Product
Because people buy benefits, not products, you need to focus on what your customers think of your brand, how they use your products and services, and who or what they see as the logical alternative to what you have to offer.

Price
Price is an integral piece of the value equation. In a crowded marketplace, organizations tend to lower their prices to compete for the available business. A smart pricing strategy ensures that you remain competitive without diminishing the perceived value of your brand and products. Cheaper isn’t always better.

Promotion
Promotion lays out what it is that you will tell the world about your products or services to encourage more customers to buy more of what you have to offer more often. Start with a crystal clear understanding of your target group: who they are, what they love about your brand, when they prefer to buy, why, how and with whom.

Place
Place can make or break a new or established brand, and can also be used to differentiate you brand from the competition. Province, city, neighbourhood, street, store design, in-store product position, display type and product size are just a few of the variables that affect sales. While we’ve used a terrestrial example here, place is equally important online.

People
While there were originally only 4 Ps (Product, Price, Promotion and Place), “People” joined the mix as the 5th P to focus our retail clients on the need to address customer service standards. A passionate, informed team who has bought into your brand is invaluable when it comes to word of mouth marketing and maintaining brand trust.

Passion
Passion matters. Passion grabs attention and sparks conversation. Passion is caring about your brand, finding relevant brand news and sharing it with the brand’s community. Communicate passionately with your clients and prospects, to increase the odds that they will take notice or your advertising and want to learn more.