Archive for Duct Tape Marketing
The Marketing Funnel using Six Sigma DMAIC Methodology
Posted by: | CommentsIf you search Google, there are 88,800 thousand images for the marketing funnel and 38,100 for the marketing hourglass depicted. All having a little different twist going from the Duct Tape Marketing Know, Like and Trust to the Awareness, Consider, Prefer and more. All of them depicting a systematic way to go from initial contact to buy and many of them adding the referral and repeat stages. I believe a systematic way to manage your marketing should not be an option but a fundamental of marketing. However, with this many options can there be a system?
In previous blogs, you have heard me mention that one of the main culprits is variation and the lack of proper segmentation. We think of segmentation both in a horizontal fashion and a vertical. Horizontal will typically result in segments such as: Direct, Internet, Distributor, Joint-Venture and so on. The vertical aspect of your Marketing Funnel is the image on the right depicted below. This funnel allows you to assign different products to each process stage in the hope of maximizing efforts.
However, if you attempt to improve your Marketing Funnel, how would you go about it? Being a Lean Six Sigma Black Belt, the Marketing Funnel bears a close resemblance to the DMAIC process of Six Sigma. Not that I am trying to replace the marketing funnel with DMAIC, but it certainly would not hurt to analyze the resemblance to improve our marketing process. And if you know anything about Lean Six Sigma, the one thing we will attack is variation. However, just using some generic definitions of DMAIC and relating them to the Marketing Funnel can create some interesting observations.
Define
Purpose: Identify the clients, their needs and requirements.
Deliverable: State the need of the client (CTS) and the problem
Measure
Purpose: Quantify Process Performance
Deliverable: Determine baseline process performance
Analyze
Purpose: Identify, Verify and Quantify Root causes
Deliverable: Statistically linking input with output
Improve
Purpose: Create the Solution and Validate
Deliverable: Optimizing Process Operating Conditions
Control
Purpose: Document and Standardize Process
Deliverable: Meet Critical to Quality(CTQ) consistently (Involvement)
Looking at your Marketing Funnel from the DMAIC viewpoint is not that far-fetched, is it?
Related Posts
Your Marketing Vision should define your Customer’s Core Problem
Following the Customer’s Need in your Value Stream Map
Have you ever forgotten the obvious – Duct Tape Marketing
Posted by: | CommentsHave you ever forgotten the obvious? I do not believe that I have ever featured Duct Tape Marketing: (The World’s Most Practical Small Business Marketing Guide
) Book on my blog. It has sold over 50,000 copies in hardback, paperback and Kindle editions and has been translated into Croat, Indonesian, Korean, Portuguese, Russian, and Spanish and never once appeared in the Business901 blog. Since this writing, John Jantsch has been at the forefront of Social Media and Referral Marketing. His new book on Referral Marketing is due out in the spring of 2010.
In the Duct Tape Marketing book, John Jantsch, the author has really focused on three areas that I feel are the most important: Simple, Effective and Affordable strategies for the Small Business Owner. John effectively followed these terms throughout the book. Take a look at the excerpt and see if you agree: Google Books.
BTW r u tweeting ur customers http://ow.ly/EkP9
Posted by: | CommentsDo you know what that means! If you don’t you should seriously consider taking the Social Media Training that I have been hyping the last few days. The other day in a tweet I saw this statement: “I showed my Dad how to turn on the computer. I wonder what my kids will be showing me.” It was in a Duct Tape Marketing thread but I don’t remember if John said it or not. However, are you ready for where Social Media will take you next year? Are you ready to participate? Do you have your ducks in a row?
Ask yourself:
Will there always be regular mail?
Will you always have faxes?
Will you always have e-mail?
My kids don’t talk, they text – are they my next customer?
BTW r u tweeting ur customers http://ow.ly/EkP9
Sign up for the course! In the comment section of your order expand the Title Tweet to long form. It does not even have to be correct! Just make the attempt, I will send you a free Duct Tape Marketing Book and the first five will be autographed.
The special offer on the course stops at Midnight November 22nd.
IF YOU WANT TO BE ON-LINE, YOU NEED TO LEARN ONLINE
P.S. Normally on Sunday I have a blog post from an affiliate of mine. This Sunday, I decided to be my own affiliate and promote the Business901 launch of the Duct Tape Marketing Social Media Pro.
