{"id":469,"date":"2018-11-11T15:00:51","date_gmt":"2018-11-11T20:00:51","guid":{"rendered":"https:\/\/t2mio.com\/blog\/?p=469"},"modified":"2020-06-07T15:48:51","modified_gmt":"2020-06-07T19:48:51","slug":"4-marketing-strategies-4p-4c-save-to-test-in-the-new-year-2019","status":"publish","type":"post","link":"https:\/\/t2mio.com\/blog\/4-marketing-strategies-4p-4c-save-to-test-in-the-new-year-2019\/","title":{"rendered":"4 Marketing Strategies 4P\/4C\/SAVE To Test In The New Year 2019"},"content":{"rendered":"

“Once upon a time …” ,\u00a0“Long ago … ” … fairytales begin with these words.\u00a0The fairy tale that I want to tell you today is about the famous 4P of Marketing that you may want to replace with 4C of Marketing in this upcoming new year 2019.\u00a0Every entrepreneur meets 4C sooner or later because they are still in the literature and are taught at universities.<\/p>\n

Unfortunately, the 4P come from days gone by.\u00a0The clever American marketing professor Jerome McCarthy had the amazing idea in the 1960s that the marketing mix of a company can be described as just 4Ps:<\/p>\n

    \n
  1. Develop a suitable product or service for your target audience.\u00a0(\u00a0P<\/b>\u00a0roduct)<\/li>\n
  2. Offer the performance at a reasonable price, which will give you enough profit and the customer his panties.\u00a0\u00a0(\u00a0P<\/strong> rice)<\/li>\n
  3. Choose an appropriate distribution channel so that your customer also has access to your product (\u00a0P<\/b>\u00a0lace)<\/li>\n
  4. And finally, do some advertising, what your product can do, what it costs and where the customer gets it (\u00a0P<\/b>\u00a0romotion)<\/li>\n<\/ol>\n

    Today things are a little different.\u00a0In 50 years, a lot has changed.\u00a0And over time, each of the 4P has lost its marketing power.\u00a0McCarthy’s famous 4P marketing model is dead!<\/p>\n

     <\/p>\n

    How did the 4P of marketing die?<\/h2>\n

    Actually 4P = Look how great we are and give us money. So it works no more.<\/p>\n

    \"4<\/p>\n

     <\/p>\n

    Why promotion no longer works<\/h3>\n

    The answer is in the questions, “Do you like to watch TV commercials?\u00a0Do you pay attention to the advertisements in the newspaper?\u00a0Do you mind if now a banner would pop up and you need only 10 seconds to find the microscopic X to close?”<\/p>\n

    The classic forms of advertising are losing their effectiveness year after year.\u00a0Sure, if you feed in a lot of money, they still deliver results.\u00a0But the problem of advertising is: it is based on disturbances.<\/p>\n

    Why the distribution channel (place) became insignificant<\/h3>\n

    In fact, in 1960, the distribution channel was still a crucial bottleneck your product had to take.\u00a0Since then, a development called Internet has happened, making virtually everything available anytime, anywhere in the world.<\/p>\n

    You do not need your own sales network, shops or other infrastructure.\u00a0All you need is an online shop and a fulfillment service provider who will handle the delivery for you.<\/p>\n

    Why the Price is no longer allowed to play<\/h3>\n

    You do not have a chance to differentiate yourself from the competition.\u00a0When you’re arguing about the price, you’re devaluing all the other qualities of your product.\u00a0You make yourself interchangeable and worthless.<\/p>\n

    You literally invite your customers to push their price even further or quickly select the cheapest provider on the Internet.<\/p>\n

    This price war knows only losers.\u00a0You.\u00a0Your competition.\u00a0And last but not least, your customers who spent their money on an inferior product and bad service.<\/p>\n

    Why the focus on the product is dangerous<\/h3>\n

    Remains the last of the 4P left: the product.\u00a0If you follow the recommendation of Jerome McCarthy, developing a technically superior product would be a top priority for your customers.<\/p>\n

    And actually, not much speaks against it.\u00a0I also want you to create a fantastic offer with an outstanding added value for your customers.\u00a0But the 4P lacks the focus on the needs of the customer.<\/p>\n

    The customer often does not care how many features and subtle details are in your product.\u00a0It must offer him a benefit that is special.\u00a0And he should and should touch him emotionally.<\/p>\n

    Way with 4P – we need a new marketing ABC<\/h2>\n

    Robert F.\u00a0Lauterborn made a first big step towards a new marketing model in 1990.\u00a0He made 4C:<\/p>\n

      \n
    1. C<\/b>\u00a0onsumer: Focus your focus away from the product on the benefit for the consumer.<\/li>\n
    2. C<\/b>\u00a0ost: Calculate the true costs for the consumer instead of the price.\u00a0So also time, self-conquest or even conscience conflicts.<\/li>\n
    3. C<\/b>\u00a0onvenience: Instead of the distribution channel, convenient availability today is the major bottleneck that needs to be overcome.<\/li>\n
    4. C<\/b>\u00a0ommunication: to put a kick in a dialogue with the customer rather than unilateral personal ads through advertising.<\/li>\n<\/ol>\n

      Lauterborn’s 4C marketing model is a clever solution to many 4P issues.\u00a0But again 4C =\u00a0You are so great and so we don’t need anything.<\/p>\n

      \"4<\/p>\n

      So\u00a0I want to introduce you to a more recent marketing model that comes from our time with Google, Amazon, and Facebook. SAVE!!!!!!! According to research of\u00a0Expert Mortgage Solutions<\/a>, people are liking this system.<\/p>\n

      \"4<\/p>\n

       <\/p>\n

      Is SAVE the salvation?<\/h2>\n

      We can mix up 4P & 4C and make it SAVE.<\/p>\n

      Product<\/del>\u00a0\/ Consumer<\/del>->\u00a0\u00a0S<\/b>\u00a0olution
      \nPlace\u00a0 \/ Convenience<\/del>\u00a0->\u00a0\u00a0A<\/b>\u00a0ccess
      \nPrice \/ Cost<\/del>\u00a0->\u00a0\u00a0V<\/b>\u00a0alue
      \nPromotion \/ Communication<\/del>\u00a0->\u00a0\u00a0E<\/b>\u00a0ducation<\/p>\n

      The solution is more important than the product<\/h2>\n

      For the customers, it is irrelevant which features and refinements your product masters.\u00a0What is important is that it provides the most efficient solution to his problem.\u00a0Everything beyond harms more than it uses.<\/p>\n

      Take care of optimal availability (access) instead of the distribution channel<\/h2>\n

      That your solution somehow comes to the customer is actually self-evident.\u00a0Through the internet, we are used to being able to buy anything anytime, anywhere.<\/p>\n

      The challenge is to provide customers with easy access across all channels.\u00a0The customer wants to be able to communicate with your brand when and where it is.<\/p>\n

      What matters is the value, not the price<\/h2>\n

      Does it interest your customers, which manufacturing costs and which profit margin has your product?<\/p>\n

      No!<\/p>\n

      Even the prices of your competitors are secondary to the customer.\u00a0What’s important is what he gets for his money.\u00a0Your offer must be worth its price.\u00a0That’s why you should focus on adding value that your competition can not offer and cannot easily duplicate.\u00a0So you avoid being interchangeable and comparable.\u00a0If your customer says “too expensive,” that’s rarely the price.\u00a0It’s because you did not communicate the value enough.<\/p>\n

      Knowledge (Education) is the new way of advertising<\/h2>\n

      Advertising is intrusive by nature.\u00a0Because you would not look at it voluntarily, it works with involuntary disruptions. It annoys you when your thriller is interrupted at the most exciting point.<\/p>\n

      The opposite of advertising is inbound marketing: creating high-quality content that attracts your customers.\u00a0Because they offer valuable knowledge.\u00a0Or entertained.\u00a0Or inspire.\u00a0This type of marketing provides a solution to the problem or meets the needs of your customers.\u00a0That’s why he actively looks for your content and is interested in it.<\/p>\n

      Marketing in the 21st century no longer sees the customer as a recipient, but as a partner at eye level. Start your new marketing with our branded URL shortener service<\/a> in this upcoming 2019.<\/p>\n","protected":false},"excerpt":{"rendered":"

      “Once upon a time …” ,\u00a0“Long ago … ” … fairytales begin with these words.\u00a0The fairy tale that I want to tell you today is about the famous 4P of…<\/div>\n","protected":false},"author":1,"featured_media":479,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"aioseo_notices":[],"views":1158,"_links":{"self":[{"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/posts\/469","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/comments?post=469"}],"version-history":[{"count":0,"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/posts\/469\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/media\/479"}],"wp:attachment":[{"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/media?parent=469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/categories?post=469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/t2mio.com\/blog\/wp-json\/wp\/v2\/tags?post=469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}