The 4P marketing strategy is a key foundation in modern business. Every brand must ensure that its message, product, price, and distribution are well-balanced to compete in an increasingly dynamic market. One promotional medium that remains effective to this day is out-of-home (OOH) advertising. Despite the rapid growth of the digital era, OOH media has proven capable of directly reaching a wide audience in public spaces.
Often, a billboard or videotron at a road intersection can leave a lasting impression on anyone who sees it. This is where the importance of applying the 4P strategy lies, ensuring that the message conveyed through OOH media is not just a ordinary advertisement, but one that builds brand image, captures attention, and drives purchasing decisions.
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What is the 4P Marketing Strategy?
The 4P marketing strategy is one of the key elements in the marketing mix, encompassing four main variables: product, price, place, and promotion. These four elements form the foundation for building an effective marketing strategy in the business world.
The application of this strategy is not only applicable to established large companies but is also highly relevant and important for small businesses, including Micro, Small, and Medium Enterprises (MSMEs). In his book Word of Mouth Communication: Product Sales (2018), Rusman Latief explains each element of the 4P marketing strategy in depth.
The first element, Product, relates to the process of managing the goods or services being offered. This encompasses all stages, from planning, development, to evaluation of the marketed product, ensuring it aligns with market needs and preferences.
Next, Price refers to setting the appropriate selling price for products or services. Pricing is not just about the nominal value but also involves pricing strategies such as offering discounts or shipping cost subsidies, all aimed at attracting consumers and maintaining competitiveness.
The 4P strategy concept is increasingly relevant in the modern era, where consumers are becoming more critical and competition between brands is intensifying. Therefore, every business, whether large or small, needs to design a well-thought-out and measurable marketing strategy to ensure its products can compete and secure a strong position in consumers’ minds.
How to Apply the 4P Strategy in OOH Advertising
Before implementing this strategy, it is important to understand that OOH media has unique characteristics. The message must be conveyed concisely, visuals must be strong, and the placement location must be carefully considered. Here is how each element is applied in OOH advertising:
1. Focus on Products with Added Value
The 4P marketing strategy always places the product at the forefront. It is not enough to simply have a good product; it must also be able to highlight its advantages within seconds when people see the advertisement.
Example of implementation:
Grab Mart utilizes a massive billboard at the Cililitan Wholesale Center (PGC) in Jakarta to showcase its products and services for instant delivery of daily necessities. The product visuals are displayed large and clear, featuring illustrations of fresh food items and the tagline “Quick Shopping, Affordable Prices,” which immediately highlights the service’s advantages.
2. Display Prices or Attractive Offers
Price plays a crucial role in consumer decisions. In OOH media, prices can be communicated through special discounts, bundling promotions, or limited-time offers.
The 4P marketing strategy encourages brands to align prices with product value and market conditions. In outdoor ads, simply display price information that sparks interest or offers that make people want to learn more. Exclusive discounts or cashback offers displayed on billboards are often effective in attracting the attention of road users.
Example implementation:
The Mitsubishi XForce car advertisement on a strategic billboard along Jakarta’s main road features an “Up to Rp 20 million cashback” offer during a specific launch period. This information is displayed in bold colors below the car’s visual, encouraging the audience to immediately seek more information.
3. Choose a Strategic Installation Location
In the world of advertising, location determines results. The “Place” element in the 4P marketing strategy means selecting the right location for ad installations to effectively reach the target market.
Locations with high activity, such as city centers, office districts, or shopping areas, are strategic points for OOH ads. It’s not just about the number of people passing by, but also the quality of the audience viewing the ads. Poor placement can cause the ad message to go unnoticed. Conversely, the right location can significantly boost brand awareness.
Implementation example:
Samsung Galaxy Z Series advertising videotrons were installed in the Bundaran HI area of Jakarta—an area with heavy traffic and dominated by the premium segment. This location was chosen because it matches the target market for flagship smartphones, namely young professionals and executives who work in the business center.
4. Design Emotionally Appealing Promotions
Promotions are not just about conveying a message, but about how to make people interested, curious, and even entertained when they see an advertisement. The 4P marketing strategy emphasizes the importance of effective promotions so that the brand can be widely recognized.
In OOH media, use bold visual elements, contrasting colors, and short yet powerful messages. It doesn’t hurt to add humor, surprises, or viral trends. Creative promotions have a greater chance of being remembered and talked about.
Example implementation:
Decolgen, a flu medication brand, launched a creative campaign at the FX Sudirman bus stop. They designed the bus shelter with an illustration of a person sneezing on the roof, accompanied by the message “When the Flu Strikes, Remember Decolgen.” This ad successfully caught the attention of pedestrians and road users while creating an interactive experience, as it could be viewed up close while people waited for the bus.
The application of the 4P strategy in OOH advertising media offers numerous benefits for brands. Each element—from superior products, competitive pricing, strategic locations, to compelling promotions—when executed optimally, strengthens the brand’s position in the market.
Amidst intensifying business competition, OOH media remains one of the most effective tools for building awareness and a positive image among the public. With the right implementation of the 4P marketing strategy, outdoor advertising is not just a ordinary advertising medium. It can become a powerful visual communication tool. Discover strategic OOH (Out-of-Home) locations in every city with Rebound Ads to support your brand’s visibility and maximize the effectiveness of your marketing campaigns.
