The Forgotten P's: Place
The environment in which we sell our product or service is often a forgotten one in terms of our marketing. However, it is an essential aspect that we mustn't forget. One thing we seem to forget in the digital age, our websites are our shopfronts and need to be treated as such.
(The below apply to both brick and mortar stores and online!)
- Is it easy to communicate with you? Can you initiate a conversation (There are plenty of chat programs that you can install on your website to help with this)
- How easy is it to navigate your store? Is it easy for people to find what they are looking for?
- What is the feel of the environment? Is it clean and simple? Vintage? Professional? Classy? Kid friendly? And does this style fit with your brand?
The issue is when the message sent by your place, the style of your promotion, your choice of product, and the price you set don't portray the same message. It becomes disjointed and it makes it harder to build a strong powerful brand that people will remember and recommend - and when people's attention spans are shrink and they are constantly inundated with marketing messages, you need them to remember you.
Create an environment that is special, memorable, ground breaking, different, that doesn't follow a stereotype and you'll be one step ahead of the competition!
Think of some of your favourite shops/cafes/websites - what's different about them and why do you love them? You need that wow factor for your space! Don't let it be an afterthought.