Marketing 101: the 7Ps of Marketing - Place (Knowledge)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we’re sharing Part II in our series on the fundamentals of marketing using the 7Ps with a discussion of Process.

When it comes to marketing, there are two aspects of process; internal and external.  A great internal process ensures that management and employees understand the company’s branding and marketing objectives and are working together to accomplish those goals.

External process is everything you are doing to get products to customers and generate sales.  To evaluate your external marketing process, review the various channels through which customers seek information about your company or buy your product; include online, telephone, mail order and in person. 

Look at all the touchpoints from the customer perspective.  Ensure processes are efficient, provide an enjoyable experience and all interactions along the way generate positive feelings about having engaged your company. Focus on the following process elements:

• Purchase – buying your product should be easy and convenient for the consumer
• Customer communication – whether direct, indirect, social media or inbound marketing, ensure it makes customers feel good about doing business with you
• Follow-up - ensure the customer is happy with their purchase.  If they are not satisfied with their purchase, provide a prompt exchange or refund 
• Ask for feedback so you can improve your process in the future 
• Branding - is perception of your brand what you want it to be?  If not, launch a branding campaign to begin aligning the brand image in the mind of your customers with the brand identity that you want them to have.

Effective internal and external processes enable consistent customer experience and are one of the keys to the success of marketing and branding.  A great customer experience enhances perception of the brand in the mind of the customer and increases the likelihood of them buying your product or service again in the future.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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