Defining Marketing Objectives & Strategies

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Marketing Objectives are defined as the group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. A company’s marketing objectives for a particular product might include increasing product awareness among targeted consumers and providing information about product features. Specifically, common marketing objectives include:

  • Introducing new products or services
  • Cross-selling more products or services to existing customers
  • Expanding into a new geographic market
  • Seeking out and securing new customers
  • Improving customer services
  • Increasing the average size of an order

Once the Marketing Objectives have been defined, you can create a focused Marketing Strategy for each one. Marketing Strategies have many potential tactics that can be utilized. Below are examples of Strategies with their corresponding tactics:

  • Market Share & Expansion Strategy: Develop aggressive sales & marketing tactics to expand your market. Examples of tactics include:
    • Consumer and/or trade promotions (e.g. coupons, BOGO’s, contests, special offers, etc…)
    • Direct mailing to include incentive
    • Secure additional distributors and/or sales force
  • Positioning Strategy: Designed to affect how people think and feel (perceive) about your product or service. Examples of tactics include:
    • Advertising and public relations campaigns
    • Attending, exhibiting or presenting at trade shows
    • Enhancing and/or developing corporate communication and marketing materials (e.g. brochures, website, flyers, social media profiles, etc…)
  • Reminder Strategy: Reminds customers to make a purchase. Tactics include:
    • Postcards via direct mail with coupons
    • Free premium items with company’s information
    • Disseminate monthly newsletters
    • Communicate newsworthy information via social media

Determining which Marketing Strategies are necessary and important based on your business goals is critical to the success of growing your company. If done incorrectly, you will only end up wasting a lot of time and money on implementing the wrong strategies. Needless to say, my advice is to seek out a qualified Marketing Consultant who can assist you through this process.

Source: Danielle Foley

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Client Success Story: Climate Systems, Inc.

Climate Systems is a regional leader in HVAC design and installation. In addition to HVAC sales and installation, Climate Systems services Schneider Electric Automatic Temperature Controls. Technological changes have revolutionized remote monitoring and energy management control in today’s buildings. Climate Systems’ job has been to stay up to date on these new developments. With a vast array of knowledge and years of practical experience, they’ve been responsible for the building automation systems of hospitals, educational buildings and campuses, recreational facilities, churches, government buildings, office buildings, laboratories and manufacturing facilities.

Climate Systems partnered with Complete Media Inc. several years ago to enhance their brand and name recognition. We have helped them go through a complete rebranding, including logo updates, all-new marketing materials, signage, vehicle graphics, website, and much more. Through our marketing planning and placement, we have helped Climate Systems keep in touch with key clients and prospects using online strategies, e-marketing, social media, and print campaigns. Working with Climate Systems has been a great experience, and we truly value their partnership.

To find out more about Climate Systems, Inc., call 605.334.2164 or visit their website.

Jacob Klimczuk – Graphic Strategist

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With degrees in Visual Arts and Fashion Merchandising, Jacob brings experience and knowledge of all (well, most) things visual, as a Graphic Strategist to Complete Media.

Originally from Poland, and most recently moving to Sioux Falls from South Florida, Jacob is enjoying the close-knit community lifestyle, together with his wife and two awesome boys – Ashton and Joaquin.

Besides finding him hard at work at Complete Media, you can catch Jacob dabbling in Ableton Live, creating new tracks, and following his other passion – music.

Drop him a line, or stop by the office to chat about design, family, business, music and anything “Blade Runner”.

 

CREATING A MASTERPIECE WITH COMPLETE MEDIA

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Turtle Bros Painting came to Complete Media at the very start of their business. It was the perfect blank canvas for our team of experts to create a new and refined brand. Along with the complete new look, we have designed and launched a professional website for their potential clients to schedule a painting or learn more about their services.

We also drive prospective clients to their website with an online search engine campaign. Our team is excited about the Turtle Bros Painting brand and look forward to seeing this new business grow in to a masterpiece.

 

Dalton Hohn-Hill
Turtle Bros Painting
605.610-2225
www.turtlebrospainting.com
info@turtlebrospainting.com

Hometown Remodeling Partners with CMI

Hometown Remodeling has partnered with Complete Media to build their online presence with a strong website to drive inbound leads to their roofing division. The process started by developing a well branded informative website that helps brand Hometown Remodeling as the local Sioux Falls area experts.

Their successful campaign includes search engine marketing, online marketing that is geographically targeted, and an increase in social media presence. Complete Media also created content and designed effective door hangers, which were used to target potential leads and bring in more business. When it comes to growing Hometown Remodeling’s business, we have them well covered!

Contact Information:

John Haensel, Owner
Hometown Remodeling

605.610.3651
Website
Email

Without Tracking, Your Marketing Dollars Are Pointless

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I don’t know how many times I’ve heard Dan Farris, our Outreach Director, tell a business owner that if they don’t know what their marketing dollars are doing for them, just stop all together and see what happens. That’s exactly what J.C. Penny did with their catalog in 2010 when they discontinued its production. According to an article by Sam Sanders, J.C. Penny is now bringing it back for a select group of customers. They noticed that their online sales decreased in the last five years and after some research, determined the decline was caused by the discontinued catalog.

J.C. Penney spokeswoman Kate Coultas tells Sam Sanders with NPR, “Our research has shown that our customers, particularly when it comes to looking at home merchandise, still prefer to browse a traditional print piece but then go online to order the item or go into our store.” You need to know and understand your target market and how they tick. Five years ago the world was going digital so the decision J.C. Penny made to discontinue the catalog was solid. It’s a good thing they put tracking elements in place to see what was working and what wasn’t. It’s all about a return on investment.

Our team at Complete Media does this day in and day out. It’s all about analyzing the market and using our client’s marketing dollars in the most efficient way possible. When you think about it, what’s the point in investing in your marketing when you don’t know what it’s returning to you?

Feb. 18: Protect Your Business With Domain Names

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Taking the proper steps in registering domain names related to your business can help legally protect you and your business, should something happen.

It can also help boost the effectiveness of your web marketing campaign by generating more traffic to your website and establishing online credibility. A strong, business oriented, domain campaign can protect your business. Don’t let them get away, start researching today!

Learn what steps you should take by coming down to Complete Media on February 18th at noon.  See you there!

Are You Choosing the Right Color For Your Brand?

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A vital part of any great brand are the colors that are thoughtfully chosen to represent a business. Target has their iconic red, Ford with the blue, and then there are the Golden Arches of McDonalds. These colors were chosen for a specific purpose and when it comes to choosing a color to represent your brand, there are many things to consider.

Color is the first sensory touch point with a customer or client. A customer will make a quick judgement of your business on just the color of your marketing materials. They may not realize that the color plays a part, but it does.

Choosing a color to represent your brand and business goes beyond the realm of artistic choice. You can find colors that fit your demographic and have a better chance of standing out among competition. I challenge you to take some time from your busy schedules and note what kind of colors your competitors are using and what you think they are trying to represent with those colors.

Here is a resource that you can use to find what colors are associated with what psychological properties. http://www.colour-affects.co.uk/psychological-properties-of-colours

Does the color of your logo and branding materials represent the kind of business you are or the type of product you are selling? If you need help or are ready for a change in your corporate identity Complete Media is here to help you build a better brand and make you more money!

I Wish I’d Said That

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Over the course of my years in media, marketing and advertising, I have come across hundreds of catchy terms, clever phrases and the latest buzz words encapsulating my work world. Most have faded from memory. Some actually had an impact on me and were deemed worth saving. These are some of my favorites:

“The business that considers itself immune to the necessity of advertising sooner or later finds itself immune to business.” ~ Derby Brown

“In advertising, not to be different is virtual suicide.” ~ William Bernbach

“What you say in advertising is more important than how you say it.” ~ David Ogilvy

“In our factory, we make lipstick. In our advertising, we sell hope.” ~ Charles Revson

“Remove advertising, disable a person or firm from proclaiming it’s wares and their merits, and the whole of society and of the economy is transformed.” ~Unknown

“The enemies of advertising are the enemies of freedom.” ~ John Enoch Powell

“Doing business without advertising is like winking at a girl in the dark. You know what you’re doing, but nobody else does.” ~ Steuart H. Britt

“Advertising is the foot on the accelerator, the hand on the throttle, the spur on the flank that keeps our economy surging forward.” ~ Robert W. Sarnoff

“Advertising is the very essence of democracy.” ~ Bruce Barton