Date: 2nd Jan 2010
Reference: NC 10/002
With autumn upon us and a number of our clients already embarking upon their annual business plan/budget processes, we are often asked for input as to where we think they should be concentrating their efforts on.
With every client different, we did a straw poll in our office and came up with our “Ten Tips for Marketing Communications Planning in 2010” to give some general pointers in the process.
Naturally if any client - current or prospective - needs more specific advice, we’d be happy to provide some additional input or guidance.
1. Set objectives and measure results
An obvious starting point you might think, but sadly often overlooked in the rush to get into the detail of specific projects and initiatives.
Just as in any other area of your business, it is vital to clearly understand exactly what you are trying to achieve in the planning period from your marketing communications activities.
In our experience, asking the apparently simple question of “what are we trying to do here” very early on in the process is crucial. Avoid the temptation to do what you’ve always done as, in the current climate, every item of investment/ expenditure is likely to come under close scrutiny.
In the same way, asking “how will we know if we been successful or not” is an equally pertinent question.
If the necessary measurement mechanisms are not in place - be it KPIs, pre and post campaign research etc - these need to be factored into the planning process too, with necessary resources and budgets allowed for.
2. Brand building or lead generation?
Linked closely to the first two points above, most businesses and organisations will undertake a range of activities, some of which are geared more to boosting sales in the short term, with others part of longer term brand building.
Both have there place but it is likely that, against the current economic backdrop, there will be a need to focus on areas which have the capability of delivering the most immediate benefit to the bottom line.
Look at the mix of your activities and make sure you have the right balance for current circumstances.
3. Is your brand being consistently presented?
First impressions really do count and if your brand consistency isn’t up to scratch, the time to start to do something about it is now.
Spread all your customer-facing materials – letterheads, business cards, leaflets, brochures, ads etc on the table. What sort of image do you think they currently present – professional, consistent, competent and actively reflecting your organisations core values?
If the answer is no, this is an area where you can get an early quick win, often at relatively low cost and it doesn’t necessarily mean you have to reprint everything with your logo on overnight either.
4. Key messages
Ok, you’ve decided that you need to do some marketing, but what are you going to say and how are you going to say it?
Developing key messages is an essential part of the process in positioning and differentiating your offer in the marketplace. Thinking about the right tone of message for your target audience is critical too, particularly when continued uncertainty requires well thought out and persuasive argument to sway investment decisions.
You’ll need to go through this process anyway as part of an effective briefing process with any outside agencies, so it’s well worth investing the time now in getting some clarity of thought here.
5. Think On-line
The Internet, email and broadband technology are now essential building blocks for every business, with handheld devices further fuelling demand for instant interaction, dialogue and access to content.
Whatever your line of work, existing or potential customers and stakeholders now want to find out about your organisation, its brands and its products and services on-line. Increasingly, people will also want to engage in an on-line dialogue about your products or business using a variety of methods.
It is therefore a good time to revisit your digital strategy and consider what you need to be doing to ensure you are not missing out important on-line opportunities.
6. Is your database up to scratch?
Effective marketing has always involved accurate targeting of activities and for many businesses, direct mail or email marketing is an essential part of the mix. In either case, an up to date database is a prerequisite.
Sadly in the current climate, many former contacts may no longer be there or the decision influencers/makers may have changed.
Think about the resource you need to make your database an integral part of your day to day operations – for instance getting the sales force involved or giving ownership of the process to a member of the admin team.
Even if you plan to buy in external data, it can often takes several weeks to get data in a format ready so you can start to use it in your marketing activities, so again forward planning is essential.
7. Don’t forget about PR
All forms of marketing communications inevitability cost money, but getting a good return from a relatively modest investment is still possible.
PR can be particularly effective here, as a well thought out and targeted campaign can often generate high levels of awareness and interest amongst key target groups, with the added credence that editorial coverage can deliver.
However, good PR can’t be turned on and off like a tap – it needs a medium to long term approach, backed by the appropriate investment, to yield most effective results.
8. What resources do you have at your disposal?
You need to be realistic about the resources available – both financial and staff-wise. If you don’t have the internal resources, think what you can effectively outsource to an external agency.
If you already have an agency, be open and frank with them from the outset about what budgets you have available. This will ensure that effort and focus is directed in the key areas to make the very best use out of every £ of spend.
9. Do a few things well
There is a often a temptation to try and do too many things at once in an attempt to cover as many bases as possible.
Less is frequently more in the communications arena, and we encourage clients to focus on some key areas of activity and doing them justice, rather than to do a number of things not particularly well.
A good rule of thumb here is to list out all the things you would like to do, then halve that number prioritising “the essentials” from the “it would be nice to dos”. Then make sure the activities you do undertake are done in a thorough and integrated way, to make sure you maximise every opportunity from your investment.
10. Have a plan and deliver it
Sadly we’ve seen countless Marketing Communications initiatives optimistically set out in an annual Business Plan, only to “wither on the vine” during the course of year.
There are many reasons for this, not least because marketing activities are often under-resourced or play second fiddle to existing customer imperatives.
No doubt the original plan will have to be adapted or changed due to circumstances that arise during the year, often many times! However, effective marketing communications will only happen if you make them happen, which means assigning someone within your organisation with the responsibility, time, authority, resources and moral support to deliver the plan.