From the old 4 Ps to people-centric 3 Ps

Move from the old product-centric 4 Ps – viz. product, price, place, and promotion – to passion, purpose and personality, the people-centric 3 Ps, says Dan Hill in ‘About Face’ (www.vivagroupindia.com). Why? Because emotions rule decision making, he adds.

Whereas the twentieth-century marketing was largely about being ‘on-message’ (that is, about getting talking points consistently right), marketing in this century can be successful by being ‘on-emotion,’ assures Hill. And it is about ‘creating the right emotions for a particular person, at the right time, and in the right way to fit the positioning of a given offer (whether it be a product, service or experience).’

Sensory bandwidth
The first of the ten rules laid down by the book reads, ‘Get physical.’ Great advertising, the author describes as something that you see and hear, and perhaps also smell, taste, and feel, because the urgency of creating stopping power requires going beyond the common senses of sight and sound to invoking the other three senses when possible.

Full report here Hindu