attract more customers using the 4c's of marketing
TRANSCRIPT
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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
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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 & 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!
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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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4 C’s of Marketing Model
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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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Stacking Your Deck
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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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Big Business Example
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SMB Example
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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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SMB Example - Bobble
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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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SMB Example – Instacart
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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
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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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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
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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
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