The 4 P’s of Marketing – Place

Today is the last of a 4-part series about the 4P’s of marketing and how they relate to local and online companies. In case you missed the last several posts, the 4 P’s are a framework that have guided marketing decisions for the last 50 years in most successful marketing firms and companies.

However, they’re good for every manager in an organization to be familiar with and have a clear knowledge of, as they relate to all the areas of a business.

We’re going to finish the series off with a discussion of Place and it’s implications. According to Joe Cannon (author of Essentials of Marketing)

“Place concerns all the decisions the marketer makes to make goods and services available in the right quantities and locations when customers want them.  These questions include whether to use intermediaries – and how many.  How to break down bulk?  Whether to use franchises? ”

Place could be your domain name, or your store front on College Ave.  It is also your landing page, and your front window. It’s also clean bathrooms. Especially clean bathrooms. Place is what people expect to see when they visit your location, virtual physical. It’s important to keep your branding and feel of the overall product consistent throughout the place that your customers visit.

It’s also important to ensure that their visit is painless and easy. No one likes searching for the place to start the line, or where to checkout. The easier your customers can get in, out and browse, the more pleasant their experience will be and the more likely they will be to return.

This wraps up the 4- part 4 Ps of marketing; we hope you keep all of them in mind when working on your next marketing decision!