Grzegorz Górzyński (Greg) from Project: People was the speaker at our latest Partech Shake and Learn, this time regarding Lean Marketing. As a Lean Marketing consultant and strategist, Greg helps you to successfully create and enhance your marketing campaign based on this method, with easy-to-measure results and achievable goals.
MEET OUR SPEAKER
In 2019, Grzegorz Górzyński (Greg) managed and took part in 11 strategic processes with Project: People clients. Before joining Project: People, Greg cooperated with major companies such as Facebook, Capgemini, and Eataway.
Project: People is based in Poland and helps companies to define their products and services, develop business, UX and marketing strategies, and then test and implement them. Project: People works with clients from 14 countries and is now entering the French market. In total, 60% of its clients recommend their services or return with a new project.
LET’S START WITH A DASH OF THEORY
What does “Lean” mean?
“Lean” is a word most often associated with “Lean Manufacturing”. This methodology was invented by Toyota in Japan as a way to deal with huge waste issues - time, equipment, and processes - and to optimize the entire car manufacturing process.
The Lean Start-up method, based on Lean method principles, was developed to create businesses with minimal time and money waste. The method took off after Eric Ries’ book, The Lean Start-up, was published.
Lean Manufacturing and Lean Start-up are concepts that have different principles but are based on the same values: eliminating waste and problems; continuous improvement; optimizing; testing and measuring; validating learning; and respecting people and their work.
WHAT IS LEAN MARKETING?
When Lean Manufacturing and Lean Startup elements are included in marketing activities.
How can I use it?
1 // The Kanban board
This is a board to help visualise processes so that everyone can see different task status. The simplest Kanban board is made up of 3 steps: To do / Doing / Done. When a step is finished, you move it across the lists up to Done. Kanban boards are mostly used for IT or manufacturing.
And for marketing? Trello, an online tool that allows the user to simply create their own personalised Kanban board, can be used to visualize different processes. We use the following Kanban board to create our social media posts:
To write / To review / To translate / To proofread / To post / Posted
2// Eliminate blockers
Example - creation process for social media posts:
We use OKRs and KPIs to measure our social media post creation process:
To write: 8 posts / week →To review: 4 posts / day →To translate: 4 posts / day →To proofread: 2 posts / day →To post: 2 posts / day →Posted
Where is the blocker in this example? It’s at the proofreading stage. We have at least 4 posts translated a day, but our proof-reader can only proofread 2 posts a day. We post every Monday and used to send our posts to our proof-reader on Friday.
How can we eliminate the blockers? We can either hire another proof-reader, be more efficient, stop proofreading, or write less, but this very much depends on your needs.
Here’s what we did: we changed our post-delivery from Friday to Thursday so that our proof-reader has more days for this task.
3 // Eliminate waste
What is one of the biggest wastes that marketers make? Spending too much time on unproductive meetings.
We used to meet every week to discuss our key partners, activities, channels, target groups, cost structure, resources, and leads, etc. But, we realized that some items, such as key partners and cost structure, could be discussed on a monthly basis, rather than every week. If you want to be more efficient, you need to identify what needs to be discussed daily, weekly and monthly and then organise your meetings accordingly. You can hold daily Slack meetings, so that everyone records what they do every day and what needs to be done. In this way, everyone can see everyone else’s work.
Example - eliminate content waste: if content is used only once then it is a waste of time and content. Capitalize on content and re-use it differently, many times. We created a canvas for our client using post, topics and distribution categories. Imagine you’ve created a video; you can then write an article using the video’s content, then a Fb post from the article and then a Twitter post.
For example, we can create a YouTube video on the topic of “What IT recruiters need to know”. You can write a LinkedIn article based on the video, then organize a “Do recruiters need to be able to programme?” event, followed by an article on a blog for recruiters, and a Facebook infographic on what recruiters should know about IT.
Besides distributing your content differently, you should also spread out your content publications over time: timing is key.
Some clients create a new graphic design for each new post, but this is not necessary. You can also save time and money by using a template which allows you to change the graphic yourself, and subsequently adjust it to align with your needs.
1 // Working in sprints
At Project: People, we work in sprints. Both strategy and UK teams. Let’s take Strategy sprints as an example. We need around 5 weeks for them:
2 weeks (2 sprints) for research & prospects (we start by carrying out research with our clients’ clients or our prospects and workshops with our clients) →1 week (1 sprint) for analysis →1 week (1 sprint) for validation →1 week (1 sprint) for strategy.
You usually don’t need six months to create a marketing strategy: we try to take less time because company strategy changes over time and your market and industry may change dramatically over 6 months. At Project: People, we validate our strategy process every quarter.
2 // Validating learning
Lean principles are about validating something and learning from it. In Lean, start-ups use the build / measure / learn circle.
If I create my own company, I may have a specific idea about my target audience or client, however it is difficult to know exactly who you should be targeting. To solve this issue, your persona or target group can be shown on the Rogers curve which classifies those who adopt innovation into different categories. The curve shows that some people are more open to adaptation and change than others: innovators (drive change) (2.5%) / early adopters (try new ideas but in a careful way) (13.5%) / early majority (accept changes more quickly than average) (34 %) / late majority (sceptics) (34 %) / laggards (traditional) (16%).
We organized a workshop with the founder and two brand managers of one of our clients, an eco-cosmetic company. When asked their client demographics, they each gave different client target groups. This is a major problem because you need to create content for different types of clients because different clients want to hear different messages and have different problems. This is a blocker for the company.
The best way to learn how to communicate with your clients is to talk to them. We carried out a double validation with in-depth client interviews and online client surveys. We found out that their clients are in the early majority category: even if their products are eco-cosmetics, their clients fall into the ‘easy majority’ category, not innovators. They are mothers who want skin-friendly cosmetics.
These findings impacted their communications strategy: for example they used to portray models in glossy magazines using their cosmetics and, because their clients are real people who want to know about the brand, we changed this to photos of the company founders in their working environment.
3 // Minimum Valuable Product (MVP)
MVP is the version of a new product which allows a team to collect maximum validated learning about customers with the least effort. The idea is to see whether your customers will actually purchase your product.
MVP is mostly used in IT. But how can it be used in marketing?
There are many ways to learn about your customer’s interest in your product without fully developing it:
Start a Fb Live instead of organizing a webinar, because webinar entry barriers are high. It is necessary to have a flawless internet connexion; there are often limited participants; it may not work from the outset; and it can come at high financial costs, etc. Facebook Live is easy. If people don’t look at it, then they won’t follow your webinars.
PR note instead of prior written article.
Small meetup instead of a conference.
Facebook Group instead of a market place platform.
Simple OKRs instead of complicated ones: how many pieces of content did you post on LinkedIn last week? How many of them were related to your key service or product?
Newsletter to validate an idea, rather than creating online courses.
All of these can help you save time, and therefore, money.