Websand’s 4c’s of Lean Marketing

24 Oct

Cross-posted from http://websand.tumblr.com/post/64943457922/websands-4cs-of-lean-marketing.

Saul Gowens writes:

“I launched this idea as part of a talk at a Lean North East on Monday night.

This also included historic footage of Lisa Simpson creating the Lean Start Up – but that is for another post.

The idea for the 4C’s is to suggest a framework to apply for the creation of marketing processes with any business.

The rationale around that in my experience few smaller businesses create a marketing process. The 4cs also helps move a mindset away from Lean methodologies simply being applied to software, after all it emerged from a smash up between Japanese processes commonly applied in manufacturing.

So the four C’s…

Customer

Targeting the audience of your marketing message, and the behaviour change you want to influence (aka your marketing objective).

This sets your hypothesis

Code

I recall Doug Richards referring to “marketing as code” in one of his marketing themed school for start ups.

So which code relates to your target audience. This can be existing data, webpages or social media. Anything that needs help from a techie fits here.

Calibration

Here is your core brief. What elements with your control are you going to change.

Here at Websand HQ we believe that time is a key factor in finding the sweet spot on marketing messages.

The emotion involved in buying decisions make timing really important.

This can also be the basis for your A/B test so remember to test one change at a time wherever possible.

Consistency

A lot of Lean methodology is considered to be common sense.

If it ain’t broken don’t try and fix it.

This is your measurement and consideration step.

If the results work, then look to apply the process consistently if that is relevant.

If not then make sure you document your learning for future reference, then (if relevant) pivot within the earlier process and repeat.

We are big believers in this stuff and at Websand we are helping ecommerce businesses to create, measure and learn the results from marketing processes for their businesses.

Hope this makes sense to you and is useful. Any questions or feedback please get in touch.

Saul (@websand)”

Saul’s Slides