Everyone that has ever had an introductory marketing class has heard of the 4Ps, product, price, place and promotion. This methodology has served marketers well since developed by Jerome McCarthy in 1960. The 4Ps places importance on getting your message seen by the potential customer.
However, many marketing experts including eMarketer are advocating the 4Rs model of consumer-centric marketing. Through social networking, consumers interact with each other to learn about and evaluate products. The 4Rs consist of reveal, reward, respect and retain.
Click here to access Webtrends’ presentation on this new marketing paradigm:
https://admin.acrobat.com/_a162502/the4rs/
In listening to this presentation, I kept thinking that the 4Rs model would probably be even more advantageous to associations. In the presentation, a brand focused around potato chips moved beyond the world of salty snack enjoyment into social commentary on environmental sustainability by building true die-hard customers and brand evangelists. Would it not be easier for an association brand initially focused on social commentary and public activism to simply deepen this relationship by allowing members to share their personal stories and viewpoints?
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