One of the best ways to attract and acquire new customers is to understand who they are, what they want, and how your business can provide it.
Mastering the 4Cs of marketing (Communication, Convenience, Cost, and Consumer) and effectively implementing them into your business can prove invaluable.
This webinar will walk you through real-life examples of each of the Four Cs and offer tips for how you can tailor them to suit your business.
How To Make Sure Your Brand Is Dressed To The Nines
Attract More Customers with the Four Cs
1.
2. Attract more customers using the
4 C’s in your business
Presented by: Kimber S. Powers
Marketing Training Specialist
3. 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
4. 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. 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
8. 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. 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
12. 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!)
15. 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
Optimizes the complete customer experience
18. 4 C’s one by one - Communication
Focuses on connecting through emotion
Allows you to listen to what the market wants
Encourages brand interact and advocacy
Two-way communication is key!
Opportunity to build and develop relationships
20. SMB Example – Harpoon’s Craft
Brewery (#TheLongThaw)
21. 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
22. 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.ht
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