Defining Marketing Objectives & Strategies

sioux-falls-marketing

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

Video Podcast

We help small businesses make more money. Learn more.

006

Click To View Printable Article

FacebookTwitterGoogle+TumblrStumbleUponLinkedInEmailShare

Client Success Story: Safety Solutions

Sioux Falls Marketing Advertising

Safety Solutions of Sioux Falls offers professional on-site and off-site training, regulatory compliance, site inspections, and written safety program management. Owner Tony Drovdal is a former Captain with Sioux Falls Fire Rescue with over twenty years’ experience in public and private occupational safety management. In 2016, he partnered with Complete Media, Inc. seeking marketing solutions.

“One of the things I stress in my classes is to know your own limitations,” Safety Solutions owner, Tony Drovdal, said. “I took my own advice and looked for help marketing and branding my business. The team at Complete Media is proactive and looks for new avenues to get that done, and for a smaller investment than I anticipated. I couldn’t be more satisfied.”

Complete Media developed from the ground up Tony’s entire branding strategy including company logo, new website, collateral materials, and public relations. His new business is gaining traction and visibility, thanks, in part, to the online strategies executed by the Complete Media team, including everything from SEO and keyword management to social media. We even facilitated some client-to-client connections resulting in new business; before he officially opened his training facility, Tony was already busy making workplaces safer.

To find out more about Safety Solutions, call 605.610.2169 or visit their website.

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.

Marketing Strategy: Making A Smart Investment

sioux-falls-marketing

A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

A Change Of Mindset

First and foremost, marketing is an investment. You only get out of it, what you put into it. Therefore CMOs need to begin looking at marketing as the financial investment that it is towards meeting the goals of the business. When you make a financial investment you investigate the risk potential, growth expectations, and your portfolio as a whole. When looking at your marketing spend and strategy, you can start with the same discussions.

To think of it in another way, look around your business at the way investment fundamentals are applied all around you. Why is this not the case in marketing as well? Forget the way that marketing is typically done. Forget what your company has focused marketing dollars on in the past. Then open yourself up to the possibilities that a creative marketing investment can have.

Goal Alignment

Now you’re ready to start getting your goals and your marketing investment in line. But first, make sure that you have the right goals. Of course, this depends on your business. A new business will need to focus more of their investment on brand awareness. You’ll need to make a splash in the market and get your name out there. your marketing spend in that area will be high because your primary goals is brand awareness.

But for most established businesses, awareness is only a portion of the marketing spend. Too often, businesses are focused on the wrong marketing metrics. You see that you’ve gained a bunch of Facebook likes, or you’re getting a lot of return visits to your website. These are positive things, but do they align to your goals? Marketers tend to focus their investment of marketing dollars on the channel itself – whether boosting search rankings or building an email list. But was your goal to create a higher search ranking? Or was your goal to use search rankings as a way to build leads and conversions?

Your marketing strategy needs to be relative meeting the financial goals of your company. If your company is looking for slow and steady growth, you can invest your marketing budget accordingly. But if you really want to get your business off the ground quickly, you’ll have to ramp up your spending for your maximum return.

Execution And Adjustment

Now that you have your focus for your investment from the goals of your business, you’re ready to get started ramping up your marketing strategy. Don’t limit yourself. Your mix of marketing strategy is dependent upon your business, of course, but consider every channel and it’s effectiveness for you.

Make sure you have the right tools in place to measure the return on the investment you’ve made. When you make a financial investment, you will always have these tools in place, so why wouldn’t you have these in place for marketing investment? Again, be focused on the right metrics and making sure you have a system in place to see the results of your hard work. Then you can make the adjustments needed in your strategy. You can identify where the issues are in your marketing funnel and change your marketing investment based on that information.

Conclusion

Thinking of your marketing as an investment, makes you shift your thinking for your marketing strategy and budget. You are only going to get out of it what you put into it – so invest wisely.

A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

Source: Mike McDermott

Complete Media Inc is a Sioux Falls marketing, advertising, website design and web hosting company specializing in web design, maintenance and hosting services.

We help small businesses make more money. Learn more.

014

Click To View Printable Article

May 18: Open Forum

complete-media-web-design-sioux-falls-seminars

Keep It Coming

We always get great feedback from clients who attend the open forum sessions. That’s why we keep bringing them back! We’re opening the doors and inviting anyone to come learn how to enhance their web marketing strategy, get the most out of their campaigns and capitalize on their success.

Come with specific questions or come just to listen and learn. Meet other members of the circle and walk away with some new ideas!

Noon on May 18th at Complete Media.

April 20: Know What Your Visitor Do On Your Website With Site Analytics

complete-media-web-design-sioux-falls-seminars

Turn Your Hits into Cash

It’s like having the ultimate secret shopper program. They don’t even know they’re helping you out! With Site Analytics, you can determine what exactly the users who access your website are doing – what pages are they visiting, how long are they staying, what part of the world are they from, and how they are getting to your website in the first place!

All this information is key when developing your ongoing strategies for your web marketing campaign. It provides a fuller picture of just who exactly your users are and where they are in the sales pipeline. It helps to determine how to transition them from just a click on the web to a sale on your sheet.

Learn how Site Analytics can help accomplish these goals on April 20th at noon, only at Complete Media. $10 for the general public, free for the Complete Media Circle.

Tips on Using Promotional Items

complete-media-sioux-falls-south-dakota-marketing-advertising-blog-news-dan-farris-01

What to Distribute
Nearly anything you can consider could be transformed into a promotional item. A few of the most common and most successful advertising products include:

Pens and various writing tools.
Clothing (custom t-shirts, hats, outerwear, and so on).
Food.
Water bottles.
Multiple-use shopping bags.
Calendars.

Logo or No-go?

You probably assume that every promotional item must have your company logo design on it. That’s the point of marketing, right? Not always.

In some cases, customizing the item for the client makes more sense. Putting an excellent consumer’s name on a ballpoint pen, water container, or multiple-use buying bag guarantees they will utilize it– and also tells others where they obtained it.

A tiny business logo is OKAY; just ensure the client’s individual identification shows.

 

Clothes Caution.

The caution about company logos on items doubles for custom t-shirts, hats, etc. You love your business and the logo. But, unless you are an absolutely cherished brand name,– like Nike– possibilities are your customers will not relish the thought of putting on a cap with your logo design on it.

If, however, you could include a logo with a memorable initial motto, you may have a victor. Examples include “Where’s the Beef?” (Wendy’s), “Got Milk?”(American Dairy Association), or “We Try Harder” (Avis).

Environmental Targeting.

It’s most likely not what you assume it is. Environmental targeting methods are items that will be used in the setting where choices that involve your services or product will be made.

As an example, if you operate an on-line company, hand out mouse pads or flash drives– items that will be utilized when choice makers go to their computers thinking of placing an order.

Stay clear of Short Shelf Life.

Attempt to pick items that will be around for a long time. Simply put, instead of an imprinted pad of sticky notes, go with something that could be used repetitively.

One exemption to the short life span rule is meals. At certain times of the year– significant holidays– a gift of food is welcome and appreciated.

Company logos Can Be Winners.

Your staff members, working trade showcases or county fairs, need to be outfitted in matching shirts, hats, or whatever else is ideal for the setup. That is a smart usage of logo design and also serves the advertising purpose without looking forced.

An additional area you can make use of clothes with logos is with your best customers. They have that “love” attachment to your brand name and will truly cherish the special recognition you offer them by presenting them with branded clothes.

Reward Referrals.

Another area in which a logoed item works well is when an individual has provided you a reference. Award the reference with the company brand and they will feel as if they are unique. Once again, providing an option of more than one item would be best.

Option is King.

Ideally, allow customers to select a promotional product– assuming it is not personalized– from numerous you have available. A person who wants and needs a pen will actually use it. The client or prospect who might make use of an envelope opener will certainly choose that.

FOR MARKETERS EVERY TECH TREND HINGES ON BIG DATA AND ANALYTICS

 

We never appear to tire of technology talk. We love debating and talking about the cloud, the Internet, wearables, movement, and also every various other brand-new modern technology that hits the marketplace. And why not? These devices and fads are changing the means we hook up, communicate, market products, as well as engage with our staff members as well as customers.

Even though we talk incessantly about brand-new innovations, we could overlook the truth that it isn’t truly technology that’s driving this change, yet the information and the ideas these modern technologies develop. With this data we have the ability to better recognize what interests folks and motivates them to involve with a brand and get their products.

Social media sites

Social networks are just one of the greatest factors to the ever-increasing mass of large information. Essentially disorganized, the information created by countless social networks interactions increases by the min. Social network information is a real goldmine of important business details: Customer actions, purchase patterns, consumer contentment, and also an indication of upcoming styles. It is this information that helps us comprehend exactly how our consumers are engaging with our brands, and also our competitors’ brand names.

As these technology fads are escalating, they are streamlining people’s lives and the means they connect. Marketing professionals take advantage of the constant ability to assess as well as keep an eye on the data and also ‘actions’ trends amassed from these modern technologies, providing them with understandings that could be utilized to customize methods to their targeted clients. The capability to collect this data from our workplaces, our bedrooms, the coffee bar, our vehicles, as well as our houses is just one of the most exciting aspects of technology.

5 WAYS TO FIND MORE TIME TO BUILD YOUR BUSINESS

complete-media-sioux-falls-south-dakota-marketing-advertising-blog-news-matts-mind

 

Today, starting a company is much easier than before. Thanks to modern technology, you don’t need lots of resources, a huge team or numerous degrees to create a successful firm. Today, there are essentially thousands of economical tools offered to business owners that can help bring their vision to life. Whether you’re developing a company from square one, or aiming to improve an already existing one, there are powerful and available modern technologies that can make a significant effect on even the tiniest business.

As most of us know, time is one of one of the most crucial aspects to an entrepreneur’s success, listed below are five steps that small companies can take to acquire some of that time back.

1. Punch above your weight.

If you are ready to invest time into your idea, put a little money in to produce your brand name. A website, social web pages and a detailed approach to follow could make you seem much bigger than you are.

2. Automate– as much as possible

Time consuming, yet important company processes such as invoices, repayments, and email marketing can all be automated, dramatically lowering time commitment.

3. Make your stage and size a benefit

Being tiny most likely means you put on lots of hats and don’t have the luxury of large budgets. Nonetheless, it means you can decide on the fly, course correct and also get in touch with your customers far more thoroughly compared to larger firms.

4. Hire an online aide

Your time is too valuable to squander it on ordinary jobs like scheduling meetings and making lunch bookings. Instead, collaborate with a digital assistant. Most importantly, outsourcing the position permits you to save money on wage, perks and overhead expenses.

5. Unchain yourself from your desk

Innovation today means you can run your company from anywhere. Take advantage of complimentary collaboration devices that allow you to simplify company implementation on the go. Technologies like Skype and Blue Jeans Network allow you to aesthetically get in touch with employees, coworkers and customers regardless of your location while cooperation suites like Google Docs and similar solutions allow real-time teamwork on practically any project.

March 16: Sell your products and services online

complete-media-web-design-sioux-falls-seminars

Keep It Local Online

When online shopping first hit the scene, consumers were trending only towards the megasites that we’re essentially the Wal-Mart of online stores. (You could do that shopping in your pajamas, too. Just like Wal-Mart!) As online shopping has stabilized and more Mom and Pop style companies have come on the scene, online shopping has become more and more a part of the regular economy.

The latest trend is for online sales to increase business for even local shops. Rather than driving across town, many consumers are choosing to cruise a local companies online store. Which means you should probably get one so you can close the deals that don’t make it through your doors.

Learn how to integrate online shopping into your web marketing strategy on March 16th at noon. Always at Complete Media. $10 for the general public, free for the Complete Media Circle.