attract more customers using the 4c's of marketing
TRANSCRIPT
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Attract More Customers Using the 4C’s in Your Business
Presented by: Kimber S. PowersMarketing Training Specialist @ VerticalResponse, A Deluxe Company
© 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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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!
© 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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
4 C’s of Marketing Model
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Before the 4 C’s…. Meet The 4 P’s
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Stacking Your Deck
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Big Business Example
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
SMB Example
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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!)
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Big Business Example - Brita
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
SMB Example - Bobble
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Big Business Example – Safeway.com
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
SMB Example – Instacart
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Big Business Example – Budweiser (#Bestbuds)
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
SMB Example – Harpoon’s Craft Brewery (#TheLongThaw)
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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