7Ps of Marketing: Physical Evidence

- March 12, 2012

Smart Monday/Physical Evidence

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Our goal is to provide you with ideas and inspiration to market every day and we hope you are doing that.

Today we are going to focus on physical evidence in our continuing series around using the 7Ps of Marketing as tool to make your business more successful.

Physical evidence is everything your customers, or your potential customers, see when interacting with your company or brand.  Typically it encompasses the store front and the product or its packaging however it also extends to your website and how your employees are dressed.  All of these are equally a part of the physical evidence.

Imagine when customers arrive at your business there are literally coffee stains on the carpet.  That doesn’t make a good impression.  They may be wondering why the business didn’t take time to clean up the mess.

When considering your physical evidence, look at the customer touch points throughout the delivery channel(s) and determine where those “coffee stains” are.  Then create a strategy to enhance the aspects you have identified.  These improvements will create a more favorable impression of your company and product in the mind of your customers.  Essentially you are enhancing your brand.

As an example, let’s look at the physical evidence of the Taco Stand.  Imagine if you walked up and it was very shabby, the sign was illegible and the food server was dirty.  Chances are you wouldn’t place an order. The physical evidence is really impacting your decision to buy or not.

On the other hand, if you walked up and the taco stand was well built, there was a beautiful seating area, the server was clean and pressed and the signage was very clear, you may be more apt to make a purchase.  That is physical evidence at its best.

That concludes this week’s Smart Monday, please join us tomorrow for Strategic Tuesday.  To discuss a one on one service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.

James Glover: (505) 501-1330 or onceadaymarketing@gmail.com