The 14 Ps of Mixed Media Marketing – Part 4

People
This P has been touted as one for the services industries. However, mixed media marketing does not see any reason why this should not be applied to all marketing. People are always integral. It is people that we target and motivate to respond to our marketing efforts. The behaviours of these groups must be understood by you, the marketers and the business.

The People that must be considered in mixed media marketing are:

• Employees – what are their attitudes towards the company? Are they being used to their potential in their strengths? How do they interact with customers?
• Sales and representatives – are they recreating the desired representation of the company? Are they passionate about the product? What feedback are they receiving from the market?
• Target market audience – what do they need? What is important to them? What message are they receiving from you? What are they thinking? What are their options?
• Consumers – are they satisfied? What are their perceptions having purchased from you?

Those People who are internal need to be able to add value to the product or service experience that you are offering. You can only know this when you have investigated the issues and perceptions of these groups.
Those People who are external and are interacting with your brand or company need to be communicated to effectively about what your business can offer. You can only know this with marketing research. It will reveal how people are receiving and responding to your marketing and the perceptions in the marketplace.

Your mixed media marketing success depends on your ability to win People.