Procedure for Formulating the Services Promotion Strategies

    The procedure for formulating the services promotion strategies is as follows:

    1. Target Market Identification

    Identifying the target market is very necessary for determining the communication message, its style, its way of delivery, its timing, etc.

    For example, middle and upper-class corporates are targeted by airline organizations.

    2. Objective Determination

    The next step after defining the target market is to determine the promotion objectives. It is very important to have promotion objectives as these fulfill the following points:

    1. Deciding the media, creativity, and budget.
    2. Establishing the benchmark for measuring the performance.

    3. Budget Establishment

    After deciding the promotion objectives, the service organization goes for establishing the budget for it.

    Designing the budget is a very sensitive task. A good budget encompasses enough capital for fulfilling promotion objectives.

    4. Media Selection

    In the next stage of the promotion procedure, the communication channel is selected. Two channels of communication are available to the service marketers — personal and non-personal.

    For example, traditional personal and electronic media are used by Airlines.

    5. Message Development

    Now, the promotion message is actually created. The needs of the target audience, as well as the organizational objectives, should be in accordance with the message.

    For example, the spice jet slogan involves, “Get more when you fly Spice Jet.”

    6. Evaluation of Effectiveness

    In the last, it is very important to evaluate the effectiveness of the service promotion program. It helps in identifying excessive efforts, alternative promotion approaches, etc.

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