lean marketing for lean companies
DESCRIPTION
Lean Marketing introduction held at Startup Week-end Oslo, #swoslo, october 2012. It's about how lean startups need to plan marketing differently. It also covers why lean marketing is a good idea for all types of companies because of it's flexibility and measurability.TRANSCRIPT
Lean on the inside Lean on the outside Lean Marketing for Lean Development By Annette Kallevig, Owner and Lean Marketing Coach, Webroi
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@akallevig /#swoslo
About me
• Over 20 years in advertising, from traditional to digital • Creative at heart, problem solver and concept developer • Started webROI in 2008 • Refined in 2012: Lean Marketing and coaching
• LMC blog: blogroi.net • Twitter: @akallevig • LinkedIn
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Potential conflict
Lean Marketing
Time
Lean
Launch
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The dilemma: You don’t know what marketing should promote because you haven’t made it yet.
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What would Apple do?
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What’s going to be your most marketable killer feature(s)?
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The simple formula
Killer feature
Company KPI
Business critical
Marketing
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What makes it an Apple?
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Success Formula
What you do
Who you are
Brand Marketing
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Next: Why not make your marketing lean too?
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The core of lean
• create value for customers • continuous improvement • eliminate waste
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7+ steps to Lean Marketing
1. Start with the goal 2. The Marketing hypothesis 3. The Minimum Viable Marketing Plan (MVMP) 4. 1st marketing sprint: Execute, measure and test 5. The Lean Marketing Plan (LMP) 6. Improvements based on test + new sprint 7. Revise the Lean Marketing Plan 8. Repeat steps 6-7 indefinitely for continous improvement
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@akallevig /#swoslo
In short
• Do more and more of what works • Do less and less of what doesn’t • All based on user facts
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• Continous improvement • Adaptability to a fast changing market • Sustainable marketing • Low risk to no risk financially
