Intro to lean marketing

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  • Intro to lean marketing

    1. 1. Marketing in the Age of Lean
    2. 2. Dan WeingrodHelping Brands and Businesses Participate on the Internet
    3. 3. Confession
    4. 4. Fanatichttp://www.flickr.com/photos/americanistadechiapas/5386718518/
    5. 5. Technology is part of everything we do
    6. 6. Should AgenciesThink Like Software Companies?
    7. 7. Waterfallhttp://www.flickr.com/photos/dexxus/4047744775/
    8. 8. Planning Design Develop Test Release/http://www.flickr.com/photos/dexxus/4047744775/
    9. 9. Planning Design WTF?? Develop Test Release/http://www.flickr.com/photos/dexxus/4047744775/
    10. 10. Planning Design WTF?? Develop Test WTF?? Release/http://www.flickr.com/photos/dexxus/4047744775/
    11. 11. The AgileManifesto
    12. 12. Why Agile?•Software that no-one wants to use•Too much time on requirements•Wasting time, money, effort
    13. 13. Simple & Visual Very fastSelf-Organizing Teams Trust No Silos
    14. 14. Sprint
    15. 15. Scrumhttp://www.flickr.com/photos/kiwi/24658003/sizes/o/in/photostream/
    16. 16. Planning Poker
    17. 17. Startups
    18. 18. So ManyGood Ideas
    19. 19. So Few Succeed
    20. 20. “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/
    21. 21. ...an organizationdedicated to creatingsomething new underconditions of extreme uncertainty.
    22. 22. Unknown Problem +Unknown Solution
    23. 23. LeanVision Reality
    24. 24. Lean• Rapid prototyping• Customer development• Minimum viable product (MVP)• Iterative• Speed• Pivot
    25. 25. Rapid Prototyping Learn Build Measure
    26. 26. Customer Development Get out of the buildinghttp://www.flickr.com/photos/wwworks/6040733066/
    27. 27. MVP Minimum Viable Product • As lean and featureless as possiblehttp://www.flickr.com/photos/donabelandewen/1046097914/
    28. 28. Iterate.Iterate.Iterate If you’ve changed it once you haven’t iterated
    29. 29. Measure Use metrics and testing for constant feedbackhttp://www.flickr.com/photos/iliahi/
    30. 30. Speed Fail fast Learn fasthttp://www.flickr.com/photos/janramroth/2188450114/
    31. 31. Pivot or Perseverecartoonbank.com
    32. 32. Food On The
    33. 33. OK,So What Does This Mean for Marketing?
    34. 34. “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
    35. 35. Agencies BecomeProduct Creators
    36. 36. 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
    37. 37. 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?
    38. 38. 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
    39. 39. http://www.slideshare.net/bdwcu/matt-howell-teams-process-and-structure-mdw-august-2011
    40. 40. 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
    41. 41. Resources@madebymany www.madebymany.com @HackerChick http://HackerChick.com@ericreis www.startuplessonslearned @farrahbostic www.prettylittlehead.com @edwardboches www.edwardboches.com @sgblank www.steveblank.com

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