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Sustainable Lean Businesses Add Marketing to the Mix
01 Mar 2006
Manufacturers need to look up from their production lines and recognise that their ability to sell products and services and raise awareness of why customers should buy from them, rather than their competitors, is as important as their manufacturing skill, says Arthur Richardson, director of the South West MAS.
Each company has a target audience that it must reach in order to attract new business and this can be done in a cost-effective manner.
The key is to make sure that marketing activity is aligned to commercial plans for growth; that it is targeted at the right market; and that it is evaluated it to assess the impact of any investment made.
This is not unlike the principles of lean manufacturing in terms of following the 'Plan, Do, Check, Action' cycle.
There are a range of marketing techniques that can produce results, dependent on the size and type of organisation, from advertising, telesales and public relations to exhibitions and direct mail. As when investing in capital equipment, you first need to decide which areas of your business require support; select the most fit for purpose; ensure you have the skills to utilise it fully; and then evaluate the results.
The first step is to build a marketing strategy. The South West MAS, and its partner organisations, offer a range of workshops and seminars throughout the year to give advice and provide low-cost solutions on how to market your company and products effectively.
www.swmas.co.uk
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