My Engagement Strategy:
Most people want ideas and applications that I would propose before we start working together. I equate that to starting on the right side of the A3 (with the answers in layman terms). I have developed a structure that makes more sense. I leave the customer determine the level of commitment in people, resources and budget for the encounter. At that time, I prepare a design brief for a nominal fee which incorporates the project outline for the proposed implementation.
I believe in creating a Lean Marketing system. You can’t write and teach Lean Sales and Marketing. It is a Learn by doing approach. What I do is provide you a platform for co-creation through joint experiences and incorporate feedback as we put them into practice. The steps of Lean Sales and Marketing are first you go and create a current state. Second, you form a working vision from the user (customer) experience, an ideal situation of where the user wants to go. Third, you visualize the user’s process. If you do that, it’s more obvious to see what your next reaction should be and when to trigger it.
Many people respond to the latest fad or solicit the cleverest idea to implement some sort of solution, thinking it will make them better. What makes your marketing better is understanding the user or customer experience and their processes. Then with hard work, take the time to figure out how to engage with them. It’s this process, that empowers you and which leads you to create better and more performing processes. Using this approach, a Lean system will outperform any other approach in engaging the customers you need, maintaining customers and working with people you like and who will be loyal to you and refer others to you forever.
This is the initial sequence of steps we use to create a Lean Marketing System in an organization. It ensures we carefully think through what outcomes we want to create, what supports and barriers we need to plan for, and who we have to involve within your organization to guarantee success. Our starting point:
(Definition) What are you presently doing and how do your clients and organization feel about them?
(Discovery) What is your present value proposition for retaining customers? What is your present value proposition for acquiring customers?
(Dream)What are your targets? How will we measure success?
(Design) Do you understand your customer’s decision making process? For each product/market segment?
(Destiny) What’s your investment strategy – not only in media, but in time and events?
HERE ARE SOME GUIDELINES:
We generally find that about 30% of organization budgets go to fees, creative and production, with 70% going to media, materials, internet presence and other out of pocket expenses. Over time, this usually shifts to 80%/20%, as we don’t need to recreate materials and programs from scratch.
Your monthly fee after that depends on how much you want to do yourself. For example, you may want to schedule a day a month to review your plans and programs, and provide strategic coaching. On the other hand, you may need us to do the work: manage projects, find suppliers, prepare media plans, manage public relations and events, create flyer and ad templates and scripts.
Contracts are as long as makes sense to both of us – it may be that you need us more early in the year and then want to do more yourselves once the programs get going.
I have managed, owned and operated a variety of small businesses. I know how to deliver services to my clients. In this process you will learn how to do a lot of things but more importantly discovering what you are able to do yourself and what needs to be hired out. This knowledge is what I hope to pass on to you.
Please Contact me for a free 30 minute consultation!