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Once you have created Credible and Convincing marketing materials, you can move on to the final two C's of Campaigning: Cost-Effectiveness and Cleverness.

(3) Cost-Effective »  The next campaign challenge is devising the most cost-effective distribution method.  You have a wide range of media purchasing options: from expensive TV commercials to cheap mail-outs.  Pick the ones that give you the biggest bang for your buck; that reach the most prospective customers for the least cost with the strongest impact.

For example, at NordexiFishing we experimented with almost everything.  What proved to be most cost-effective were in-store displays that strike at the point-of-purchase.

(4) Clever »  In 1980, Peninsula Farms™ was the first 'ever' to give out free samples of their food product in grocery stores.* People were delighted with the novelty of this event and it sold a lot of yogurt.  Today, however, it has been so over used its freshness and effectiveness are diminished.

If you can discover an original and innovative way of campaigning this can assure your success.  For example, NordexiFishing used a water tank to demonstrate the lifelike swimming action of their lures [click here], which was a popular novelty at sportsman shows and as a retail display.

That is The Four C's of Campaigning™ in a nutshell; remember – never advertise without them!

Peruse My Online Marketing Portfolio:

If you would like to view some marketing materials that conform to The 4 C’s you can in my Marketing Portfolio.  It is an online gallery that contains over a hundred images: including product packaging, promotional posters, magazine ads, news articles, tradeshow booths, in-store displays, websites, etc.

Marketing Campaigns Footnotes:  1 “Knowledge is Power” Source:
Sir Francis Bacon, Religious Meditations, Of Heresies (1597)
2 “Knowledge Isn’t Power Until It’s Applied” Source: Dale Carnegie, How to Stop Worrying and Start Living (1948)  There are many iterations of this idea including "applied knowledge", "competence", & "motivated ability"
3 Story Used With Permission by AmeraxAs.r.o., J. Seiferta 13 748 01 Hlučín, Česká republika, 595-041 827
* Peninsula Farms Story Source: Marketing, First Canadian Edition (1991) by E. Berkowitz, R. Kerlin, W. Rudelius, F. Crane.