How to Use the 7Ps Marketing Mix

If you’re feeling pulled in a million directions with your marketing, the 7Ps framework is a simple but powerful way to stay focused and intentional. Whether you’re launching a new product, updating your website, or planning a campaign, the 7Ps can help shape your thinking and improve results.

You might be familiar with the classic 4Ps Product, Price, Place, and Promotion. The 7Ps expand this framework to include People, Process, and Physical Evidence, making it especially useful for service-based businesses or those offering a customer experience alongside the product itself.

Here’s a plain-English look at each of the 7Ps and how you can apply them to your own marketing strategy.

1. Product

This is what you're offering, your product, service, or package. Whether it’s a physical item or a bespoke service, your product needs to solve a problem, meet a need, or spark desire.

Tips:

• Get clear on your audience and tailor your offer accordingly

• Keep refining your product based on feedback

• Make it easy to understand what makes it different or better

2. Price

Price isn’t just about covering your costs, it sends a message. Are you premium? Affordable? Somewhere in between?

Things to consider:

• Competitor pricing

• Pricing psychology (e.g. charm pricing or tiered packages)

• Whether you’ll use offers or promotions strategically

3. Place

Where and how do people buy from you? This might be a high street shop, an online store, or even your Instagram DMs.

Questions to ask:

• Where is your audience already spending time?

• Are you visible there?

• Can you remove friction from the buying process?

4. Promotion

This is how you attract and convert customers, everything from your social posts and ads to emails and in-person events.

Tips:

• Keep your tone and messaging consistent across all channels

• Use A/B testing to see what works best

• Focus on the channels your audience actually uses

5. People

People shape the experience. If you run a service-based business, your team (or even just you) are part of what the customer is buying.

Ideas:

• Make your team part of your brand story

• Offer training and support to ensure great service

• Show the real people behind the business on social media or your website

6. Process

This is about how your service or product is delivered. Smooth, thoughtful processes help build trust and loyalty.

Questions to consider:

• Are your enquiry, booking, or checkout processes clear and efficient?

• Do customers know what to expect next?

• Can you automate or simplify any steps?

7. Physical Evidence

Even if you offer something intangible, people want something to see or feel that builds confidence in your brand.

Examples:

• Your website, social feed, and visual branding

• Testimonials, reviews, or case studies

• Welcome packs, guides, or even the packaging you use

Final Thoughts

The 7Ps aren’t a checklist you tick off once, they’re a lens you can apply again and again as your business evolves. Whether you're planning your next campaign or fine-tuning your offer, taking time to work through these seven areas can bring clarity and results.

If you’d like help applying the 7Ps to your business or campaign, We want to support you. Get in touch for a free consultation.