united kingdom - Duct Tape Marketing - Simple, effective and affordable small business marketing

From: Business901
Description:

One 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.

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2 months ago
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Lean Value Solutions

From: Business901
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2 months ago
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Best Marketing in the World ha

From: Business901
Description:

What happens when you have the best marketing system(Duct Tape Marketing) in the world, the best marketing plan,the best advertising, the best referrals, the best public relations and you still lack sales! Find out why you may not need any of these things and how changing one simple thing could bring you a flood of new customers.

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John Jantsch is experiencing a

From: Business901
Description:

Last week I wrote a blog post stating that I thought that Seth Godin was experiencing a lean transformation. I alluded to the fact that I thought John Jantsch, author of Duct Tape Marketing, was headed down the same path. After reading John's blog post in the American Express Open Forum. I'm convinced! He said the other week he went kayaking in Coeur d'Alene. I think he went to a Lean Transformation workshop. Here is why:

John said:

1. You've got to deal with where you are now and plan transitions that make sense for your culture, customer, and message or you're destined to fail..(Lean Culture)

2. Make it so simple that anyone can tell it….(Value Stream)

3. Questions, or a process of using key questions to produce answers..(VOC).

4. If you don't hold every initiative accountable you can't make your plan work..(Muda!)

5. Begin to spot the places that are causing friction and thereby slowing momentum..(Theory of Constraints)

6. Commit time and resources to things that are clearly counterproductive..(More Muda)

7. Commit to correcting the course..(Continuous Improvement)

8. Meet at least every six weeks to renew your..(Kaizen)

I encourage you to read his entire post. Is this Lean Marketing? His 7 steps, are equivalent too..

1. It's not about the plan = Lean Culture

2. Deal with today's reality = Current State Map

3. Look for the Right Answers = Voice of the Customer

4. Simplify Meaning = Value Stream Map

5. Monitor Friction = Lean Metrics

6. Take out the trash = 5S or Muda

7. Guess Again = Kaizen

So, do you think he was kayaking or do you think Seth Godin and John Jantsch snuck off and found the Marketing Gemba!

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The Ultimate Marketing System

From: Business901
Description:

Readers of my blog have read my explanations of the Lean Marketing House and how your Marketing Channels determine your number of pillars and the size of each. You can suffice with just one pillar if it is big enough and strong enough to hold up the roof but the other day I realized that I had forgotten to describe what I will now call the Forgotten Pillar. Continuous Learning in the Lean Marketing House means the Ultimate Marketing System. This is a term coined by Duct Tape Marketing and actually includes their workbook and CD's explaining their system. Most marketing plans and systems fail if adequate training is not provided.

Lean Six Sigma Practitioners always realize that the training is what makes the processes work. Without, old habits stay the same and new habits are never developed. Nor are these new habits expanded to the greatest extent. It happens in marketing too. Marketing that works today is all about authenticity, customer touch points and the connection of those touch points. You have to be everywhere, but you also have to be you. Perfect marketing is less important because people really are seeking you. Even from an organization viewpoint, they are expecting a human and personal experience.

How do you go about creating this new wave of marketing in your organization? My advice is that you have to create a continuous learning cycle within your company. This is best done by starting out with a learning system, a structured program and a Marketing coach. This is self-serving to say the least, but it is what I truly believe.

I use the Duct Tape Marketing System as the learning system and the structured program to get someone started. I am not going to go through the entire program, you can do that here, but it will set you on the road to success and provide a foundation for you to build from. Without going through these necessary steps, you will never fully defined your marketing needs and just continue to respond to the marketing idea of the week. I cannot tell you how many phone calls I get weekly a call from an Ad Rep telling me about the next greatest deal. Please take note: It's not about the money, it's about the target!

Now, the coach is pretty important. I am not going to talk about that even Tiger Woods has a coach, or you need someone to keep you on track, hold you accountable and all that garbage. I am going to discuss about someone that has been there done that in the real world. I am also going to mention another cliché: Talk the talk and walk the walk. I can only talk for myself, I walk my system. I believe in the Duct Tape Marketing philosophies. I practice them. If you think that is not true, just look at my Tag cloud on my blog. Look at my Alexa score, Hubspot rating and Twitter feeds. They are better than the vast majority of corporations and certainly better than most individuals. Why is that? I simply follow the practices that John Jantsch of Duct Tape Marketing has taught me. Have I added a few tricks of my own? Certainly - Authenticity, Personalization, Differentiation and building your Core Message is what I have learned in my Continuous Learning cycle. What can you gain from that expereince? You will simply short-circuit your learning curve by having a coach on board!

Do you have Continuous Learning going on in your Marketing?
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2 months ago
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CAN THEORY OF CONSTRAINTS AND

From: Business901
Description:

Bob Sproull was my guest on the Business901 podcast. Bob is an experienced manufacturing executive with a distinguished track record of achieving improvement goals in Manufacturing, MRO, Quality, Product Development, and Engineering. His experience base ranges from low-volume custom products (truck bodies) to process industries (tires) to service industries (Maintenance, Repair and Overhaul). He is a nationally known speaker and author on problem-solving and statistical techniques, as well as his latest book on implementing an integrated Lean, Six Sigma and the Theory of Constraints.
2 months ago
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Awesomely Simple

From: johnspence
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A brief overview of my book on business excellence
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The Six Keys to Business Succe

From: johnspence
Description:

I put this vidoe together in January of 2009 -- but it is just as relevant today!!!
2 months ago
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Making the very complex...awes

From: johnspence
Description:

"Making the very complex...awesomely simple” is no mere catch phrase, it is truly John Spence’s mission in life. Driven by an insatiable curiosity to understand the fundamental aspects of what it takes to achieve and sustain excellence in business and life, John Spence has earned a reputation as a leading authority in the areas of Strategic Thinking, High-Performance Teams, Advanced Leadership Development, and Delivering Consistently Superior Customer Service, making him one of the most highly sought after executive educators and professional speakers in America.

At the age of just 26, John was named CEO of an international Rockefeller foundation, overseeing projects in 20 countries and reporting directly to the Chairman of the Board, Winthrop P. Rockefeller III. Two years later John was nominated as one of the top CEOs under the age of 40 in Florida and Inc. Magazine’s “Zinc Online” recognized him as one of America’s up and coming young business leaders.

For the past 14 years, John has presented workshops, speeches and executive coaching to more than 300 organizations worldwide including; Microsoft, IBM, GE Capital, Abbott, Merrill Lynch, Black Rock, NCR, AT&T, The US Navy, Alltel, Lanier, Verizon, Qualcomm, State Farm, and dozens of private companies, government offices and not-for-profits. John is also the author of “Excellence by Design – the six key characteristics of outstanding leaders” and “Awesomely Simple – essential business strategies for turning ideas into action” and has been a guest lecturer at over 90 colleges and universities across the United States including Harvard, Rutgers, Brown, Stanford and the Wharton School of Business at the University of Pennsylvania.

Affectionately referred to as the “Human Cliffs Notes” by many of his clients, John is known for taking massive amounts of research combined with his personal hands-on experience to deliver timely, focused, results-driven programs. For example, to create carefully customized workshops and presentations that reflect the newest research and most current thinking, John reads at least 100 business-related books each year and listens to an additional 30-50 audio books, giving him an incredible depth and breadth of knowledge which to draw from.

John has served as “Executive in Residence” for the University of Central Florida’s Technology Incubator; as a Special Advisor to the Rawls College of Business at Texas Tech University; as a lead instructor for the University of North Florida’s Executive Education division; on the Board of Directors for the University of Florida’s Center for Entrepreneurship & Innovation; as an advisor to the University of Florida’s Leadership Development Institute and as a senior instructor at the Cornell University Leadership Development School.

His work as a business advisor and executive educator has taken him on assignments to Hong Kong, Japan, Germany, Austria, Mexico, Latin America, the Bahamas and Canada.
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johnspence

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