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Making an Impact

Current thinking related to the marketing mix, or framework for a marketing strategy, has resulted in the development of the 7 Ps of marketing.

In previous articles, we’ve discussed the original 4 Ps: Product, Price, Place, and Promotion, as well as 2 newer ones called People and Process.

This last article in the series discusses the final element of the 7 Ps – Physical Evidence.

In marketing, the physical evidence element revolves around the tangible and sensory aspects that customers encounter when interacting with your product or service. Creating a memorable and positive impression is key to building a strong brand identity and fostering customer loyalty.

The physical environment in which you present your product can significantly impact customers’ perceptions. Whether it’s a physical retail store, a print shop, or a website, the ambiance, cleanliness, and overall atmosphere shape the overall experience.

Packaging design is more than just protection for your product. It’s an opportunity to convey your brand’s personality and values. Eye-catching, eco-friendly, or innovative packaging can elevate the perceived value of your product. A plain cardboard box with a generic shipping label attached to it is just not enough to have an impact. The first thing your customer sees is the package, not the printed work inside.

Branding goes beyond logos and slogans. Consistency across all touchpoints, from marketing materials to quotation letters, product labels and invoices, these all solidify your brand identity in the minds of consumers.

To create a positive, memorable experience for your customers, these things need to be considered:

  • The look and feel of the store, print shop, or website
  • The quality or innovative design of product packaging
  • The consistent use of the brand image at all touchpoints

The details and execution of the Physical Evidence element of the marketing mix are key to the customer experience.

By effectively utilizing all the 7 Ps of marketing (Product, Price, Place, Promotion, People, Process and Physical Evidence), your marketing strategy will take shape and result in more sales opportunities.

If you’re looking to take your marketing efforts to the next level, contact us! Our experts are here to help.

Ken Freek and Drew McLaren are experts at Connecting for Results, a management consulting firm serving print companies across North America. Ken combines his experience in marketing, operations, automation, change management, and supply chain and logistics to provide a solutions-oriented approach to business challenges. A former company owner and marketing expert, Drew’s experience running a family print business gives him a leg up with decision makers. Both Ken and Drew excel in identifying new marketing and sales growth opportunities. To work with them, contact us!