Your Place or Mine?

No discussion about marketing seems complete with a passing reference to the following infamous and increasingly outdated 5 Ps:

  • Product
  • Place
  • Promotion
  • Price
  • People

Remember them from Marketing 101?

Odd, that the list doesn’t include Planning, eh?  It’s actually the most important P of all and the only one that truly stands the test of time. Well, enough Pontificating.

I’ve been known in seminars to rail about the P’s. But, when talking about marketing a blog, we should at least tip our hats to the Ps to explore their relevance in today’s new digital world.


Oddly, the hardest P to get your hands around in retail is the easiest in blogging – Price.  The price of a blog is simple. Zero. It’s free.  Thanks Chris Anderson, Google, and everyone except the Wall Street Journal for setting the model that writing is again undervalued.  Everyone agrees that it’s all about Content, but oddly it’s the content that is most often Free.  Tomes can and are written, on this, but for now let’s just agree that a blog, by definition, is free and move one to the other P’s.


Place in marketing used to mean one of two things depending on your professor or decade in college.  For original retail marketers, it was where your goods were displayed or sold. Later on it came to refer to the entire distribution channel and include how you got your goods to market.

Place for blog marketing also has two meanings.  Definition one can refer to Platform.  Are you blogging on Typepad, WordPress, .mac, or some other platform?  What does the platform say about your blog? Does one platform over another help or hinder?  As much as I don’t want to get into a platform discussion here, the choice of platform is a consideration and probably one of the first decisions a blogger has to make.  The good news is that regardless of platform, noting in blogging is forever. With modern technology, exporting from one platform to another is fairly simple in most cases and is less of a consideration in marketing a blog than in bricks and mortar retail.

In retail, if you’re a high end product, you cannot start out in Kmart and recover to Neimans.  In blogging, however, you can start out on blogspot and work your way up very legitimately and without much reader repercussion to Typepad and then WordPress.

Definition 2 can refer to where you Place your blog out on the Internet.  Regardless of Platform, to market a blog you have to get it Placed in other arenas.  For most that includes a link to another social media site – be it a LinkedIn feed, updated profile, Facebook link, or a Tweet.  For aggressive bloggers, it’s all of the above.  For a well Placed blog, it then gets re-Placed (or re-Tweeted) throughout the Web.

Place in more traditional marketing has more to do with physical positioning than it does in the blogosphere.  In retail, an end-aisle display can make or break a product as drive-by passive traffic can turn a product into an overnight success.  A punchy blog can also go from zero to thousands of readers in a night, but not due to placement so much as punchy content and the right followers.

Before we leave Place, one passing thought.  Don’t forget to Place your blog in the right directories with the right key words.  They’re called Key Words because the key is to be found. Unlike the real world, the virtual world isn’t replete with sign posts, shelf hangers/talkers, door signs or the friendly Walmart greeter to help point they way.  You have to be found through the Internet clutter. All the SEO chatter you hear is all about being found, which is the real meaning of Place in today’s digital world.

Two P’s for the price of one blog post.  Seems enough for now.  Next week, more on the remaining P’s.

Rhona Bronson

Rhona Bronson started down the social media path in 2006 with her blog and there’s been no turning back. “It opens you up to the world of possibilities,” she notes. She has helped dozens of executives enter into the social media world as part of their marketing growth plans. Her background spans both the B:B and B:C world with experience in publishing, printing, consulting, association, small business and corporate marketing and communications. She came to marketing from the communications side, starting with training in journalism from Syracuse University. With experience in all marketing genres — from Twitter to Transit Advertising — she brings a broad toolkit of skills to any marketing project. Her ability to integrate clear writing with creativity has made her a sought-after expert in developing results-oriented marketing programs for today’s challenging times. Today, she leads the Plaza Consulting Group as its Marketing Strategist specializing in integrating social media into business marketing plans. 


  2 comments for “Your Place or Mine?

  1. January 31, 2010 at 6:58 pm


    Thanks for the reminder – and perspective.

    You’re so right on price and place. Of course, I’m working to build a brand (with equine activities) and a platform (very different definition than the two you use here – some old precepts do still apply :-)), but thank you for the reality check on the subtle message sent with the new market think.

  2. February 2, 2010 at 2:58 pm

    What tools are you using to optimize keyword use within your posts, Rhona? I’ve been looking at WordTracker.

    If the posts we put up here at TBB are bereft of keywords, this likely means our own blogs are similarly bereft of them; therefore, our own blogs and TBB could be missing out on some easy search engine-based traffic.

    We could all benefit if we start to use keywords and SEO strategies better. Keywords and SEO issues for TBB are now at the top of my list of things to work on at present.

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