The “Lego set” marketing approach

I’ve loved Lego ever since my uncle gave a big box of it to my sisters and I when we were really little. Stored in a biscuit tin, the multi-coloured pieces gave the opportunity to dream and create whatever we wanted - from houses and castles to trains and spaceships. However, whilst I loved making things from it, they didn’t always match the picture I had in my head!

So imagine my delight when I finally experienced a Lego set with all the needed pieces and full instructions. I loved that I knew what my object should look like when it was finished AND that I could successfully create it!

Effective marketing strategies and plans are similar to those wonderful Lego instruction booklets!

• There are clear objectives - like the Lego box picture showing what success will look like

• Strategies and plans giving a roadmap of what to do and when - just as the step-by-step instructions given on each page of a Lego instruction booklet

• Regular checkpoints to assess performance and therefore ROI - demonstrated by the, “it should look like this now” illustrations in the Lego instructions.

Sounds simple right? However, companies often face a stumbling block, just like I did when I was a child playing with Lego - how to make sure their marketing strategy and plan matches the image of success they want?

Lego have teams of specialist Model Designers to develop their kits. They know all their pieces, what works with what, and can predict how strong and how things will look when a group of them are put together. They use their experience to work out the best way to build models so others can enjoy the end results.

Strategic marketing consultants are the model designers for your lead generation. They help you to work out what your marketing success should look like (objectives), which strategies and tactics you can use (roadmap) and develop the checkpoints (KPIs) along the way to ensure a return on investment.

Interested in exploring this further? Contact us to arrange a no-obligation chat.

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Hannah Welch is a strategic marketing consultant based in NSW Australia. She specialises in giving strategic marketing advice and marketing mentoring to ambitious and disruptive B2B companies wanting to build strong sales pipelines and create business growth.