The Curious Case of the Missing Marketing Mix

So… it’s the month of love, which got me thinking about my greatest love. Sherlock Holmes—oh wait, sorry Emily, I meant marketing. My great love is marketing.

There’s something about marketing that reminds me of a classic Sherlock Holmes mystery. At first glance, there’s always an obvious culprit—someone (or something) everyone is quick to blame for whatever’s gone wrong. In the world of Sherlock, it might be a shady figure loitering in the shadows or a long-time rival with a grudge. In the world of marketing? It’s always Promotion.

Promotion is the obvious suspect, the one businesses point the finger at when things don’t go to plan. Sales are down? “Our promotions aren’t working!” Leads are drying up? “We need more ads!” It’s an easy conclusion to jump to because Promotion is the most visible part of the marketing mix.

But just like in a Holmes’ investigation, the truth isn’t always so straightforward. Promotion may be front and centre, but it doesn’t act alone. There’s a whole cast of characters behind the scenes—the other elements of the marketing mix—that all play a role in whether a strategy succeeds or fails.

To see only Promotion is to miss the bigger picture. As ever, Watson, “You see, but you do not observe.” The real mystery is what’s happening behind the scenes: is the product truly solving your customers’ problems or meeting their needs? Is the pricing fair, reflective of its value, and appealing to your target market? Is the place you’re selling via convenient, visible, and accessible to your audience? Are the people representing your brand creating the right impression and building trust? Is the process smooth and efficient, or is it riddled with unnecessary hurdles that frustrate customers? And finally, is the physical evidence—your packaging, branding, and reviews—reassuring customers that they’ve made the right choice? Promotion might take the spotlight, but it’s the supporting cast that determines the final act.

And so, inspired by my love for both marketing and mystery, I thought I’d kick off the year by going back to basics. Over the next few months, I’ll be revisiting the 7 Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence. We’ll investigate how each one contributes to the bigger picture and how they all work together to shape the decisions we, as consumers, make every day.

Consider it my very own “Adventures of Lara McGowan.” Not quite as catchy as Sherlock Holmes, I admit, but the game is afoot. Let’s start by introducing the cast of this marketing mystery.

Every great mystery needs its cast of characters, and the marketing mix is no different. Whether you’re familiar with the 7 Ps or this is your first introduction, think of them as the key players in solving your marketing puzzle:

1. Product: The star of the show—your goods or services. This is what you’re offering your customers, whether it’s a physical item, a service, or even an experience. Without a strong Product, the rest of the mix doesn’t stand a chance.
2. Price: The value exchange. Price is more than just a number; it’s a signal of worth and quality. Too high, and you risk alienating potential customers. Too low, and you could devalue what you’re offering.
3. Place: Where your Product lives and how it gets to your customer. This could be a physical shop, an online store, or even a marketplace. Think of it as the ‘Place’ where your Product takes centre stage.
4. Promotion: The loud one in the group. This is how you shout about your product—ads, campaigns, emails, events. It’s all about grabbing attention, creating desire and calling to action.
5. People: Your team, your customer service, your brand ambassadors. They’re the ones interacting with your customers and bringing your brand to life. Without them, your business has no face.
6. Process: The behind-the-scenes operations. From how easy it is to check out online to how smoothly your customer service team handles a query, process is what keeps everything running like clockwork.
7. Physical Evidence: The ‘proof’ that builds trust. This could be packaging, reviews, certifications, or even the design of your website. Anything tangible (or visible) that reassures your customers they’ve made the right choice.

Now that we’ve met the cast, we can start digging deeper. Just like Sherlock examines every thread of evidence, we’ll explore each of these 7 Ps in detail over the coming months.

Next month, we’ll start with the cornerstone of it all—Product. Because no amount of brilliant Promotion or seamless Process can save a weak Product. So, grab your magnifying glass and stay tuned. Sign-up for the McGowan Marketing newsletter here.