تبلیغات برای کسب و کار خدماتی _ خدمات، همچون کالا از ویژگی هایی برخوردار می باشد، که در فرایند مبادله و داد و ستد، تاثیر گذار خواهد بود. برخلاف وجود شباهت هایی بین خدمات و کالا، تفاوت هایی نیز در این دو دست از محصولات وجود دارد. مهمترین اختلاف خدمات با کالا که باعث تمایز مدیریت، بازاریابی و تبلیغات آن دو از یکدیگر می شود، ویژگی نامحسوس بودن خدمات می باشد.
استراتژی تبلیغات مناسب برای کارهای خدماتی
در این مطلب با بهره گرفتن از تکنیک های محسوس سازی بری و کلارک و با مورد توجه قرار دادن ویژگی های نامحسوس بودن، به بیان استراتژی های تبلیغات مناسب برای خدمات می پردازیم.
موجودیت نامشهود
به دلیل موجودیت نامشهود خدمات، تبلیغات آنها دشوار می باشد. چونکه در اکثر خدمات هیچ گونه عنصر فیزیکی مرتبط با آن خدمت برطرف نمود. بسیاری از خدمات به رغم نامحسوس بودن، دارای بخشی محسوس مانند توزیع می باشند. در نتیجه با نشان دادن این بخش های محسوس می توان خدمت مورد نظر را تبلیغ نمود.
به عنوان مثال، نشان دادن دفاتر مختلف بیمه و کارکنانی که با ظاهری آراسته و رویی گشاده از مشتریان پذیرایی می کنند، می تواند به مشهود نمودن موجودیت خدمت بیمه ای کمک نماید.
تقریبا برای محسوس سازی تمامی خدمات، می توان از استراتژی نمایش فیزیکی استفاده کرد. ولی پرسشی که مطرح می شود این می باشد، که استراتژی نمایش فیزیکی چه زمانی و چگونه می تواند در تبلیغ خدمات موثر واقع شود. برای استفاده ی مطلوب از استراتژی نمایش فیزیکی، ابتدا باید کاربردهای این استراتژی را شناسایی و مورد توجه قرار داد.
برخی از کاربردهای استراتژی نمایش فیزیکی
شناساندن نام تجاری به مشتریان (به عنوان مثال با نشان دادن تجهیزات و پرسنل یک شرکت بیمه می توان ضمن معرفی شرکت، نام تجاری آن را در اذهان مشتریان ماندگار نمود).
ترسیم کیفیت خدمات در ذهن مشتریان (به طور مثال با نشان دادن تجهیزات فیزیکی مدرن، پرسنل آراسته و… می توان کیفیت خدمت مورد نظر را برای مشتریان به تصویر کشید).
از دیگر کاربردهای با اهمیت استراتژی نمایش فیزیکی، می توان ایجاد رابطه بین نام تجاری شرکت و موارد فیزیکی نشان داده شده را ذکر کرد.
تبلیغات برای کسب و کار خدماتی
همگانی بودن در مقابل خاص بودن
با پافشاری بر یک سری اعداد و ارقام حاصل از عملکرد شرکت و پر رنگ نمودن موفقیت ها در تبلیغات، می توان خدمات مورد نظر را در ذهن مشتریان ترسیم کرد. به این استراتژی در صنعت تبلیغات، مستند سازی گفته می شود. از استراتژی یاد شده می توان برای مستند سازی سیستم کاری یا عملکرد یک شرکت استفاده کرد. به عنوان مثال می توان در پیام تبلیغاتی یک شرکت هواپیمایی، تعداد هواپیماها (مستند سازی سیستم) یا تعداد پروازهای بدون تاخیر (مستندسازی عملکرد) را مورد تاکید قرار داد.
گاهی خاص بودن یک خدمت در ویژگی های ذهنی آن خدمت مخفی می باشد. در این حالت باید اشخاصی را که از آن خدمت استفاده کرده اند و نیز احساس این افراد پس از استفاده از خدمت مزبور را به نمایش در آورد. چنین عملکردی را «استراتژی نمایش عملکرد خدمت» گویند.
عدم جست و جو پذیری
از آنجایی که همواره قبل از استفاده از خدمات ، امکان ارزیابی و تست آنها وجود ندارد، بیشتر افراد به منظور انتخاب و اطمینان، از کسانی که پیشتر از خدمت مورد نظر استفاده نموده اند، پرس و جو می کنند، آگاهی از کیفیت خدمت مورد نظر از سوی مشتریان قبلی به مشتریان جدید منتقل می شود.
از این رو می توان از تاکید بر خدمات موفق ارائه شده در گذشته، به عنوان استراتژی مناسبی برای تبلیغ خدماتی که امکان ارزیابی آن ها قبل از خرید وجود ندارد، استفاده کرد.
به عنوان مثال، در پیام تبلیغاتی یک شرکت بیمه، می توان بر میزان خسارت پرداخت شده توسط شرکت مزبور تاکید کرد. به این استراتژی، استراتژی مستند سازی عملکرد گویند.
در پیام های تبلیغاتی می توان از توصیه ی کسانی که بیشتر مورد اطمینان و اعتماد مشتریان هستند، نیز استفاده کرد. به این استراتژی، استراتژی مستند سازی تجربیات گفته می شود.
انتزاعی بودن
برتری انتزاعی را که به دنبال استفاده از خدمات حاصل می شود، می توان با استراتژی نمایش مصرف برای مخاطبین روشن نمود. به عنوان مثال، در یک پیام تبلیغات برای خدمات بیمه می توان نمایش داد که افرادی که از خدمات مذکور استفاده کرده اند، از آرامش خاطر بیشتری برخوردار شده اند.
درک ناپذیری
ریشه اصلی غیر قابل درک بودن یک خدمت در ابهام و ناشناخته بودن آن خدمت پنهان شده است. چونکه غالب مشتریان به ندرت در معرض استفاده از چنین خدماتی قرار می گیرند. برای رفع ویژگی فوق، می توان فرایند انجام یک خدمت را از ابتدا تا انتها در پیام تبلیغاتی تعریف نمود. شیوه ی عمل مزبور، استراتژی نمایش فرایند گفته می شود.
فعالیت های تبلیغاتی و بازاریابی، از جمله روش های جذب مشتری و افزایش فروش محصولات می باشد. برنامه ریزی تبلیغاتی برای کالاهای تولیدی، کار چندان دشواری نیست. ولی برای محصولات خدماتی، وضع به شکل دیگری می باشد. چونکه محصولات خدماتی نظیر خدمت بیمه های عمر و پس انداز مانند کالاهای تولیدی قابل لمس و مشاهده نیستند.
از سوی دیگر، اصولا زمان تولید و مصرف چنین خدماتی بر هم منطبق است. درنتیجه قبل از اقدام برای خرید خدمات، حتی با سایر حواس انسانی نیز کیفیت و مشخصات این نوع محصولات را نمی توان ارزیابی و آزمایش کرد.
برای حل این مسئله اول باید تا حد ممکن با استفاده از تکنیک های ویژه به محسوس سازی خدمات مبادرت ورزید. بعد از آن با توجه به اهداف تبلیغاتی تعیین شده، تعیین هوشمندانه ی اهداف تبلیغاتی و نهایتا اخذ استراتژی های تبلیغاتی مناسب با اهداف و ویژگی های خدمات است که می توان به اثر بخشی فعالیت های تبلیغاتی و در نتیجه جلب و جذب بیشتر مشتریان و افزایش فروش امید داشت.
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