Lean is not about being cheap. Sure, cost efficiency is a great incentive and selling point, but the advantages are much greater than that. When you apply Lean to marketing you’ll probably wonder why you didn’t do it before.
The old way…
Have you ever gone to a big consultancy or ad agency to initiate a marketing collaboration? First you spend many meetings briefing, then they spend many hours working on an elaborate positioning statement, brand statement and a marketing plan. In many cases you’ve spent a great deal of time and money on a great stack of Powerpoint slides of good intentions, but no marketing has been done. Not only is this delaying your marketing, but the work it represents is largely based on assumptions and previous experience. Nobody knows for sure if it’s going to work for you, or if it is the best for your company. By the time you find out, it will have cost even more money, and the stakes to pivot to a new direction is very high, as the long-term plan demands that you stick it out. This is not only expensive, it is demotivating and ultimately can stick you with marketing that isn’t working for you much longer than necessary.
Or the lean way…
So, what if you could have a focused, efficient project initiation package that would bring you quickly to a Lean Marketing Plan (LMP)? The plan would have only the basic component in your marketing mix – enough to start right away. It too would be based on intelligent assumptions, but they would be simple, raw and ready to be developed through testing. Nothing locked, budgets flexible within so that the funds can be shifted based on results. In other words, good enough to get started. Then, using Lean Management principles (familar to IT-professionals through development systems such as Agile and Kanban), we would start working. In other words, we’d emphasize creating value for customers, continuous improvement, and eliminate waste. The continuous improvement would be soundly based on metrics from web statistics and other tests – no guessing. In short, we’d do more of what works and less of what doesn’t, based on real user facts. And as we did, the LMP would change, grow and improve based on the results.
Lean Web Marketing
When you think about it, this is much more in line with how the web, including social media, works today. That’s why web developers adapted to The Toyota Way (filosofien som startet Lean Management) and made their own versions of it som early. It’s time to leave old-fashioned marketing limitations behind and apply this to web marketing, too. Just about everything can be measured in actions immediately, and split tests can be a part of your marketing mix while live. Reactions are immediate, and so are the possibilities for change. You probably already know a lot about this from testing. Why not use it to it’s full potential, to create sustainable, cost-efficient and effective marketing system?
And that is what this blog is about.