December 22, 2008
What’s Next? Planning for 2009
As we come to a close on the 2008 calendar year, I think that we all can agree to look forward to turning the page to 2009 and hoping for better days to come. Turning the page means new opportunities, new goals and new objectives which require new plans and strategies to implement.
While we instinctively want to cut any and all expenses during these turbulent times, it is important to do the trimming in the proper areas. Doing away with or even drastically scaling back your marketing budget all together may save you a little in the short term but will definitely be disastrous in the long term. The overall concept of marketing is simple; be visible when the consumer is ready to purchase the products and services you provide. Decreasing visibility or pulling yourself out of the game will not generate the desired result.
Taking what we have learned from the past along with the current situation we deal with in the present will allow us to plan for the future. It is essential to evaluate your current marketing plan from time to time to establish new goals and objectives based on the variables that surround us. These new goals and objectives require a new plan or reallocation of your current marketing portfolio. Here is a simple 4 step approach to get started with your new marketing plan.
Steps to set up your 2009 Marketing Plan
Stop and take a look at where you are / where you have been:
It is important to take advantage of the knowledge that we have gained from experiences. Ask yourself these questions. Which marketing strategies have produced results? Which have not? What trends do I see my customer base following? Who are my competitors? Where do I see them marketing themselves? It is important to be honest with yourself here. Revisit all areas of your current marketing plan to make sure that you are covering all the bases. Consumers are continuously changing the ways they seek information and make purchases. It is important that we continue to change with them.
Determine where you want to be:
Who and where you market yourself is very important. Determine who your ideal customer is and where they are located. This is not always who you are currently selling to. Take advantage of the opportunities mediums such as the internet provide to expand the geographical reach of your company.
Set yourself a budget:
An effective and well planned marketing strategy should always deliver a strong ROI and in turn be an investment rather than an expense. Be realistic when setting your budget. While we all want customers beating down our doors at little or no expense… that is simply not the way it is. How much should your budget be? That really depends on your goals and objectives.
Develop your 12 month plan:
It is so important to plan out an entire 12 month marketing plan. Why? Implementing an effective marketing strategy is not as easy as flipping a switch. The average consumer experiences over 3,000 different forms of advertising each day! To gain their attention and keep it until purchase time, you are going to need to a 12 month plan that is well thought out and thoroughly implemented. Choose a media mix that will help achieve your goals and objectives while keeping within your budget. Your mix should consist of a number of mediums, some constant and others timed to particular events, seasons, demographics or geographies.
“Failing to plan is planning to fail.”
~ Alan Lakein
|
