Attract More Customers Using the 4C's of Marketing
Download as PPTX, PDF3 likes799 views
The document outlines a marketing training session focused on utilizing the 4 C's (Consumer, Costs, Convenience, Communication) to attract customers for small and medium-sized businesses. It compares these to the older 4 P's model and emphasizes the importance of customer-centric strategies in marketing. Additionally, it highlights various tools and tactics for customer acquisition and retention, along with upcoming webinars aimed at small business owners.
Attract More Customers Using the 4C's of Marketing
- 1. © 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
- 3. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 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
- 5. © 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
- 6. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 4 C’s of Marketing Model
- 7. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Before the 4 C’s…. Meet The 4 P’s
- 8. © 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
- 9. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Stacking Your Deck
- 10. © 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
- 11. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example
- 12. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example
- 13. © 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!)
- 14. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example - Brita
- 15. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example - Bobble
- 16. © 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
- 17. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example – Safeway.com
- 18. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example – Instacart
- 19. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 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
- 20. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example – Budweiser (#Bestbuds)
- 21. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example – Harpoon’s Craft Brewery (#TheLongThaw)
- 22. © 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
- 23. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 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
- 24. © 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