Before you can lay out a marketing communications plan for next year, first take inventory and analyze the results of your past efforts. What worked? What didn’t?
Defining strengths and weaknesses will help refine your strategies. Let’s take a look at your potential “hot” spots:
- Customer retention – Your customers are your most important asset. Plan a satisfaction survey to collect valuable feedback and additional customer data. Then, consider a regular customer newsletter or launch a loyalty program that rewards frequent buyers.
- Lead generation – Capitalize on those who can be ambassadors of your business: satisfied customers. How about a referral program to help pre-qualify leads? Or, look at your key markets, find a high-quality list and launch a targeted direct mail campaign.
- Brand awareness – Increase recognition of your business or organization by actively promoting your company name. Trade shows, special events, sponsorships or public relations activities are just a few strategies.
- E-communications – For those who prefer electronic delivery, a customer e-newsletter makes great sense. Make it a point to collect email addresses during sales calls or at your business site.
- Web site – To be in business today, a Web site is a “must-have.” Make it more than an electronic brochure. Be sure to update your content regularly, include useful links to other sites, and feature an offer for a free white paper download or personal consultation. Include a short registration form to capture contact information.
- Sales materials – With today’s affordable digital printing technologies, your sales materials can be easily customized with the most current pricing, product updates and customer specific information.
