Without doubt, all elements of the marketing mix (product, price, place, promotion, people, processes and physical evidence) need to be strong to compete in most markets. However, I was recently reminded of the importance of having a great product development process.

The product in question was an accommodation provider I stayed with whilst on holiday last month.  The site looked brand new yet on speaking with the owner it was actually several years old but they had put in place a process of maintenance to keep the facilities true to their luxury positioning.  Attention to detail had been thought of from all angles from comfort to security and everything in between. They’d realised that there were service elements to their provision, not just the accommodation itself.

The benefit of my great product experience?

  • Customer loyalty and lifetime value – I’m going back next year
  • Customer referrals – I’ve already recommended them to at least 5 people in the last week
  • Brand awareness (more than just social media) – I’ve ‘liked’ them on Facebook and rated them on Trip Advisor, helping them spread the word at no cost to them

We so often rush to the promotion and pretty pictures, forgetting that the right service/product can do a lot of the work to begin with.  The right product or service is also essential for underpinning your marketing communications and achieving sustained success.

If you’re looking for help with your service or product development, get in touch; we’ve got a wealth of experience and would love to help. Call us on 01392 877 855 or email ask@walltowallsunshine.com