How to complete an insightful marketing mix
Establish clarity and create a strong brand marketing foundation using my marketing mix template and guide.
Before you blindly dive into Canva to create content for a 'hope post' campaign on social media - let's establish brand marketing clarity! Also known as the Marketing Mix, the Marketing Matrix is the analysis of seven elements of your business that, work together to achieve the objectives of a marketing strategy. It
supports band development as your brand is your business' 'voice' and 'face' during marketing activity.
The seven elements of a full marketing mix are often called the seven marketing P's:
Product - your unique goods/services
Price - pricing strategies
Place - brand exposure and customer access
Promotion - marketing, sales and brand awareness
People - interacting with your brand
Processes - steps in goods/service delivery
Physical environment - what people see and feel
Let's explore your business and brand, looking at each are in more detail, to create brand marketing clarity.
1. Product - your unique goods/services
In this section of the marketing mix, you will consider ‘what you sell’. Including details about what is unique, special, valuable and welcomed about your product, goods or services. Concentrate on the benefit and advantages to customers, while considering:
2. Price - pricing strategies
Outline your pricing strategies such as bundle, introduction, sale, membership as a few examples, for selling your products, goods or service. Remember to include the 'mark up' needed to cover overheads and outline profit margins, as well as payment options and gateways. Specifically consider:
3. Place - brand exposure and customer access
Consider all places that your customers can access your goods, products and services. This can include retail spaces, print media and digital platforms for example. Some sales avenues may be:
Direct / Indirect Sales
Peer to Peer
4. Promotion - marketing, sales and brand awareness
Outline the promotional activities to promote awareness of your products, goods and services. They can be organic, targeted, promotional and direct; sales, advertising and promotional tactics and some examples are:
5. People - interacting with your brand
People responsible for delivering your goods, services and brand.=, including and not limited to:
7. Processes - steps in goods/service delivery
Steps involves in goods and services delivery are important to consider as business essentially relies on the processes that allow the transactional relationship.
How service is delivered
From production to promotion
7. Physical environment - what people see and feel
What customers see when interacting with your brand and the environment you create is an impacting factor on how you potential and actual customers feel and behave. Specifically consider:
Physical space (bricks and mortar)
Digital space (online)
Communities and accessibility
Content and layouts
Support and interactions
Barriers and attempts to bridge them
Download my simple printable PDF template of the 7 marketing P's and start your marketing mix journey.
After gaining valuable information and valuable insight by completing the template, answer the following (also on the template):
1. Does your brand (culturally and visually) represent your business accurately – given the exploration of your current and future product/service range? If not, what needs to change?
Prompt: Think about the words, terminology, taglines, visual brand and appeal to your target audience and ideal customer. Do you need to update your brand or seek support to create more visual assets for consistency?
2. How can your brand support the communication of your product/service during effective marketing and communication, reflective of your product/service fees and charges, payment options and price range for example?
Prompt: Think about the kinds of promotions, advertisements and content needed for them to effectively communicate your products/service to the ideal target market. Do you need to seek support to create compelling copy (written content) to accurately convey your message?
3. How can your brand support access and sale of goods and services, reflective of the
platforms and avenues used for sale and access of your goods/services?
Prompt: Think about the platforms you use, the journey between them and ease of use/purchase for the customer. Are you using reputable E-commerce platforms, is your website secure with a secure branded site and trusted payment gateway – as a few examples?
4. How does your brand empower and support the people responsible for delivering and promoting your goods/service?
Prompt: Consider your values, mission statement, training and information you provide these valuable people. Do you need to provide or undertake more training or work on a mission statement?
5. How well does your brand support your business processes and the customer, through
Prompt: Think about notifications, communication, warranties, after sale service and care etc.
6. How well does your brand promote, greet and make the customer feel when the interact with your brand physically?
Prompt: Consider the environment and style of physical and digital stores, product labels and packaging, signage, music, lighting, advertisements, promotions, social media pages, posts and groups, and their journey with your brand.
Get the most out of your brand marketing efforts by completing an ultimate customer profile process.