Attract More Customers Using the 4C's of Marketing

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.

In this presentation you'll learn how to master the 4C's of Marketing:
• Communication
• Convenience
• Cost
• Consumer
and learn how you can tailor them to suit your business.

Interested in watching a replay of this webinar? Click the link to view it on Youtube: https://www.youtube.com/watch?v=MzzfpBPAsqg

1. Attract More C ustomers U sing the 4C’s in Your B usiness Presented by: Kimber S. Powers Marketing Training Specialist @ VerticalResponse , A Deluxe Company

2. 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 & 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. 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

6. 4 C’s of Marketing Model

7. Before the 4 C’s… . Meet The 4 P’s

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. Stacking Your Deck

10. 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. Big Business Example

12. SMB Example

13. 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. Big Business Example - Brita

15. SMB Example - Bobble

16. 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. Big Business Example – Safeway.com

18. SMB Example – Instacart

19. 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. Big Business Example – Budweiser (# Bestbuds )

21. SMB Example – Harpoon’s Craft Brewery (# TheLongThaw )

22. 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. 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. 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