Optimising Resources through 'Doing Different with Less'

As marketers, we're constantly being harangued, nay insulted, to "do more with less". Insulted? Yes. It's as stupid and inane a saying as less is more and it's generally used by those who use budgets to rule. You can't 'do more with less' any more than you can perform alchemy. One person in history did manag to feed 5,000 with a few loaves of bread and some fishes. But, the rest of us need to resource our activities using money, not miracles.

We asked Maya Price, SAP’s Global Head of Field Marketing Event Management, how she was handling uncertainty and tough trading conditions. 

She said: "I'm doing different with less". OK... now this is getting interesting.

Maya's phrase encapsulates a more realistic mindset. One that emphasises creativity and resourcefulness within the constraints of limited budgets. It’s about shifting focus from what we lack to what we can achieve by maximising the assets already at our disposal. 

And so, this blog post takes peek into the smart stuff Maya shared in episodes 66 and 67 of the Unicorny Podcast. But we also looked through our back catalogue and cross-referenced the themes Maya brought up. The desire to overcome "more with less" is one we're all struggling with, so we're pleased to point you towards other experts who echo Maya's thinking.

Finding the Sweet Spot: Standardisation vs. Customisation

One of the most significant challenges in global marketing is balancing the need for consistency with the demand for local relevance. Standardisation can lead to efficiencies and cost savings, but it often risks alienating local markets if it becomes too rigid.

Maya suggests that the solution lies in standardising core brand elements - such as brand guidelines, visual identity, and messaging framework - while allowing local teams the freedom to customise specific aspects of their campaigns. This approach ensures that the brand remains recognisable and coherent globally, yet flexible enough to adapt to local tastes and preferences.

In episode 64 of our marketing podcast, April Dunford discussed a similar theme around positioning, emphasising that “positioning isn’t static; it evolves as market dynamics change.” She highlighted the importance of continuous feedback from local markets to fine-tune the positioning and messaging.

Maya echoes this sentiment by advocating for regular feedback loops where local teams provide insights back to the global office, ensuring that the marketing strategy remains both globally aligned and locally impactful. This way, the centralised strategy acts as a scaffold around which localised creativity can flourish, creating campaigns that feel relevant and tailored rather than cookie-cutter.

Balancing Act: Global Consistency and Local Relevance

The struggle to maintain a cohesive brand identity across various markets while catering to local nuances is a common theme among global marketers. Maya Price stresses that open communication and collaboration between global and local teams are paramount. She points out that this dialogue should not be limited to top-down directives; instead, it should be a two-way street where local insights are valued and incorporated into the broader strategy.

This collaborative approach is about aligning messages but also about building a shared understanding of the brand’s objectives. In Unicorny episode 18, Simon Hildrey from Liontrust Asset Management echoed this sentiment, stating, “Consistency is key, but consistency doesn’t mean rigidity. It’s about having a clear understanding of our brand values and ensuring that these are communicated effectively, whether it’s in London or Hong Kong.” By maintaining this balance, global brands can ensure that their marketing efforts are not only cohesive but also resonate deeply within local contexts, creating a more meaningful connection with their audience.

Doing Different with Less: A Strategic Reimagining

Maya's concept of 'doing different with less' challenges the conventional approach of continually seeking new initiatives. Instead, it promotes a strategic reimagining of existing resources. By focusing on optimising what you already have—whether it's tools, content, or processes—you can significantly enhance efficiency and output. Maya emphasises the importance of conducting a thorough audit of existing resources to identify areas that can be repurposed or improved.

In Unicorny episode 19, featuring Peter Russell-Smith, a seasoned growth strategist, the conversation touched on the importance of agility in marketing. Peter argued that "sometimes the best innovation isn’t about creating something entirely new but about finding a novel way to use what already exists."

This aligns perfectly with Maya’s strategy, which involves identifying bottlenecks, rethinking workflows, and looking for innovative ways to repurpose existing content or tools. The goal is to create room for strategic initiatives that can drive real business impact without the need for significant additional investment.

Dealing with Pushback: Emphasising Adaptability and Inclusiveness

Implementing global strategies at the local level often faces resistance, especially from teams used to operating with a high degree of independence. Maya highlights the importance of adaptability and inclusiveness in managing this pushback. She advocates for involving local teams early in the planning process, soliciting their feedback, and addressing their concerns directly. By doing so, local teams feel heard and valued, which can significantly reduce resistance and foster a sense of ownership over the final strategy.

This approach was echoed by Andrea Clatworthy from Fujitsu in episode 25. Andrea mentioned, “When you empower your local teams and give them a stake in the game, you don’t just reduce resistance; you unleash a wellspring of creativity.”

Maya’s strategy involves giving local teams the autonomy to make decisions within defined parameters, enabling them to innovate and adapt the global strategy to fit their unique market needs. This creates a collaborative environment where innovation is encouraged, and accountability is shared.

Encouraging Innovation Within a Standard Framework

There’s a common misconception that standardisation stifles creativity, but Maya argues the opposite. She believes that structured frameworks can provide the foundation upon which creativity thrives. By clearly defining what aspects of a campaign must remain standardised, you free your teams to innovate within those boundaries. It’s about setting clear guidelines that outline the non-negotiables while leaving room for creative interpretation in areas that can be adapted.

As Sarah Robb from the Brand Strategy Academy pointed out in episodes 60 and 61: “Frameworks should serve as a guide, not a cage. When used correctly, they ensure that creativity aligns with business objectives.” By involving local teams in both the development and execution phases, marketers can leverage their unique insights and perspectives. This collaborative effort not only aligns with global guidelines but also taps into the creative potential of local teams, ensuring campaigns are both innovative and effective.

Harnessing AI: The Next Frontier in Customer Experience

Artificial Intelligence is transforming how brands interact with customers, offering new ways to personalise and enhance customer experiences. Maya sees AI as a powerful tool for marketers to not only improve efficiency but also deepen customer engagement. AI can handle routine tasks, freeing up human talent for more strategic work. It can analyse customer data in real-time, providing insights that drive personalised marketing campaigns.

In episodes 54 and 55 with Dr. Steve Morlidge, the discussion centred on the application of Ashby’s Law of Requisite Variety in marketing.

Dr. Morlidge suggested that “AI can be the variety within your marketing system that matches the complexity of the environment you are operating in.”

Maya builds on this idea, highlighting how AI can tailor customer experiences based on real-time data, ensuring that interactions are relevant and timely. Whether through chatbots, virtual assistants, or predictive analytics, AI helps marketers not just meet but anticipate customer needs, creating a more seamless and personalised experience.

Staying Ahead: The Importance of Continuous Learning

Marketing is in a constant state of flux, and keeping pace requires a commitment to continuous learning. Maya emphasises that staying close to the customer and being willing to adapt strategies based on their feedback is crucial. This commitment to learning ensures that marketing teams remain relevant and effective, able to pivot as needed in response to changing market conditions.

In line with Maya's approach, previous Unicorny Podcast episodes have also stressed the importance of ongoing education and adaptation. For example, in episode 14, with Shane Redding and Nick Eades, the conversation focused on the idea that leaders do not need to have all the answers but should know the right questions to ask. Maya’s emphasis on a culture of learning supports this, encouraging teams to be curious, seek out new knowledge, and continuously improve their skills and strategies.

Conclusion

The insights shared by Maya Price on the Unicorny Podcast provide a roadmap for marketing teams looking to maximise their impact with limited resources. By striking the right balance between standardisation and customisation, fostering collaboration between global and local teams, optimising existing resources, managing resistance, and embracing innovation, marketers can create campaigns that are both effective and meaningful.

Maya’s advocacy for continuous learning is a timely reminder that in the ever-evolving field of marketing, staying relevant requires a commitment to growth and adaptation. By prioritising customer feedback, leveraging technological advancements, and fostering a culture of inclusiveness and innovation, marketing teams can ensure their strategies not only survive but thrive. For more detailed insights and practical tips on implementing the 'doing different with less' approach, tune into the full episode of the Unicorny Podcast.