THE 8 P AND THE BUSINESS COMMUNICATION OPTIMIZATION (BCO)

The Semiomarketing essentially deals with BCO.

The term BCO (Business Communication Optimization) refers to the activities designed to increase the target-customer conversion rate or loyalty rate by adopting certain strategies that amplify the effects of corporate communication in B2C or in B2B.

The optimization of business communication, traditional or digital, includes various practical and strategic operations that are performed on any type of corporate communication material (from posters to websites) by acting on perception modes.

An effective business communication plan is typically based on the balanced management of

1. Product
2. Place
3. Price
4. Promotion

complemented, according to the latest marketing mix theories, by

5. People
6. Process
7. Physical evidence

without neglecting the fact that marketing is nowadays growingly underpinned by an eighth P, which permeates the other 7:

8. Perception

The first 4 P mean:

• the right product
• old at the right price
• in the right place
• using the most suitable promotion.

The 8P in Semiomarketing

People

Recruiting and training the right staff is required to create a competitive advantage.Staff require appropriate interpersonal skills, attitude, and service knowledge in order to deliver a quality service.

Process

This element of the marketing mix looks at the systems used to deliver the service. Imagine you walk into Burger King and order a Whopper Meal and you get it delivered within 2 minutes. What has been the process that allowed you to obtain an efficient service delivery?

Physical evidence

Physical evidence is about where the service is being delivered from. It is particularly relevant to retailers operating out of shops. This element of the marketing mix will distinguish a company from its competitors. Physical evidence can be used to charge a premium price for a service and establish a positive experience.

Perception

Perception is the organization, identification, and interpretation of sensory information in order to represent and understand the environment.