The document discusses the 4 C's of marketing—Consumers, Costs, Convenience, and Communication—as a modern alternative to the traditional 4 P's model. It highlights common acquisition and retention tactics for small to medium businesses (SMBs), such as email marketing and social media, while emphasizing the importance of understanding consumer needs and enhancing customer experience. The summary suggests that by incorporating the 4 C's, businesses can create a more customer-focused strategy to attract and retain customers.

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

6. 4 C’s of Marketing model

7. Before the 4 C’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. 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

10. Big Business Example

11. SMB Example

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!)

13. Big Business Example - Britta

14. SMB Example - bobble

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

16. Big Business Example – Safeway.com

17. SMB Example – Graze.com

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

19. Big Business Example – Budweiser
(#Bestbuds)

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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