Lean Marketing, The Toyota Way

I recently finished reading The Toyota Way in Sales and Marketing and was astonished by two facts that were prevalent in their marketing strategies. One is that they repeatedly discussed a marketing strategy based on the philosophy of a “Customer for Life.” Now that was not earth shattering, nor was the second fact of improving their marketing through the implementation of continuous PDCA. Neither of these two facts seem remarkable or unusual about the Toyota philosophy. However, what struck was the short term goal of continuous improvement was in the same sentence as the long term philosophy of “Customer for Life.” I know, we have always been taught to think long term and act short term. However, do we really operate our organizations in that manner. It seems like Toyota does. They even were confused and talked about Global and Local in the same breath. Or did they?

Not surprisingly, Toyota is very meticulous about any particular process they implement in order to obtain desired results. For an example, How to satisfy, and keep their “Customers for life” as they call it, is arrived at by analyzing their marketing through their customer’s point of view. They break down the customers buying process into five steps with each step having its own processes and meeting its own objectives. For example:

Search: The necessary information can be easily and accurately acquired.

Visit: Customers can visit a retail location with ease and fun.

Purchase: Customers are given all the options and given the opportunity to be fully convinced with their own decision.

Obtain: Customers can take ownership of their new car with no stress.

Own: Customers can enjoy the vehicle without having to worry about anything.

Another point well emphasized in the book, is that marketing departments that deal with customers on the frontline, are responsible for acting as an antenna in order to fulfill their mission of being the “Radar for all of Toyota.” Through all of this, they pride themselves that their sales and marketing system continues to evolve on a daily basis. The basis for this information is the five chapters of the Silver Book, which is the guiding light in Toyota Marketing.

I have always wondered why Lean marketing is seemingly an uncommon word. Even when Toyota happens to be one of the best marketers on the planet?

P.S. The Toyota Marketing Funnel is depicted in a continuous loop? – HMM!

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