Why do business owners think that marketing will slow them down?
I see this often: A business idea gets developed to the point where Marketing gets into the room and immediately everybody braces themselves for a major speed-bump.
Because “Marketing” is going to slam on the brakes and talk about strange things like emotions, designs and words.
Marketing – by its nature – is about putting things “out there” into the open and this requires extreme caution.
Marketing is famous for setting vague timeliness and insist on big budgets.
So Marketing is a spoil sport. It throws caution to the wind. It insists on perfection. It takes its time. And it demands lots of money.
But it doesn’t have to be this way.
Marketing should be a source of massive momentum.
It boils down to so called “agile marketing” where perfection is the enemy and speed is the goal. The aim is to get it out there now, and learn along the way.
The “agile movement” has its roots in the technology startup industry as this article explains it: It’s a methodology [that] favours experimentation over elaborate planning, customer feedback over intuition, and iterative design over traditional “big design up front” development.
But how does agile marketing look in practice?
Example of agile marketing:
a Client recently asked me for advice on how they should market a new product that they wanted to launch ASAP.
As we were discussing the project I could sense the tension in the room building. Everything was hinging on sorting out the marketing issues. How long will the design take? What advertising should we buy? How much will it cost? What research needs to be done? How long is this going to take?
At this point I asked: Apart from the marketing stuff, what stops them from launching now? The answer – nothing. Everything was in place to manufacture and distribute immediately.
So my recommendation to them was to launch immediately. LETS GO!
Instead of a classic product launch cycle that takes many months I proposed that they do everything at the same time as they move along at speed . We developed a plan that allowed them to launch the product, get consumer feedback, make design changes and build support activity simultaneously.
In short, I suggested that they move faster!
This is the future of marketing: an enabler of business momentum. Not a drag.
Brace yourself for speed: Marketing is entering the room.
Image source: https://flic.kr/p/3TCgVf