Promotion must be based on a clear understanding of its goals.
The meanings of marketing strategy are tied to clients, intermediaries, employees or competitors. Having defined the goals, it is necessary to select the main elements of marketing. Among them, we can highlight personal sales, online and offline advertising, promotions and discounts to stimulate sales, PR or direct marketing.
When developing a strategy, it is necessary to know the answers to the following questions:
how we want consumers to perceive our services;
what is the quality investor database of the services offered;
launch dates and duration of the advertising campaign;
what is the expected benefit;
how we will differentiate ourselves from our competitors' advertising.
Principles of promoting business in the service sector
A company's internal and external communications must be linked.
Promotion is carried out not only with the help of outdoor advertising, banners, contextual advertising on the network, handouts, SMM, but also through employees who must be well aware of the goals and objectives of the PR campaign. It is important that they understand how to interact with potential clients in the most useful way.
Thus, the path of the advertising message from the enterprise to the consumer will be direct, without distortions, and promotion will be more effective. Accordingly, it is necessary to periodically conduct an audit of your own company, identifying and solving communication problems.
Clear formulation of the promotion strategy.
Many companies find it very difficult to understand how to differentiate themselves from competitors and stand out from the crowd of similar offers. Indeed, it is quite difficult to attract consumers' attention to another dental clinic or flower shop when there are already several similar establishments in the area. There is a temptation to hook customers with lower prices, but this is often not the best promotion strategy.
The ideal advertising option is to develop maximally differentiated commercial offers, methods of providing services, focusing on creating obvious external differences that attract attention, and improved quality of service.