Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today
we’re sharing Part VII in our series on the fundamentals of marketing using the
7Ps with a discussion of Physical Evidence.
The physical
evidence is everything customers physically experience when interacting with
your company. These are the things they might see, touch, hear, taste, smell,
etc. Typically it encompasses the retail store as well as products and their packaging,
however, physical evidence also extends to your website and how employees are
dressed. All of these are equally a part of the physical evidence.
Imagine if
there were literally coffee stains on the carpet when customers arrive at your
business. That doesn’t make a good impression on them and diminishes the
stature of your brand in their minds. They may think that if the business
didn’t take time to clean up the stains, what else might they not pay attention
to.
When
considering the physical aspects of your business, look at the customer touch
points across the delivery channels and determine where those “coffee stains” exist.
Are you company trucks dirty or scratched? How does your signage look - old and
beat up? What about your voice mail - does it sound crisp and clean to your
customers? Once reviewed, improve and enhance the aspects you have identified. These
improvements will create a more favorable impression of your brand in the minds
of customers.
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.
© 2017 Once a Day Marketing™.
All rights reserved.
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