While the concept of 4Ps of the Marketing Mix applies to physical goods, the concept of 7Ps of the Marketing Mix applies to marketing of services. 7Ps of the Marketing Mix of services is comprised of Product, Price, Promotion, Place, Process, People and Physical Evidence.
Let’s take a look in details at Physical Evidence, one of three additional Ps in the marketing of services.
What is mean by Physical Evidence in Marketing Mix?
Physical evidence refers to the tangible aspect of an intangible service. It includes all the visible aspects of the environment where the service is being offered to customers.
Physical evidence is the setting where the service is delivered:
- Where the service company and the customer interact.
- Any tangible components that facilitate performance or communication of the service.
In fact, tangible physical evidence in marketing a service includes everything that customers can see, touch, hear and smell that makes them feel in a certain way. That feeling is why physical evidence is important for service-oriented businesses in most industries.
How is Physical Evidence expressed in business?
The P of Physical Evidence can be expresses through:
1. Layout of the premises
This includes both locations of different facilities on the premises, e.g. where restaurants, swimming pools, spas, gyms, conference rooms, etc. are in the hotel, as well as how furniture is arranged inside the rooms, e.g. how tables, chairs, cupboards, etc. are arranged in the restaurant.
Layout of the premises will play a crucial role places with open spaces where customers are constantly on the move such as in tourist attractions, amusement parks, theme parks, summer resorts. Large multinational companies also need to arrange the physical building of their head office where they welcome their customers and partners.
This aspect of physical environment will also be important for cinemas (the size of the screens), theaters (the size of the stage), sports stadiums, schools and universities, and museums.
2. Decorations
Decorations are all about physical presentation of the business environment. They include things such as construction materials used indoors and outdoors, furniture, paintings, small decorative elements, etc. They should be well-made, neatly organized and of high quality providing customers with a pleasant experience.
Decorations will give character to the business, create specific atmosphere of the place and put the customers in certain mood. For example, the richly decorated reception area of a lawyers’ office may give visitors the impression of this being a successful law firm.
3. Upkeep
The upkeep of physical environment refers to the process of keeping the premises such as office buildings and shops in good condition. Upkeep of high-end premises such as 5-star hotels or shops and offices located in the downtown are is usually very expensive. The premises should look smart, clean, modern and bright with well-groomed support staff providing technical maintenance. Businesses should avoid association with any shabby, dirty, old-fashioned and dark places
4. Levels of noise
Services-based businesses must provide the appropriate business environment for performing business transactions. Any loud places might only discourage potential customers as they can be distracting and discouraging. In places such as restaurants and bar, the level of music should be appropriate with the music genre matching the theme of the business. Playing noisy hard rock sounds in a sophisticated romantic restaurant will definitely scare away all visitors.
5. Aroma (smell)
Customers experience services using all senses – feeling, seeing, tasting, hearing and smelling. Therefore, the places exposed to customers such as hotel rooms, office hallways, gyms, should always be kept clean and feel fresh. All the areas of the business also need to be properly ventilated and smell nice, not stink. The same applies to all employees of the firm. All this helps customers to feel satisfied with the overall service provided.
What are peripheral products?
When it comes to Physical Evidence in Marketing Mix of Services, many companies use a range of peripheral products during delivering their services.
These are additional products include welcome drinks at hotels, magazines offered to clients in a hair and SPA salons, snacks and drinks offered by airlines, etc.
The purpose of using those peripheral products is to enhance the overall service quality provided to customers.
Physical presentation of the environment is important in marking a service as it can influence the perception of the customer about the business portraying it as a firm providing either high standards or low standards.
