Attract More Customers Using the 4C's of Marketing

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Attract More Customers Using the 4C’s in Your Business

Presented by: Kimber S. PowersMarketing Training Specialist @ VerticalResponse, A Deluxe Company


Here’s what we’ll cover•Common SMB acquisition/retention tactics

•Value of marketing models

•What are the 4 C’s

•Difference between 4 C’s/4 P’s

• 4 C’s examples in business


Deluxe & VerticalResponseThe Perfect Match

VR acquired by Deluxe Corporation in July 2013, joined their Small Business Services Division

Marketing professionals based in San Francisco and Shoreview, MN offices

2016 (and Beyond!) Webinars will target small business owners and nonprofits

Popular topics include websites, logos & branding, social media and more- Now including more experts!


Common SMB Acquisition and Retention Tactics

• Email marketing campaigns

• Website (Lead Capture)/Blogs (SEO)

• Social media

• Direct mail

• Pay Per Click campaigns (PPC)

• Promotions

• Word of mouth marketing/referrals


Why Marketing Models are useful to SMBs

• Define your current market and its needs

• Re-evaluate your methods

• Explore different aspects of business & marketing planning

• Opportunity to discover new potential customer bases


4 C’s of Marketing Model


Before the 4 C’s…. Meet The 4 P’s


What’s the difference? • Four Ps – Older Model

• Products replaced by

• Prices replaced by

• Place replaced by

• Promotion replaced by

• Four Cs – Newer Model

Consumers

Costs

Convenience

Communication


Stacking Your Deck


4 C’s one by one - Consumer Sometimes called ‘Consumer Value’

Focuses on consumer’s needs and wants

Often features customization elements

Benefits take prominence over features


Big Business Example


SMB Example


4 C’s one by one - Costs Addresses consumer dilemma of limited funds and

unlimited wants

Satisfies their willingness to pay X amount against the market

Considers additional related costs the consumer will incur

Opportunity to provide more for same cost (added value!)


Big Business Example - Brita


SMB Example - Bobble


4 C’s one by one - Convenience Considers when, where and how customers want to make

purchases

Emphasizes accessibility and ease – Be their first choice!

Explores new ways to connect with customers and distribute products/services

Optimizes the complete customer experience


Big Business Example – Safeway.com


SMB Example – Instacart


4 C’s one by one - CommunicationFocuses on connecting through emotion

Allows you to listen to what the market wants

Encourages brand interaction and advocacy

Two-way communication is key!

Opportunity to build and develop relationships


Big Business Example – Budweiser (#Bestbuds)


SMB Example – Harpoon’s Craft Brewery (#TheLongThaw)


Summary Marketing tools add value to your overall

business strategy

4 C’s model is about the customer

Consider how you can incorporate each element individually

Inspiration comes from all spectrums of business


ResourcesBusiness Bee - http://www.businessbee.com/resources/marketing/4cs-marketing-model-good-business/

Get Busy media - http://www.getbusymedia.com/the-4-ps-and-4-cs-of-the-marketing-mix/

Mind Tools – Marketing Strategy Ideashttp://www.mindtools.com/pages/main/newMN_STR.htm

http://www.businessbee.com/resources/marketing/4cs-marketing-model-good-business/

http://www.businessbee.com/resources/marketing/4cs-marketing-model-good-business/

http://www.getbusymedia.com/the-4-ps-and-4-cs-of-the-marketing-mix/

http://www.getbusymedia.com/the-4-ps-and-4-cs-of-the-marketing-mix/

http://www.mindtools.com/pages/main/newMN_STR.htm


Upcoming Webinars• Jan 26 – Subject Line Savvy

•Jan 28 – Social Media Marketing for Your Small Business

•Feb 3 – Creating a Successful Email

•Feb 11 – Define Your WOW! Factor – Creating an Unforgettable Brand