The 7 P’s of Marketing

Luminosity utilises a marketing "tool kit" comprising seven tools commonly referred to as the 7P’s. The marketing tool kit is used to to esure that a comprehensive mix of marketing strategies are implemented accross all areas of your business. This integrated approach leverages effectiveness and maximises the return on your marketing spend.

The marketing tool kit comprises:

It has also been argued that an additional P for Public Relation should be added to the tool kit, however for now, most are happy to view PR as a subset of the promotions tool. Promotion is always the last element because it is formed on the basis of the previous elements. Sales is in fact an element of promotion. Sales and selling in isolation, will not achieve the same level of long term effectiveness, that an integrated branding and marketing approach is likely to accomplish.

Like any piece of construction, if one part is built without considering what the other parts are designed to do, the outcome can be a building with too many walls and no roof. Each tool's tasks, objectives and budget should be integrated into a coherent branding and marketing program which would inturn be integrated with the overall business objectives. If the use of a previously specified marketing tool is not planned, the inevitable result is over expenditure and diluted results. As you know, you can’t build a house with only a hammer.

To find out more about how Luminosity can use the marketing tool kit and an integrated branding and marketing communications plan to make your business more profitable, visit our main website.