In ‘the Marketing Clinic’, we have been working our way through the ‘6 Ps of marketing’, ensuring a healthy and successful marketing strategy.

This week, we will look in further details at the second ‘P’: Place.

‘Place’ focuses on how your customers can get hold of your product.

The location where your business is positioned is crucial and can make or break a new brand.

Positioning your business in the right place, convenient for both your customers and your manufacturer’s is vital.

Further considerations that need to be made are: Why have you chosen to do business in the place you have chosen? Is there much footfall here?

- How easy and convenient are you to find for the customer?

- Is your location close to transport and parking (preferably free!)?

- Where are your competitor’s located and how will this impact on your business?

As a business owner, you must take into consideration how the product will actually get to customers. For example, will you sell it directly, through a retailer or online?

  • Jo Spencer heads up the Lake District branch of GAP PR and Marketing Ltd with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com