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Intro to lean marketing
 

Intro to lean marketing

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Intro to lean marketing Intro to lean marketing Presentation Transcript

  • Marketing in the Age of Lean
  • Dan WeingrodHelping Brands and Businesses Participate on the Internet
  • Confession
  • Fanatichttp://www.flickr.com/photos/americanistadechiapas/5386718518/
  • Technology is part of everything we do
  • Should AgenciesThink Like Software Companies?
  • Waterfallhttp://www.flickr.com/photos/dexxus/4047744775/
  • Planning Design Develop Test Release/http://www.flickr.com/photos/dexxus/4047744775/
  • Planning Design WTF?? Develop Test Release/http://www.flickr.com/photos/dexxus/4047744775/
  • Planning Design WTF?? Develop Test WTF?? Release/http://www.flickr.com/photos/dexxus/4047744775/
  • The AgileManifesto
  • Why Agile?•Software that no-one wants to use•Too much time on requirements•Wasting time, money, effort
  • Simple & Visual Very fastSelf-Organizing Teams Trust No Silos
  • Sprint
  • Scrumhttp://www.flickr.com/photos/kiwi/24658003/sizes/o/in/photostream/
  • Planning Poker
  • Startups
  • So ManyGood Ideas
  • So Few Succeed
  • “Most technology start-ups fail not because the technology doesn’t work, but because they’re making something that there is not a real market for”http://www.flickr.com/photos/61457605@N04/
  • ...an organizationdedicated to creatingsomething new underconditions of extreme uncertainty.
  • Unknown Problem +Unknown Solution
  • LeanVision Reality
  • Lean• Rapid prototyping• Customer development• Minimum viable product (MVP)• Iterative• Speed• Pivot
  • Rapid Prototyping Learn Build Measure
  • Customer Development Get out of the buildinghttp://www.flickr.com/photos/wwworks/6040733066/
  • MVP Minimum Viable Product • As lean and featureless as possiblehttp://www.flickr.com/photos/donabelandewen/1046097914/
  • Iterate.Iterate.Iterate If you’ve changed it once you haven’t iterated
  • Measure Use metrics and testing for constant feedbackhttp://www.flickr.com/photos/iliahi/
  • Speed Fail fast Learn fasthttp://www.flickr.com/photos/janramroth/2188450114/
  • Pivot or Perseverecartoonbank.com
  • Food On The
  • OK,So What Does This Mean for Marketing?
  • “At the end of the day, customers no longer separate marketing from the product—it is the product... In the era of engagement, marketing is the company.”McKinsey Quarterly - July 2011 • Tom French, Laura LaBerge, and Paul Magill
  • Agencies BecomeProduct Creators
  • Lean Agency Simple & Visual Complex processes Fast Slow Self-Organizing Top down Integrated Siloed Iterative Masterpiece mentality Metrics driven Vanity Metrics Minimal waste ExpensiveConstantly testing One and done
  • Not a 1:1 Match• How do you tell clients that you don’t know exactly what they will be getting?• How does a continuous campaign fit into a yearly budget plan?• How can you move from a BIG campaign mentality to smaller, quick hits?• Where does the creative brief fit in?
  • What are agencies doing?• Integrated creative teams (UX, Dev, Design, Copy)• Thinking small• Flexible briefs• Constant testing/Constant iteration• Getting out of the building (no Focus Groups)• Nailing ideas online, scaling in mass media• Creative Technologist• Projects v AOR
  • http://www.slideshare.net/bdwcu/matt-howell-teams-process-and-structure-mdw-august-2011
  • Results? (we hope)• Agencies move into product/service development• Marketing experiences that • respond to people • change behavior • build and sustain loyalty• More effective, less expensive
  • Resources@madebymany www.madebymany.com @HackerChick http://HackerChick.com@ericreis www.startuplessonslearned @farrahbostic www.prettylittlehead.com @edwardboches www.edwardboches.com @sgblank www.steveblank.com