5 Questions to Help You Prepare Your Marketing Goals
Before I start, first let me say how honored I am to be blogging for Printing Impressions Magazine. Partly because I have long admired its position in the market, partly because the magazine now occupies an even more important role in the graphic arts and printing industry, and partly because I have known and respected its owners and editors for nearly 30 years. Along with you, I have been reading Printing Impressions and dog-earing its corners for reference and information and now I have the privilege of contributing ideas. Thank you.
Do you want to “build your business” or “secure five new contracts in your geo-zip area for $5,000 or more for their first orders?” Depending on which one of these represents the type of goal you set will determine the kind of results you achieve. So often people set themselves up for dismal results because their goals are not specific enough or they are not realistic. Preparing a marketing goal is no exception. To help you focus, here are five questions to help you prepare effective marketing goals.
1. What is your specific goal?
Your goal should be targeted and focused—and ideally be narrowly focused. Quantify what you want and by what date. Goals like “increase image” or “find new customers” are too vague and won’t drive anything special or effective in your marketplace like “secure five new clients in the technology space.”
2. What are your parameters?
The better able you are to describe your goal in terms of deadline, budget and expected outcomes, the better the results you will achieve. For example, a precise target like “prospect to 50 technology companies with several divisions allowing you to present to at least 20 to secure five new customers" is the kind of detail that produces the best results. Although you may not achieve the exact results you specify, you will be a lot closer to achieving your goal than if you had planned to call on many different types of companies with many different needs.
3. How will achieving this goal impact my company?
Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.