The 7 Ps of Marketing and How to Apply Them to Your Business
No matter what industry your business operates in, there is competition to outperform and ever-evolving trends to keep up with.
You must find a way to get your business to stand out. Whether you are trying to build a name for your business or maintain its stature, marketing is the key to getting people's attention and showing them what you can do.
Marketing strategies are roadmaps that allow your company to grow brand awareness and boost consumer engagement, relationships, and trust. It takes time, effort, and sometimes budget to build a marketing plan; however, it can pay huge dividends.
Once you've developed your marketing strategy, there is a "Seven P Formula" you should use to continually evaluate and reevaluate your business activities. The formula can help you create a system of checks and balances for physical evidence that your business is constantly evolving to ensure your marketing effortsreach your target audience.
With technology as an ever-evolving factor, updating your marketing campaigns to include more than just word of mouth is essential. Nowadays, you can use many distribution channels, like digital marketing, social media, and podcasts.
No matter which platforms you choose as your marketing tools, the seven Ps can serve as tried and true basic marketing tactics that you can adapt into your marketing efforts to best fit your business.
The 7 Ps of Marketing include:
Read on to learn more about the 7 Ps.
To begin with, develop the habit of looking at your product as though you were an outside marketing consultant brought in to help your company decide whether or not it's in the right business at this time. Ask critical questions such as, "Is your current product or service, or mix of products and services, appropriate and suitable for the market and the customers of today? Is this product offering any remedy to a customer's pain point?"
Whenever you're having difficulty selling as much of your products or services as you'd like, you need to develop the habit of assessing your business honestly and asking, "Are these the right products or services for our customers today?"
Is there any product or service you're offering today that, knowing what you now know, you would not bring out again today? Compared to your competitors, is your product or service superior in some significant way to anything else available? If so, what is it? If not, could you develop an area of superiority? Should you be offering this product or service at all in the current marketplace?
The second P in the formula is price. Develop the habit of continually examining and reexamining the pricing strategy of the products and services you sell to make sure they're still appropriate to the realities of the current market. Sometimes you need to lower your prices. At other times, it may be appropriate to raise your prices.
And other times, you need to research the competition to see what similar products in your industry space are going for, to ensure you are listing competitive pricing. Many companies have found that the profitability of certain new products or services doesn't justify the amount of effort and resources that go into producing them. By raising their prices, they may lose a percentage of their customers, but the remaining percentage generates a profit on every sale. Could this be appropriate for you?
Sometimes you need to change your terms and conditions of sale. Sometimes, by spreading your price over a series of months or years, you can sell far more than you are today, and the interest you can charge will more than make up for the delay in cash receipts. Sometimes you can combine products and services together with special offers and special promotions. Sometimes you can include free additional items that cost you very little to produce but make your product prices appear far more attractive to your customers.
In business, as in nature, whenever you experience resistance or frustration in any part of your sales or marketing plan, be open to revisiting that area. Be open to the possibility that your current pricing structure is not ideal for the current market. Be open to the need to revise your prices, if necessary, to remain competitive, to survive and thrive in a fast-changing marketplace.
The third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes all the ways you tell your target market about your products or services and how you then market and sell to them.
Small changes in the way you promote and sell your products based on segmentation can lead to dramatic changes and booms in your results. Even small changes in your advertising can lead immediately to higher sales. Experienced copywriters can often increase the response rate from advertising by 500 percent by simply changing the headline on an advertisement.
Large and small companies in every industry continually experiment with different ways of advertising, promoting, and selling their products and services. Right now? Search Engine Optimization (SEO), is meant to improve the quality and quantity of traffic to a website.
But no matter what the favored method of the time, there is one tried and true rule. Whatever method of marketing and sales you're using today will, sooner or later, stop working. Sometimes it will stop working for reasons you know, and sometimes it will be for reasons you don't know. In either case, your methods of marketing and sales will eventually stop working, and you'll have to develop new sales, marketing and advertising approaches, offerings, and strategies.
While many might guess that email marketing and Facebook ads are today's most popular marketing activities, much of the market has already moved on to new methods.
The top five advertising techniques in 2022 include:
- Sound-free, short-form video ads.
- Advertising on mobile games.
- Machine learning and artificial intelligence.
- Collecting and advertising third-party data.
- LinkedIn and other social media platforms.
The fourth P in the extended marketing mix is the place where your product or service is actually sold. Develop the habit of reviewing and reflecting upon the exact physical location where the customer meets the salesperson. Sometimes a change in place can lead to a rapid increase in sales.
You can sell your product in many different places. Some companies use direct selling, sending their salespeople out to personally meet and talk with the prospect. Some sell by telemarketing. Some sell through catalogs or mail order. Some sell at trade shows or in retail establishments. Some sell in joint ventures with other similar products or services. Some companies use manufacturers' representatives or distributors. Many companies use a combination of one or more of these methods.
In each case, the entrepreneur must make the right choice about the very best location or place for the customer to receive essential buying information on the product or service needed to make a buying decision. What is yours? In what way should you change it? Where else could you offer your products or services?
The fifth element of the marketing mix is the packaging. Develop the habit of standing back and looking at every visual element in the packaging of your physical product or service through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. Small improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers.
With regard to the packaging of your company, your product or service, you should think in terms of everything customer experience —what they see from the first moment of contact with your company through the purchasing process. Consider branded packaging to make an impactful first impression.
If your customer begins experiencing your brand with an eye-catching design, they are more likely to remember that experience with fond associations. Including your business logo and social media handles is another great addition to custom packaging that can invite customers to engage with your brand and promote repeat interactions.
Packaging refers to the way your product or service appears from the outside. Packaging also refers to your people and how they dress and groom. It refers to your offices, your waiting rooms, your brochures, your correspondence and every single visual element about your company. Everything counts. Everything helps or hurts. Everything affects your customer's confidence about dealing with you.
When IBM started under the guidance of Thomas J. Watson, Sr., he very early concluded that fully 99 percent of the visual contact a customer would have with his company, at least initially, would be represented by IBM salespeople. Because IBM was selling relatively sophisticated high-tech equipment, Watson knew customers would have to have a high level of confidence in the credibility of the salesperson. He therefore instituted a dress and grooming code that became an inflexible set of rules and regulations within IBM.
As a result, every salesperson was required to look like a professional in every respect. Every element of their clothing-including dark suits, dark ties, white shirts, conservative hairstyles, shined shoes, clean fingernails-and every other feature gave off the message of professionalism and competence. One of the highest compliments a person could receive was, "You look like someone from IBM."
The next P is positioning. You should develop the habit of thinking continually about how you are positioned in the hearts and minds of your customers. How do people think and talk about you when you're not present? How do people think and talk about your company? What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others?
In the famous book by Al Reis and Jack Trout, Positioning, the authors point out that how you are seen and thought about by your customers is the critical determinant of your success in a competitive marketplace. Attribution theory says that most customers think of you in terms of a single attribute, either positive or negative. Sometimes it's "service." Sometimes it's "excellence." Sometimes it's "quality engineering," as with Mercedes Benz. Sometimes it's "the ultimate driving machine," as with BMW. In every case, how deeply entrenched that attribute is in the minds of your customers and prospective customers determines how readily they'll buy your product or service and how much they'll pay.
Develop the habit of thinking about how you could improve your positioning. Begin by determining the position you'd like to have. If you could create the ideal impression in the hearts and minds of your customers, what would it be? What would you have to do in every customer interaction to get your customers to think and talk about in that specific way? What changes do you need to make in the way you interact with customers today in order to be seen as the very best choice for the customer needs of tomorrow?
The final P of the marketing mix is people. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales, marketing strategies, and activities.
It's amazing how many entrepreneurs and businesspeople will work extremely hard to think through every element of the marketing strategy and the marketing mix, and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person, in a specific way. Your ability to select, recruit, hire and retain the proper people, with the skills and abilities to do the job you need to have done, is more important than everything else put together.
In his best-selling book, Good to Great, Jim Collins discovered the most important factor applied by the best companies was that they first of all "got the right people on the bus, and the wrong people off the bus." Once these companies had hired the right people, the second step was to "get the right people in the right seats on the bus."
To be successful in business, you must develop the habit of thinking in terms of exactly who is going to carry out each task and responsibility. In many cases, it's not possible to move forward until you can attract and put the right person into the right position. Many of the best business plans ever developed sit on shelves today because the [people who created them] could not find the key people who could execute those plans.
Excerpted from Million Dollar Habits
The Ps of marketing
Marketing is essential whether you run an eCommerce business, a physical store, a small business, or a large corporation. While trends may evolve, the 7Ps of marketing will likely remain true and evolve with any new trend.
Remember, as products, markets, customers and needs change rapidly, you must continually revisit the seven Ps marketing model to ensure you're on track and achieving the maximum results possible for you in today's marketplace.
Looking for more marketing resources? Explore Entrepreneur's Marketing Hub here to help grow your business.
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