New Year’s resolutions are often inspired by our personal challenges, like quitting smoking or losing weight.
Sometimes we are successful (I used to be 40 pounds heavier, until my children inspired me to make a resolution to be around longer). And then most of us have made pledges we didn’t keep.
But with business, you can make New Year’s marketing resolutions that can have positive effects on your strategy and bottom line. Here are some 2015 New Year’s marketing resolution suggestions:
Do research. There are a lot of insights to gain when surveying your markets through demographic research, consumer buying patterns and your own company sales data. It will be of great benefit to conduct an analysis of your competitors’ key messages and marketing tactics. You may discover your competitors are ahead of you in certain areas. Or you may just become more informed about what they’re up to.
Use tested marketing techniques. Don’t reinvent the wheel when it comes to marketing strategy. Invest in the techniques that are widely accepted and proven, rather than venture so far out of the box that you blow your entire marketing budget on your uncle’s crazy idea. Remember, it’s all about finding the most efficient use of your dollar to reach the people most likely to buy your product or service.
Create surround sound with your marketing. While I just mentioned efficiency of your dollar and targeting, that doesn’t mean that branding in broadcast, print or trade publications doesn’t apply. Creating surround sound, or awareness of your company, through multiple marketing touch points, is essential.
Pick an aspiration. Who, or what company, in your industry has “got it right.” There’s nothing wrong with wanting to be like them or emulating some of their best practices – with your own style and goals, of course. Learn from their wins, and don’t make the same mistakes they might make.
Hopefully these get you thinking about how marketing can make a meaningful difference for you in 2015. These resolutions are more about strategy, instead of what billboard you should select – and for good reason. If you leverage marketing from this strategic approach, you’ll be on your way to a great year.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at firstname.lastname@example.org or 294-3342, ext. 303. Read his blog at www.focusmediausa.com.