A Colorful Set Up

Who would have guessed you could learn so much from a crayon, a double ended one at that. Over the last two weeks, we’ve discussed the marketing mix.  Familiar to many, foreign to some.  Today, let’s knock out the last two Ps, promotion and placement. 

1. product
2. price
3. promotion
4. placement

Last week, I again left you with a question. How did I find those double ended crayons? Well, long story short. I was set up. In this particular retailer, the crayon aisle is directly across from the beauty aisle – you know with all the organic body butters and scented body sprays. It’s a happy place for an entrepreneurial mom to be in. So, I shamelessly make my daughter endure it as I sniff sample body sprays and rub on dabs of body butter. Of course, she could care less so she drifts over to her Eden – the crayon aisle. Set up! I have to go retrieve her and what do I find, directly at eye level? You guessed it -double ended crayons. So, not only did I buy them, but once we began to use them, I told other moms how great they were.

The lesson here is simple.  Make your products and services visible and available. It’s all about promotion and placement.  Even the best product or service will go unsold if no one knows how great it is and how easy it is to get to it. Promotion can be as simple or complex as you make it but one thing is certain, you have to do it.  Whether you use traditional methods of promotion, such as newspaper ads, radio, and good old fashion word of mouth or more contemporary methods like email blasts, mobile marketing or social media, it must be targeted to those most likely to buy. Your message should be simple and clear, articulating your product’s benefits in one statement, if possible.  The same goes for those in the service business. The presentation of your product itself is a form of promotion so keep that in mind as well.  For example, unlike many crayon boxes, which are constructed of opaque cardboard, the packaging of these double ended crayons is clear. Why? To  display how cool they are and make you wonder how they got two colors on one crayon.  They have just become a must have.

The fact that these crayons were at eye level, mine (the one with the money) is no coincidence, either.  I honestly can not remember the product placed above or below these crayons. I didn’t have to bend down or ask for store assistance – they were easy to grab.  Thus, easy to purchase.  Now, of course, the company paid a premium price with this positioning, but in their case, it’s worth it.

Mastering the marketing mix isn’t reserved just for big companies, but for everyone in business, whether its home based or fortune 500.  Start with a good solid product (service) and identify your value proposition.  Price your product to not only cover costs but to include what a unit of your product or time is worth, then tell everybody who will listen (especially those most likely to listen) about how great you are, and make it easy for them to get what you’re selling.

**Support Local Businesses:  BigMeanKitty.com.  Owner: Letha Edwards.  www.bigmeankitty.com