Utilizing the 4 P’s of Marketing in your Business

If you want to develop a sound and successful marketing plan for your business or simply just want to perfect your strategy, you must first start at the beginning.

A marketing campaign to draw in clients starts with a full understanding of what your company has to offer and how all of your products and services can help your target market. In other words, you are marketing not only your services and products to prospective clients but also your company as a whole.

Marketing is loosely defined as “The performance of business activities that directly impact the flow of goods and services from the producer to the consumer or user.” This seems like it should be a simple task yet there is so much “clutter” in the world that makes marketing your products and services, at times, difficult. I have written previously in another post about the importance of marketing your services as a solution to a problem or need that your clients currently have. A great way to really narrow in on this is to analyze your marketing efforts and outline your company’s 4 P’s. For those not familiar with the marketing phrase “The 4 P’s” or “The Marketing Mix” it stands for: Product, Place, Price, and Promotion.

To explain how this strategy can be implemented I will use us, ExchangeDefender, as an example. In other words, to develop a successful service offerings marketing plan, there must be a product or service (Product = ExchangeDefender) available to the consumer at a place (Place = Available online through our Partner Portal) for an acceptable and outstanding price (Price = Partner pricing available in the Partner Guide) with proper promotion (Promotion = advertisement in various forms: Twitter, Facebook, Blogs, Newsletters, Websites, Promotions and offers) so the consumer is aware of the product (ExchangeDefender) and its advantages.

The actual task of marketing your services is getting out in the market place. Since there are many offerings of all types, sizes, and benefits from your competition, it quickly becomes evident that success is unlikely without some planning and actual implementation of the 4 P’s. Without a plan, the service or product that you are trying to promote stands little chance of successfully marketing its benefits and solutions to your target market. By using variations of these four components you have the ability to reach multiple consumers within your target market.

In addition to that, creating a successful marketing mix that will increase results often takes experimenting with what “works” with your target market. The key is to not always depend on “one” mix, but you should explore other avenues and also use different mixes with depending on what a client needs. The combination and coordination of these elements will be more effective than depending on just one. It is important that you coordinate all elements so that the prospective consumer is not being sent mixed messages that can cause confusion – Make things simple! When things are simple, the buying decision is much easier for the client to make.

In summary, be sure that you cater to a niche market and that your product is geared towards the need of that market. Be sure that your price is within the budget of that market, and that you are distributing your product or service where it will be seen by that market and be easily accessible and attainable. Lastly, steer your promotion to solve the problems that clients are experiencing.

Stephanie Hasenour
VP Marketing, ExchangeDefender
stephanie@ownwebnow.com