The 4 Cs Marketing Model
As the owner or manager of a business, it is easy to think of things only from your perspective. However, that would be a mistake, as you really should be viewing things from the perspective of your customers. It is those customers’ needs that you are trying to meet, so it only makes sense to see the world through their eyes. When you do just that, it will immediately become easier to deliver exactly what those customers want, when they want it, for a price they are willing to pay.
This model is similar to the 4 Ps Model, except this version turns things and looks at them more so from the perspective of the customer. In this model, the 4 Cs stand for:
Each of those four topics is going to play a role in your overall product or service marketing strategy. As you already know, your marketing strategy is going to have a great deal to do with the success or failure of your business in the long run. So, let’s take a moment to work through each of the 4 Cs so you can be sure you have a clear understanding of what this model means for your marketing plans.
Identifying your target market is one of your key tasks in the marketing process. After all, you can’t possibly expect to make sales to your target market if you can’t find those people in the first place. Take as much time as possible to accurately identify your ideal customer and then build your marketing plans around the task of finding that customer.
As you are thinking about this ideal customer, you need to think clearly about what he or she wants or needs from your product. Why are they looking for this product in the first place? What is it that they hope to achieve through the use of your product or service? If you fail to meet the needs of this ideal customer, that individual is simply going to move on to another option. It may take some time to develop an accurate profile of your target market, but that time will be well spent once you are able to move forward with your marketing efforts.
In many marketing models, you would label this section ‘price’, as you would be thinking of it from the company’s point of view. However, in this case, it is called ‘cost’, as you should be thinking about the cost of the product from the perspective of the customer. How much is your ideal customer going to be willing to pay for your products? What do they have to pay to purchase the products of your competition? Picking the wrong price can ruin an otherwise successful project, so make sure you are thinking this point through completely before you take your new item to market.
Of course, you can’t just think about this topic from the perspective of your customer alone, as that line of thinking would have you pricing the product at the bottom of the market. In addition, you need to think about your own costs to confirm that you will still be able to turn a profit at a given price. Remember, there are plenty of successful products that are not sold at the lowest price point in the market, so you don’t have to compete only on low cost. If you are able to convince your customers that your product is worth the premium price, for instance, you may be able to dominate the market even at a higher cost.
Rarely are sales going to be made simply by blasting your target audience with a string of different marketing communications. Most potential customers will find this approach to be annoying, and it certainly won’t build up any respect or trust in your brand within the mind of the consumer. Therefore, it is important to communicate effectively with your target audience, delivering a message that they will remember.
At the end of the day, the customers that you are targeted only want to know one thing – what they will get out of purchasing your product. If they aren’t going to gain from buying your product, they will purchase a product from someone else. So, as you formulate your communication strategy, make sure that the benefits to the consumer are spelled out as clearly as possible throughout your message.
Not only do you want to deliver a product that has great features and is sold at a great price, but you also want to make sure the product is convenient to acquire. If there are hurdles along the way when trying to make a purchase, it is likely that at least a certain percentage of your potential customers will give up and go somewhere else. If you do things like making your product available in a variety of different locations, you will be going a long way toward making your product convenient for the buyer.
Convenience not only speaks to the physical locations where your product can be found, but also to the way in which that product can be purchased on your website. Is your site easy to use, and can the prospective buyer contact you easily if they have a question? Many businesses do far more sales online than they do in the ‘real world’, so make sure your website is living up to the expectations that your customers will have.
The 4 Cs Marketing Model does a great job of helping you to see the task of marketing from the perspective of your customers. By thinking about your products and services in this way, you will be more likely to deliver a marketing message that is going to hit home with your audience.
You can read more about the 4C’s Marketing Model in our free eBook ‘Top 5 Marketing Models’. Download it now for your PC, Mac, laptop, tablet, Kindle, eBook reader or Smartphone.
- The 4 Cs marketing model helps you to see things from the perspective of your customers.
- In this model, the 4 Cs stand for: Customer, Cost, Convenience, and Communication.
- Take as much time as possible to accurately identify your ideal customer and then build your marketing plans around the task of finding that customer.
- How much is your ideal customer going to be willing to pay for your products?
- Marketing means communicating effectively with your target audience and delivering a message that they will act on.
- Convenience not only speaks to the physical locations where your product can be found, but also to the way in which that product can be purchased on your website.