Substance over Style – Marketing Essentials
In today’s fast-paced digital world, brands often get caught up in making their marketing look aesthetically pleasing or jumping on the latest social trends and platforms to capture the attention of would-be customers.
While great visuals and branding are important, and creating an engaging video that attracts 1000s of views, style alone won’t sustain a business. Without substance, even the most eye-catching campaigns will fall flat. That’s why marketers must look beyond surface-level appeal and ensure they are covering all the essential foundations of a strong marketing strategy.
This is where the 4Ps or expanded 7 P’s of marketing come in.
What are the Ps of marketing?
E. Jerome McCarthy, a marketing professor at Michigan State University, introduced the 4Ps framework of Product, Price, Place, and Promotion in his 1960 book, Basic Marketing: A Managerial Approach. The 4Ps provided a structured way to think about the key elements of a marketing mix. The 7Ps framework expanded the original 4Ps to include People, Process, and Physical Evidence, making it particularly relevant for service-based industries. This extension is credited to Booms and Bitner, who proposed it in 1981.
Did Liquid Death favour style over substance?
The 7 P’s of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence are a framework to create a marketing strategy that effectively meets the needs of your target customers.
Neglecting any of these elements in favour of flashy branding, or simply tactical activity over strategic action, can lead to weak marketing that lacks depth and long-term effectiveness. US water brand ‘Liquid Death’ failed to quench the thirst of the UK have exited the market after just 2 years despite a £300 million marketing campaign, national stockists and big collaborations. One reason for this has been attributed to the potential failure of them to understand the fundamentals of their marketing foundations and the British retail landscape. They fell short of understanding their international market and it seems they relied on what worked in America working for us Brit. The aggressive “punk rock” branding that thrived in the US just didn’t relate to British consumers and our traditional values. Combined with factors like premium pricing (£5.50 for a pack of 4), limited distribution, and misalignment with local consumer preferences (how can you expect to be taken seriously as an accompaniment to lunch if you’re not in the Tesco meal deal!?), the brand’s rebellious image ultimately failed to connect with shoppers who favoured more traditional, established water brands.
Breaking down the 7Ps
So, let’s break down the 7Ps of marketing and what it means for your brand:
1. Product: More than just a pretty package
A stunning website and beautiful social media posts mean nothing if the product or service itself doesn’t deliver value. Businesses need to focus on ensuring their offering meets their target customers’ needs and have a strong USP. A well-designed campaign can initially attract customers, but if the product disappoints, they won’t return.
2. Price: The right balance between value and perception
Setting the right price isn’t just about making a profit—it’s about positioning. A well-thought-out pricing strategy, whether premium or budget-friendly, communicates brand value and appeals to the right audience. A stylish brand identity won’t matter if customers feel the pricing doesn’t align with their expectations.
3. Place: Reaching your customers where they are
No matter how polished your ads or social media content may be, if your products aren’t available where your customers need them, sales will suffer. An effective distribution strategy ensures that your brand reaches customers at the right time and place.
4. Promotion: It’s more than just a pretty social platform
Marketing campaigns need to be more than visually stunning, it must communicate a compelling message that resonates with the target audience. Substance-driven marketing focuses on storytelling, problem-solving, and building a genuine connection with customers rather than just catching their eye.
5. People: Your brand is only as strong as your team
Your employees, not just the marketing team, play a crucial part in the marketing mix. A business that invests in training, culture, and customer service will create an experience that outshines even the most stylish competitors. Customers remember an all-around great experience, not just great design.
6. Process: Seamless customer journeys
No matter how sleek your brand looks, if your processes create friction for customers, they’ll go elsewhere. From a smooth checkout experience to responsive customer support, businesses must ensure that every interaction with the brand is seamless and hassle-free.
7. Physical Evidence: Trust is built on more than aesthetics
Brand credibility comes from tangible proof reviews, case studies, testimonials, and results. A brand can look impressive online, but without real-world validation, customers may hesitate to trust it. A strong reputation is built on delivering results, not just appearances.
While style plays a role in attracting attention, it’s the substance that builds lasting success.
Next steps for your business
Businesses that focus only on aesthetics risk creating marketing that is all style and no strategy and will likely miss out on longevity. By prioritising the 7 P’s, brands can develop well-rounded marketing strategies that not only look good but also drive real business growth.
Want to ensure your marketing has both style and substance? At Bevic Marketing Services we can help you craft strategies that deliver real impact. Get in touch at vicky@bevic.co.uk for further details and how we can support marketing your brand.