Not Braggin', But Another "Best Answer" on LinkedIn

Rochelle Hill of the NYC chapter of the National Alliance of Market Developers posted the following question to thousands of marketers on LinkedIn:

The 4Ps of Marketing

We all know the 4Ps of marketing but, if you had to add a 5th word to the mix what would it be and what would be the rationale for adding this 5th word? (The challenge is to try to pick one word, not a phrase, that is not already covered under price, product, promotion, and place). Like other models in the universe, that were established many moons ago, most believe the 4Ps cover the marketing model to a "T" and there is no need to "fix" what is not broken. That is fine, and more than likely it is absolutely true but, let's have fun with this. It will be interesting to hear from the strategic and creative minds on LinkedIn!

Here's my reply with her comment:

Thank you for your reply. It was in fact, the most unique and broke through the clutter! I have rated your answer best.

-Rochelle Hill

On 11/05/08 9:25 PM, Rob Rutkowski ~ rob@fierceselling.com wrote:
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I'd suggest "T" for Trigger.

The first thing I establish in a marketing strategy is the Triggering Event that creates a suspect. There is always an event that occurs in a person's life, before which I cannot sell them my product, and after which they begin the process of purchasing a product like mine. There can be several possible triggering events for my product, but for each suspect there is usually one.

Examples:
My son starts taking piano lessons (and thus I need to find a piano).
I started a business (and thus need to find an accountant).
My company was just fined (and thus I need compliance software).

It's critical to know these triggering events precisely, because they tell me the headlines and copy of my lead generators (plus they provide guidance on PLACE).

My major gripe with the 4Ps is their focus on tactics, which ignores the real thing that makes marketing work: the mood, tone and concern of the message carried in the tactics. The only way to get that right is learn the mood of that triggering event. Sometimes that writes the headline for me: "Did your child just begin piano lessons?" It ain't pretty but it will work.

In the end, if you don't get the tone right (based on the triggering events), no amount of success in the 4P's will work. That's why you hear clients say, "I tried direct mail (or radio or print advertising) and it didn't work."

-Rob Rutkowski

Links:
http://www.fierceselling.com