What’s on your Marketing Wish List this Holiday Season?
As our minds turn to gift giving, parties and the hustle and bustle of the holiday season, keep in mind that 2011 is just around the corner. December is a great time to reflect back on your marketing and advertising efforts for the year and evaluate what worked, what didn’t and what to put on your wish list for the upcoming New Year! Here’s a few tips for evaluating your 2010 efforts and for setting your 2011 marketing strategy.
Make a list, check it twice – Write down a list of all of your marketing efforts in 2010. Sometimes it’s hard to remember back to create this, so I recommend digging through your archived emails and sorting by subject line. This sometimes helps jog the memory. Also, run a report from your accounting software to evaluate expenditures. What worked? What didn’t? What was a worth investment from both a time and financial standpoint? Working from that list, create your “stop doing list” and your “continue doing list” for 2011.
Look at the numbers – If you set sales goals for 2010, did you achieve them? If you reached your revenue goals, congratulations. If you didn’t, can you pinpoint the areas in which you fell short? Either way, now is a great time to evaluate which product lines or service components were profitable, experienced growth or faced unfortunate decline in 2010. Evaluating and understanding your 2010 sales will help you to make more accurate projections for next year.
Dream big – Allow yourself to dream big for a moment and make a marketing wish-list for 2011. For a moment, set aside budget and resource realities and jot down all the marketing and advertising opportunities that you feel would benefit your business in the New Year. I recommend using a white board or legal pad divided into four columns. Start with column 1 where you create the wish list of tactics you would love to use. Then, in column 2, write down the needed resources to achieve success in that area. In the 3rd column, scale back those resources requirements to what you believe you could feasibly achieve in 2011. Use the 4th column to define a scaled back version of the original tactic, given the achievable resources in column 3. Using the items in column #3 and #4, build your related business objectives and marketing plan for 2011. You may find that some of your big dreams can be achieved on smaller scale.
Weigh your relationships – Harder to quantify than the first two items, but possibly more valuable are the relationships you’ve enhanced in your professional and personal life this year. Starting with January of 2010, look through your calendar and recall the new connections you’ve made this year. Have you made the most of those connections and are you adding value to their lives? If not, set a resolution for the New Year to make the most of your professional relationships and develop opportunities for the future.
Sometimes it’s easier to evaluate your marketing success in conjunction with another person. If you don’t have a strategy sounding-board in your organization, let us know. We’d love to talk with you about your 2010 efforts and how to achieve more with your 2011 marketing strategy.