Published March 2005

Four questions that lead
to marketing success

With all of the complexities involved in marketing a product or service, and the plethora of material on the subject, it all boils down to answering just four simple questions.

Based on a concept formalized by Jerome McCarthy (at Michigan State University) in 1957, marketers have traditionally focused on the “ 4 P’s” (product, price, place and promotion). That process has become inadequate — primarily because it has more to do with process than people.

The “4 Ps” don’t encompass the current bend on building customer value and relationships. So, go beyond the “4 P’s” and delve into to the “4 Qs”: 1) what is the right offer; 2) who is the right customer, 3) what is the right channel; and 4) what is the right time?

I suggest holding a brainstorming meeting with key stakeholders, and with an agenda to answer these four questions.

Q-1: What is the right offer? Consider what you can offer/deliver that has the highest customer value. How can you couch this offer in a way that will resonate with your market? Other questions to ask in this first agenda item include how can you competitively position your offer in a way that differentiates your company, product or brand from competitors?

Q-2: Who is the right customer? This is simply the process of profiling your target market. And if possible, go beyond the typical demographic and geographic characteristics. Discuss psychographics such as personality, lifestyle and life-stage. If you have any data on purchasing behavior, that, too, will help your team zero in on the most responsive and profitable market segment. The goal is to determine who will be best served by (or most interested in) your offer.

Q-3: What is the right channel? This question explores the best medium or mode of communications. What makes the most sense in your product or service category: advertising, direct sales, through intermediaries, point-of-sale? Make a list of all the potential communications/distribution channels to reach the right consumers with the right offer. Are you starting to see the pattern?

Q-4: What is the best timing? This is a critical success factor. Some business categories are easier to nail down. If you sell lawn fertilizer, you’re very clear about the selling season. Other categories can be more difficult, e.g. business services. Your objective is to determine the best time to deliver your message — a time closest to the customers’ itch or buying cycle.

This is brainstorming, so no idea is a bad one. After your team completes the first round of brainstorming — usually a rapid-fire 20-minute session for each question — narrow the ideas down to a short list by grouping similar ideas and discarding the least appropriate. Then engage in a group discussion on how to go about researching and implementing the best approaches.

Marketing really is a complex discipline, one that many see as a necessary evil. However, if you make the right offer to the right customer through the right channel at the right time, you can complain about marketing all the way to the bank.

Andrew Ballard, president of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or online at www.mktg-solutions.com.

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