This month we’re doing a series on Differentiation through the Marketing Mix. Mix 7 – How can you differentiate your organisation through Physical Evidence?
What is the marketing mix?
Before that, a recap: The Marketing Mix consists of 7 elements Product, Price, Place, Promotion, Physical Evidence, Process, People. All these elements provide customer touch points that deliver a customer experience. They are all powerful ways to differentiate and position your organisation from the competition. Whichever way you decide to differentiate, it is critical that all the other marketing mix elements exude the same customer experience (CX)/positioning.
How can physical evidence for you a competitive edge?
Physical evidence is the tangible element of your business: the physical environment; packaging; branding; and employees’ dress or uniforms.
All of these elements provide a clue to what a customer or employee should expect from your organisation and plays a key link to your company values, culture and your positioning.
Google is known for its company culture which is a key part of attracting and retaining talented people. It exudes its values through its innovative and creative workspaces – Physical Evidence.
Its offices have slides, games rooms for brainstorming, lots of free food; ski boxes for meeting spaces, and beehives for quiet rooms…. A perfect grown-up playground that inspires creativity to keep employees happy.
Talented employees have ensured that Google dominates the search engine market at 92.47% market share; Gmail is the top-ranking email client share provider at 27.8% market share; and expanded its services to productivity tools, enterprise products, mobile devices and other ventures. It is the top grossing IT company globally and the 6th most profitable global company at $62million profit p.a. achieving this with half the amount of employees than many of the top 5 profitable companies
If you create the right physical evidence, you will attract your target audience (customers or employees) that will increase your productivity, profitability and positioning.
Let’s chat
Your organisation could be sitting on untapped value to increase that customer experience in other parts of your channels which could be identified in a CX transformation review. If you’d like to discuss how a a CX review works, drop me a message or book a complimentary no-obligation meeting and find out how I can help your business.
