What is Lean Marketing?

By LowCal Media, February 10, 2020 

So what exactly is lean marketing?

The Lean Marketing Methodology is an exciting new addition to the digital marketing landscape because it uses data to get results quickly & cost effectively.

Lean has recently begun to make its way into the marketing industry and its impact is already being felt. Before we explore the specifics of Lean Marketing, we must lay the foundation.

What is Lean?

Modern Lean Methodology is a time tested, proven approach to solving problems and improving process by reducing waste that maximizes value to the customer. Simply put Lean is based on two simple concepts; respect for people and continuous improvement. The University of Iowa defines a healthy Lean culture as one that starts at the top and “encourages individuals and challenge preconceptions about the way they do what they do.”

A Brief History

The roots of Lean Manufacturing (Just In Time) originated with Henry Ford and influenced by Eli Whitney with the concept of interchangeable parts. The origins of modern Lean derives from the Toyota Production System (TPS) which Maximizes “production efficiency through elimination of waste”. Following Toyota’s lead, many industries have adopted Lean Methodology and Continuous Improvement including Manufacturing, Healthcare, Banking, and Marketing.


From the customer’s perspective, everything a company does either adds value or does not. In Lean, if something consumes time or resources and does not add value it is identified as waste. If you can identify waste you can remove or reduce it in processes. Below are the 8 wastes that occur in processes.

Defects – Effort initiated by rework or incorrect information

Overproduction – Production that is complete before it is needed or more than what was necessary

Waiting – Time waiting on the next step in a process

Non-Utilized People Potential – Not or underutilizing the abilities, knowledge, and skills of the team

Transportation – Excessive or unnecessary movement of materials or products

Inventory – Excess products and materials that are not being processed or utilized

Motion – Unnecessary movement by people

Extra-Processing – More work or more quality than what was needed for the job

The acronym in the 8 wastes above spells out DOWNTIME, which is exactly the effect of waste on an organization. A reduction of waste and downtime increases productivity and value to the customer.

Traditional Marketing vs. Lean Marketing

In traditional marketing, the final product is determined beforehand, and teams can’t adjust and adapt throughout the creation process.

Lean Marketing on the other hand is always transforming.  It builds on small ideas, takes them to the market, measures results, learns, and repeats using the lessons learned.

Agility and responsiveness separate effective marketing from the status quo resulting in more leads, better prospects and greater profits.

Our Lean Marketing Solutions can help grow and stabilize your company’s revenues quickly, in the most economical and predictable way.

Remember, if you aren’t measuring you are guessing therefore gambling your marketing budget.

LowCal Media reduces waste without gambling our client’s marketing budget by adopting Lean Methodology and Continuous Improvement into our processes and culture.

Want to maximize your marketing efforts cost effectively? Not sure where to begin in the digital landscape? Contact our expert team for a free evaluation.

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