In my previous post on Lean Six Sigma marketing , I had stated that defining the problem or requirements, was the firs
t step in building a Lean Six Sigma marketing process. I also stated that in the Duct Tape Marketing planning system that the Marketing Vision and Ideal Customer coincided with the definition. I did not stay that the way I typically start with a customer is by building his present marketing calendar with all his present materials and events. Most of the time, after completing just the marketing calendar, the customer comes to realize how little of his process is actually tied together. Taking it a step further and discussing his marketing vision, target market and ideal customer, they realize the waste in their present marketing process.
Michael Collins, in the Manufacture’s Guide to Business Marketing , talked about the 4 marketing myths:
Myth #1: More sales = More profits.
Myth #2: Any customer is a Good customer.
Myth #3: Build a better mousetrap and the world ruled by.
Myth #4: Macro markets are more profitable than Niche markets.
Michael goes on to say, "It is extremely difficult for a company to design new products, advertise, provide appropriate customer services, or efficiently cover a sales territory if it can’t identify specific customers. And uncover there needs."
And I think that is why it is so important for the defining days to compose and describe your marketing vision, target market and ideal customer. These strategic steps are so often overlooked and underutilized by a small business. If these are done, and eventually improved upon in the lean six Sigma fashion. Significant marketing dollars can be saved. Or maybe more importantly, can be used properly to grow the business. The one factor of lean that should not be minimized during this process is the use of existing and non-existing customers in defining these terms. Some of the latest work by Pragmatic Marketing along with the publishing of TunedIn have lent additional insight into the subject.
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