If you treat marketing as being synonymous with advertising, promotions and other forms of communication then you are, almost certainly, missing a trick. This week I came across a great example of how, by taking this narrow view of marketing and ignoring some of the elements of the marketing mix, you can seriously damage your revenue.
I’m currently in the market for a coffee table. I’m looking for something quite specific; a square, light oak coffee table. Having searched online I have a rough idea of the price I’m happy to pay and what I can expect to get for my money. Armed with this information I visited a local, independently run, furniture show room to see how they matched up to the internet.
It all started quite well as I was left to browse for a while before being approached by the sales guy who asked if I was looking for something specific. Having explained my requirements to him he proceeded to show me a number of distinctly rectangular looking coffee tables, and tutting, he said: ‘ how come everyone wants square coffee tables when I only have rectangular ones’. Good question. Perhaps he should check his product range?
After this rather awkward moment, he told me that some of the ranges included a square coffee table, and we were back on track again! I chose a style I liked and he scurried off to get a brochure. We then discussed price and, whilst his first offer was more than I wanted to pay, I could see that he was up for a negotiation. I asked about delivery and he agreed to deliver free of charge, so that was another tick in the box.
Finally I asked when the coffee table could be delivered…and it all started to fall apart (again). ‘Before Christmas’, was the response I got. ‘Before Christmas’ I repeated, ‘Yes, before Christmas as opposed to after Christmas’ he said. A little dumbfounded I asked if he could be more specific. Apparently not. The result, a lost sale.
For your marketing to be successful you need to consider all the elements of the marketing mix. It’s less important which definition of the marketing mix you prefer (the 4Ps, 7Ps , 4Cs…the list goes on), just that you have a joined up approach to marketing that puts the customer at the centre.