MM11 - After the Pilot Program
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After completing a pilot program, there are several important steps to take. First, define what constitutes success for the pilot upfront. While the pilot's success is likely if the "New Way" plan is followed, it is just the beginning and the full implementation should be the goal. Be prepared for both positive and negative attention on the pilot. If it is successful, look to expand the pilot by extending, cloning, or creating new pilots with the same goals while requesting additional resources. If the pilot fails, determine what went wrong - the topic, execution, audience, or product - and try again without giving up or listening to detractors.
MM11 - After the Pilot Program
- 1. After the Pilot @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 1
- 2. Success! Now What? @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 2
- 3. Plan for Success Define “success” before you pitch your pilot program. Success is highly likely if you follow the “New Way” plan. The Pilot is just the beginning (launch) of the full implementation of the “New Way”. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 3
- 4. Be Prepared for Attention Good attention Bad attention Demand for programs, campaigns, tactics or strategy not aligned with your AFMS @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 4
- 5. Be Ready to Expand the Pilot Extend the original Clone the original New pilot with same goals Ask for resources @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 5
- 6. What if Your Pilot Does Not Succeed Figure out what went wrong Wrong topic, poor execution, wrong audience, product based Don’t give up – try again Ignore the detractors & cement alliances Set expectations ahead of the pilot – don’t guarantee success @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 6
- 7. Takeaways 1. Plan for success. 2. Have a grand vision of the New Way in mind. 3. Ask for resources. 4. Expand gradually to change cultures. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 7
- 8. Congratulations, you’re on your way to a New Way to Market! Join the Manufacturing Marketing Institute – MM Academy today! @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 8
- 9. Manufacturing Marketing Academy Contact me to reserve your spot before May 1st and receive the Early Adopter rate (25% off the normal rate of $2500 per month.) [email protected] 303-953-4361 Skype: mmmatters Website: manufacturingmarketinginstitute.com 30 day money back guaranteed if you are not completely satisfied. • Opens May 1, 2016 • Limited number of students • One-to-one coaching sessions • Private knowledge group of like minded manufacturing marketers and mfg marketing experts. • Private group webinars every month. • Unlimited emails and Skype chats with Bruce. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 9 Bruce McDuffee, Founder and Executive Director Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan to pilot to success. Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan to pilot to success.
Editor's Notes
- #2: Hello Manufacturing Marketers and welcome back. In this lesson, we talk about what happens after your pilot program. If you’re on board with the new way to market for manufacturing, your ultimate objective is to change the way your mfg company goes to market. Instead of pitching products to gain awareness, traffic, leads and more revenue with engagement at the top of the funnel, you are engaging by offering expertise, useful and helpful information or education. The pilot program will prove the concept and from there, your mission, should you choose to accept it is to push the concept further. I’ll talk about what happens after a successful pilot and what happens after a failure.
- #8: Unless it is an A-B test.
- #9: You’ve proven the concept, got attention and received permission to proceed with an expansion. There’s still a lot of work to do, but I guarantee it will be worth it. Your company will begin to take market share from your competitors and growth rates will start to increase. We’ve just completed lesson 11 and there is only one more lesson left an you will have completed the course. In the last lesson we’ll talk about why it’s so important to be the first mover in your competitive space. Thank you and I’ll see you at the next lesson. Now let’s go out and advance the practice of marketing in mfg today!