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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 12:
Place: Making Access Convenient and Pleasant
Chapter Summary
Place, the third “P,” is where and when the target market will perform the
desired behavior, acquire any related tangible objects, and receive any
associated services.
Distribution channels, as they are often referred to in the commercial sector,
include more than physical locations, with other alternatives that may be
more convenient for your target audience, including phone, mail, fax,
Internet, mobile units, drive-throughs, home delivery, kiosks, and vending
machines.
Your objective with the place marketing tool is to develop strategies that will
make it as convenient and pleasant as possible for your target audience to
perform the behavior, acquire any goods, and receive any services. You were
encouraged to consider the following winning strategies:
1. Make the location closer.
2. Extend hours.
3. Be there at the point of decision making.
4. Make the location more appealing.
5. Overcome psychological barriers related to “the place.”
6. Be more accessible than the competition.
7. Make accessing the competition more difficult.
8. Be where your target audience shops or dines.
9. Be where your target audience hangs out.
10. Work with existing distribution channels.
And, <nally, since this tool is often misunderstood, it is worth repeating that
place is not the same as communication channel, which is where your
communications will appear (e.g., brochures, radio ads, news stories, and
personal presentations).
