At ON Advertising, we like to say marketing is partly science, partly art, and partly “cowboy wrangling a runaway horse” (because sometimes campaigns have a mind of their own). But here’s the kicker: success isn’t about how much something costs. It’s about the marketing value it delivers.
That’s where the 7 Ps of Marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence) come in. Each one is a balancing act between cost and value. As your creative helpers, we’re here to break them down in a way that’s useful, fun, and full of actionable takeaways you can start using today.
1. Product: It’s Not a Thing, It’s a Solution of Marketing Value
The cost of your product is measured in raw materials, manufacturing, and R&D. But that’s not where the story ends. The marketing value of your product lies in how well it solves a customer’s problem, saves them time, or adds joy to their life.
Think of it like this: nobody buys a drill because they want a drill. They buy a drill because they want a hole. The value is in the outcome, not the object. When you market your product, focus on the transformation it provides, not the nuts and bolts.
2. Price: It’s Not a Number, It’s a Statement of Worth
Yes, pricing starts with costs and profit margins. But marketing value shines through in perception. A premium price tag can say, “This is top-shelf stuff.” A competitive price can say, “We deliver big value for less.”
Here’s the trick: don’t sell yourself short. Pricing is also branding. Every dollar communicates something. Customers don’t just see the cost; they see the value. In fact, pricing is often the first place customers measure marketing value.
3. Place: It’s Not a Location, It’s Convenience and Access
The logistics (rent, shipping, e-commerce platforms) are the costs. But the marketing value is in removing friction for the customer.
Ever abandoned a cart because the checkout process was more complicated than filing your taxes? We feel you. A slick website, free shipping, or even a prime corner store location makes buying easy, and ease is pure value.
Pro tip: audit your buying journey. If there’s a single speed bump, smooth it out. Convenience is often underestimated as a form of marketing value, and taming those bumps is a lot like a cowboy wrangling a runaway horse.
4. Promotion: It’s Not Advertising, It’s Communication That Builds Desire
Sure, ads and media buys cost money. But the marketing value is in the emotional connection. When done right, promotion isn’t about shouting; “it’s about storytelling.”
The best campaigns feel like a friend whispering, “Hey, I made this for you.” That’s why creative storytelling that makes people laugh, cry, or shake their heads wildly in agreement is so powerful. Emotion equals loyalty, and loyalty equals long-term revenue.
5. People: They’re Not Staff, They’re Brand Ambassadors
Payroll, training, and benefits are all necessary costs. But your people? They’re the secret sauce of marketing value.
A friendly barista, a responsive customer service rep, or a savvy sales associate transforms a one-off purchase into a relationship. People don’t just buy products, they buy into the people who represent them.
Try investing in training that focuses on empathy instead of just scripts. Customers remember how you made them feel long after the receipt fades. That’s human-driven marketing value in action.
6. Process: It’s Not a Workflow, It’s the Customer’s Experience
The costs are in operations, software, and logistics. The marketing value is in delivering a smooth, headache-free experience.
Amazon didn’t win because their boxes are brown. They won because their process is seamless. From one-click ordering to painless returns, their value is in simplicity.
Your process is your brand. Every hiccup is a ding in trust, and every smooth step is a marketing win that multiplies marketing value.
7. Physical Evidence: It’s Not Just a Storefront, It’s Tangible Proof
Packaging, design, branding—all line items on a budget. But here’s where marketing value shows up in the physical world.
Elegant packaging says, “We care.” A sleek website says, “We’re legit.” Glowing reviews say, “We deliver.” Tangible cues reinforce promises and justify price.
Want proof? Think about Apple’s product boxes. Minimalist, elegant, and oh-so-satisfying to open. That’s marketing value you can literally feel.
Marketing Value: The Takeaway
At the end of the day, the 7 Ps aren’t just about cost spreadsheets. They’re about marketing value—the kind that creates loyalty, drives revenue, and makes your brand unforgettable.
Because in the world of marketing, cost is just the math, but value is the magic. And balancing that cost-versus-value equation is a lot like a cowboy wrangling a runaway horse.
ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest
We are the largest minority-owned full-service agency in the Southwest, and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.
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