Archive for Marketing Calendar
Using Value Stream Mapping Software
Posted by: | CommentsThere is a lot of dispute about Value Stream Mapping software, and whether it should be used or not used. Most Lean practitioners will tell you that early introduction into converting your Value Stream Map into a computer generated document will hurt the overall flow of the procedure and be a detriment to the brainstorming process. They prefer using post-it-notes or pinning paper to a wall. Allowing as many people to interact is the whole point. I have a tendency to agree with the statement. Participation, interactivity is the key. In fact, when I build a marketing calendar for a company, I do the same thing. Even taking advertisements, direct mail pieces, etc. and pin them to a wall.
It works great except…many times it seems that I am explaining the process along the line. I end up teaching what a Value Stream Map or even a Marketing Calendar is and the purpose, we are doing it. Sure, I know that should all be done before hand but do we? Do we take the time? Many lean practitioners work hard to help an organization to improve their Lean skills. This is a slow, difficult and often frustrating part of the process. Computer-supported Value Stream Mapping may help Lean practitioners be more effective in this respect. Creating a simple mapping process for them to input into the software and through the use of the help section, both written and video supported, would not hinder the mapping but facilitate the actual process in the Value Stream Mapping Process. Explanation of the key concepts and how they are used would make the best use of everyone’s time.
When setting initial assignments, don’t require that a map be drawn but have a procedure to check off that the different nomenclature was understood. This will give most individuals solid footing for the meeting. You may want to do a webinar on VSM to facilitate the mapping process. Use the tutorials embedded in the software as a basis of discussion. This way there will be a reference point for everyone afterwards.
A better way, for those with both the technical agility and a suitably equipped classroom, is to do “live” mapping and update the actual process constructed on the wall every 15 minutes or so. Having a reference point can be very handy when you are taking down a stray path. This would also enable a wider audience as actual attendance would not be required. Especially in supply chain applications, you could have numerous suppliers and/or downstream and upstream customers participating from a distant. Another feature is that you may choose to schedule times when different participants would be available. Mapping in real time, can be difficult and beyond the scope of many organizations. However, if it is possible, it gives you instant documentation for the entire organization and a basis for a process that I would refer to as a true Value Stream Management process.
It should already be apparent that handling mapping can be a very different experience than is had when using the traditional method of post-it-notes. Value Steam Mapping represents information more densely and makes more information immediately available to the mind. It supports a wider range of interaction, which is ultimately what we are after. That said, these are the early days in computer supported mapping. For now, there needs to be a balance. However, it is changing. I predict that since it is not a technology issue but a policy constraint that it soon will be common place. If not, you may be the like an accountant dealing with a system of ledgers and manual entries and Turbo-Tax has largely replaced that group.
P.S. I market Value Stream Mapping Software on my Site.
Related Blog: Why would you use Value Stream Mapping?
Have you taken the path of your customer?
Posted by: | CommentsOne of my steps in working with a client is that I like to put together their Marketing calendar to understand what they have on the table, events, conferences, advertisement, flyers, etc. They usually have some type of marketing in place, and we are looking at improving the system not dismantling it. After the marketing calendar has been constructed, I start moving, sometimes just the post-it-notes from a chronological order to a marketing flow stream based on the customers’ viewpoint. We could even call it an assessment, but initially I am just on a fact finding mission, in Lean terms = Current State Map. The next step in the process is diagramming this current state map and in Duct Tape Marketing terms, their Marketing Hourglass.
However, this week the procedure took a strange turn. I completed the process but I happen to know one of the client’s customer very well. So, after constructing this hour glass with the new client, I was able to sit down with his customer and my friend and map the process from the customers’ point of view. Voice of Customer seems to an over-used word in our industry but this was one of my best experiences. We actually pulled the clients file from the customers file cabinet, reviewed the folders on his computer including e-mails and bookmarks. I then laid out all the marketing material that had accumulated, highlighted and even taking note of the bent corners in the catalog. This was all followed by an interview.
Of course, my sample size of 1 is not a good indicator. The key to this process was the awaking to the client and myself on what the customer valued and what his procedure was in making the decision. His process was simply different. We talk about going to Gemba and walking the walk from the customers’ point of view, but do we? How much non-effective marketing could you save by doing this? How much effective marketing could you implement?
P.S. Use a larger sample size.
Related Posts:
Is your Value Stream Mapping backwards?
Another word for Marketing – How about Voice of the Customer?
How I would Market your Company? – Step 1 of 10
Posted by: | CommentsYou want me to start marketing your company today. Here is what I would do:
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Get all of the material you have and a list of all your listings and advertising you are running.
When I do this step, I am usually handed a tri-fold brochure, tons of product material, post cards, 4-color advertisements and a profile or two of the owner that was in the look business publication. I hold my breath and in the back of my mind, I think – They call this marketing! Why do I say that? More and more the concept of marketing is becoming about the connection with the customer. The material I receive is typically all outbound marketing material. Very little of it is in any way trying to create communication with their customer base. And very little of it if any of it directly relates to the customers buying process.
So, what do you do? My first step is to list their events on a calendar and post it to the wall. Look at my video on "How to make Marketing Calendar." It is a light hearted version of the process. After all the events are listed. I take the Marketing Funnel that we popularized in the Duct Tape Marketing Process. The Marketing funnel is depicted below. I take each of the pieces of literature and place it in one of the categories of Know, Like,Trust, etc. I directly relate each piece of the material see if it supports one of the steps in the funnel. If it does not support a step than what purpose does it actually serve? What typically happens is that most of the material ends up in the top of the funnel with very little of it being used in the bottom two-thirds.
So, what are we waiting for? Where does all you marketing material go?
2008 Marketing trends
Posted by: | CommentsHow does this influence your business in 2008?
A shift from traditional to alternative media
Based on an article by Kim T. Gordon for Entrepreneur.com, expect these trends in 2008:
But don’t jump to quick. Make sure before you ever click on a mouse or upgrade your web presence that you have a solid marketing plan in place and a marketing calendar. Without either you will make costly mistakes. Remember when you do change content you want it change from a static website to a dynamic style. If that is the case, who will be updating it next month?
