Archive for April, 2010

Practical budget planning is a crucial part of your planning process.  In this economy, most companies have tightened the purse strings, so practical budget application is key – you want to make sure you get the biggest bang for your buck!

Here are 5 savvy things to remember when analyzing your budget:

1. Repeat, repeat, repeat! Customers need to hear your message at least 7 times before their buying habits are influenced. So when you are considering what market to hit and how, remember you need to hit them over and over again and add that to your budget planning.
2. Variance! Switch up how you get your message to your customers. Afterall, don’t YOU hate seeing the same ad over and over again on TV? It’s a softer sell if you vary your marketing mix to reach the same customer a variety of ways.
3. Pack a punch! Make sure your advertising is effective. Can you think of an ad that is memorable…except that you can’t remember the brand? That’s all great and dandy that it makes someone laugh, but if it doesn’t make them buy its a wasted bunch of funds!
4. Know your customer! Make sure you identify the right market. Not sure how to do that? Check out some of our other posts or call us for a quick strategy session!
5. Maximize referrals! Make smart investments in your business by reselling to existing customers. Making an effort to sell to someone who has already given you a word-of-mouth benefit is another smart investment!

There are, of course, many other things to consider. So keep an eye on what works, how your money is being spent, and what gives you the biggest bang for your buck. Be open to other ideas, such as co-branding with other companies or leveraging non-profit partnerships. And if you can’t do something this year, make a note to drop it into the plan for next year!

Graphic design work is an essential part of the marketing process. Not sure about that? Think about websites, printed materials, or e-newsletters you’ve seen in the past. You know what “looked good” and what “didn’t” – right?

You know what I am talking about – websites that are so “old” that you forgot sites could even look that way. E-newsletters that are nothing but text and tiring on the eyes. Or printed materials that look like they were created in an old Word Doc template!

Part of planning for strong marketing integration is ensuring you have a great graphic design team in place. And almost equally as important, that you can provide direction on the design work. After all, contrary to popular belief, graphic designers are not mind readers!

Here are some things to think about when getting your graphic design planning in place:

1. What will be your process for getting graphic design work done in a timely and satisfactory fashion?

Do you have a designer on staff? Or on call? Or on contract? Or do you even have access to one at all?

Try to work with the same person/team on an ongoing basis. This allows for branding integration, image consistency, and allows you to develop a “system” that works for you!

2. How will idea sharing occur?

You have to provide direction to your graphic designer(s). This means you need to articulate your vision. How will you do this? Through a creative brief? Fill out a form? Have a meet-and-debate kind of approach?

Figure out a system to work with at the start of the process. This will ensure things are likely to go a bit more smoothly through the graphic design process if everyone understands how it will happen!

3. Have you thought about your integration process?

Clearly consistent, integrated branding must carry through all aspects of your marketing designs. That  is a no-brainer (or at least it should be!). But have you discussed with your designer what things may need to actually be designed?

Flyers, business cards, stationery – those are pretty standard. But what about profile images, twitter backgrounds, or Facebook Ads? Make sure your designer knows what the expectations are so that planning for sizes, looks, etc. can happen well in advance.

4. What is the review process?

The review process can be greatly reduced if your homework is done up front. But regardless, designs notoriously go through a variety of revisions depending on how well the vision is articulated, how the vision is “heard” and the variety of options produced by the designer.  Either way, everyone has to establish a review process.

Do you need to run designs past an approval team? Does the designer need a week or more lead time on changes? How are revision comments shared? These are all things that should be discussed well in advance.

5. Handle your designers with care!

Designers work hard. They often pick up the slack when projects are running behind. They have to put a visual to an idea. The images they produce help build your brand in the mind of your consumers.

So give them some love. And at a minimum, a huge thank you! Go ahead – they deserve it!

What is one crucial, critical and often forgotten element of marketing planning? Building a targeted list! Targeted lists allow for stronger marketing implementation and can save an immense amount of resources. Yet it’s the thing that many marketers forget to plan for when preparing their marketing activities.

Here are just a few highlights of proper list planning:

1. Use me, use me…just don’t abuse me!

How will your list be used? Email campaigns? Direct mail? Cold calls?  Determining how you will use your list affects what data you need to collect for your list.  That can save you a lot in regards to time and money!

2. If you build it, more will come!

Start collecting data as soon as possible and keep it up! If time constraints are an issue remember that a small, targeted list is preferable to a huge, random list.  Offer ways for people to opt-in to your list so that the list grows with potential clients wanting to receive your messages!

3. Remember the “collective!”

Pulling together a new list? Make sure you consider adding in past business contacts. These people have already been your customers and are more likely to buy from you in the future. Just make sure what you are marketing is appropriate for them! Otherwise, save that past client list for another time.

4. Tell All!

Meet someone who may be interested in your services? Invite them to join your list. Put opt-in options on your website. Mention it on your email signature. Talk about it through your social media. Avoid high pressure tactics, but make sure people know you are happy to share your information and invite them to join your list!

5. List P’s & Q’s

Lists are business goldmines and require care and management. People may opt-in, opt-out, update, provide wrong info, and more. Make sure you schedule time to spend managing your list properly or risk upsetting potential customers!

And of course, what do we always say? Integrate, integrate, integrate! Don’t forget to think about all elements of your services and how best to integrate your lists for maximum exposure and oomph!