Welcome to part six of our seven week series looking at how effective management of the seven ‘Ps’ of marketing is vital to the success of your cosmetic business. We have so far considered the ‘People’, ‘Product’, ‘Price’, ‘Promotion’ and ‘Place’ elements of the mix. This week we will be focusing on ‘Physical evidence’.

6 - Physical evidence

The ‘physical evidence’ element of the marketing mix quite simply refers to the ‘buzz’ around your products and service. It is not only the hands-on, physical side of what you offer, but the experiential aspects. Put yourself in your customer’s shoes and take a fresh look at their experience, from the first impression of your reception area, the look and feel of brochures and the website to the appearance and manner of staff. First impressions take about 10 seconds to form and you’ve only got one chance to get it right. Physical evidence also includes the ‘packaging’ and how you bundle services, for example a ‘mommy makeover’.

Ask yourself:  What does a new patient see and feel? What would a “secret shopper” discover and report back on? How do new patients describe their experience to others? Does the packaging create an impression of confidence?  How can I bundle our services?

Next week we will look at the final P of the marketing mix, ‘Process’. Why not check out our previous posts covering the ‘People’, ‘Product’, ‘Price’, ‘Promotion’ and ‘Place’ elements of the marketing mix?