Archive for Duct Tape Marketing
Lean Six Sigma Marketing Coach recognized with Certification
Posted by: | CommentsI was one of a group of eleven Duct Tape Marketing™ Coaches to be certified recently in the Duct Tape Marketing program. This award was presented at the annual gathering in Boulder, Co. this October.
John Jantsch, author of Duct Tape Marketing and founder of the Duct Tape Marketing organization developed this initiative and established levels of Duct Tape Marketing Coaching accreditation in an effort to place heavy emphasis on the success factors of the Duct Tape Marketing system and reward those who establish pre-defined levels of success using the Duct Tape Marketing approach, tools and point of view. To obtain this advanced level, there were twelve additional requirements above and beyond the initial level. At this time, it is the highest achievable level within the organization.
It is a honor to be recognized with such an outstanding group and would like to thank John Jantsch, the Duct Tape Marketing organization and recognize the other ten coaches that achieved this level; Jeff Bishop, Troy Braithwaite, Scott Campbell, Joe Costantino, Bill Doerr, Fiona Friesen, Adrianne Machina, Cidnee Stephen, Michael Thompson, Liz Walker. I firmly believe in the Duct Tape Marketing Process and to use an old cliché, I not only talk the talk but walk the walk. As you may know there are few people that believe in a marketing system as much as I do.
The Duct Tape Marketing system allows business owners to create and build their very own marketing system complimented by a coaching system that has proven effective with small businesses for over 20 years. The system is perfect for those who already own a business, but want to make it soar. It’s also designed for those who want to start a business but don’t know how to get it off the ground.” This system will help entrepreneurs build the perfect business establishing a proven marketing system to their growing company. “Why reinvent the wheel? Take a proven process, a package of tools, a trained coach and run with it.
Related Post: I believe in a Marketing System
Following the Customer’s Need in your Value Stream Map
Posted by: | CommentsFocusing on the customer NEED is essential to the success of any marketing. We should all recognize this idea. However, do we really embrace this idea? Do we really believe that such an effort can drive our marketing and improve the chances of a sale? It is important that we understand and are able to express what is critical in satisfying that need. Starting out in the Value Stream Mapping process, we first create a Current State Map. I use the Duct Tape Marketing Hourglass as a template in creating a current state map for each marketing segment. After the Current State Map is created, we must analyze this process. We must do this to ensure that we are working on the right things from the customer’s perspective.
This is where we will start finding the true waste in our marketing process. Should we be happy with 2% direct mail returns or accepting the fact that we need to be in front of a customer 7 to 9 times before we get action. We need to ask whether we are making assumptions about what customers need. We need to ask our customers what they need and whether this is properly communicated throughout each stage of our marketing process. An organization exists only to provide value to a customer. Are we supplying value in each phase of our marketing process? If you cannot, see how to re-create that phase in the process or it may be one that you need to stop. Everything you do should create value. If you do, your customers are much more likely to stay engaged.
In my Marketing your Black Belt Webinar, I discuss the lack of clarity as the #1 reason that professional service firms lose jobs. I also believe that your “fuzziness” may directly relate to a customer becoming disengaged. Having clearly defined outcomes based on a customers need will prevent that and reduce your variation in the process. What does variation have to do with the marketing process? Variation creates uncertainty or a lack of clarity. The reason that you may be losing jobs. The lack of confidence in the ability of your marketing processes to deliver on your customer needs. Variation reduces the chances for the customer to trust you.
The simplicity of a single flexible marketing model will create clarity for your customers, staff and as a result better execution. Utilizing a process, you also will spend your time on your customer’s need versus continuously managing the process.
Shameless plug: The Ultimate Marketing System
Why do The Pillars of the Lean Marketing House™ crumble?
Get Rid of Your Marketing Vision Statement and Address the NEED!
Association for Manufacturing Excellence, AME Conference Marketing Lesson
Posted by: | CommentsThis week I attended the AME Conference held in Covington, KY. I have to say it was one of the best conferences that I have attended in a long time, with a great mix of workshops, seminars and plant tours. They also paid particular attention to their vendors making sure all their needs were met. It was very impressive how the AME Staff and even the President of AME stopped by the booth daily to check on how things were going and if there was anything needed.
My favorite workshop was presented by Dan Fayer of PAS Technologies. He spelled out a formula for Lean Implementation Success that PAS used in the turnaround of that company. Bob Weiner, CEO of PAS and Tom Deforge of Lean Value Solutions have been on my podcast recently so I knew the general story before attending. Dan, however, put some real meat to the Lean Transformation and filled in the X’s and Y’s. If AME makes any part of this seminar, slide-deck or audio available, grab it!
The most interesting sideline to the conference was the masterful job that AME did in marketing their next convention, what a lesson for others! First, let me give you some background with John Jantsch explaining the Duct Tape Marketing Hourglass:
Many marketers have been taught the concept of the marketing funnel. The idea being that you bring leads into the top of the large opening in a funnel and push the ones that become customers through the small end. The problem I’ve always had with that is all the focus is on the chase. I happen to think that real payoff in marketing comes from expanding and focusing your thinking on how to turn a lead into an advocate for your business. Long ago I started using the concept of the marketing hourglass. The top half indeed resembles the funnel concept, but the expanding bottom half, to my way of thinking, adds the necessary focus on the total customer experience that ultimately leads to referrals and marketing momentum.”
The relationship to that concept was demonstrated at the AME Conference. The attendees and exhibitors have been thru the top section of the hourglass and now are in the bottom half. Not to sound too clinical, but they were the Buyers of the program. The next step in the funnel is the Repeat stage. AME started marketing the next conference in Baltimore immediately after you signed up for this one. In fact, they offered steep discounts before and during the show if you would commit before this convention ended for both attendees and exhibitors. During the show, there was a booth for information about Baltimore, numerous promotions and AME personnel wore Baltimore Oriole jerseys for most of the show. It was simply one of the best jobs of managing the Repeat stage in the hourglass that I have seen. The AME personnel understand the cost of gaining a new attendee and passed that savings on to their “Repeat” buyers.
The next part of the Marketing Hourglass is the Referral phase. I have not seen how AME will be handling all of that. However, I did see them, collecting and asking for referrals. I can’t wait to see it!
P.S. I was there as a result of an invitation from Systems2win.
Related Information:
E-books: Discussion of A Lean Transformation & Lean Value Solutions
Category: Marketing Funnel
Related Podcasts:
PAS Technologies CEO, Bob Weiner discusses a Lean Transformatio
Using the Theory of Constraints in the Lean Marketing House
Posted by: | CommentsThis video series will explain the process I use in building the Lean Marketing House. This particular segment is an overview of the Theory of Constraints and how it applies in the Lean Marketing House.
The entire series will be posted during this week.
Related Information:
Lean Marketing House Overview – Video
