Mais conteúdo relacionado Semelhante a Attract More Customers Using the 4C's of Marketing (20) Mais de Deluxe Corporation (20) Attract More Customers Using the 4C's of Marketing1. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Attract More
Customers Using
the 4C’s in Your
Business
Presented by: Kimber S. Powers
Marketing Training Specialist @
VerticalResponse, A Deluxe Company
2. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
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Deluxe & VerticalResponse
The 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!
4. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
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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
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Before the 4 C’s…. Meet The 4 P’s
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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
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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
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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!)
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Big Business Example - Brita
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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
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Big Business Example – Safeway.com
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4 C’s one by one - Communication
Focuses 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
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Big Business Example – Budweiser
(#Bestbuds)
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SMB Example – Harpoon’s Craft Brewery
(#TheLongThaw)
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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
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Resources
Business 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 Ideas
http://www.mindtools.com/pages/main/newMN_STR.htm
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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