In a previous blog post, we covered the 4Ps of Marketing in Unified Communications. As we mentioned, technology and best practices for marketing have advanced since the original Ps were established. Therefore, Booms and Bitner discovered three more factors that could extend the marketing mix.
- Physical Evidence
And with that, the 7P’s of Marketing were born. Let’s explore them!
Many corporations want to come across as customer-centric but as a UC industry reseller, you generally sell B2B. Even though those businesses are still your customers, your people are extremely important.
In the marketing mix, people refer to anyone involved directly or indirectly with your company. Think of your employees, customers, and AI chatbots on your website. The success of your brand and the overall satisfaction of your customers come down to who represents your company. Ensure your people are polite, professional, and fully trained on your product suites. Your company’s people must uphold their reputation in their office or on a trade show floor.
The process represents the in-between time from the sale of the solution to when your customer is fully up and running using it. Think of your current strategy and consider the following questions.
When you onboard a new customer from another platform:
- Do they experience any downtime?
- Is it a quick switch?
- Do you offer in-depth training?
The more seamless and personalized your process is, the happier your customers will be! For example, hosted solutions are designed to save time, and therefore, you can virtually install a solution in a few quick and secure steps. With no customer-premise-equipment and no need for staff to visit your customer’s location, things will move along swiftly. If switching is not seamless, it may be time to reconsider who your provider is.
As we explore the final P, physical evidence, it is important to note we are not talking about evidence found at a crime scene. Ha! Yes, physical evidence provides a reference of proof of purchase, but it also covers your brand’s existence.
Physical evidence includes your:
- Social Media
- Logo & Branding
- Trade Show Booth
- Office Building
- Post-Purchase Initiatives
Each element is extremely important because it helps your customers identify your business. Together, current and future customers can trust that your company is reliable, trustworthy, and legit. Stay consistent with your messaging, colors, and overall brand.
We covered all seven P’s in the marketing mix; what do you think of yours? Have you considered the additional benefits of exploring the three listed? Navigate through all seven points and adjust your marketing strategy accordingly.