Creating a Successful Marketing Plan Without a Crystal Ball

October 14, 2020
12:00 PM - 1:15 PM

Zoom - Online Meeting

Creating a Successful Marketing Plan Without a Crystal Ball Using The Lean Marketing Approach

Lean marketing is a minimalist, iterative marketing strategy that works particularly well in a turbulent or unpredictable market. Similar to agile marketing, it is a process that allows you to tweak your marketing strategies often to analyze what is working and what isn’t. Lean marketing builds in time for frequent evaluations and iterations, so you can adapt and tweak your marketing strategy as you get feedback, as the market shifts, and as your competitors unleash their strategies. Change is inevitable. Rather than investing significant time and resources into perfecting your campaigns and tactics, lean marketing encourages running experimental trials during the process because when you fail early and often, you will actually save time and money learning from best and new practices.

In this SMPS Fellows led forum, we will begin by discussing the 10 benefits to lean marketing prior to breaking out into small zoom break out rooms to discuss how to develop and implement these types of marketing plans.

About the speakers:

Melissa Lutz, FSMPS, CPSM | Principal, Champlin Architecture

Melissa Lutz is a Principal at Champlin Architecture, and a member of the corporation’s Board of Directors. A member of SMPS since 1992, she was named a Fellow of the Society in 2010. Melissa is currently the Past President for the SMPS Society Board of Directors President and is a Past-President of the SMPS Foundation. Melissa serves on the executive committee of the Cincinnati Urban Land Institute’s Women’s Leadership Initiative team. She serves as a committee member and Past-President for the Greater Cincinnati Chapter of Commercial Real Estate Women (CREW), a board member of the Northern Kentucky Chamber of Commerce, Diverse by Design-Agenda 360 Committee Member and a member of the Advancement Committee for the Children’s Home of Cincinnati. She also volunteers for the Carnegie Arts Center, and donates her time to Suits That Rock- an effort which has raised almost $1m for children’s arts educational programs. A Past-President of the Greater Cincinnati Chapter, Melissa continues to volunteer with her chapter and assists with various committees and initiatives.  


Doug Parker, FSMPS, CPSM | Principal, Elevate Marketing Advisors

Doug is a strategic marketer and brand champion with more than 24 years of experience in professional services marketing and firm management serving as CMO & COO for firms where he managed all aspects of operations including human resources, accounting, marketing, IT, and administration. He began his career in the A/E/C industry in 1996 and has served in leadership positions for firms ranging from a 30-person sole proprietorship to a 250-person national firm with nine offices. Today, after taking a year-long sabbatical, Doug is a Principal of Elevate Marketing.

Jen Newman, FSMPS, CPSM | Principal, Elevate Marketing Advisors

Jen grew up going to work with her dad who was a GE Regional Customer Service Manager. She admired how he cultivated people through mentorship, motivation, and training. Over 20 years ago, Jen entered the professional services industry looking for a job and instead built a career followed by a successful agency coaching brilliant, technical professionals out of their comfort zone to connect with clients to build businesses that support families and communities using many of the techniques she learned from her dad. The role of passionate people cultivator has become her family legacy and continues as her two children have also joined the industry. Jen’s mission is to raise a new generation of firm leaders that are confidently, and enthusiastically helping their firms grow. As Elevates official "Energizer bunny", Jen guides Elevate clients in creating successful business development plans that accomplish plan goals while building their relationship development skills because business development is everyone’s business. Her unique approach to engagement coupled with customized programs using real examples, real clients, and real plans with action items, and methods of accountability ensure learning is extended to implementation. And, Jen makes the process fun!

Gabe Lett, FSMPS, CPSM |Sr. Marketing Specialist, ALLGEIER, MARTIN and ASSOCIATES, INC.

Gabe Lett, CPSM, FSMPS is a veteran of A/E/C marketing and business development. He has served three consulting engineering firms over a 16-year career. He is a published writer, contributing numerous articles educating and promoting best practices for A/E/C marketing professionals. Gabe also presents for several SMPS chapters and regional conferences on a range of topics. His background as a Licensed Professional Counselor gives Gabe unique insights into the marketing profession.


$0.00 Member Registration

$15.00 Non-Member Registration

$150.00 Event Sponsor