Marketing or misleading advertising?
Un also information leafs through a magazine in which a completely symmetrical lasagna appears, covered with a cheese that gratinates over the leaves, likewise the price that appears waoooo! it's worth it - says the client. Other photos, very well taken, of the place where you feel calm, good are also shown. lightingThat is, everything is perfect. That client, his gastric acids make him want to eat it and creates the conditions to take his family and share an exquisite meal in a place of great taste, but….
If I have tried something in my cut career
in this magazine, it is trying to differentiate myself; and perhaps this seems to you an act tinged by the self-sufficiency and self-centeredness of someone who only seeks to attract attention; and in part he is right, because implicitly or not, consciously or unconsciously, that is an intention of differentiation. And it is not that I am competing with the rest of my colleagues, it is that by law of life the human being is a product of nature, exposed day by day to coexistence with other beings, in which we compete for a social status, or professional recognition, or for whatever reason, and unfortunately, whether we want to or not, from the time we dress to the way we act, we are applying marketing tools to sell an image with the intention of achieving something: personal development
If you stop at the title of this little epigraph, you will wonder what relation the famous technique has. Japanese
with my speech, and it is that also in an apparent act of sacrifice I am selling my personal brand, that only you will, once read this article decide if when you see my name you read what I write or simply ignore it.
So, dear reader, to enter the matter, I dare tell you that this is how, like human beings, companies are.
Let's talk about Services
Basically, most of the authors that address the issue of services argue that these are acts that one party offers to another, in which physical products can be linked or not, which are essentially intangible, that are not experienced before the purchase but They provide satisfactions that compensate the money invested in the fulfillment of the wishes and needs of the clients.
And also, as a concept about services is established, each author tends to make clear the differences between these and the products, but few dare to say that the vast majority of management
and management that are applied in them are the result of a process of identification and adaptation of those that are applied in the productive sector and that the great complexity or particularity of each one of them lies in the fact that the client is present in the delivery process of services not being so in the manufacturing process of the product.
In essence it can be said that the fundamental difference between products and services is given by the relationship that occurs between the company and the market, which leads to the models and schemes that are going to be developed as marketing strategies, even if they are adapted from traditional models require much more specific actions.
I honestly say that talking about services is not an easy task. People who are not engaged in their study only come to establish these basic differences with the products of which we have spoken so much and still establish a unique definition based on those general assumptions; but certainly services are many and varied and that is due to the dimension or object for which they have been designed and the way in which they are administered.
The classifications vary according to author, many based on general criteria create mega classifications based on:
a) The level of intervention of people or machines.
b) The degree of user participation in the provision of the service.
c) The activities carried out.
d) The market to which they are directed.
e) The mission pursued by whoever offers it.
f) The nature of the service.
g) The type of relationship.
h) The nature of supply and demand.
i) The way of supplying the service.
Opening then you are to micro classifications like those shown in the following table:
Marketing and Psychology: two disciplines and one objective.
Look at you, what I thought, at some point, could be the closing clasp of this article for now has become the introduction, and it is that in order to base my theories I am obliged to establish a relationship between marketing and psychology as common disciplines, whose epicenter is the human mind.
Marketing as a discipline seeks to position a brand or a product or a fantasy in the customer's mind and psychology studies the human mind. Then there is a marriage between the two, because in order to carry out a marketing campaign you have to know how the man thinks, what and how he wants us to present our products to him and for this we use market research that may be based on the opinion of consumers (sometimes subjective) and these opinions are obtained from the application of various instruments that are children of psychology and that allow us to get an idea of the way forward. And is that the essence of any marketing plan lies in psychologically understanding your customer.
In a way, to illustrate that link I will give you some examples:
When we go to a restaurant
, our thinking is on the menu, the price and the service as such, at no time do we stop to think about the hygiene of the premises, however when we arrive at the site that hygiene immediately impacts us and in less than a minute we decide whether We use the service or not if any detail related to it becomes apparent. How to study these reactions or take them into account?
Another example is the one that occurs when eating a certain food. We do not stop to think about how they do it, but when we see how something is produced and detect what we do not like, we stop consuming it, as much as we liked it before. How to prevent this from happening?
It is clear then that companies dedicate resources, and not a few, to fix a product or service in our minds and with them provoke the uncontrollable desire to consume it, however much care is taken, it is only our mind that decides on This and only a minute, a detail, is enough for us to reprove what we so badly wanted.
And it is that man, as a rational being, seeks at the moment of demanding a service to satisfy not only a desire, but in that very act of satisfying that desire or need they incorporate other motivations that Maslow has clearly defined in his pyramid and ranging from the psychological - emotional (pleasure, health, social position, security, exclusivity, etc.) to the logical - rational (quality
of the service, good attention, comfort, affordable price, etc.)
Marketing + Services = Marketing of Services
We all know that marketing is a philosophy that was born in companies that produce tangible goods. At first the "producers" of services refused to apply marketing in their marketing activity, arguing that it was only applicable to products and that without it they could achieve successful business. However, this thought evolved when many entrepreneurs realized that their marketing actions were aimed at the same market faced by companies producing tangible goods and it is then, on the basis of trial and error, that they were developed theories of that traditional marketing that responded to services.
The great difference between a product and a service lies in the fact that the latter can be personalized, that is, we can offer a service to the client in one way and the one that is next to another, always taking into consideration the knowledge that we have about them, in addition that the act of service is offered simultaneously to consumption and we can perceive the degree of satisfaction that occurs, while the product is made first and then made available to the customer and it takes more time to know if it satisfied or not. But something that makes services even more particular, and that highlights this difference, is that their process is inherent over time and that success often depends on it.
Customizing a service is not an easy thing either, it requires organizations to carry out detailed studies on customers, segment them, monitor them and therefore develop strategies that allow their implementation.
Tangible elements known as physical evidence intervene in the service process, but they only become means or operational supports, but they are not part of the set of benefits that customers obtain with the purchase of a service. They are only the means or operational supports required to receive the service, but they are not the service itself.
But the very fact that these are intangible intensifies the efforts that are made, because:
At the time of purchase, customers do not receive any object that they can see, touch, check, they only acquire the right to a benefit and do not come into possession of them, in addition to that they cannot be resold or returned.
The evaluation process is much more difficult, since it is based on the criteria of the clients, which tends to subjectivity.
Regardless of the efforts that are made, the image that has been fixed in the customer's mind can affect their credibility.
It is much more difficult to "demonstrate" a service in action.
Services can hardly be patented.
For any marketing strategy in a service company to be successful, it is necessary that:
The company's strategic position is clearly articulated.
That the elements that constitute the service itself are well identified.
Put emphasis on quality.
Achieve customer retention and repeat.
Form and maintain an updated database
That the personnel involved in the service process have adequate training.
And for this to be possible, its actions, among many others, must be carried out to:
The tangibilization of the service.
Use means of personal promotion.
Achieve differentiation by quality.
Create a corporate image.
Present packaged prices.
Strengthen the selection and training of sales personnel.
Investigation of consumer behavior and attitudes.
Use multiple well-located sales points.
Direct demand towards existing service availabilities.
Undoubtedly, this is a topic that can be devoted to many hours, there is enough literature on it to become specialists, but I am going to specify what I consider necessary for any gastronomic organization based on the Marketing of Services and Gastronomy binomial. .
It is more than clear that restaurants
they are service companies involving tangible elements. I have always been of the opinion that kitchens and bars are large production centers, with the characteristic that they can personalize products and enrich the service, providing the necessary means to enrich the consumer experience. This means that in the gastronomic activity a unique client-server interaction process takes place, in which the first one specifies what he wants and how he wants it and the second one provides it in correspondence with those wishes, relying on other areas or means that they make tangible and adding to it, values such as the image, forms of communication, empathy, among others.
This also occurs in entities such as tailor shops, for example, in which the client asks for the model they want and that interaction process also occurs when the person's measurements are taken for their suit, but unlike those restaurants
the client participates fully in the process of developing the service and has the opportunity to test beforehand the experience they are going to live.
I gave this example because when we try to personalize gastronomic activity, many people start browsing various examples, and it is true that they exist, but in this type of activity where food and drinks are made, the percentage of customer participation is much lower than that of others, because although specifications for the service are established, they do not know of its result until they receive it, that is, there are no previous opportunities to evaluate how the service is progressing, although post-service experiences can be created.
There are four elements that determine a management
marketing of gastronomic services, which are:
The entity must clearly define what are the characteristics of the offer it makes. (service concept)
- You must identify what are the characteristics of the service that the customer seeks or demands. (base service)
- You must design the way in which this service will be provided, taking into account the criteria of the clients. (service system)
- You must establish a mechanism for the meeting of the service as it was designed and requested by the client. (service meeting)
And this is an extremely important aspect, in my opinion the basis for the rest of the actions, which not only include marketing, but also strategies, training actions, budgets, investments, etc., can materialize as real as possible than they have been projected, because there is a tendency to neglect them and therefore create crises in the organization; and is that the company that provides the service, in this case the Restaurant
You should seek to minimize the differences between the service offered, the one provided and the one perceived by the customer.
I am going to give you a hypothetical example of the above so that you can understand the essence of my message:
A client leafs through a magazine in which a completely symmetrical lasagna appears, covered in a cheese that gratinates over the leaves, as well as the price that appears, waoooo! it's worth it - says the client. Likewise, other photographs, very well taken, of the premises where tranquility is perceived, good lighting, that is, everything is perfect. That client, his gastric acids make him want to eat it and creates the conditions to take his family and share an exquisite meal in a place of great taste, but….
The lasagna he ordered, although it tasted good, had nothing to do with the one in the photograph.
- The place was the same, but the calm atmosphere was just a utopia. The service staff smoked in the lounge, the air conditioning did not work; the area where he sat was poorly lit, anyway…
- The price if it was the same
- Says the client -
The magazine and the restaurant
lose 20 customers (those affected will tell at least 10 more people)
- The image of restaurant and the chef in particular has been questioned, the credibility of good eating in that restaurant has been lost.
/ manager restaurants
: nothing new has been said in this article that you cannot find in the literature. There is a consensus on what is marketing
; its links with the psychology
and the necessary pillars to be able to apply it to services. The intention has been no other than to reflect in a very synthesized way by the reality that surrounds us, especially in which we are involved clients - servers, because we are all one or the other at all times.
I thank you for your patience and I propose that you delve into the subject, because what is true is that the world evolves and technologies emerge that make or destroy us and break with the old concept that you should think as a client, I suggest that you think as an entrepreneur in the client's shoes.
Ahhhh and I remind you: "Do not promise what you will not keep. Filling the restaurant does not imply higher income, what you earn in one day can be lost in half a day "