This is the third in the series of blog posts in which the classic fairy tale of Snow White and the Seven Dwarfs is used to illustrate the Marketing Mix (the Seven Ps of Marketing).

 

Where were we?

 

So far, we have met two of the dwarfs, Doc and Grumpy. They represent Product and Price respectively.

Read up on the introduction to the series in Episode 1 here.

At this point, Snow White has escaped into the forest while running away from the huntsman intent on killing her. She stumbles onto the little house deep in the forest while the dwarfs are out working at the diamond mine.

They arrive and are very surprised to find her. Some are very sceptical (Grumpy). But now we get to meet Happy, who I have chosen to represent Promotion.

 

Episode 3 – Promotion

 

Without a doubt, Happy is the dwarf from our Snow White and the Seven Dwarfs story who portrays the element of Promotion in the Seven Ps of Marketing!

Promotion includes all forms of communication, formal and informal, internal and external, online and in print, related to your organisation and its products and services.

It is the largest of the Seven Ps in terms of the activity required. But unfortunately, Promotion as an element of the mix often completely overshadows all the other elements. Then, work tends to become less strategic and more tactical/ operational. For example, running a Facebook advertising campaign without it being a part of a bigger strategic plan with clear goals.

In the story of Snow White and the Seven Dwarfs, Happy is always jovial and laughing, bubbly and bright. He’s the friendliest and most cheerful of the bunch, giggling often, singing and yodelling.

 

Image source: Walt Disney

 

In the image above, Happy is third in line on the way to work at the diamond mine as they all sing the song ‘Hey ho, hey ho, it’s off to work we go.” As usual, Happy has a big smile on his face!

Just like Happy, Promotion tends to be noisy and vibrant. There’s a lot of information instantly at your customer’s disposal from a multitude of sources, often providing reviews and views about which you have little control – This is why marketing today has become more strategic than ever.

 

What can you do to apply the learnings about Promotion?

 

Because of the noisy market place, you want to establish ways to position your message strategically in the mind of your ideal customer, distinguishing your brand. This is called market positioning, and it, in turn, informs all your messaging.

It’s explained in detail in my book available for order here. Increasingly, market research and marketing strategy are informing promotional strategies to attract ideal client leads/ enquiries for new sales and retain existing customers. Marketing and sales need to work closely together on this.

Just as Happy is always upbeat, promotion tends to be positive. You can either tell the story or have the story told for you by the media or the general public based on hearsay. Good promotion optimises chosen platforms and messages to tell your story in line with your ethos, values and goals to your target market in a way that will resonate with that market – despite all the noise.

 

What’s next?

 

Now that we have three of the seven dwarfs covered, who is next? Read tomorrow’s blog to find out more.

If you want to read more detail on applying the Marketing Mix to school marketing, it is covered in some detail in my book, available for order on the ISASA website here.

I'm Keryn House

I enjoy creating marketing anecdotes and visuals related to my horse as there is a lot to be learned from animals, and this provides a unique context to my writing. My horse Slick (aka Sports Express) has been with me for many years and is a source of inspiration and relaxation for my strategic mind. He lives on a friend’s farm in KZN and I see him twice a week.

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