Services Marketing and Promotion

The Marketing Mix applied to the image

The marketing of the service is structured in the 4 P's of marketing. The Product (in this case, the service) must be packaged attractively, with clear names and tangible deliverables (dossiers, guides).

The Place refers to the distribution channels: will it be sold through a website, social networks or through partnerships with beauty salons? The Price, as we have seen, should reflect the positioning. Finally, Promotion is how the offer is communicated.

This includes everything from the visual identity (logo, color palette of the personal brand) to paid advertising.

In image consulting, the consultant himself is the main marketing material; his personal image must be impeccable and consistent with what he sells, acting as a living business card that demonstrates the effectiveness of his method.

Visibility strategies and strategic alliances

To gain traction, you need to get out into the world. Social networks are powerful showcases, but they require content of educational value, not just photos of "outfits of the day."

Showing the "before and after" (with the client's permission) or giving practical advice positions the consultant as an expert. However, the offline world remains crucial. Strategic alliances are growth accelerators.

Agreements can be established with gyms, aesthetic clinics, dentists, clothing boutiques or psychologists.

For example, offering a free talk at a law firm on "Image and Credibility" can capture multiple corporate clients at once.

Writing articles for local press or specialized blogs also increases brand authority and visibility to new audiences.

The Power of Networking and Loyalty

In the service business, trust is the currency. Word of mouth (referrals) is the most powerful and cost-effective marketing tool. A satisfied customer not only comes back, but brings their friends.

To activate this, you must exceed the customer's expectation, deliver more than promised (the "Wow factor"), and maintain post-service contact.

Active networking involves attending events where the ideal client is, not just fashion events with other consultants.

Cultivating genuine relationships and offering selfless help at the outset generates a network of contacts who will org