The Science of Marketing

I recently decided that marketing needs a few more Ps.  Don’t worry, the classics; Product, Place, Promotion and Price; still apply.  But over the past year, the more I worked with clients on company, technology and product launches, the more I encountered four new Ps: Problem, Promise, Progress and Proof.  Here’s why I’ve added them to my marketing lexicon.

Problem

Just as all good stories have a villain, all good products have a problem (in high tech marketing, that’s why "solution" is such a popular word).  But many times in marketing, we acknowledge that there is a problem, but we don’t spend enough effort getting to know it, and we certainly don’t spend enough time talking about it.  The problem your product solves is the villain in your story – so build it up, show the reader how evil the villain can be and what effects it has on its victims.  The better we are at articulating the problem, the more our attractive our solution becomes.  Here’s a problem from last year that many companies are still playing to: gas is wicked expensive.

Promise

When we launch a product – ahem – solution, we make a promise.  Example: to develop a car that goes 40 miles without burning a drop of gas.  As you think about your company’s promise (or promises), try to balance the bold and the relevant – making a strong statement, but making sure it appeals to the people that can make or break your company.  And by all means, remember to link it to the problem you’ve identified and promoted.  If you find that your company’s promise has nothing to do with your market’s problem, go back and rethink one or the other.

Progress

I’ve identified a problem, and promised the market that my product is going to save the day.  Now what?  Pretty quickly, we have to show progress, demonstrating that we’re on the right path to delivery.  The need to show progress is most acute when there is a long gap between the promise and the delivery of a solution.  Think about GM’s announcement of the Volt in 2007.  Here we are two years later, and still nothing.  But that’s cool, right?  Because every six months or so, the company has provided updates on its progress – announcing the availability date of the first production model, leaking photos of the new design, and indicating that testing has begun.  Many of my clients develop complex solutions to difficult problems, and that can take awhile, so I spend a lot of time working with them to keep the progress flowing.

Proof

Here’s the big finish, the moment we’ve all been waiting for: the end result of lots of progress made delivering on a promise to solve a problem.  Proof can come in many flavors – quantitative, qualitative, case-by-case, market wide, from an analyst, from a test lab, from a customer, or even from a simple photo.  When GM finally rolls the first Chevy Volt off the line, pictures will be taken.  But is a photo adequate proof that they’ve delivered on the promise?  How about when the first Volt owner drives her car 40 miles without a drop of gas – is that enough?  Maybe a stellar M.P.G. rating from the E.P.A.?  GM’s first profitable quarter?  We’ve all got our own burden of proof when it comes to the promises companies make, so it’s only fair that our constituents will have their own benchmarks too.  For that reason, when it comes to proof, too much is never enough.

I’ve been using these four Ps for some time to help keep my clients (and myself) on a path to good marketing.  I like to create a simple table with a column for each of the new four Ps, and start by listing each of the promises made in marketing.  Then I fill in the problem, progress and proof columns for each promise to see where the voids are.  Give it a try- it’s a simple excercise that can tell you a lot.  I promise.

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