Lean Marketing by Ade Asefeso MCIPS MBA

LONDON - April 10, 2013 - PRLog -- Lean Marketing: Why Lean Marketing?

That’s the question that Ade Asefeso answers in his new book “Lean Marketing”

Ade said “The Lean Marketing process is actually nothing new.  The business tactics it employs are all well known and widely used.  Despite this most businesses do not follow them in any particular order or manner.  What makes Lean Marketing special is that it organizes its techniques in to a coherent, easy to follow strategy. These steps can be followed step by step to not only launch a successful business, but stop you from launching an unsuccessful business.”

Visit http://www.booksonline.aaglobalsourcing.com/books for details.

Ade added by saying “The key aspects of lean marketing are:

·         Market Targeting
·         Validation
·         Minimum Viable Product
·         Goals
·         Improvement
·         Scale-ability”

We ask Ade these key aspects of lean marketing sounds like common sense, but how can we apply it to marketing?

Ade answered by saying “Let’s go through it piece by piece.

Market Targeting

Finding out your target market seems obvious, but have you done it in your business? Don’t just select a target audience, research what your audience needs, and ask them what they want. Whether you are doing content marketing or Pay Per Click (PPC), targeting your efforts at the correct audience is key. Asking someone if your PPC ad probably will not get much of a response, but asking them what they need tells you what you need to focus your advertising on. Avoid going broad; narrow down who you want to be affected by your marketing.

Validation

Do initial testing before you go on an all out campaign, find out what works, make sure that whatever campaign you run, be it PPC or otherwise, try things out on a small sample, see if it brings you interest before making a full scale campaign. Validating a marketing idea is much harder than validating a product. With a product, you can simply ask your target audience if they would buy it, if it does what they need.  You cannot ask a person if they like a marketing method. This means that validation of a marketing idea comes down to testing.

Minimum Viable Product

Minimum viable product is quite simply the least amount of work you can do before launching a product. Finding a way to create a minimum viable marketing campaign is difficult, it doesn’t fit in to the product model, but there are some things you can learn. The simplest form of a minimum viable marketing product is to take your validated marketing ideas, and form them in to a campaign focused only on those validated idea. Don’t over-complicate things, just implement what works.

Goals

Setting goals gives you an aim, something to shoot for. Goals are often misunderstood, but they perform an important role.

·         They let you plan for a future what you want to achieve.
·         They give you an aim, something to achieve.

Improvement

Once you have a minimum viable product, and you have goals, it is time to start reaching and exceeding your goals. Improving a product to customer’s needs is the focus of a lean company, in marketing we improve based on response to our advertisements. This might be test bed campaigns, A/B testing, backlink types, landing page optimization, or social interaction; by improving your campaign, you can extend your goals based on testing, and see continual ongoing improvement.

Scale-ability

So you know what works, and you can improve it. Now it’s time to expand.  Again, scaling a product is very different to scaling a marketing campaign. Scaling a marketing campaign is difficult, and varies wildly from case to case.  Despite this, it is something you must learn to do, especially if you find a profitable marketing technique that offers a consistent Return on Investment.”

Ade spent a lot of his time representing various companies either at supply chain level, operational level, sales and marketing level, and senior executive level across Asia, North America, Africa, Eastern and Western Europe.

Ade is currently the CEO of AA Global Sourcing Ltd. A company that helps local businesses outsource so that they can enjoy the benefits that used to be enjoyed by big corporations for years.

All this still doesn’t make mention of Ade’s increasingly successful career as an author, of numerous books on Finance, Business Ideas, Personal Development, Self help, Outsourcing, Lean Manufacturing, Agile and Lean Office, Lean Office, Six Sigma, Lean Startup, Lean Procurement, Lean Implementation, 5S for Supervisors, 5S Home, Lean Handbook, Lean marketing, Lean Sales and marketing, Green Manufacturing, Supply Chain Management, Real estate and Online Marketing.

Ade concluded by saying “Like the folks in manufacturing who examine each individual element associated with building the product, professional marketing people are going to have to sit down and apply the same rigorous scrutiny to their own processes.”

Visit http://www.booksonline.aaglobalsourcing.com/books for details.