Step 2: Build A Customer Factory (Marketing)

Marketing is your firm’s single most important success factor.

Frank Felker created The Customer Factory Marketing Model in the early 1990s to explain successful marketing fundamentals to small business owners using a factory assembly line illustration.

  • 1. Design Your Customer
  • The 80/20 Rule
  • Profit Most from Those You Serve Best
  • 2. Pick Your Process
  • Your Marketing Assembly Line: Retailer, Contractor, etc.
  • 3. Tool It Up
  • Web, Print, Direct Mail, Direct Sales, etc.
  • Placed Systematically Down The Line
  • 4. Turn It On
  • Flip The Switch and Let It Run
  • Track, Test, Tweak, Repeat