Let’s talk about the 7 Ps of marketing, but with no jargon, no fuss, just some insight to help you and your business thrive! It’s a classic framework that’s still relevant today for anyone wanting to sharpen their marketing game. Whether you’re growing a small business, managing a local BID, or running events for your community, this guide will help you keep all the important bits in mind.
The 7 Ps of Marketing:
The 7 Ps of marketing are essentially a checklist to ensure your marketing efforts are hitting the mark. Let’s go through them, one by one, and explore how they can be applied to real-life situations, with a little sprinkle of creativity along the way.
1. Product: What Are You Offering?
The first “P” is all about what you’re actually selling – whether that’s a product, a service, or even an experience. You need to be crystal clear on what your offering is and how it’s going to meet your audience’s needs. For example, at Bowerbirdy, we specialise in marketing and events that connect people and create memorable moments. That’s our product. For your business, it could be anything from hand-crafted goods to professional services. The key is knowing why your product matters to your customers and delivering on that.
2. Price: Getting It Just Right
The second Ps of marketing – Pricing – is a balancing act. Charge too little, and you’re underselling yourself; too much, and you risk scaring off potential customers. You need to think about what your audience can afford, but also what they’re willing to pay for quality. For instance, if you’re running a local festival, you need to consider ticket prices that reflect the value people will get while staying competitive. This P can make or break your success, so don’t rush it!
3. Place: Where Will They Find You?
This one’s straightforward – where are you going to sell your product or service? “Place” doesn’t just mean a physical location. It’s about making your business accessible. Whether it’s your website, social media channels, or an actual shopfront, you need to be where your audience is. Take Bowerbirdy’s events, for example. We work closely with councils and local businesses to make sure our creative events are located in the right spaces to draw a crowd.
4. Promotion: How Are You Spreading the Word?
Promotion is your chance to get the word out. It’s not just about advertising – it’s about telling your story in a way that resonates with people. This could be through social media, email campaigns, or even good old-fashioned flyers. The trick is to know where your audience is looking for information and to be there with a message that stands out. It’s about finding that balance between being informative and intriguing.
5. People: The Human Touch
Marketing isn’t just about products, it’s about relationships. That’s the fifth of the Ps of marketing comes in: People. The people in your business, from your customer service team to your partners, are crucial to how your brand is perceived. In fact, they are often the face of your business. Whether it’s how they interact with customers or how they represent your values, people matter. And don’t forget: customer testimonials and reviews are a powerful way to show that people trust your brand. They’re a form of social proof that can do wonders for your reputation.
6. Process: Making It All Work Smoothly
This is the behind-the-scenes stuff that ensures everything runs like clockwork. From how you deliver your product to how you respond to customer enquiries, your processes need to be efficient. A smooth process means happier customers (and let’s be honest, fewer headaches for you)! If you’re planning an event, for instance, having clear steps for logistics, communications, and team roles will ensure everything runs without a hitch. It’s about being organised, not chaotic.
7. Physical Evidence: Show What You’ve Got
The 7th and final of the Ps of marketing is Physical evidence is what backs up your promises. It’s the tangible things – like website design, packaging, and even store layout – that show people what your business is about. It’s also the little extras like reviews, testimonials, or photos that give your brand credibility. At Bowerbirdy, our marketing and events speak for themselves – we ensure there’s a lasting impact with things like branded souvenirs or great social media moments that attendees will remember long after the event. Physical evidence reassures people that they’ve made the right choice.
Putting It All Together
The 7 Ps of marketing are a simple yet effective way to make sure every aspect of your marketing strategy is covered. Whether you’re hosting an event, launching a product, or improving your customer service, these elements can help guide your decisions. And if you need a bit of creative support, or perhaps a full-scale event to bring your vision to life, well, you know where to find us!
Got questions about how to make the most of your marketing? Let’s have a chat – Bowerbirdy is always here to help bring fresh ideas and a creative spark to your next project. Reach out today!
