Physical Evidence

​Marketing Mix: Physical Evidence

Warm-up

With the person next to you, talk about the following questions:

• What do these spaces communicate about the brand?

• How do they make you feel as a customer?

• Which company appears premium vs. budget? why?
  

Physical Evidence

​Definition

An element of the marketing mix related to all the sensory elements that the customer sees, smells, hears and touches when interacting with a business.

For example, imagine going to a cinema where the staff look scruffy, the theatre floor is covered with litter and the toilets are not clean

Physical Evidence - USP

Hotels will attempt to provide comfortable, clean rooms and common spaces in their services

Restaurants also pay a lot of attention to physical evidence, as well as to the quality of their food

Your school has also spent time and money on creating a positive learning environment for you

The physical spaces of these businesses are just as important as the other qualities of their services

Physical Evidence- Employees

Physical evidence can also be an important motivational factor for employees

Open Ended

To what extent is physical evidence more important than other elements of the marketing mix in shaping customer perceptions?

Activty

How does New Hampton School utilize people, processes, and physcial evidence to market its services? It may require you to do some research. We will discuss this as a class so prepared to share your findings!

Homework

Reading - Read and take notes on 4.5.13 and 4.5.14. Submit your notes for a grade on Canvas. Complete for next class