The Power of Marketing
and Communication

Outdoor media, TV and radio advertising, window displays, and telemarketing.

Online content, video adverts and social media.

A type of digital marketing, SEO increases your website’s visibility, appearing higher up on a search engine’s results page, so users are more likely to view it and buy your products or services.

Another type of digital marketing, PPC is a marketing model where you pay a fee every time a user clicks on one of your online adverts.

Email marketing for a business is a great way to build relationships with clients and reach many more potential clients. You can use email marketing to promote your products and services, while also offering discounts and perks for clients who sign up to receive your emails.

Product refers to the goods or service a company offers to customers. Ideally, a product should fulfill an existing customer demand. Or a product may be so attractive that customers believe they need to have it and it creates a new demand. To be successful, you’ll need to understand the life cycle of a product, and have a plan for dealing with products at every stage of their life cycle. The type of product also partially dictates how much businesses can charge for it, where they should place it, and how they should promote it in the marketplace.

Price is the cost customers will pay for a product. Marketers must link the price to the product's real and perceived value, but they must also consider supply costs, seasonal discounts, and competitors' prices. In some cases, businesses may raise the price to give the product the appearance of being a luxury. Alternatively, they may lower the price so more customers can try the product.

It is important to determine the best place to try and sell your products or services. Where do you stand the best chance of potential customers coming into contact with your products?
Do you have a physical store, are you selling online through other services such as Amazon? Do you have a website or an eCommerce site? Where you plan to sell your products, will have a bearing on how best to market them.

This is where the bulk of the planning happens because the ‘promotion’ part of the 4 P’s involves all the marketing techniques you’ll be using to persuade customers to buy your products or services. This could include paid advertising, social media campaigns, blogs, or PR and outreach amongst others!

A marketing strategy founded on the 4 P’s can help you grow your business by improving existing customer relationships and help you reach potential new customers.

Your brand design is your visual identity. This involves everything from shapes, sizes and colours, to logos, fonts, style and imagery. It’s important to make sure your designs are unique and easily distinguishable from your competitors. Your branding appears on everything you use to market your business, including official documents, pitches, and products. Paying attention to the detail and being consistent across your business is key to reinforcing and strengthening your brand.

Together with design, you also need a branded tone of voice. This is the type of language you associate with your business. This is key because it will appear on everything from your products, to formal communications, and social media. It helps express the personality you want to convey. Which in turn helps customers know what to expect from dealing with you. Your tone of voice should be representative of your business, so if you’re offering legal services, you might choose a more factual, formal tone of voice. Whereas for a video gaming shop a friendly and relaxed tone of voice is more appropriate.

Creating and looking after a strong brand is essential for businesses of all sizes, from all types of industries, and all sectors.

If you want to find out information about your clients and their spending habits. Just ask them! Conducting a survey is the easiest way to find out who your clients are and what they enjoy buying because the information comes straight from them.

Create target personas to represent your target audience. Each persona will include a set of characteristics such as age, personal profile, and financial status, that together summarise a particular group of people who you think will be interested in your products or services.

You can’t argue with facts! Taking data such as keyword research and online traffic insights, will help you understand what your target audience are looking for, how well your competitors are doing and how you can improve your marketing. Recording the data also means you can quickly spot any improvements or changes to the data as a result of the marketing activity you have undertaken.

Where do your customers go before they get to the checkout? By mapping and understanding your customers’ journeys, you can make sure they are given all the information possible and are encouraged at every possibility to buy your products or services.