Video: The 5 Ps of marketing

[Music starts.]

[A tablet lays flat on the table. A woman reaches towards it and opens an app with her stylus.]

Narrator: As a business owner, you’re probably familiar with a few essential business terms.

[Tablet opens up a drawing app. The woman taps the screen with her stylus.]

Narrator: One of the big ones you might know is the Marketing Mix, often called the “4 Ps of Marketing”.

[Zoom in on the tablet screen. A cursor moves to the Text button, then “4 Ps of Marketing” is typed into the app.]

[“The 4 Ps of Marketing” is dragged up to the top of the window.]

Narrator: The four basic pillars of any marketing strategy are:

[“The 4 Ps of Marketing disappears from the screen.]

Narrator: Product

[The cursor draws a t-shirt under the text. It becomes a more detailed green shirt.]

[The word “Product” appears onscreen.]

Narrator: Price

[The t-shirt is dragged offscreen and onto a clothing rack in a store. It is marked $35.]

Narrator: Placement

[Zoom out to reveal the clothing rack is beside another clothing rack.]

Narrator: And promotion.

[Zoom out even further to outside the store. The t-shirt hangs in the window with a sign that says “NEW!”]

Narrator: But the Four Ps were coined over 50 years ago, and they don’t address a key innovation that’s come along since: the internet.

[The cursor hovers over the store and double-clicks on it. It opens to a web store selling a t-shirt.]

Narrator: The internet can make business easier, but it also adds a 5th P to the Marketing Mix: protection.

[Zoom in on the padlock icon in the address bar. The background turns pink and the word “Protection” appears onscreen.]

Narrator: Protection means keeping your business, customers and suppliers safe by taking simple actions to keep your online data and devices secure.

[Zoom out from the padlock to reveal that the padlock is connected to other things with dotted red lines: a delivery truck, a man, and the physical storefront. The cursor clicks the padlock and it locks. The red lines turn solid purple to show a safe connection.]

Narrator: Focusing on protection isn’t just good for your customers. It’s good for your business’ success, too.

[The screen pans to the right. Five faces are shown in coloured circles.]

Narrator: More than 4 in 5 Canadians say they’d spend their money elsewhere if a company failed to keep their data safe.

[“4 in 5 Canadians” is typed onscreen. The cursor drags a selection box over 4 of the faces and drags them offscreen.]

Narrator: But by assuring customers that protecting their information is your priority, you can build a strong brand and create loyal customers.

[The online store window slides back onscreen. The cursor scrolls down to reveal several positive reviews of the store.]

Narrator: So how do you implement protection into your marketing plan?

Narrator: First, take the assessment at GetCyberSafe.ca to see where you can improve your business’ cyber security.

[Zoom out to see the tablet resting on the table again. The hands swipe the online store offscreen, then open the Get Cyber Safe assessment tool.]

[Onscreen text: Do you use a unique password for every account? Yes/No]

Narrator: Then, download the Get Cyber Safe Guide for Small and Medium Businesses.

[The tablet window changes to the Get Cyber Safe landing page for small and medium businesses. A hand scrolls down to show where the Guide is located on the page.]

Narrator: It’s got all the information you need to apply the results of your assessment and help you build a safer, more secure business.

[The hand taps the Guide and it opens. A 2-page preview of the guide is shown. The hands continue scrolling through the guide.]

Narrator: Just like the other 4 Ps of Marketing, how to best implement protection depends on your business and its customers.

[The Guide slides offscreen. The 5 Ps appear again with icons: Product, Price, Placement, Promotion and Protection]

Narrator: Visit GetCyberSafe.ca/SMB for more cyber security tips for small and medium business owners.

[Cut to a blank screen with text: GetCyberSafe.ca/SMB]

[Government of Canada Wordmark]