The 4Ps
- Product: You. This is the essential element for creating a strategy. It is the product or service that a company offers to satisfy a customer’s needs. In the context of personal relationships, the product is you. You must show your best qualities. Just as a product must be attractive, you must highlight what makes you authentic.
- Price: This is the amount the consumer must pay to purchase your product. Continuing with our example of the heartbreaker, this could well be the time and effort you invest in the relationship to prove that you are the ideal partner.
- Point of Sale: This is the means by which the product reaches the customer. Whether it is a physical store, e-commerce, Marketplace… It is interesting to know the location and consumption habits of your target audience to determine the most appropriate point of sale. Therefore, in winning over that person, you must determine which medium is the most appropriate to make yourself known. Perhaps it is better to meet for a coffee, or something more virtual such as chatting online, and for long distances, a video call may be more appropriate than sending a letter!
- Promotion: This is how we make our product known. We can use both offline or conventional methods (radio, television, press, billboards, etc.) and online methods (social media, email, banners, etc.). It is necessary to know the preferences of our target audience to determine which channels to use. Making an impact is essential. In our quest to win them over, communication is vital, not only because of what you say, but also how you say it. Remember that the goal is to make an impact on the other person.
However, as the world evolves, so does consumer behaviour, and therefore marketing strategies must adapt to these changes. In the past, we focused on the product, but with the advent of new technologies, we have been forced to focus on the customer, giving way to marketing mix models that replace the 4Ps with the 4Cs, focused entirely on the customer (consumer, communication, cost and convenience) and, evolving a little further, towards the 4Es, in which customer satisfaction is considered essential (experience, evangelism, exchange and omnipresence). Let’s take a closer look:
- Experience: This corresponds to the growing interest of companies in offering unique consumer experiences. These experiences can set us apart from the competition. In personal relationships, every interaction should be memorable and positive. Creating special moments strengthens the emotional connection.
- Exchange: Companies must get the most out of their sales, but in a way that also convinces consumers that they spent their money wisely.
Therefore, we no longer talk about price, but about exchange: what both parties gain in a commercial relationship. Organisations make a profit and users get a benefit.
These gains are not always focused on increasing sales. We may have other goals, such as gaining more followers on social media, achieving a good quality rating, building customer loyalty, etc.
The same is true in personal relationships. We are not looking for financial gain, but rather to listen to and satisfy the needs of both parties in order to build a solid relationship.
Omnipresence (Everyplace): We have been crossing borders since online sales became possible. Consumers no longer have to go to a physical store to purchase a product. The trend towards online shopping and home delivery is booming, so companies must adopt an omnichannel approach by selling online, on social media, on marketplaces, etc.
In personal relationships, the ability to get in touch, not only in person, facilitates communication and strengthens bonds.
Evangelisation: Formerly known as ‘promotion of offers’, this is now reinforced by motivating customers to buy, increasing their interest and commitment to your brand. To do this, customers are usually involved in the purchasing process so that they are convinced that they are buying the best product to meet their needs and, ultimately, they will become ambassadors for your brand.
In the process of falling in love, the other person must be convinced that you are the right person for them, and this will awaken a series of emotions and feelings that will make them believe it wholeheartedly.
This evolution in the creation of marketing strategies is simply the result of the transformation of the market and the way customers consume and demand.
In the case at hand, to make someone fall in love with you, it is essential to take into account the needs of the other person, so that they like your product, i.e. you, by knowing their tastes and offering memorable experiences that resonate with them. At least in the conquest!
