Indianapolis Marketing: Where do I start?

So the question was posed to me “where do you start?” when planning your marketing plan for the new year, new product, etc. Many times we go with gut feelings that seem right, or overplan and never execute. It’s not uncommon to even be a “deer in the headlights” with no real clue on where to start. Below are what might be your first 5 steps when addressing your marketing approach.

1. Determine a Goal
   What are you shooting for? Knowing the specifics helps to fine tune what your tactics should be. If you don’t have a place to aim you won’t hit it. A Goal should never be unclear or too general. Try specific numbers, market penetration or successes. It’s surprising how much more you can accomplish when you clearly define the end result desired.
2. Determine the Team
   This is where you establish a group of people tasked with carrying out the efforts to achieve your goal. The point is to have them involved in the planning phase so they can buy into the ultimate plan. It is extremely helpful to have your execution team involved in the planning stages. If you’re working with an agency, this suggestion is all the more important so they can get familiar with your companies culture. Often, you’ll find that a good agency or marketing company can help you with phases 3, 4 and 5. An outside look makes a big difference.
3. Know the math
   It’s important to be prepared to invest, weather a small budget or a big one, you have to know your budget and you need to validate it. If your budget doesn’t match the goals, then either the goal needs to change or the budget does. The way to determine this piece can be covered in another blog post (or a whole book if desired). To keep it simple, it costs $X to be seen by X number of people. Only X% will respond and X% will purchase, which equals our cost per conversion. Click over here to Contact me if you need help planning a marketing budget.
4. Put together the plan
   It’s helpful to have two major factors lined out including the timeline, tactics and use of budget. Often a binder full of marketing strategy details does not get viewed much beyond creation. Don’t overplan, create a plan that people can actually use. It is important not to be too conceptual and not too detailed. Every plan should Include your goal, the target market, your key message and your tactics. Tactics are everything from advertising, social media, website launch, television and even distribution and sales strategies. Starting with the goal at hand and target market will help to uncover what tactics make sense.
5. Commit to a timeline and metrics
   If you can’t grade the elements of your work than you can’t assess and improve. Set this in motion from the outset. Determine how you will measure each major component of the marketing plan and pay close attention. Even more important, commit to the timeline. If you’re correctly doing all that is planned, it will take time. Set a reasonable timeline and make sure that you don’t lose heart when it actually does take time. A fast moving company can still commit to a realistic goals and timelines.

So that is merely a brief overview of how to get started when developing your marketing direction. It is no secret that a whole lot goes into a successful marketing year. Be strong, but don’t forget to draw a map. It’s easy to get off track if you don’t.

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redwall LIVE : Experiential Marketing is an Indianapolis Marketing Company that Provides Campaigns, Strategies and Tools for Successful Marketing.