Publicity involves efforts to stimulate positive interest in an organization and its
products through third parties
• For services that are bought less often, firm’s representative acts as consultant to help
buyers make selection
• Web sites often include advertisements of other related, but non competing
services
Messages through Internet:
Online Advertising
• Search engine advertising
• Reverse broadcast network: search engines let advertisers know exactly what consumer
wants through their keyword search
• Can target relevant messages directly to desired consumers
• Several advertising options:
Goal:
Create Coordinate Offer Delivery
Effective Make
External Realistic Service greater than
Services Communicatio Guarantees or equal to
Communications Promises
n promises
Service Branding Model
(3) Approaches for Managing Customer Expectations
• Offer choices
● PR NewsWire - iReach
o Per release/bundle
Direct Marketing
● Direct mailers to be sent out bi-annually
July ‘14 & January ‘15
● Utilize email opt-ins on website
● Create an inquiry-based direct marketing plan
● Creates the ability to send personalized mailers
● Easy to track as far as ROI and effectiveness
Internet Marketing
● SEO(search engine optimization)
o Keywords: Hotels in Coronado, Hotels in San Diego, Romantic Hotels in Coronado,
Boutique Hotels in Coronado
o Optional: SEM if organic leads need to be supplemented
● Hotel Review Sites/Business Listings
o Yelp, TripAdvisor, Hotels.com, Travelocity,
o SanDiego.Org, GreatSmallHotels.com, i-escape.com
● Banner Ads
o Targeted on TripAdvisor, Expedia
● Online Event Calendars
o DiscoverSD, SanDiegoReader, UT San Diego
● E-Newsletters
Keywords: “Hotels in Coronado”
● Clipping Service
○ Third Party
Measuring Effectiveness
● Promotional code redemption upon booking online
o from direct mailers and various ads
• To overcome intangibility