Colorado manufacturing companies have embraced lean manufacturing, formed task forces and are actively sharing ideas, opportunities and resources to help them stay in business and hopefully grow. One element that has not been talked about much yet, but is equally important is “Lean Marketing.”

Lean manufacturing, a philosophy aimed at eliminating waste from the production process, has helped thousands of corporations in Colorado and around the world improve productivity in their manufacturing processes. However, the growth of these companies is now being constrained by their inability to increase sales and fill the newly found production capacity.

The challenge of marketing is to fill the increased capacity with orders. “It doesn’t make much sense to spend the time and money to employ lean manufacturing tactics and continue on with fat marketing, or worse yet no marketing,” according to Greg Snyder, president and CEO of Incognito Marketing. “Lean marketing is a very effective way to turn the increased capacity gains achieved from lean manufacturing into increased sales and growth.

Lean marketing focuses on enhancing effectiveness and results, shortening the timeline for success, while maximizing investment dollars. It includes three elements: Flow, Pull and Results.

  • Flow: The steady, consistent and meaningful flow of information out to your customer base which reinforces and builds on your value proposition in the market.
  • Pull: The compelling marketing messages prompt a quick response and create viable business leads.
  • Results: The quality of leads generated, and the overall awareness of the company, shortens the sales cycle and generates better and faster results.

“In today’s market, manufacturing businesses need get out of survival mode and embrace real business growth, added Snyder. “To do this they require marketing solutions that create the right message, get it to the right people, generating the right results with no extras. That is the essence of lean marketing.”