Goal Posts

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There is plenty written on the concept of New Year’s Resolutions. Research and statistics have shown that this is a time of year where many people take stock of the past year or their life and set some goals for the next year or chapter of their life.

So this week I won’t suggest you sit back and make some emotional New Year’s Resolution style commitments associated with being a better marketer.  Rather I thought it better to offer a more practical approach to taking stock of your objectives and making marketing a priority.

Today is the 5th of January 2015 and the significance is that there is a good chance that the alcohol and bloating has worn off and you are out of the thick of Christmas and New Year’s celebrations. There is also the possibility that you may have turned your mind to focusing on the New Year and how you are going to kick some goals.

By the start of the first full week of January you are likely to be in that wonderful window of time where your brain is engaged but you are not completely swamped by the every day chaos that is life – this is a great time to set some Goals and Objectives for your 2015 Marketing Activities

The following are some key marketing questions to ask yourself that when answered or defined will assist in ensuring that you are pointing your business in the right direction and implementing activities to achieve your goals.  When answered or defined your decisions will serve as your Marketing New Year’s Resolutions.

Define your Key Objectives or Goals for 2015 and Beyond

You knew this was coming.  All of the research and readings on success indicate that people who set goals achieve more.

If we know that goal setting helps us achieve outcomes then we will benefit if we set objectives and goals for as many aspects of our marketing as feasible

If I needed further evidence of the outcomes achieve from goal setting I just needed to look at home.  I notice that when my nine year old daughter sets a goal regarding how many ‘Diary of a Wimpy Kid’ novels she is going to read in a given period she always achieves that goal or better.

New Year’s Goals for All Marketers

Examples of some useful marketing orientated Key Objectives or Goals that are relevant to all marketers may include:

  • Defining sales turnover targets for the next two quarters, for 2015 or for the next 3 to 5 years
  • Defining profit targets for the above time frames
  • Ensuring that you focus the majority of your marketing and sales resources on your Primary Target Markets

New Year’s Goals for Beginner or Intermediate Marketers

Examples of Key Objectives or Goals that are especially relevant to less experienced or less progressed marketers may include:

  • Completing and/or ratifying your Strategic Marketing Plan to ensure that you have defined your key Strategic Marketing Plans and Decisions (e.g. Primary Target Markets and Desired Brand Positioning)
  • Completing an audit of your own Marketing Implementation Activities in addition to that of your immediate competitors and other key players in your marketplace
  • Completing your Marketing Implementation Activity Schedules to ensure that you have selected the most cost-effective Marketing Tools to achieve the following:
    • Creating increased Brand Awareness for your brand
    • Generating Customer Traffic to your business via phone, walk-in, website or other touch points
    • Improving Sales Conversion outcomes

New Year’s Goals for Advanced Marketers

For experienced and/or advanced marketers the following may be useful as prompters when defining your Key Objectives and Goals:

  • Updating and reviewing your existing Strategic Marketing Plan and Marketing Implementation Activity Schedules (if you already have them in place) to ensure that it accommodates any changes or innovations in the marketplace
  • Investing in research and/or information collection in order to ensure you understand your Primary Target Markets and their needs and buying behavior as well as possible
  • Progress the Systematization of your Marketing and Sales functions to ensure that continuous and consistent marketing and branding activities are implemented.  In addition to ensuring that such activities are always in keeping with your overall company and brand positioning objectives

If you would like some further reading to assist you or just as food for thought for any of the above topics please consider some of our earlier articles.  The Baker Marketing: 2014 Marketing Summer School (Part 1) could be  a useful place to start.  Alternatively you could consider searching for any specific topics that interest you most using our website search box.  We have shared numerous articles over the years (literally hundreds) and there is a good chance that we have shared an article on your area of interest within the marketing arena.

Happy New Year

It is my hope that the above suggestions provide you with food for thought when it comes to setting your objectives and goals for 2015 and the 3 to 5 year time frames that follow.

In 2015 I wish you and your families a Happy, Healthy and Embarrassingly Prosperous New Year!

In the meantime, I hope that you all enjoy the rest of your break period or have an enjoyable first week back at your business.



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