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Please consider this free-reprint article written by:
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Article Title: The 6 C�s Of Marketing Unleashed
Author: Michael Brito
Word Count: 854
Article URL: http://www.isnare.com/?aid=90125&ca=Marketing
Format: 64cpl
Author's Email Address: michael.brito[at]comcast.net (replace
[at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=90125
================== ARTICLE START ==================
Okay, so we have all learned about the 4P�s of marketing in
undergrad: Product, Place, Price and Promotion. If not, you can
open up one of your old marketing text books, blow off the dust
and read about it there. The 6 C�s, however, is a not a concept
that replaces the 4�Ps; rather, it just expands on the promotion
element and provides a more granular approach to consumer
marketing.
CUSTOMER
In this day and age, a company�s marketing strategy needs to be
customer focused. It�s about understanding the target consumer;
their wants, needs and motivations. Not as demographics,
psychographics or any other graphics, but as real people. Its
understanding why customers do what they do (or don�t do),when
they do it and why they do it. Such knowledge is critical in
marketing since having a strong understanding of buyer behavior
will help shed light on what is important to the customer. It�s
about focusing on the target customer first and then working
back to the brand. It�s imperative that companies have
mindshare before focusing on market share.
CONSISTENCY
Companies need to maintain consistency in their message; a
practice called integrated marketing communications � from
packaging and advertising to sales promotion and publicity.
This will maintain and reinforce a brand�s personality and
image in a real life context and avoid doing something
brainless like changing the distinctive color of the UPS truck
to orange. I am sure it�s been talked about.
CREATIVITY
Creativity is imperative to attract attention in a world
cluttered with thousands of messages. Creativity means laying
aside the rules, and engages in out-of-box thinking so that
marketers can reach beyond logic and structure and tap into
their imaginations.
� Creativity Informs: Marketing�s responsibility to inform is
greatly enhanced by creativity. Creativity makes marketing more
vivid, and many researchers believe vividness attracts
attention, maintains interest, and stimulates consumers�
thinking.
� Creativity Persuades: The ancients Greeks created legends and
myths about gods and heroes -symbols for humankind�s instinctive
longings and fears � to influence human behavior and thought.
Today�s marketers are doing the same thing; they are creating
new myths, heroes and symbols like Ronald McDonald, the �Can
You Hear Me Now� guy from Verizon, and more recently the Gecko
from Geico Insurance.
� Creativity Reminds: Imagine using the same invitation,
without any creativity, to remind people to try a particular
product everyday for a month. The invitation would become stale
very quickly. Only creativity can transform boring reminders
into interesting, entertaining marketing communications. Nike
is proof. Several commercials in a Nike campaign never mention
the company name or even spelled it out on the screen. Each
communication told a story. And, the only on-screen cue
identifying the sponsor was a single �swoosh� logo inscribed on
the final scene.
CULTURE
All marketing communications needs cross-cultural research to
be able to succeed. It�s simple to see things from your own
perspective, assuming that everyone else in the world thinks
exactly like you and should understand what's so great about
your product or service. Just reading about all the mistakes
made by large corporations proves that even the most sizable
and experienced marketers have made errors time and again.
One of the most famous examples is Coca Cola translating the
name into Chinese without back-translating it ("bite the wax
tadpole"), ultimately resulting in a horrible response from an
insulted society. Marketing books are full of examples like
these. As David Ogilvy, known as the Father of Advertising,
states, �If you are trying to persuade people to do something,
or buy something, it seems to me you should use their language,
the language in which they think�.
COMMUNICATION
This one is basic. Consumers don�t want to be �marketed to�.
Rather, they want to be �communicated with�. Good marketing
communication creates value with target customers, speaks in
their language and tells your story. It�s about building long
term, trustworthy, and profitable relationships with your
customers. As Seth Godin states, it�s about reinforcing the
lies that consumers tell themselves everyday (i.e. I look much
better in these jeans from Abercrombie; they make me look
sexy).
CHANGE
Marketing is not just a business function, but a process. There
is a beginning, middle, but there is never an end. Marketers
must constantly CHANGE as society changes. They should never be
afraid to try something new. Marketing today is not what it was
2 - 5 - or even 20 years ago. Marketing needs to be an evolving
process that considers change in the world, economy, market,
consumers; as well as internal change within the organization.
Conclusion (not the 7th C)
So there it is; the 6 C�s of marketing � Customer, Consistency
� Creativity � Culture � Communication and Change. I am sure
that these will be published in every text book in the country
within the next ten years and I will be a rich, well known
author. Yeah right!
About The Author: To read more about internet marketing
strategies, please visit: http://www.britopian.com/blog.
Michael Brito is the founder of Britopian Marketing and offers
web marketing strategy services for small clients.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=90125
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