Tweak Your Biz » Marketing » No Aim, No Gain! Do or Die Marketing : Setting Objectives is Vital to Success

No Aim, No Gain! Do or Die Marketing : Setting Objectives is Vital to Success



It’s a fact that if specific objectives are not set out before any marketing activity takes place, the success of the activity will be less than it could be and it will be much harder to measure it (you might be better off not knowing!).

A lot of the time, the only marketing objective quoted to me is: “We want to increase sales!” Hey, we all want to get rich but we need to do a little bit of work first!

The sales function in any organisation is very much part of the marketing process and marketing objectives should ultimately feed into sales goals.

All of your objectives are based on your own organisation’s needs and each in turn becomes a strategy to achieve the goals.

Sorry, I know it’s confusing. Let’s take an imaginary business as an example.

Let’s say they make, as I am enjoying a cup of tea now, teapots. Let’s call the brand Pot-On!

Before setting marketing objectives, the guys at Pot-On! carry out analysis on their current performance – rates of sale, market share, brand recognition and awareness, customer and consumer satisfaction. It is a good idea to carry out a SWOT analysis, looking at the Strengths, Weaknesses, Opportunities and Threats of and to the business. Being thorough, the Pot On! marketing team also find out the size of the potential market for teapots and take a good look at what the competition are up to.

The Pot On! team know from a corporate level that they need to increase sales.

From talking to consumers they know that people love their teapots because they’re so beautiful but are not aware of the brand. They find that those that buy their teapots are tea fanatics – they love leaf tea of all sorts.

From talking to customers (retailers) they know that the teapots take up a lot of space on shelf so will only ever get one facing. Retailers also believe that the market for teapots is in decline (which it is, according to your research).

The marketing objectives decided on for Pot On! are:

1. To increase purchase frequency by current customers (a strategy for this could be to produce more collectible designs, perhaps a series)

2. To increase distribution and the incidence of display in retail outlets (the strategy for which could be to increase the recommended retail price, based on more collectible designs, therefore making the product more profitable for the retailers)

3. To improve brand awareness (perhaps through developing promotional partnerships with specialist leaf tea brands as well as improving branding on pack and on shelf)

Hopefully you can see that, if all of these objectives are achieved, the result will be a healthy increase in sales and a very happy board of directors!

Do you set objectives for your marketing? How do you do it?

 



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The Author:

Paula Ronan heads up Angel Marketing - an award-winning marketing agency in Ireland. Paula's experience in developing marketing stratgies, marketing plans and campaigns ranges from Coca-cola, BT, Sky TV to Today FM, Publishing Ireland, DoneDeal and lots of growing and start up businesses. Likes - strategy, creativity, integrity and straight-talking! http://www.angelireland.com

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  • http://www.tweakyourbiz.com Niall Devitt

    Hi Paula, thanks for another education! Theu00a0initial objectives for me when creatingu00a0Bloggertone were both marketing and networking. In other words, I realised early that if I could create a place of value for the business community to hang out and learn, my own brand wouldu00a0benefitu00a0both directly and indirectly. It also provided me with a networking opportunity both with the bloggers and readers alike. The smartest B2B marketing objectives for me are where you can get your customers to come to you rather than the other way round :)

  • http://www.tweakyourbiz.com Niall Devitt

    Hi Paula, thanks for another education! Theu00a0initial objectives for me when creatingu00a0Bloggertone were both marketing and networking. In other words, I realised early that if I could create a place of value for the business community to hang out and learn, my own brand wouldu00a0benefitu00a0both directly and indirectly. It also provided me with a networking opportunity both with the bloggers and readers alike. The smartest B2B marketing objectives for me are where you can get your customers to come to you rather than the other way round :)

  • http://www.cgonlinemarketing.com/ Christina Giliberti

    Hi Paula,nnReally enjoying the posts. Excellent example in this one. I find that clients like the thought of being strategic and trageted, but are only interested in the end results (as opposed to the means). The fact remains that if they don’t know their customer, how can they market and sell something? Research is crital. A plan is critical. A clear set of objectives with (measurable and feasible) goals is critical. The difficulting is convincing them….but thats where we come in ; 0 )

  • Paula Ronan

    Thanks for the comment, Christina – we’ll keep fighting the good fight and help clients to win!

  • Paula Ronan

    thanks for the comment Niall

  • http://www.tweakyourbiz.com Niall Devitt

    Thanks for the comment, Debbie! 

    I’m not opposed to setting targets as regards fans, but I am opposed to setting targets for fans and not having a system in place to engage with those fans effectively and sincerely. 

    While it’s a big platform in terms of numbers of people, Facebook is also a very competitive environment for biz, so much so that we are invariably competing for same fans. If you want to be effective on there, you got to do something more to stand out from the crowd, where as most businesses are just trying to same as everyone else.

    Taking one of the suggestions above and really flying with it, is one way to go :)

  • http://twitter.com/antonmccarthy Anton McCarthy

    Liking this post! Especially point 4 – after all, what could be better than getting both engagement from your fans, as well as some potentially very interesting and effective marketing tips from the very users you are seeking to target! 

  • http://www.mytradezone.com MyTradeZone

    Great ways!  Many of these points could also be used by B2B companies, since it’s key to value your fans and followers.  2012 will be a great year for social media.

  • Móna Wise

    A great post Niall.

    It is a numbers game for sure. I remember reading an article, years ago, about the difference in ‘fans’ versus ‘true fans’. Fans ‘like’ you and true fans give you their money.

    I think customer engagement is vital to building a healthy community on your Facebook page and catering to their needs builds trust. The percentage of fans that will actually put their hand in their pockets and shell out their hard earned cash is still very small (less than 10 %) but they are still very important becuase of their social reach.

  • http://www.tweakyourbiz.com Niall Devitt

    Thanks for the comment & check out “a few businesses” above for examples of B2Bs doing it well :) 

  • http://www.tweakyourbiz.com Niall Devitt

    Thanks Anton, check out this case study from Glenisk: http://blog.neworld.com/2011/facebook-case-study-glenisk-tune-challenge/

  • http://www.tweakyourbiz.com Niall Devitt

    Absolutely! I think one of the best ways to benefit me is to not make it all about me. Thanks for your comment, Elaine! :)

  • http://www.tweakyourbiz.com Niall Devitt

    Thanks Móna, I think a combination of effective targeting and engagement is the way to go to turn fans into customers. But first, you’ve got to find ways to get your existing customers on there, because they are the ones that are most likely to engage an spread your message at the start. 

  • Elishbul

    Enjoyed that Post and an affirmation on the whole notion of treating Fans as real people with Businesses and relationships rather than numbers on a page for the sake of Edgerank. FB should be about building community and posting information that helps your community along not just your latest product launch has got to be key.

  • http://www.tweakyourbiz.com Niall Devitt

    Exactly! Don’t think of them as fans but rather as people, then look to develop the realist (is that a word?) relationships that you possible can. That’s another reason why starting with your customers makes sense because you already have real relationships with customers. Thanks for the comment :)

  • Debi Harper

    Brilliant as always Aoife

  • http://twitter.com/aoiferigney Aoife Rigney

    Thanks a million for reading John :)

  • http://twitter.com/aoiferigney Aoife Rigney

    Thanks Debi, much appreciated! :)

  • Donncha Hughes

    Eric. Is this too extreme? I have over 50 accounts with passwords and usernames at last count. I formulate passwords as you suggest and have variations of about five different passwords. I use a laptop, mobile and iPad. If I turn off remember password, how am I supposed to remember all these passwords across my devices.

  • http://www.i-want-to-know-marketing.com Paul Profitt

    Remembering passwords are a bitch,I have so many that I’ve lost count. I use Robo-Form everywhere to save all of my passwords, and I have also got my passwords written down in 2 note books

  • Donncha Hughes

    Paul – Robo-Form looks good (watched the video animation which was very good). My ‘system’ is to record all password in a password protected Excel sheet that is available on my cloud and therefore accessible on all devices. I also use a Master Password on Mozilla Firefox which I have to enter when I open my internet browser. It means that all my passwords and usernames are remembered by the browser. Recently I set up the Firefox Sync feature so that all passwords are automatically pulled across to my browser on my android phone also (but not the iPad). I suppose I am favouring accessibility over security but I think this solution works as security is not compromised.

  • http://www.leadsandappointments.com/ Anika Davis

    Passwords are one of the important things for any system. It will help you to maintain your identity so that others will not be able to view your account. You need to have a good password otherwise your password is likely to be hacked by others. If you are looking for a tips that will help to select the best password then this article will be of great help.

  • Velly Angelova

    Thanks, Nishadha! It’s always satisfactory to see your efforts are highly rewarded! Congrats to you too!

  • http://www.ahaingroup.com/ Niall Devitt

    Yes It is so congrats Nishadha, you deserve it :)

  • http://www.ahaingroup.com/ Niall Devitt

    You’re becoming a regular on our monthly top 10s. Congratulations & well done Velly.

  • Velly Angelova

    Thanks, Niall! And this fact motivates me even more!

  • http://www.ahaingroup.com/ Niall Devitt

    Congratulations Abar, you’ve made a great start! :)